Last week I had the chance to hop on a video call with Reanna Evoy who is currently the Creative Director for the clothing brand Kit and Ace. Reanna's previous role was as the Creative Director at ALDO, but the opportunity to work on shaping a new brand and the pull of home drew her back to Vancouver. Reanna talks about using Tumblr to pull creative inspiration - she thinks Pinterest has become a bit too "basic". She shares how she first discovered that design and art was the work she wanted to pursue, the moment came the first time she sat in a Starbucks. At the time, she was studying botany in University when she had the epiphany that wasn't what she wanted to do.
Tell me a little bit more about your role at Kit and Ace and what that involves?
I’m the Creative Director for Kit and Ace, which is definitely a multi-faceted role. I used to be in editorial and I built a lot of content throughout those years, but now I get to oversee a much larger scope of a brand. I’m helping to both shape the brand and acting as the brand police [laughs]. I work in everything from photography to content to design and typography.
Mostly, I’m responsible for making sure that we show up consistent across all of our channels and touchpoints. From social media: Facebook, Instagram, and Snapchat, to our online magazine The Brief. It can include billboards, magazine ads, or any digital marketing. It all has to tell a story. All of the concepting and development comes out of my department. I work with J.J. Wilson and we spearhead what the brand will actually show from a visual point of view. All of the visual assets are created in our department and then I oversee it all to make sure we’re coming across consistent and awesome.
We have to tell a story. We need to talk about our product and who we are as a brand, what makes us unique, why people love us.
How big is the team that you work with?
We have a pretty robust team of amazing copywriters, really cool graphic designers, photographers, and videographers. It’s amazing because I think traditionally a lot of people go to agencies and when you work in-house you really have more control over your brand. You know the day-to-day realities of what you need to do for in-store and online and you can tailor those experiences.
I’ve had it both ways, I’ve worked agency side and in-house. It’s great that we have such a solid team. Sometimes you don’t always have the right amount of people to help you make a brand awesome, and it turns out we do, so that’s great.
How did you end up in your current role, what led you to it?
I was born and raised in Vancouver, and I left my beautiful city to get more experience and headed East. My goal in life was to be an art director for an actual magazine, and there wasn't that much opportunity here.
So I went East and got all this cool content experience. I learned how to build stories and work with editors and produce magazines that people actually read, which was super cool.
I had all of this great editorial experience and had experience working in fashion and with fashion photographers. That made me pretty attractive to retailers who wanted to tell their brand stories through photography and fashion. That’s what led me into retail. I spent about six years working at Aldo as their Art Director and then their Creative Director. That was a really exciting role.
Then, Kit and Ace was born. When Kit and Ace came along, it looked really interesting to me. They had such an amazing legacy coming from the Wilson family and it was a completely new brand. I was really curious as to how they could use their experience in building a loved brand. It was extremely attractive to me because I had been working in more of a fast fashion realm, this was more of a slower pace, building experiences and getting people engaged and to fall in love with your brand. I was also really looking forward to coming home.
It was sort of a combination of coming back to my roots and helping push a brand from the West Coast. I had been with these legacy brands before. Aldo had been around for 40 plus years, so the opportunity to help shape something completely new was really attractive to me.