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"If I could not be anchored and profound, I would try, at least, to be kind."
Art Direction, Creative & Marketing Director, Lead Designer
gerlinda@g2creativeservices.com
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Adobe Creative Suite – Illustrator, Indesign, Photoshop, etc
Figma, Adobe XD
Project Management Systems – Wrike, Asana
WordPress / Elementor, Wix, Squarespace
I began my marketing career as a folksinger. I played all over town with my band, learning along the way about DIY web and graphic design, email marketing, social promotion, and the value of great third-party vendors. To support my creative endeavors, I took a “day job,” as employee #1 of Atlanta real estate developers Michael Phillips and Kathleen Walker. Their global perspective and passion for community-centered placemaking radically shaped my views about marketing. As marketing director for Michael and Katie’s boutique real estate development firm, I learned the tools of the trade — Illustrator, InDesign, Photoshop, various project management platforms, Figma/XD — and was very hands on with creative deliverables.
Later, I branched out on my own, forming g2 creative services and working as a marketing director on the agency side, managing other creatives and gaining experience taking marketing projects from discovery to concept launch for a wide variety of clients.
Most recently, I work full time for a large real estate investment firm while my business partner, Beth Lord directs retail, FF&E and small business consulting and design agency services through g2 creative. In my current role, I craft complex marketing strategies, manage large marketing budgets, and oversee creative teams for some of Atlanta’s most iconic mixed-use destinations. As a creative myself, I bring a designer’s perspective to my work, which includes art direction, fully integrated marketing strategies, budgeting, placemaking, and UX / UI-optimized digital solutions, as well as advertising, social media, and PR strategy.
Experience has taught me that big ideas are magic — but so are the smallest details. The best marketing never feels like “marketing.” Often, the best designs privilege user experience. ROI is just one of many ways to calculate value. Most of all, I’ve learned that becoming an expert is as much about leaning into your instincts as it is about following a marketing playbook.
Interiors + FF&E, Independent B2C Retail Consultant, Merchandising Specialist, Creative Project Management, Experience Designer
beth@g2creativeservices.com
By the time I was 24, having graduated college with a degree in interiors, I owned my own trade show design company. We created complex custom installations for large corporate clients, including Milliken and Cisco. The more time I spent at big trade shows —NeoCon, ICSC, and CES — the more clear it became to me that the designs and products I liked best were the ones that tended to break through the noise once they came to market.
So, I took a leap of faith, followed my instincts, and left the corporate world to open The Indiependant. At the Indiependant, I curated handmade goods from artisans I really loved and offered maker and kids classes to the community. The Indiependant developed a close partnership with Belly, the beloved bagel and bakery cafe next door. Eventually, I managed both businesses and added restaurant and kitchen management skills to my resume.
In the wake of The Great Recession, both Belly and The Indiependant closed and I began offering B2C retail consulting services. I opened Alabama Chanin’s first brick and mortar in Florence, Alabama. I helped launch the Lilith brand in the U.S., opening stores in Washington D.C. and Atlanta. I also worked with Bobo Intriguing Objects, helping them get goods to market at shows like Roundtop and High Point.
Before Covid-19, I was operating The Learning Kitchen — a community space that offered corporate food experiences and community cooking classes and The Manzana Tree, offering primarily kid and family-focused “food playground” events.
I am a big champion of small business and I celebrate craftspeople, makers, doers, and amazing independent design. I met Gerlinda, my partner in life, around the time she founded g2 Creative Services. As she’s transitioned into her full time role, I’ve taken over more of the day-to-day at g2 Creative. I love to build specialty retail programs, assist with interiors and merchandising, and to design events and experiences.
