This month, we speak to Brandi Parker, owner of Parker Brands, sustainability expert, and a proud LGBTQ+ member, sharing their story as a parent, a partner, a queer non-binary person, a business owner, and a creative

Tell us about yourself

My name is Brandi Parker, and my pronouns are she/they. (As a certified Gen-Xer, I’ve only recently learned there was a term for what I’ve felt my entire life: non-binary). In the midst of my greatest decade so far, my 40s, my wife and I have managed to make several, large life changes all at once— because, I suppose: “more is more.”

Brandi with partner, Megann and baby, Ellea at the first gallery show of their artwork - ‘Organism’

As we have been adjusting, we decided, “Let’s make everything more complex and buy a house, start a business and have a baby within months of each other.” So, now, with our one-year-old baby girl, Ellea, we have firmly planted our roots and shifted major career goals all at the same time.

What is the story behind your agency/independent studio? What inspired you and what is the driving force behind it?

During the pandemic, we relocated back to our home state of Arkansas after 17 years in New York City. No one really talks about reverse culture shock, but believe me, that is a thing. (People don’t say what they mean down here— in sharp contrast to the Northeast, for example).

With all of this big change, I find that when I’m not feeling overwhelmed, I’m feeling inspired. I've been able to do some deep thinking, now that I’m not commuting, or working all day and night in the very common agency world context of NYC. I guess it’s similar to busy times with a baby and house and family, which is harder, but more fulfilling and weirdly less time-consuming.

'One of my favorite things is to get out and do talks' - Brandi 

A major part of our move home was about moving family up to priority number one. The greatest lesson we’ve learned so far, which in a way, has helped motivate us in making all these big changes, is this idea of being okay with uncertainty. Uncertainty is actually the only constant. And, no bigger lesson was taught than during the global pandemic. Finding comfort in ‘not knowing’ is freedom. It’s empowering. It was fuel for me to start Parker Brands.

At Parker Brands, I’m continuing the work I began at Pearlfisher, but now with full control, flexibility and a sustainable work approach in my own life. I call myself a brand-level sustainability consultant. I’m crafting material strategies, digging more deeply into packaging and product materials, and crafting roadmaps for near-term and long-term change.

What was the starting point of your career in the design industry?

Like many students fresh out of college, I had no idea where to go or what to do next. So, I free-floated out into the ether, armed with a Visual Arts degree with emphases in drawing and traditional printmaking. Graphic design as a major or career choice was still in its embryonic stages. But, because of the nascency of graphic design as a job, it didn’t matter that I didn’t have that degree. I understood composition, and colour theory, and was proficient with computers.

Brandi (dressed as Link from Legend of Zelda for Halloween) with Justine Allan, Head of Client Management  en route to a client meeting, finalizing a presentation on the subway. Photo credit: Matt Sia, Creative Director, PFNY

With uncertainty and plenty of fear, I went from a sign shop to advertising and eventually to the New York agency scene, where I found challenge and excitement in the branding and packaging world. I have spent over twenty years in agency life. I’m grateful for every second of the experience. But, I knew it was time to really challenge myself again, taking my career to the next level by starting a business.

Why did sustainability in packaging design appeal to you?

From the start, packaging was intriguing— especially in production. Doing production eventually enhanced my design eye, but it also helped me gain confidence in “technical things” and most importantly in the skill of asking questions. My curiosity was too strong. I wanted to find a way to apply this knowledge I was gathering to the design process; to integrate design and production more tightly. I wanted to find a way to be in front of clients, helping them make smarter decisions. I wanted to be a member of the design team, as a production expert, using my creativity in problem-solving, alongside design development.

Brandi Parker at SPC Impact with Paul Nowak, Executive Director of GreenBlue

By doing these things successfully, designers (and clients) were happier with the end product. If We used a cold foil because it was going on a flexographic press and could be done in-line and therefore cheaper. Or, we used less material, saving costs, because we made some clever decisions at the concept stage. These simple ideas suddenly were apparent because we changed the WAY we were working. Later in my career, when Sustainability started becoming more important in packaging, I eventually found my “why.”

I spent nine years at my last agency, Pearlfisher New York . For seven of those years, I was Head of Realization (or, production director). A huge part of was finding the ideal ‘hows’ for our team like getting smart on Sustainability for consumer packaged goods. And I started the first, focused Sustainability role on the agency side. I levelled up my contribution to client discussions with sustainable insights and inspired designers with the new innovations and technologies available out there. I found ways to partner with other departments I’d had limited previous interactions with, like the Strategy and Futures teams.

Which projects are you most proud of and walk us through your thoughts on them?

My favourite projects across my career have been ones in which we could embrace a truly holistic approach as a team, and come to the table with solid, thought-through solutions.

Master’s Keep by Wild Turkey, where all of us from design to production to Owens-Illinois, the manufacturer, worked together to make one of the most complex designs of a turkey in glass (that turns a corner!).

Hum by Colgate, where from strategy to package and digital design to production to industrial and product design and manufacturing worked in harmony to truly break the mold in electric toothbrush marketing, user experience and packaging— a cohesive new-to-world brand. We achieved our goal of making that product more accessible to the consumer and a standout product on the shelf for Colgate-Palmolive.

Consider Pastures by Pete & Gerry’s Eggs, turning a commodity into communicating the humane treatment of chicken. This luxury egg packaging, inspired by early 20th-century egg packaging, was modernized and premiumized for today’s market (and still very much recyclable in the paper stream)! This was another holistic collaboration between design, production, sustainability and manufacturing.

If you could share one message with the young designers in the packaging design community, what would it be?

For those starting out, especially out of school, don’t be daunted by uncertainty. Embrace the winding path. Embrace not knowing. Let each step be exciting because you make it so, and because taking that step will show you the next step. Harness your curiosity and know that asking questions is rarely met with hostility. Most people are excited to share what they know with those willing to ask and listen.

Because of my winding path, I identify as a parent, a partner, a queer non-binary person, a recent city-person relocated back to a small town in the deep South, a business owner, a sustainability subject matter expert, an artist, a musician, and a creative. As I’ve expanded how I identify, I’ve expanded my worldview and experience even though, as we all do, I exist in a cis-white-hetero-male-dominated world. And with all the change I’ve gone through, along with its challenges and rewards, the high highs and the low lows, I’ve never lost my optimism. Because cynics don’t go around changing the world.

Find out more about Brandi Parker here.