Kelly Reed
Q What do you do?
“I’m a creative director specializing in brand strategy and copywriting. I dig deep to find what makes a brand one-of-a-kind, sharpen that into a clear positioning, and craft words that make it impossible to ignore — everywhere your audience meets you.”
Q What steps did you take to get to where you are now?
I worked my way up from copywriter to creative director, with experience on both the in-house and agency side. Along the way, I’ve built brand strategy and copy for D2C, beauty, healthcare, fashion, and more — learning the ins, outs, and oddities of each — until I could lead the kind of work I once only dreamed of writing.
Q How do you stand out in your field?
I’m a conscious creative — part strategist, part storyteller — who builds brands people actually want to invite into their lives. My work starts with empathy: understanding not just what audiences do, but what they feel. I believe brands should act like humans — flexible, nuanced, and self-aware — not like robots reading from a script. I pressure-test every brief to make sure we’re solving the right problem, and I’m not afraid to kill even my best ideas if they’re not the right solution. The result? Creative that’s strategic, human, and impossible to ignore."
Q What’s your style?
My style is thoughtful but unpretentious, rooted in strategy and shaped with sharp, human language. I have a taste for work that feels alive — unexpected, textured, and deeply in tune with the people it’s for. My perspective: creative should serve both the brand and the audience, striking the rare balance between business goals and genuine emotional resonance. My work with Circ and Mara Hoffman is a great example of this resonance in real life.
Q Out of all your slashies, which one do you wish you could do more often?
Copywriting
Q What is frustrating you right now?
The endless admin. I want to be concepting big ideas, but chasing assets, scheduling calls, and untangling unclear briefs keep slowing momentum.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Take care of all the administrative work!
Q What do you wish you could have told yourself, when, and why?
I’d go back to my first agency job and tell myself: ‘Don’t be afraid to ask the big, messy questions.’ Back then, I thought my job was to just write what was asked. Now I know that the best creative work starts with challenging the brief, digging for the real problem, and pushing for ideas that actually solve it. It’s not insubordination — it’s how you make work that matters.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d love to talk to a behavioral scientist about the micro-decisions people make when they connect (or don’t connect) with a brand. I know what works from experience, but I’d geek out over the psychology behind why certain words, stories, and tones make people feel seen — and others make them scroll right past.
Q What kind of opportunities/projects are you looking for?
Brand copy and strategy work for companies that believe in the value of humanness in the brand experience. Projects that help push the envelope — not because they’re the most irreverent or ‘cool’ — but because they take a risk on being real, nuanced, and emotionally resonant.
Q Describe your ideal job/client/collaboration.
My ideal collaboration is with a team that values curiosity as much as craft — people who want to dig deeper than the brief and create work that matters. One of my favorite examples was launching the first-of-its-kind partnership between fashion icon Mara Hoffman and fashion tech company Circ. We helped position and tell the story of Hoffman’s debut gowns made entirely from textile waste — from naming the fiber to crafting the campaign that followed each dress from creation to eventual recycling. It was a rare blend of big creative vision, meticulous execution, and a shared commitment to changing the industry for the better.
Q: What is your rate?
Most of my brand strategy and copywriting work falls in the $130–$150/hour range, depending on scope and complexity. Bigger projects — like brand launches or multi-channel campaigns — are usually priced as a flat project rate so we can focus on the work, not the clock. For mission-driven brands with smaller budgets, I’m always happy to talk about a rate that makes the work possible.
Q How should someone approach you about working together?
Email is best — kellymichelereed@gmail.com — or you can reach out via kellymichelereed.com. A dream inquiry includes a quick hello, what you’re hoping to make, the scope and timeline, and a ballpark budget. The more you can share upfront, the faster we can get to the fun part — making the work.
Q Who is a creative you admire?
Q Oh! and… how do you stay creative?
Documentaries, novels, art… and trash TV.
This member profile was originally published in August 2025.