Carrie-Ann Le Feuvre

Creature Habit Co

I am a creative brand strategist / art director and senior-level visual / graphic designer with a strong focus on user-centric, data-driven design and a passion for storytelling.

With over 11 years’ experience designing for ecommerce, luxury, cosmetics, music, lifestyle and corporate, and over 5 years’ experience in leading creative teams, I have significant knowledge in all areas of creative strategy and design, including art direction, brand identity, content creation and campaign production and management.

I have a degree in fine art and also surface pattern design for fashion, and I am a self-taught graphic designer; always striving to learn new skills and not afraid of getting my hands dirty. I am equally comfortable coming up with the big ideas as I am designing and creating the assets that make them come to life.

I love discovering new and exciting ways of making brands and their stories resonate with their audiences.

Working with brands, I run Brand DNA workshops which combine brand personality psychology and industry/audience data to determine exactly who that brand is, what they stand for and how they should be visually represented. My passion is helping uncover the essence of a brand and bringing it to life with a strong and defined identity, supported by consistent brand style guidelines, and beautifully-compelling campaigns.

Having previously run my own creative agency and more recently a brand and content focused agency, I understand every aspect of working with different brands to ensure the end product is both beautiful and functional.

my core skills

Brand DNA Workshops

Brand and Identity Design

Design Thinking

Campaign Creation

Art Direction

Q & A

Whats the best thing to happen to you in your career to date?

In mid 2019, I began working with domestic artists at Universal Music Australia developing Artist DNA and Brand Workshops. This was a real challenge as 'brands' and 'people' are quite different entities! It continues to be the most incredible experience, getting a deep dive into what inspires and drives some of Australia's most talented musicians. After the workshops, I work with them further to help set the artist’s direction across future design and campaigns.

What does a typical work week look like for you?:

There is definitely no 'typical week'. It entirely depends on who i am working with and what projects I'm working on... it keeps me on my toes which is when I'm at my most creative!

Describe your working environment in a few sentences..

Again, this also depends. I have a studio space in Bondi which I work at mostly, but also use to collaborate and brainstorm ideas. When I am working on Brand DNA Strategies, I am often in the clients space as it helps to get a better feel for the brand/person.

What sets you apart from other freelancers in your industry?

My love of data and insights, as well as creative psychology help set me apart from other creative directors/brand strategists. In other words, being able to create beautiful designs, identities and strategies that really work.

What are the tools of your trade?

Adobe CC for designing, fast internet for connecting, Asana and Slack for project management, Spotify for motivational playlists, Pinterest and Instagram for ideation and inspiration, Butchers paper, sharpies and post-its for workshops and brainstorms and my brain for bringing all the above together!

Do you collaborate with others? If yes, how does that works?

Absolutely. I am a firm believer that 2 heads are better than 1... and 5 are better than 2! I always collaborate and outsource when I need to in order to produce the absolute best creative and campaigns that I can. At Creature Habit, we are blessed with an incredible 'little black book' of contacts who are skilled in everything needed to add that extra bit of magic to your brand.

Whats been the biggest freelancing lesson to date?

Planning and organisation are key! When working on various projects and managing various resources at one time, you need to be organised. I love working with apps such as Asana and Slack to ensure everyone is communicating and that every part of the project is delivered on time.

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