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Erik: As an art director, how do you help brands tell their story?
Lulu: Well, it's really important to stay consistent, and on brand. Which basically
means that you're always answering that same question, like, "Who is the customer?" "How
does this fit into the customer's life? Her needs, her—his needs, you know, their lifestyle,
their budget, even, you know. And all of the things that the target audience represents.
Once you understand the brand, and once you understand what the goals are, I don't think
it's hard to stay on brand. It's like understanding a personality.
Erik: And that's just something that you try to figure out through conversations as a team?
Lulu: So much of it is something that you grew up with. You know, there are so many
brands that you already know without thinking about it, or without having to break down
what that brand is, you already know it, right? I mean, think about it, you know. I think
it was in an interview and they said, "Do you know this brand?" And I said, "Yes, of
course, I grew up with it." You know, we used to go to the mall and we used to shop there.
Yes, you know? Yeah, so even if you don't think about it, you know, I think you've been
exposed to brand identities your whole life.