Lauren Alice McCurry is a brand strategist and copywriter based between Melbourne + NYC, and the founder of BALLET—SEASON, a creative studio specializing in copy-forward brand experiences. Lauren has worked with exciting brands from all over the world—from real estate startups in NYC, skincare brands in Taiwan, fashion e-comm platforms from Ghana, and creative studios in Australia—to find their voice and execute it in style.
First question: Do you consider yourself a freelancer or a founder?
Recently—thanks to Freelance Founders—a founder.
Can you tell us a little bit about your career up until this point?
I have spent the last 10 years working between agency and brand, finding joy and limitations in both. Now, I work for myself at BALLET—SEASON, a creative studio specializing in copy-forward and customer-centric brand experiences.
How did you become a copywriter?
I have always loved reading, books and using long words to express myself. I studied to be a literary agent before falling into copywriting, which lead to creative direction, strategy, and branding.
What type of clients do you typically work with?
Skincare and beauty, start-ups, and art directors/design studios.
“I always seek inspiration from way outside the work in front of me." – Lauren Alice McCurry
How do you find and maintain your clients?
Often through word-of-mouth and personal connections, and have also found Instagram to be a great platform to meet fellow creatives and clients.
What's the best part of being your own boss? The worst?
The best: working where I like and feeling free to roam. Being restrained to a desk in an office was always so detrimental to my creative process. The worst: managing my own finances and timelines.
What does your creative process look like?
I always seek inspiration from way outside the work in front of me. This could be an article, a song, a cultural movement, or a recipe. I also feel inspired by people smarter than me, who challenge my histo-graphic thinking. I also read a lot.
What advice do you have for creative people who want to pursue their passion as a career?
Use the tools in front of you as best you can. Whether that be an internet connection, a library of books, or a sparkling personality—always leverage what's on hand to unlock your true potential. And, don't forget to engage with ideas and thinking that are vastly different from your own.