Meet Kelli Binnings of Build Smart Brands: Brand Consulting and Design

Today we’d like to introduce you to Kelli Binnings.

Kelli, please share your story with us. How did you get to where you are today?
I started where most creatives start: coloring, sketching and looking to music for influence. Every creator’s instincts are rooted in those early-life explorations and discoveries and I was one curious kid. As I grew into my own, the question then became: how do I develop those curiosities into a profession?

At LSU in Baton Rouge, Louisiana, I double-degreed in Graphic Design and Communication Studies with a minor in photography, which became a fast love of mine. These are still the three pillars that are the foundation of my career today. During that period of learning and exploring, I discovered what I truly wanted to do through my first freelance project: a brand design for a new restaurant. That project led to others, and before I graduated, I had a budding design business underneath me. As my design opportunities increased, my love of music and photography began to merge when I shot my first show in 2005 with Nine Inch Nails, Queens of the Stone Age and others at Voodoo Fest in New Orleans, Louisiana. From then on, I knew I was doing EXACTLY what I was meant to do in the world of design and photography.

After my years in design school, I opted to continue to pave my own path rather than join a larger agency. While that may have been “the hard way,” I felt it was the one thing I was meant to do. As a business savvy creative, I always have and continue to be an advocate for building your own business and following your instincts. It’s the only setting where you can understand the mindset of a client because you are living it. It also gives you the perfect example of how the power of building a solid brand can grow a company.

In 2015, I opened Reign Creative Co, a full-service creative agency with two partners. We became fast competitors in the space and grew to an eight-employee shop with a sweet storefront on Magazine Street in New Orleans. We had the pleasure of working with a variety of industries, from fitness apparel companies to food and beverage packaged goods to film studios. Over my time as creative director, lead designer and photographer, I made wonderful connections that developed into a network of talented collaborators that I continue to work with to this day.

After growing that business, something shifted for me. I felt I’d outgrown that market and wanted something different for my professional career. I was becoming a psych-obsessed research nerd who had bigger aspirations and a hunger for the hustle that needed to be satisfied. In 2018, I closed Reign Creative Co., sold everything I owned and headed to Los Angeles with a flag in hand, ready to plant.

I opened Build Smart Brands, a full-service branding and creative consulting business. I’ve since had the great pleasure of working with clients in the fitness, beauty, hospitality and tech industries, bringing my diverse skillset to fruition on the branding development and design side. On the photography side, I’ve photographed countless live shows, orchestrated lifestyle and commercial shoots, and shot branded headshots for professionals and actors alike.

Today, I’m more optimistic than ever for the future that lies ahead.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Building and running your own business is not for the faint of heart. There are obstacles around every corner. College teaches you what you’ll do but not why or how to apply it. In the real world, you learn everything by example and experience, which isn’t really something that goes into a portfolio.

Over the years, I’ve gotten comfortable with the perception of failure, shifting directions, losing interest and starting over. When you commit to building a business you don’t realize how much of that commitment goes into building a better you in the process.

Every challenge has lead me here. Despite any and all frustrations or inconveniences, I know it’s only temporary in a much bigger picture.

Alright – so let’s talk business. Tell us about Build Smart Brands: Brand Consulting and Design – what should we know?
We are surrounded by brands. How they influence, define, inspire our personal image and shape our community. We love them like people. Why? Because brand and human personalities aren’t that different. When you’re creating a brand, you’re creating an experience, so you might as well make it a memorable one. It’s my passion to create brands that are as powerful as the people behind them. As a brand strategist and designer for the past 10+ years, I’ve collaborated across a variety of industries from Food & Bev to Commodity Trading to Fitness and Lifestyle to Skincare and Beauty. Every brand, no matter the industry, has a voice, purpose and identifiable value to share with their audience.

My career experience has taught me how to streamline communication between creative and marketing teams, bridge gaps between brand and consumer, and most importantly, become a great listener. Through of Human Mind Design’s solo agency style, I’m able to give my clients great flexibility in both access to expertise and range of experience no matter what type of project is thrown our way. Whether it’s naming a business, designing a logo, developing a vision and story, identifying product or service whitespace, doing market research through analytics or developing creative campaigns to pitch your idea through social or experiential branding, I firmly believe that every touchpoint of a brand is an opportunity to create an impactful experience for your audience.

Services include:
Brand Design + Development | Photography | Website Design | Brand Message Development + Story Building | Leadership | Project Management | Business Therapy | Social Media Campaigns | Consumer Products | Digital Marketing | Brand Strategy | Brand Ownership

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My family has always been supportive, no matter the situation or hardship, they have been there to remind me of my talents, tenacity and purpose. I owe my work ethic, empathy and strength to never give up to them.

I’m truly grateful to all my colleagues and clients over the years for teaching me how to build and nurture relationships, all of which is part of the foundation of running a business. Learning when to say yes and when to say no is an art form best practiced through the delicate nature of communication skills.

All the authors of the countless books I’ve read over the years, I continue to grow as an individual and a business owner through their shared knowledge. They have each been a mentor to me, educating and guiding me through all the lessons I’ve learned.

My close knit circle of professional friends that have supported me with opportunities and active listening over the years. We motivate, inspire and believe in each other, offer each other a sounding board, share books and knowledge with each other and bring comedic relief to any and all situations worth not taking too seriously. I’ll forever be grateful to them.

Contact Info:

• Website: www.buildsmartbrands.com
• Phone: 3109085979
• Email: [email protected]
• Instagram: @kbinnings @buildsmartbrands

Image Credit:
Cover photo: Tyler Kaufman; Headshots: Mike Slebodnik; Haley Williams of Paramore: Kelli Binnings; Gavin Rossdale of Bush: Kelli Binnings; Tom Araya of Slayer: Kelli Binnings; Bryan Waring with Muscle Club Apparel: Kelli Binnings; Ignite brand mockup: Kelli Binnings

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