Lauren Wong, co-founder and creative director of Super Keen, shared insights on creativity and brand strategy in a recent interview. She emphasizes the importance of action over perfection, referencing her co-founder Gabby Lord’s saying, “you can’t steer a parked car.” Wong candidly admits to moments of hesitation, such as delaying video projects due to minor details like equipment or appearance. However, she found that starting the projects regardless led to positive feedback, highlighting a common struggle among creatives. Wong also admires the New York Liberty’s mascot, Big Ellie, for effectively embodying a brand with a consistent and engaging personality. Big Ellie’s strong presence and storytelling resonate with fans, proving that a cohesive brand identity can lead to success. On the topic of brand engagement, Wong believes brands need to connect with their audience through meaningful narratives. She asserts that while businesses seek profit, brands should aim to create meaning. Her creative pet peeve is presentations lacking a structured grid, which reflects her design sensibility. In a personal note, Wong mentioned her rare form of synesthesia, which she lost after becoming a parent. She considers writing about this experience in the future, indicating a deeper exploration of her creative journey. Overall, her insights reflect the balance of practical creativity in brand strategy and the personal experiences that shape her work.