Shayna Gonsalves
Creative Director of Copy / Copywriter / Marketing Strategist / Aerialist
New York, NY
www.fromshayna.com
instagram @___fromshayna
Q What do you do?
“I am a Storyteller. My inspiration? Your brand. I am a creative thinker who offers a unique point of view that stems from years of experience in the luxury beauty, fashion, and lifestyle industries. Placing a paramount on thoughtful Brand Voicing, I create a cohesive story for your brand that entices customers and keeps them hooked. Whether that is through articulating desire, developing necessity, or forming emotion, your brand will become the one everyone needs.”
Q What steps did you take to get to where you are now?
My path has been anything but linear. I was a classically trained violinist who ended up getting a degree in writing. I stumbled into the Fashion Industry essentially by accident and fell in love being surrounded by beauty but approaching it with a “yes, and?” attitude. Through working in-house with start ups who extend the life of luxury goods through the circular economy, create access to designer pieces by helping scale then to plus sizing, or uplifting beauty brands by minority founders, I have gotten to wear many hats while recognizing that beauty alone is not enough; it needs to bring something else beneficial to the world.
Writing has always been a love of mine (I was that weird kid who wrote chapter books in the first grade in her free time). Through the beginning of my career, I would find ways to weasel my way into copy projects, but it took a beat for me to realize that it was possible to make a living through words.
Q How do you stand out in your field?
I view everything as storytelling and it has radically changed my approach to every industry. Working in tandem with marketing, good copy - and I mean really good copy - is an art. Through utilizing my skill with words and my love of strategy, I am able to tap into the psyche of the consumer in a way that gets them (and keeps them) hooked.
Q What are you working on right now?
I have a roster of clients that I consult for, though I am always eager to expand my book. I am also quietly working on a poetry chapbook and frequently perform around New York City as an aerialist.
Q What’s your style?
My style spans from timeless to of-the-moment, and is always evocative. I like projects that allow me to push boundaries and be a little daring.
Q Out of all your slashies, which one do you wish you could do more often?
I would love to break into food and wine. And fragrance! I am constantly seeking sensory pleasure and want my work to extend into these realms sooner rather than later.
Q What is frustrating you right now?
Hate to say it, but imposter syndrome. I am so great at selling everything…except for myself. Which makes prospecting and finding new clients difficult. But it is time to be *brave* and admit that I am fantastic at what I do and it’s time to branch out.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
It would not be a fun job, but unpacking my bags after an aerial gig. I usually let them sit on my floor for longer than I’d care to admit before I get around to tackling that particular task. Also making infinite cold brew because I am always out (just make sure to put some cinnamon in it, please!).
Q What do you wish you could have told yourself, when, and why?
The Fall of 2006. I would tell myself, in my Senior year of high school, to not go to music school. I would grab myself by the shoulders and scream that it will break your love of the art and your relationship to your instrument will never be the same again. Oh, and it will cost you around $60k for the year it will take you to figure this out if you do go. Godspeed, Shay!
Q If you could talk to an expert to gain more insight on something, what would it be about?
I would love to speak to Jenna Lyons about being a shapeshifter and the process of reinvention.
Q What kind of opportunities/projects are you looking for?
I would love to keep building out Brand Voice, so any projects that require heavy lifting from Copy are perfect. Smaller writing projects, like editorial pieces, blog posts, or social media captions are always fun.
As a reach, I would love to assist in conceptualizing and creating IRL experiential brand activations. I am big on ideation and have yet to have the right channel to work out my larger than life ideas.
Q Describe your ideal job/client/collaboration.
While I am happy for any project that comes my way, there are a few that are on the dream list.
Branding and building out a hospitality brand from its conception, getting to lean heavy on Creative Direction.
Doubling down on work that plays with the senses, it would be a dream to partner with État libre d'Orange, Scout Dixon West, BOND Hardware, Fleur du Mal, or Zana Bayne.
I would secretly love to create a line of candles.
Q: What is your rate?
I am happy to discuss all projects big or small! Quotes for à la carte or retainer-based options really depend on time and scope, but small projects like zhuzhing up landing page copy can begin around $300 while building out and owning a marketing calendar with email, SMS, and social, would begin around $5-10k and would involve bringing on a graphic designer I work with frequently. There are options everywhere in-between, though, so if you would like to chat, I am all ears!
Q How should someone approach you about working together?
Don’t be shy! In fact, be upfront. Tell me what you need, your pain points, your budget. What’s the dream? How can I help? Email me directly at shay@fromshayna.com or via the contact form on my site.
Q Who is a creative you admire?
A frequent co-conspirator of mine, Laura Stafford. She is an Art Director and Graphic Designer who is of the moment, quirky, and cool - all of the things you want on your side when you’re trying to build something meaningful. But if you hire her, you have to hire me, too. We make the best team!
Website / Instagram
Callie Peck is a Creative Director whose work and brilliant mind I aspire to:
Website / Instagram
Others who I do not know personally but whose work I greatly admire:
Sandy Nicha — Makeup Artist
Stephanie L. Yeh — Prop Stylist
Suzanne Saroff — Photographer
Q Oh! and… how do you stay creative?
a candle lit, a great playlist turned on, spinning in the air
This member profile was originally published in October 2024.