Meet Christy Covell | Creative Director, Brand Strategist

We had the good fortune of connecting with Christy Covell and we’ve shared our conversation below.

Hi Christy, why did you decide to pursue a creative path?
I’ve always been a creative. I won a contest in elementary school and my design and tagline were used for the public water authority in South Florida. By middle school, I was attending a selective arts school in Miami studying different mediums and it was heaven. Once I got to college, I shifted more into visual arts and media but always knew whatever I did it would be in the creative field. The art of storytelling is what really lights me up, but I also love the psychology of creative. I love being able to evoke emotion with a paragraph, or how a specific creative direction can make you feel some type of way.

What should our readers know about your business?
I wear many hats and my job is multi-faceted. As a creative director/designer/brand strategist I end up working with clients across a variety of projects including full brand design and direction, web design, graphic design, photo shoots, creative strategy, strategic marketing, systems and processes, etc. I love helping business owners understand the value in building brand equity and seeing the transition that occurs when a client decides to fully commit to the process. I also get really excited about strategy, and using creative as a vehicle to achieve goals in a strategic way is my North Star. When there’s a solid WHY behind everything, it makes the work that much more impactful.

My most notable work and the work I’m proudest of has been my work for Coffee Dose – an independent specialty coffee brand in Southern California. I work as the in-house Director of Creative and Branding and have a lot of freedom and flexibility in regard to creative. From the website to the merch to the menus and beyond, I’ve been able to work outside the box and just let my brain go wild.. For a creative, there’s nothing better than being given the freedom to just do your thing. It involves a level of trust in me and my abilities that is just so empowering – and it’s where I’m able to do my best work.

Many clients come to me because they want to be the next Coffee Dose in terms of branding, but they aren’t fully committed to the work, time, money or sacrifices it will take to make that happen. The reality is, anyone can build a business. If you want to build a BRAND, there are so many pieces to that puzzle and it certainly doesn’t happen overnight.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Living in Orange County means I have access to some of the best spots in Southern California. If a friend was visiting and I wanted to show them some of my favorite places, these would definitely make the list:

1. Coffee Dose Flagship, Costa Mesa (duh) – the food is great, the drinks are superior (the Green Queen and Side Chick are my faves) and the vibes are immaculate. Also GLUTEN FREE WAFFLES, ok?

2. Thousand Steps Beach, Laguna Beach – while it does feel like the longest stairway ever, this is one of my absolute favorite beaches in all of Orange County. It’s a hidden gem with a sea cave that makes you feel like you’re walking around inside of a post card.

3. The Ferry to Balboa, Newport Beach – you just have to do it.. park on the peninsula and pay the $2 or whatever to ride across the channel to Balboa island. My favorite thing to do is browse the shops, stop by Dad’s to get a Balboa bar (it’s a hand dipped ice cream bar – you get to choose your toppings – so so good) and walk the oceanfront loop.

4. A Duffy ride, Newport Beach – this is such a classic way to spend an afternoon in Newport Beach, especially if it’s nice out. There’s nothing like spending a day cruising the harbor, listening to music, snacking on charcuterie and catching an epic sunset from the water.

5. In-N-Out, Costa Mesa – I hate to be cliché but I am absolutely that girl. If you’re visiting me, we’re definitely going to In-N-Out at some point.

6. The Getty Museum, Los Angeles – The tram ride is worth the visit itself. This is a stunning piece of architecture in Los Angeles, boasting not only amazing art but epic views of the city.

7. South Coast Plaza, Costa Mesa – The best place to knock out any shopping, especially during the holidays.

8. Lido Marina Village, Newport Beach – this is a nice place to go for lunch or drinks – you can watch the boats going in and out of the harbor and check out cute boutiques.. especially nice on a warm sunny day.

9. Orange County Fair, Costa Mesa – if you’re visiting during fair season, you better believe we’re going. The OC fair has everything you’d want out of a fair and is a family tradition. Rides, overpriced food concoctions, pig races, concerts, and our personal favorite – the motorhome demolition derby.

10. Vista Park, Costa Mesa – there are SO MANY parks in Costa Mesa alone that are amazing, but we love this one because it’s never too crowded and kind of tucked away. It’s a great place to bring the kids and the dog – there’s a playground, a large field and walking paths. The shopping center across the street is a good place to grab a snack or full picnic supplies (hello, Ferm Farm!) and the views and sunsets from the bluff’s edge are so special.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My grandmother, who passed last year, was always a big cheerleader for me. Growing up, she’d continually encourage me to get creative – whether it was supplying me with all the tools for a crafting project, letting me spill paint all over her floor to perfect my birdhouse, giving me my first camcorder to record “movies” etc.. She always encouraged me to explore the creative side I had, and it definitely helped give me the confidence to pursue something in the creative field.

Instagram: christykernscreative, holdmybrand

Image Credits
Jordan Shiley