Charlene Sepentzis
Q What do you do?
“I am a brand designer & creative director. I create bespoke identities with a 360° multidisciplinary mindset and a strategic approach.”
My primary objective is to craft creative solutions that foster a positive influence where brands, people, and culture converge.
Q What steps did you take to get to where you are now?
I studied Visual Presentation Design in College and Graphic Design in University. In the last 12 years, I’ve worked in many studios of different sizes in Montreal, Washington D.C., and New York. Over the past 5 years, I worked as a Creative Director in a 70-person studio, leading a dozen artisans who make up the design team, worked on both B2C and B2B projects, and conducted numerous creative workshops with clients. Nowadays, I work as an independent designer, where I have the freedom to choose my own clients and set my own pace. This flexibility aligns perfectly with my lifestyle and career goals.
Q How do you stand out in your field?
I define myself as a hybrid person, capable of designing, coaching, and leading. I believe in strong storytelling, cross-pollinated collaboration, and clever ideas that combine great design and efficiency. I have a keen eye for details that I apply rigorously in all my projects. My experience taught me to understand my clients' reality and help them clarify their vision, empathize their needs and guide them to articulate their goals. I know how to surround myself with other compelling talents, allowing me to approach each step without ego, with a clear common purpose which is to elevate the project to completion.
Q What are you working on right now?
I'm finalizing some merch items for a coffee shop and a local artist. Additionally, I’m currently working on a few different and exciting things, such as editorial design for two books and developing a whole new brand for a museum.
Q What’s your style?
I believe that every project requires its own unique aesthetic solution and process, rather than fitting into a predetermined style. I strongly encourage clients to discover their own voice throughout our collaboration. Instead of becoming fixated on moodboards and reference images, I guide them to use these tools as a means of exploring what resonates and what doesn't.
Q Out of all your slashies, which one do you wish you could do more often?
Complete all the typefaces I have in progress to finally use them properly and eventually sell them.
Q What is frustrating you right now?
I struggle with content creation and self-promotion. Constantly reaching out and connecting through emails is challenging for me. I wish I could meet more potential clients across various industries worldwide, in real life, without feeling that social media presence and notoriety hold so much influence over their decisions.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Definitely for the self-promotion part, mostly in terms of gathering as much important information as possible that I don't have time to look for. For example, organizing early-bird registration for various design competitions, preparing registrations for events around the world where I could shine and connect with people in my industry or potential client pools, and finding useful and quick courses or formations I should look into.
Q What do you wish you could have told yourself, when, and why?
Trust yourself and your intuition. Grades are not everything. Enjoy the university community and try to implicate yourself more. Travel more. Stay curious and hungry. Enjoy the process even if it ends up failing. Find mentors on your different journeys.
Q If you could talk to an expert to gain more insight on something, what would it be about?
It would be great to get an expert insight on investing, new design technologies that could enhance my work flow.
Q What kind of opportunities/projects are you looking for?
I'm essentially seeking projects encompassing Branding, Editorial, Print and Digital, Product Design, Packaging, or Environmental. My favorite are 360° branding mandates—this includes a diverse range of media to bring brands to life, allowing for comprehensive and immersive brand experiences. I would love to work on specific projects that are not yet in my portfolio, such as skincare, wellness, AI, finance, and technology.
Q Describe your ideal job/client/collaboration.
My ideal clients are those who value collaboration, have a clear vision for their projects, and are open to creative exploration. I thrive when working with clients who appreciate the importance of effective communication and are willing to engage in a partnership that allows me to bring my expertise and my voice to the table. I approach brand projects with a strategy-first mindset, delving into creative workshops where the client actively participates in the evolution or revolution of their brand. I truly foster transparency throughout our partnership, which enables me to comfortably challenge my clients creatively while also ensuring they feel at ease sharing their limits.
Q What is your rate?
The budget can vary depending on the scope, complexity, and specific requirements of the project. I am open to align the budget based on the client's objectives and timeline. Let get in touch first to figure this out!
Q How should someone approach you about working together?
Drop me a line at hello@charlies.ca or reach out via message on Instagram @charliesplayground. Ideally include a general description of the type of work you're looking for, and timeline if you have one.
Q Who is a creative you admire?
I am constantly inspired by other designers and their abilities to find clever solutions to creative problems. I’m also inspired and I admire people that become true pillars and allies within any brand project, such as strategists, copywriters, and photographers.
Some people I look up to: Eric Hu, Eileen Tjan, Catherine D’Amours, Eric Collins, Joey Ellis and Larry Pipitone at GrandArmy .
Q Oh! and… how do you stay creative?
Conversations with design friends, traveling, books, sleeping, balance
This member profile was originally published in April 2024