Navigating the Creative Landscape: A Story of .1% Emergence
In the swirling ecosystem of creative agencies, navigating the tides of trends, technologies, and consumer whims is an art form. But have you ever paused to consider the faces behind the campaigns, the minds mapping the next brand experience, or the voices crafting narratives that linger long after the messaging disperses into the zeitgeist? On this International Women’s Day, we unpack a narrative not often given its deserved spotlight: the trailblazing women steering the creative compass in an industry predominantly charted by their male counterparts.
The Rarefied .1% Statistic
In a mosaic of staggering statistics, one stands out with damning clarity. A mere .1% of creative agencies are 100% founded by women who maintain sole ownership, and within this microcosm, Good Time Creative (GTC) etches it’s story. We are part of the .1% club, and our tale speaks of passion, resilience, and the fearless quest for representation in an industry where diverse voices are vital in an otherwise monochromatic landscape.
GTC's Founder and CEO, Marissa Hohner states, “I’ve been fortunate enough to have been raised by independent and career-driven women, not always by choice but by necessity. I’ve learned from and worked with, some of the most intelligent, driven, and fearless women throughout my career. It was from my experience learning under each, that I then felt empowered to proudly take my rightful seat at the table and take risks in my own career to achieve more.”
70% of graphic design students are women, yet only 5-11% of creative director positions are held by women. It’s a small percentage that GTC's Creative Director, Grace Pastore, proudly represents.
Empowering the Next Generation
GTC's Founder and CEO, Marissa Hohner, weaves a narrative of empowerment through her personal and professional endeavors. Her involvement at her alma mater, Carthage College, through initiatives such as the EDPA Midwest Design Challenge program, isn’t just outreach—it's a strategic offensive against the status quo.
Marissa proudly represents the EDPA Midwest Chapter as President, which was recognized last November at the annual EDPA Access event with the “Large Chapter of the Year” award. A recurring theme of the annual conference was the need to fill the labor gap in the trade show industry with new talent across all departments and areas of focus.
The annual program is the EDPA Midwest’s way of engaging with emerging designers with the goal of exposing them to a new industry that they hopefully will want to pursue post-graduation.
This initiative holds a special place in the hearts of the GTC team as Marissa, Britt De Mik (Senior Designer), and Kam Doyle (2022 Design Challenge participant, ‘23 summer intern, and current full-time Graphic Designer) are all proud Carthage College alumni.
“As a female founder of a creative agency with a majority female team, I’m passionate about not only partnering with female-founded brands, and bringing their brand personalities to life through experiential design, but also to expose young female designers to the world of trade show exhibit design. “
A Lasting Impression
The story of .1% emergence isn’t just one of women carving their path in a male-dominated arena. It's a blueprint that beckons every agency, every design house, and every marketer to heed the call and script a different future. Representation matters, not just for the sake of "diversity" but for the sake of creative output and sales growth.
“Being a female-founder, I recognize that I am in a unique position to not only inspire change, but to drive change. I am passionate about giving back to the industry that has given so much to me.”
This is our narrative, this is .1% emergence.
