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Meet Emily Hillgren of Indigo Projects in Nichols Canyon

Today we’d like to introduce you to Emily Hillgren.

Emily, before we jump into specific questions about your work, why don’t you give us some details about you and your story.
Three years ago, I founded Indigo Projects, an LA-based creative agency specializing in content creation, brand partnerships, brand strategies and PR for clients that include Grammy-nominated musicians and top-tier brands. Through Indigo, I have partnered with luxury e-commerce site SSENSE to produce their editorial content and book talent, increasing their brand awareness and sales.

I also created the marketing and press strategy to integrate an emerging musician in the fashion industry and cemented him as a major fashion influence through strategic brand partnerships and press features in major publications. Recently, I’ve started to produce music videos, as well as content for technology brands.

Prior to Indigo Projects, I was living in NYC, working as the Marketing and Communications Manager for Sandro and Maje, two distinct French fashion brands who had recently landed in the US. I was responsible for developing full, 360-degree marketing and content strategies for both brands. I also organized the event strategies nationwide, managing over 50 events a year, including the West Coast brand launch and VIP influencer events in Los Angeles, and large-scale brand activations around Coachella, Art Basel and the Sandro x REEBOX collaboration. Creating relationships and connecting the brand with others was an integral part of my role. I established brand partnerships, introduced the brands to influencers and talent, and managed outside PR agencies, while still building relationships with regional and national media outlets.

And prior to Sandro and Maje, after graduating from the University of Michigan, I started working in the fashion industry in NYC, as an intern for Wes Gordan, a luxury up-and-coming designer who was in the running for the CFDA Award. It was your typical fashion internship with a lot of grunt work – me lugging 40lb garment bags through the subways and up and around the garment district.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Starting your own business is never a completely smooth, paved road.

Transitioning from NYC to LA was a challenge, as I had to create a brand new network of clients and friends.

Also learning to navigating between the fashion and music industries- the way you move, the way you speak to people is different between the two.

Lastly, of course, there have been failures – many failures. Like partnership opportunities that took years to build never coming to fruition. For every success you see, it probably took five failures to get there.

But of course, I’m super appreciative of every failure and struggle, for each offered a lesson learned along the way.

Please tell us about Indigo Projects.
Indigo Projects is a boutique creative agency bridging the gap between music, fashion, and art that specializes in brand strategy, brand partnerships, production, PR and talent booking. With clients such as Marriott Hotels, REVOLVE, SSENSE, LVRN and Top Dawg Entertainment, the agency has secured significant brand partnership dollars and talent bookings, as well as millions of media impressions in top-tier press outlets such as Vogue, GQ, Nylon, Paper, W, Complex, The Fader, Glamour and Forbes.

I’m extremely proud to be so versatile and have the ability to offer clients a range of services. For instance, if I create a partnership with a client, I can also create the content, event and PR that goes alongside to support it.

I truly love connecting two entities and creating magic together – whether that means people with other people, brands and other brands, or brands and a particular person. I love creating those partnerships where everyone wins and grows.

I care so much about the clients I work with and the projects I work on, that everything I do has a very personal touch.

Has luck played a meaningful role in your life and business?
Honestly, I’m not sure it’s luck, but a lot of hard work and perseverance.

I do trust that everything happens for a reason, but you have to recognize the opportunities that come before you, and not let them pass you by.

If something fails, it would be too easy to blame it on bad luck, so I’d rather take a step back to understand why something failed and learn how things could be done differently the next time to avoid the same outcome.

Contact Info:

Image Credit:
Syd x SSENSE: Stefan Kholi
Rico Nasty x SSENSE: Zhamak Fullad
Maisie Williams x SSENSE: Aidan Cullen
Billie Eilish x SSENSE: Christian Werner

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