Today we’d like to introduce you to Susan MacCargar.
Hi Susan, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Transforming Brands Through Strategic Design.
Hi, I’m Susan, a creative visionary, team cheerleader, and enthusiast of all things brand. I genuinely love what I do: finding the most compelling way to tell stories, empower businesses, and bring brands to life through purposeful design and engaging storytelling.
Born and raised in the Carolinas, I spent my childhood alternating between my hometown of Greensboro and the coast (where my love for design and the ocean began). I have been designing since I can remember. My first official graphic design memory was from early childhood, when I assisted with the logo for a local PGA tournament. Most of my high school summers were spent attending N.C. State design and cheerleading camps, and while not in school, I worked at a surf shop, waited tables, or took road trips that always led me back to the coast. So, it’s no wonder I am back on the coast full-time in Charleston, continuing to put my cheerleading and design skills to use by leading businesses and brands to strategic victory.
I have always been passionate about building brands, great and small, from studying graphic design at UNC Charlotte to navigating exciting career changes. Throughout my career, I have championed transforming ideas into lasting impact for brands. Collaborating with visionary leaders and dynamic creative teams across various industries, I have played a pivotal role in helping start-ups evolve into renowned names, elevating brands into cultural icons, and revolutionizing work and play spaces through inspiring experiences that ignite curiosity, engage audiences, and cultivate energized communities.
Along my journey, I have worked with influential brands such as LendingTree, Ernst & Young, Compass Group, and Bank of America. I also played a role in creating exciting fan experiences for the Carolina Panthers and other esteemed NFL and NHL teams.
The past several years as a freelance consultant have been exciting, collaborating with marketing firms and businesses of all sizes worldwide (over 100 brands and counting). From Fortune 500 clients to small businesses around the globe, I’ve had a hand in marketing communications and creative strategy, branding and visual identity systems, custom-curated pitch decks, environmental design, and collaborations on web, social, and in-person experiential campaigns. If I haven’t been there, done that, I’ll go there.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
My journey has included pivots, breaks, and successful breakthrough stories. From the excitement of helping blaze a trail with start-ups and winning big pitches to losing business for reasons beyond my control or by competing with incredible talent, this industry has (and will be) unpredictable.
This industry also changes so rapidly that it can feel overwhelming. Still, I have found success attainable not only by leaning into unpredictability and change by staying on top of industry trends and technology, but also by setting my ego aside and staying true to my craft (my truth). I live and design by the philosophy of evolving with purpose. And to trust the process. Also, enjoy and believe in the process. By forging partnerships with like-minded businesses and creative collaboratives that believe in purpose-driven design, we breathe life into visions and set new benchmarks in the design world.
Can you tell our readers more about what you do and what you think sets you apart from others?
The Creative Strategist Behind Your Brand’s Success.
With 20+ years of experience, I help businesses amplify their impact through purposeful brand strategy, compelling visual identity, and engaging storytelling that drives remarkable results. My approach combines deep strategic thinking with creative excellence, ensuring every brand touchpoint tells a cohesive story that resonates with your audience and drives business growth.
Fractional Creative Services That Drive Results. Success is rooted in strategic thinking, valuable insights, and the natural energy that emerges from collaborative partnerships. By partnering with me, companies get access to senior-level creative direction and brand strategy without the full-time overhead. Perfect for growing businesses that need strategic creative leadership.
In today’s creative and competitive landscape, I pride myself on being the source behind the “creative magic.” Not just another talented designer, but a veteran with tremendous success and a track record of rolling up my sleeves, immersing myself in the work (getting “stuff” done), and helping customers build and evolve their brands with purpose, connect emotionally with the community, and invite them to be a part of something bigger.
Visit solesourcedesign.com to discover how the “magic” happens, to learn more about my guiding principles, and explore my portfolio, which showcases an in-depth collection of brand evolution projects, a few fun, notable brands, and more.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
This industry offers numerous incredible networking opportunities and resources. I seek out like-minded groups and individuals who are as passionate about design in every aspect, from artist groups to local Charleston entrepreneurial and business start-up communities to LinkedIn business networking, online technology seminars, and industry summits featuring leaders in the ever-changing creative industry. Be curious, join a collective of other creatives, pursue your passion, pick a cause, do pro bono work, and put yourself out there.
Contact Info:
- Website: https://www.solesourcedesign.com
- LinkedIn: https://www.linkedin.com/in/susan-maccargar
