Today we’d like to introduce you to Lexi Stout.
Lexi, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I was raised in South Florida as an only child by parents who were hustling to make something of themselves. My mom is the crafty, artistic musician type who taught me how to explore, create and stay curious. My dad is the practical yet innovative businessman type who taught me always to work hard, that there is a solution to any problem and to take care of friends and family. My early childhood was probably the single most important influence on who I am today. I was often alone with my “brother” Jazz, the golden retriever, wandering around outside totally barefoot, acting out epic storylines with bugs, imaginary friends and other critters. Then the next minute, surrounded by ten rowdy adults slapping a mask on my face and pushing me into the ocean to find our next catch (I say this lovingly). This kind of childhood taught me to listen and observe, be grateful and frugal, create something from nothing, embrace independence but openly collaborate with others and to have a sense of humor.
Fast forward to high school graduation, I know I want to be creative but with a business sense and have no idea what to do next. I see “What Women Want” starring Mel Gibson and am immediately intrigued by a scene where he dazzles a bunch of muckety mucks with an inspiring Nike ad campaign idea. I think, “WOW I CAN DO THAT?” So, I represent the University of Florida with a major in Advertising and a minor in business administration. Then, I hop up to Atlanta to round out my creative know how at a small and mighty portfolio school called the Creative Circus. I meet a bunch of super inspiring and ridiculously talented people and feel extremely unworthy. I decide to stay in Atlanta, then hop around the traditional ad agency and experiential marketing world with the plan to stay as long as I continue to learn and grow. I wear a million different hats, travel around to give the very same types of presentations to muckety mucks I was once enamored by and enter the beginning stages of carpal tunnel. I had many print/TV, digital, and event marketing opportunities with huge brands like Under Armour, vitaminwater, Coca-Cola, NBC, Royal Caribbean, Harley-Davidson and more. At the time, I was stressed beyond belief and poured every ounce of myself into agency life. But, I felt like a drop in the bucket for these big fish and wanted to really make a difference somehow.
So, I left it all behind and started my first company, Mug Creative Club, in 2015. My passion was to meet local business owners who had poured their entire souls into their companies and help them take it to the next level with creative. I love learning about so many kinds of industries and the colorful spectrum of folks operating them. And I really enjoy translating all of this research into a unique brand with visual and written elements that could only be made for them. I’ve had some wonderful, collaborative partnerships over the years with other creative-focused companies (most notably e-commerce shop Nicely Built). Today, I just recently streamlined my efforts on a new company name – Lexi Stout Creative.
Has it been a smooth road?
Yes and no. Yes, because I know that I’m very lucky in a lot of ways. Not only did I have a strong support system over the years, but I had food on the table and shelter overhead. Plus, I had just the right amount of people pissing me off at the right time to light a fire under my ass and encourage me to take things to the next level.
In terms of the bumpy times, there is this insane notion that working in marketing means you have to give up your entire personal life. Especially as a creative and especially as a female. If you aren’t grinding from 4 AM to midnight all seven days (which I often did), then you’re just not passionate enough. This “lifestyle” is way worse in other cities. I heard a rumor once that an agency offered to hold weddings at their office so you could get back to work faster?! As exciting as it is to do work that is experienced by many folks across the world, it is a serious grind with lots of high pressure and money on the line. And if you do well, you are gifted with even more work – hooray! I know another piece of this problem was my personal work ethic, borderline perfectionism and belief in doing what is right. A big critique for me was that I tried too hard and cared too much. I was pretty outraged to hear this at the time, but I get it now.
When I started out on my own, I said yes to everything and offered up a lot of work for free or next to nothing. I had to learn over the years how to say no and find a balance for helping others while also sustaining myself. It’s also frustrating meeting new folks who don’t value your worth. I spend WAY too much time and effort creating something just as unique as it is effective and functional. In fact, most of the full brand identity work I do clocks in at around 40 hours and is extremely thought out from idea down to exported file formats and how to use everything together successfully across marketing channels. There’s no shame in doing what you need to do to get up and running at a very low cost. I totally get it – trust me! But, when you’re ready to make a smart investment in something lasting, that’s when I come in.
I’ve more recently learned to give up trying to be something or someone else and fully embrace who I am and where I’ve come from. It’s never comfortable or easy, but this new plan has proved wildly successful compared to what I thought I should be doing all along.
We’d love to hear more about your art.
I decided to go all in on my name with Lexi Stout Creative. I’m an art director and graphic designer by trade, but I also enjoy writing and strategy. I know we can achieve incredible things with hard work ethic and a positive outlook. For me, it’s about learning, teaching, curating and engaging. I love to solve problems and create memorable brand experiences through the use of storytelling and sharp, imaginative, creative solutions.
In terms of services I offer… mainly brand identity design complete with everything you need to maintain a consistent and captivating presence. It’s not just about the logo, it’s the mark, supporting graphic assets, color palette, typography, tagline, messaging, photography style, social graphics and more. Plus, exporting everything you need into a huge folder of files ready for common print and digital needs and making sure you know how to use these items to the best of your ability. Beyond branding, I love illustration, iconography, menu design, photoshoots, concepting big ideas, merchandise design and so much more!
Is our city a good place to do what you do?
YES! I absolutely love Atlanta creatives. It’s amazing and inspiring to see how collaborative this community is. I hate to say it, but in other cities there tends to be this “me versus you” mentality where everyone is trying to outdo the other and advice is locked up tightly. In Atlanta, people openly discuss what has helped them get to where they are today, how they go about business practices, and even pricing! Plus, we’re working towards a much more diverse community when it comes to marketing and design. It’s very exciting to have so many perspectives and skillsets involved! To improve, I hope to see even more moments of collaboration across styles and niches, but in a setting that feels less network-y and more intriguing.
Contact Info:
- Website: lexistout.com
- Email: ahoy@lexistout.com
- Instagram: https://www.instagram.com/lexistoutcreative/
- Facebook: https://www.facebook.com/LexiStoutCreative/
Image Credit:
Kelley Raye Photography
Nicely Built
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