Creative, concepts, and curation for thought-provoking brands, design installations, immersive events and engaging environments.
Carra works with entrepreneurs, brands and organisations building purpose into their everyday practices. Using the three pillars of Clarity, Creative Direction and Community, she first draws out the intangible aspects of your vision and motivation - your dreams, your purpose, your goals, your influences and your message - which, when uncovered, reveal the timeless bedrock of passion and authenticity on which everything else can be built.
With this in-depth understanding of your brand, you can then develop your brand-specific touchpoints and tangible assets with confidence, using Carra’s practical reference document that can be widely shared across your team, partners and stakeholders; a comprehensive guide to spark ongoing consideration and development as your brand and its change-making potential grows from strength to strength.
Any brand, campaign or experiential design requires a unique and layered concept to underpin cohesive activity and outcomes. Carra’s strength lies in imaginative, storyful concepts, researched and developed with a strong sense of empathy and insight into those who will encounter them, resulting in effective communication with high impact and engagement.
As a multidisciplinary creative, Carra will either generate a new concept, or develop one from your starting point, combining your message, budget and goals with creative, design, copywriting, art direction, sourcing and styling suggestions. This creates a solid foundation for communication with third parties and stakeholders regarding next steps, such as funding, cost estimates, technical development and production; or sponsorship, marketing and PR.
Design Storytelling & Curation
Good concepts will apply to any platform, but when it comes to production, Carra primarily focuses on physical spaces. These may include design installations at events and exhibitions, immersive pop ups, and interior features - special projects where people are tangibly experiencing progressive values and inspiration through the environment they’re in.
Following the crucial stage of concept generation/development, she works closely with project managers, exhibition build teams and interior fit-out companies to plan the spatial design, and/or curating the products and people who will bring the story to life through touchpoints, talks, tasks and activities - examples include showcasing algae as fuel, vertical planting, and living ‘infusion’ walls for wellbeing, to paper prototyping, 3D printing and connectivity. She also liaises with related disciplines such as copywriters, graphic designers and digital designers to ensure communication of the concept is intact throughout all touchpoints.