MADEINC
our creative campaigns that were run. So,
the video we launched with Nas with the
trimmer release, I was very involved in that
video. Writing the script, being very involved
in the production and the editing of that
commercial. On the editorial side, there have
been several campaigns that I’ve run that I
really love. One is Bevel Homecoming. The
first was about the Black Greek experience
called Bevel Brotherhood. Last year, we
launched the Bevel Band, which I loved the
shoot. It was when we went on location to
Tuskegee, Alabama and filmed the Tuskegee
Marching Band and it was a really amazing
shoot. I had never been to Alabama before
and capturing the pride and the precision of
that band was an amazing experience.
MADE: What have been some of your
biggest challenges in this role?
Cassidy: I say that at a startup, we’re so
small and so lean that oftentimes I find
myself both at t he lead and execution of
an initiative. So, it’s not only the strategy,
but also the carrying through of it. That’s a
challenge for me because sometimes things
need other eyes and other talents. While I’m
happy I have the ability to do both, I think
it can be a challenge to see some things all
the way through like that. But, it’s a good
challenge to have and it’s funny because I
think about what life would be like without
it, and I think that I might be bored.
MADE: What do you find most rewarding in
what you do?
Cassidy: Seeing people so happy when
they have a great product experience. That’s
the great thing I know we’re able to stand
behind is that we have amazing product
and they perform incredibly well and when
people send us that feedback like, “Man, I
never have been able to shave and you guys
have allowed me to do that,” or “I never
thought my curls could look this good. Wow,
thank you, thank you, thank you.” To me, the
whole reason why I love working in beauty
is to be able to deliver that confidence to
an individual who may not have otherwise
experienced it. That’s something you can’t
really put a price on.
Building A Brand?
Consider This…
CASSIDY BLACKWELL, Director of
Brand Engagement at Walker & Co.
Brands, offers this advice when it
comes to creating an impactful and
engaging brand…
•“What is your personal connection
to it? I think that so often we design
and we think about things for other
people, but if you can infuse that
sense of personal connection and
sensibility into it, I think that will
resonate in your work. It doesn’t
have to be all about you, but you
have to put yourself into the shoes
of your consumers and think about
how you would want to experience
it.”
•“Try a lot of things and throw it
away because it’s never the first
attempt that’s going to be the last
one, and be ok with that process
of refining and creativity. Don’t be
so prideful in holding on to things
because some ideas are great, some
aren’t. It’s just about distilling and
getting to that really good golden
nugget.”
•“Trust your instinct and trust your
gut. If you think something is really
right, but you’re afraid to take that
risk—go ahead and take that risk.
Your creative intuition will push you
to a place that you never thought
possible and that’s really where
the magic happens. When you’re
stepping outside that comfort
zone, taking that risk and therefore
pushing yourself, I think you have a
better outcome and experience.”
BEVEL TRIMMER
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