Influential Woman · Creative Art Direction

Rachel Lack

Graphic Design Manager, Davidson Homes

Atlanta, GA

Certifications · Degrees · Memberships

Degree SCAD Degree Savannah College of Art and Design - Advertising and Graphic Design Degree Paris College of Art and Design - Master's in Transdisciplinary New Media

Her Story

About Rachel

I went to SCAD, Savannah College of Art and Design, and studied a bit of advertising and graphic design, and then got my master's in France at Paris College of Art and Design, where I started doing more transdisciplinary new media. That's where I kind of got the itch to do more campaign work and branding specifically. After my master's, I was working with Leonisa doing some campaign work and brand identity, and then I got really, really specific in doing rebrands. I did a rebrand for Leonisa, I did a rebrand for Floor & Decor, I did a rebrand for Davidson Homes. Right now, I'm freelancing mainly for Davidson Homes as a creative art director, and I basically strategize all of our quarterly campaigns, everything from strategy to execution, creative kits and whatnot, and then work alongside graphic designers to execute the individual assets. I was full-timing with Davidson Homes, and now I'm just contracted with them because they required an in-office presence, and it was just a bit far away from my home, so I had to continue just as a contractor with them, but I am open to more opportunities.

Quick Facts

IndustryCreative Art Direction
Based inAtlanta, GA
Languages French
Specialty Creative Art Direction, Rebranding, Campaign Strategy
- Brand Identity
Volunteers with Guatemala Youth Initiative

Her Interview

Ten minutes with Rachel

01What do you attribute your success to?

I wanted to, as you know, we have the family business and the choice to not continue in those footsteps. It had me, I had to prove something, that I could make it out on my own, and I think that determination of, you know, really pushing hard, and trying to get my degrees, and trying to get my own jobs, and trying to climb up the corporate ladder and all of that without the help of my family was important to me. So, I would say attributing it to just proving everyone wrong, that I could do it on my own.

02What advice would you give to young women entering your industry?

Something I learned really early on in my career was that being a jack-of-all-trades is not always necessarily a good thing, and a lot of people in the industry would rather have someone who knows how to do one thing very, very well, almost perfectly, rather than having someone who can do 10 different things, you know, so-so. So, that'd be my biggest piece of advice, to really hone in on something and be an expert in your niche, if you will.

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