February 14, 2017

Tenth Crow Profiles: Meet Clare Albers

Clare Albers, Brand manager

How did you make it to Tenth Crow Creative?

I’ve been working in marketing and branding for five years now. After working in-house at a natural beauty company, I joined Tenth Crow’s team to get a sense of what branding looks like across different industries and markets and to work in an environment dedicated to design and creative thinking. I was also enticed by the opportunity to help with the company’s internal rebrand, which was just getting started when I came on board. I felt energized by the creative and intellectual challenge of branding a branding agency (which I discovered is easier said than done!).

Where do you find your creative inspiration?

I find creative inspiration in expertly, beautifully curated blogs or magazines that offer me a chance to escape from the real world and slip into someone’s beautifully crafted creative vision. Design Love Fest, Kinfolk, Miss Moss and my own Pinterest are a few examples of where I like to go to fill my inspiration cup. As an avid reader and writer, I also find inspiration in books. Daring Greatly by Brene Brown, Fates and Furies by Lauren Groff, Unbroken by Laura Hillenbrand, West With the Night by Beryl Markham and Soulful Branding by Jerome Conlon are all books I’ve read in the last year that have made a major impression on me.

What are the first 5 apps on your phone?

I don’t know about first, but my apps that are worth talking about are the New York Times (which I’m working on not checking every hour, to preserve my sanity), Yelp (because I love eating out and finding the local gems when I’m traveling), MyRadar (because it’s nice to know what weather systems are heading your way), Clue (ladies, check it out!) and Podcasts (current favorites include 2 Dope Queens, Tara Brach meditations, and On Being).

Is there a marketing campaign that sticks with you from your younger years?

I will never forget how much these CitiBank Identity Theft commercials made me laugh. So memorable! I think as a kid, they also helped me to actually understand what identity theft meant. I love ad concepts that are at once simple and a little bit absurd, and of course, humor is an easy way to get to my favorites list.

What has been your favorite project to work on at Tenth Crow?

Our own brand! What a journey. It’s been my favorite first because I am proud of the way it came out, and second because it’s not finished. The fact that defining, refining and improving the way we present our own brand is an ongoing effort has provided me with lessons in perseverance and the importance of keeping the long-term vision in mind. Immersed as I am in our instant-gratification culture, it can be easy to forget that great things take time. I’m excited to continue to work alongside the rest of the team to help our company’s brand flourish through 2017.

How would you describe your workday here?

My days are typically a nice mix between busily bopping around between clients’ needs and spending focused time researching and writing, punctuated by office dogs coming over to sniff around for snacks, and creative team brainstorm sessions full of laughter.

What’s an important lesson you’ve learned while at Tenth Crow?

There are so many – but one that stands out is that it is ineffective for a brand to try to be everything to everybody. Getting super focused on what you do best and seeking out the people who are looking specifically for that thing is a recipe for success – even though it feels scary to specialize, because that means you have to say “no” to some people or opportunities. While it’s a simple concept, it’s amazing how difficult of an idea that is to put into action. It’s tempting to try to please everyone, but that is a sure way to get lost in a sea of blah-ness. I also find that it’s applicable to the way we plan our lives, especially for young people strategizing their careers. What’s that one thing that you want to be known for? A great question to consider, for individuals and brands alike.

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