Gina Grittner

I would attribute my success to my grandma. I was very, very close to my grandma, and I grew up in her basement where she was always doing all kinds of different crafts. She would sew, knit, crochet, she would paint ceramics, and even had a kiln in her basement. We would paint ceramics in her basement together and watch Golden Girls or chat and listen to oldies music, which was just the best time. I learned a lot about creativity, and it was a really fun way to let loose and express myself. I learned how to channel anything I was feeling through art, which I still do today. She taught me creativity comes in many forms and that joy comes from freedom of expression. That there is beauty in everything and everyone if you're open to trying new things and meeting new people. She always kept my artwork - I would make her cards on Microsoft Paint, and I found them in a photo album that she kept, which was so sweet. It was just a simple jack-o'-lantern made from a circle, but she held onto it for years. That belief in myself that she gave me, and that creative spark, for sure, I would attribute it to her.

The best advice I’ve ever followed is to shift my lens and view the world through the perspectives of others. I think that really applies in any work environment. Leading empathetically, communicating, and understanding where others are coming from makes a difference and cultivates real connections that can propel successful work. Empathy and perspective is just as important in crafting the work itself because you ultimately need to think from the consumer's point of view. That's also thinking empathetically by anticipating their needs, as well as the client's needs at the same time. What I love about our work is being able to tap into so many different perspectives, and at the end of the day what we make is not about us as creatives. In our field, it's easy to get sensitive about the work we are creating. Because we're putting a lot of love and a lot of care into what we're doing, and it's easy - we have critiques daily - it's easy to get personal about a critique, but anything that we create in the industry is for somebody else. It's for the consumer, and it's for the client. It's for the brand. So, as much as you can think outside of yourself and try to tap into different people's emotions and their needs, their wants and their desires, the better off you'll be in all positions of your career. That's been the biggest piece of advice that I still use today, especially in more of a management and leadership position to lead empathetically. In order to create, inspire, to motivate, to connect, to praise or critique, it should always be done through a filter of awareness. I try to make the process fun and build collaboratively, always from that place of empathy.

I would say, number one, if I could go back and give myself some advice, it would be just don't be afraid to be yourself. I would say be authentically yourself. Perhaps not genuinely yourself, but authentically yourself, because you do need a balance of leading with empathy while also having authority in what you do. Be yourself, and don't be afraid to voice your opinion. When I was starting out, that was something I was afraid to do. I was afraid my voice was too small to matter. I was very quiet, very shy, and had ideas but never felt like anyone would want to hear them, another example of the importance of cultivating an empathetic and supportive workplace. My own experience of starting out has helped me see the value of helping others find their voice. Over time I've learned that no matter what, everybody has a valid opinion, everybody has a point of view, and they all make a difference. It doesn't matter who the idea comes from, it doesn't matter what position you're in, what department your'e in, you can add value by being you. Don’t be afraid to shine.

I would say the number one challenge, which I think is really relevant for this platform, is being put in the box of being too nice. I think as women in general, it's really hard to lead and not get that label. You're trying to lead empathetically, and it's challenging to do without being labeled as soft or lacking strength. That's something I've had to work around, finding what that right balance is for me of soft and strong, authority, and empathy. But I've started to feel more comfortable in that balance, and a lot of it revolves around confidence, being confident in your intuition and your gut, especially in a creative field—you have to trust what you think is right, believe in yourself, and then it all stems from there. It's a big one in our field, making sure that as a woman you come across as having authority, without being too harsh at the same time, to avoid shutting down creativity and collaboration while simultaneously guiding the work to where it needs to go. Finding that balance is key. It builds meaningful connections that last while crafting stronger work. I don’t subscribe to the outdated model of leveraging power to make others feel your title or feel fear. I believe there is more currency in connecting empathetically while cultivating joy and trust. Connection is power in itself. We are wired to co-create, to support and grow together. In the long run that mentality will take you and everyone around you farther. To me, leadership isn't about your title. It's about how people feel after meeting you or working with you. That's a more valuable résumé to me.

As for opportunities, my favorite opportunities are the ones that others don't gravitate towards as much. Maybe it's a strange product, or a strange brand, or a small brand. It's not the biggest brand on the roster. Might not be the first one that everybody wants, but to me, those are the golden opportunities, because there's a little less risk, but there's more room for growth, and there's more flexibility. Those oddballs are big opportunities to me, even when they seem like they aren't. But also, being able to craft narratives and stories is an opportunity in itself—now that I'm in a director role, being able to decide how we're going to present an idea to the client, how we're going to get them excited about it, is also a big challenge that I look forward to. I really love that part, because it's storytelling, which always connects people. In our field we have the opportunity to be a bright spot in someone's day and I look forward to crafting those moments in ways that are engaging and memorable like any good story.

I believe in the value of truly seeing others and recognizing that everyone is navigating their own invisible battles. This philosophy fuels my activism, where I advocate for both human and animal rights through philanthropy and grassroots activism.

Creatively, I am a storyteller at heart. Whether I’m reading too many books at one time, getting lost in 70s vinyl, diving into art history or learning the piano, I’m constantly absorbing new perspectives and trying to learn from them. When I’m not at my desk, you’ll find me in the garden with my husband or walking the forest with my dog, Otis. I believe that noticing the connections between us all is the key to creating authentic, memorable work. I strive to build brands that don’t just look good, but feel human and leave a lasting impression.