Rachel Hinman
Rachel Hinman
Brand Strategist / Photographer
Eagle Rock, Los Angeles, CA
www.rachel-hinman.com
instagram @rachel_hinman
WHAT DO YOU DO?
“I’m an independent brand strategist, specializing in visual communication and brand identity. ”
I work on both short-term and long-term projects with mission-driven brands, non-profits and companies who prioritize and value their products, processes and the planet.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
After over a decade of working in Marketing, E-commerce and Branding for fashion / accessories companies, in 2015 I made the decision to work independently as a creative consultant. Since then, my approach to client work has been interdisciplinary, drawing from my experiences as a director, collaborator, manager, team leader (and team player), along with my highly creative eye and personal drive.
How do you stand out in your field?
Human connection should be in the forefront of marketing and content. I like to create with the worldview of the audience in mind, and it's important to me to create long-lasting, meaningful and purposeful work.
WHAT ARE YOU WORKING ON RIGHT NOW?
I'm currently working on a podcast/photography series that I'm launching in January, called A Will & A Way. I've been traveling the world to interview animal activists / founders who fight every day on behalf of the wild, captive and domestic animals. I'll be sharing the perspectives of the people who speak up for those who cannot, in hopes to ignite collective change for animals, everywhere.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
My approach to work is editorial documentary-driven, and I love elevated, impactful portraiture. One of my all-time favorite shoots was at the SALK Institute shooting a campaign for VADA (fine jewelry brand based in Austin TX).
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Although it's not the bulk of my work, I get really jazzed on web re-fresh / re-design projects. Since brands are constantly evolving, it's exciting for both the client and me to see and share a facelift of their site, that better matches where their brand is at (vs when they launched the first version)!
WHAT IS FRUSTRATING YOU RIGHT NOW?
I'm currently frustrated with the current rapid intake and short life span of creative expression. Whether it be a photo, a song, an article, a podcast, etc. - any creative medium really - they don't appear to have the lasting power they deserve due to the speed at which we process them on the platforms we spend our time on. This does however, put the pressure on all of us to attempt to create impactful work that makes someone pause, slow down and really saturate what they see, hear and ultimately feel.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I'd hire someone to Mari Kondo my file archives. I'm constantly upgrading my cloud storage for all my personal and client-related files, holding on to the fear that some day I may need that one random raw image file from 8 years ago!
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I'd tell myself "Don't set your self on fire to keep other people warm". I spent so many years prioritizing other's expectations and demands rather than showing up for my self first (so that I can better serve others).
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I'd love to discuss how we can better elevate non-profits so that we can give them better marketing and branding tools.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'm looking for in-depth creative content projects where I can work closely alongside brands to build out their visual identity, primarily through photography and branded content.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My ideal collaboration is working with a brand that has the foundation of their brand identity in place but is open to really bring their vision to life with creative application.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
When working on a singular shoot/campaign, I typically offer a day rate based on hours and image deliverables. Otherwise, monthly retainers for short-term and long-term projects make the most sense (and again, dependent on scope of work).
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
It's always great to get started with a timeline. Are you trying to wrap this project up in 3 days, 3 weeks or 3 months? This will navigate what we are working with and how to pounce on it and hit the ground running!
HOW DO YOU STAY CREATIVE?
Travel - there's a beautiful, messy, exciting, mind-blowing world out there!
This member profile was originally published in December 2019.