Rebecca Couche
Q What do you do?
“I’m a creative director and I really like working with brands to figure out what their purpose is, and then how to communicate that with an audience to make them care.”
I used to work as a journalist, so I specialize in copy and strategy, and I love working with like-minded designers and strategists to make it all sing. When it all works, it feels kind of like wizardry.
Q What steps did you take to get to where you are now?
I'm Australian and I came to New York as a journalist writing beauty, lifestyle and fashion/culture stories for Australian and British Cosmo and GQ. I found the pitching experience, story-telling skills and resilience put me in a good position to try out copywriting, and after some initial success, I jumped in full time. Since then, I've worked for great brands like Equinox, Jaguar Land Rover and H&M and still love telling a good story.
Q How do you stand out in your field?
I'm great at thinking strategically and being able to weave a narrative through all touchpoints to make a cohesive engaging campaign.
Q What are you working on right now?
I'm working on a tech giant's rebrand and a cute fashion start-up.
Q What’s your style?
I loved this 360 campaign I did for Equinox.
and this print campaign I did for Land Rover.
I've been working with illustrators and animators on an upcoming project, and I am finding the medium to be wonderfully expressive and light, and look forward to share that project soon.
Q Out of all your slashies, which one do you wish you could do more often?
Illustration.
Q What is frustrating you right now?
My taxes!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Definitely my taxes..
Q What do you wish you could have told yourself, when, and why?
I had an opportunity to join a travel brand when I was 20. I had just returned from a working holiday in France and Germany, and had moved to Sydney, Australia, and the role would involve visiting all the places this company took people to and writing about all the bars, restaurants and hotels on their itineraries. I didn't think I was ready to move again, I had a new partner, and thought I should settle in a bit. In hindsight, I wish I had been able to say to myself that I had no responsibilities to anyone or anything other than myself and my own development, and this was the time to be taking advantage of all and every opportunity.
Q If you could talk to an expert to gain more insight on something, what would it be about?
Leadership and mastering life-work balance.
Q What kind of opportunities/projects are you looking for?
Clients who are looking to revitalize their brands and connect with audiences with a new creative vision, campaign and narrative to launch a new product, or simply excite and serve their community.
Q Describe your ideal job/client/collaboration.
It doesn't have to be a big budget, or a flashy brand, for me it about working together to uncover new meaning and powerful purpose. I've worked on everything from washing machines to luxury vehicles and it sounds cheesy, but when you get it right, find that emotional connection that makes your audience care everybody feels onboard it's very satisfying.
Q What is your rate?
I work on a $1,200 day rate, but I can work out a package rate to get the job done if there's a rolling deadline or other factors where a day rate doesn't meet the demand. Flexible!
Q How should someone approach you about working together?
Reach out via email: bec.couche@gmail.
Include as much info regarding budget, scope and time-frame as possible. ;)
Q Who is a creative you admire?
Jacqueline DiMaria - she's a wonderful creative and we worked together on Jaguar Land Rover.
Q Oh! and… how do you stay creative?
Friends, family, swim, cook, eat, repeat
This member profile was originally published in March 2023