Melissa Lee
Event Experience Design & Coordination / Founder of Paige Creative
New York, NY / Los Angeles, CA / Mexico City, MEX
www.thepaigecreative.com
instagram @paigecreative_
Q What do you do?
“Exactly what I love doing –creating brand experiences. ”
In 2021, I founded Paige Creative! We specialize in helping brands of all sizes connect authentically with their audience. Our approach is hands-on: we work closely with each brand, diving deep into their identity to understand who they are and how they want to resonate with their audience. From there, we leverage our creativity to create tailored, immersive experiences.
Q What steps did you take to get to where you are now?
Fun fact, I initially went to college for American Sign Language. But as for event planning, I started at a boutique event planning company on Long Island. During that time, I produced all kinds of events, ranging from weddings to galas to corporate holiday parties and launches. I learned the fundamentals of event logistics and how to manage clients. However, I started to feel stagnant and I wanted to take my career to another level.
So after a few years, I took a Field Marketing role in Manhattan, where I learned how events fit into a 360-brand marketing strategy.
At this point, the landscape was shifting and brands were beginning to realize the power of B2C events. I pivoted to a media agency and became the event director, specializing in brand events and I fell in love. End of story.
Q How do you stand out in your field?
Great question! I'm incredibly passionate about my work. Using my creativity to drive success for brands is what I thrive on. My clients know that I'm fully invested in their brand, just like they are.
Since childhood, I've been a creative, driven, and resourceful. I could turn almost anything into something beautiful with just two sticks. I'm also a natural connector. I always had diverse groups of friends growing up, and I loved organizing events and actvities that brought everyone together.
Q What are you working on right now?
My business and my brand - I was very lucky to be busy with events my first year of business, but I didn't have the time to set foundations. So, this year, I’m taking a few steps back. I realize the importance of laying a solid groundwork for the future success of my business. I plan to dedicate more time and resources to establish clear processes, refine my brand identity, and build strong relationships with clients and partners. By taking this strategic approach, I aim to ensure the long-term sustainability and growth of my business.
Q What’s your style?
My style, perspective, and taste are rooted in creativity and inclusivity. I believe in the power of diverse perspectives and ideas coming together to create something truly unique and meaningful. While it may sound like a generic answer, in my field, understanding my client’s brand and creating experiences that align with their goals and values is paramount.
Q Out of all your slashies, which one do you wish you could do more often?
I started a networking group in Mexico City for women in business. It was a community I was looking for myself but couldn't find. So in Melissa fashion, I started one. It’s gotten a lot of traction but I wish I could put more time into developing it.
Q What is frustrating you right now?
Instagram vs. reality: Small business owners on Instagram often portray owning a business as easy or as a short road to success. I totally get the "fake it till you make it" mindset, but I think we're in a season of community and learning from each other. The secret is, nobody has their act together. We're all trying to pursue careers that fuel our passions, but we don't have a roadmap for it.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Definitely a social media manager! A few years ago, my personal Instagram profile was flagged and blocked. Nothing exciting here, folks! I was doing research for an influencer campaign, and the system thought I was a bot. Hoping it would be reactivated, I didn't create a new account. It was never reactivated, so I was forced to detox and didn't start a new one for a year. Before, I would capture everything—my breakfast, workout, and event grind—but now, nothing. It's so out of my mind that I barely post anymore.
Q What do you wish you could have told yourself, when, and why?
Not to get woo-woo on you, but the universe has your back. Just follow your heart, gut, and passion, and you’ll figure it out.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’m fascinated by psychology. Understanding human behavior is not just super interesting, but it provides so much insight into interpersonal relationships, personal development, and consumer behavior. It’s the key to understanding what experiences resonate with specific audiences.
Q What kind of opportunities/projects are you looking for?
My primary business is brand activations and full-service consulting. I’m the person to come to if you need help discovering your brand’s ethos so that you can communicate and connect with your target audience. I learn about your brand’s journey and research meaningful ways to connect your brand to emerging trends through unique brand activation experiences.
Q Describe your ideal job/client/collaboration.
I love building relationships with clients who are motivated to design something out of the ordinary. Experiential marketing gives brands the ability to stand out by cultivating positive associations with your target audience, through shared experiences. When a brand is a bit unconventional and willing to try something completely different, the level of impact is unparalleled. Those are some of my most exciting jobs.
Q: What is your rate?
Our experience production pricing structure is percentage based in relation to your overall budget. Depending on the event it usually sits between 10%-12% with a minimum spend of 4K. We understand that this could be a large chunk of change for smaller brands which is why we offer consulting services which include 90 minute intensives and VIP days. These can be utilized for a single event or overall event strategy.
Q How should someone approach you about working together?
Say hello! I’m always excited to meet new people, learn about new brands and give some off the riff ideas on how to implement creative experiences into their market. If we’re being formal, use the contact form on my site but an email works too - https://thepaigecreative.com/contact or melissa@thepaigecreative.com
Q Who is a creative you admire?
Ktab Creative is super talented when it comes to branding and web design.
Q Oh! and… how do you stay creative?
Exploring different coffee shops! Environment plays a huge role in my creativity. Nothing gets the juices flowing like some good aesthetics and almond milk cappuccino.
This member profile was originally published in June 2024.