Lee will tell you good branding doesn’t always mean beautiful branding. Then she’ll make it both.
Creative work should be fun. Those aren’t just words for Lee, it’s a management philosophy. As Creative Director at FieldWrk, she leads a team of designers and writers through the full arc of a project, and she’s thought a lot about what makes that process work. Keeping spirits high matters. So does holding space for the hard parts. The best creative environments, in her experience, are the ones where people feel supported enough to take risks and honest enough to say when something isn’t working.
That instinct for problem solving is what drew her to this work in the first place. Her background is in fine art and graphic design, and her career has moved through branding and advertising agencies before she and her husband ran their own small agency together.
What’s stayed consistent across all of it is the thing she loved from the beginning: finding unexpected solutions to creative problems. A logo that works in a social profile and on the side of a truck. A campaign that actually moves people. A brand that performs without trying too hard. Good branding, she’ll tell you, doesn’t always mean beautiful branding. Sometimes it means smart branding.
At FieldWrk, that means overseeing creative work at every stage, leading brand workshops, collaborating with the creative team, providing feedback, and getting her hands dirty on the bigger stuff when the work calls for it.
When she’s not leading creative, Lee is in Raleigh with her husband Luke and their son Julien, usually in a park somewhere with snacks and drinks. She paints a little, photographs on film a little, watches birds a little. She once spent an entire vacation memorizing bird flashcards, which is either charming or concerning, you tell us.
