Lani’s unconventional upbringing and deep appreciation for art and design have shaped her creative approach, resulting in over five years of experience in brand identity and solutions. With a passion for user experience and marketing strategy, she brings fresh perspectives and unfiltered opinions to every project. When it comes to IT Insights’ marketing needs, Lani blends innovative thinking with strategic storytelling to craft brand narratives that resonate with their clients and delivers results aligned with their core values.
We sat down with Lani and asked her a few questions we thought our clients and partners would like to know:
Q: How did you get to where you are today in your career?
A: Patience, the willingness to learn, late nights and a lot of great people along the way.
Q: What do you prefer to work on?
A: I really enjoy brand strategy since it’s a fun cross between visual creativity and research. Branding and identity really honed my curiosity in the “why” when it comes to design. It encouraged my interest in user experience along with research and human psychology. When it comes to marketing, I have an interest in what audiences like and respond to.
Q: What’s the most unusual or interesting problem you’ve ever had to solve?
A: I had a freelance gig a few years back where I branded a wine spot with a hidden downstairs speakeasy. I designed the logo, window decals, signage and a custom painting for them over three months. It was a great experience and probably one of my favorite projects.
Q: What’s the most unexpected thing you’ve learned while working in marketing?
A: I’ve quickly realized the best marketing is when it doesn’t feel like you’re being marketed to. It should be a seamless experience. There is a time and place for aggressive strategies, but user experience has taught me that leads often come from the consumer that is having a streamlined experience. The solution to their needs should be clear and readily available.
Q: What is your favorite advertisement or ad campaign?
A: The Snoop Dogg ad campaigns are engaging, funny and memorable. Also, the Progressive ads where the characters are turning into their parents stands out to me. The State Farm guy is humorous enough to leave an impression without being too extensive. I’ve spent a lot of time on TikTok, and I will say the advertisements are getting very creative. I have watched a video on a couple occasions where I’m at least a minute in before I realize it’s an ad. Impressive, really. Overall, I enjoy variety and ads that don’t feel intrusive or take up too much time.
Q: What do you think is unique about working for an IT company?
A: I think the range of different roles and people is nice. I like to work in inclusive environments, so the transition has been ideal. I have enjoyed how easy being in this new environment has been.
Q: What is it like being a non-technical person in a very technical company?
A: I think it’s a space where I will have endless opportunity to grow and learn new skills. I have always dabbled in tech, and I’m looking forward to learning more. I actually looked into working in cybersecurity, so it’s exciting that I ended up here.
Q: What advice would you give to someone getting started in your field?
A: I would focus on observation, research and really getting to know whatever brand you’re working with. Part of being in branding and marketing is just understanding who they are and how to best present them to their audience. It’s a lot of trial and error as well, so be patient.
Q: If you weren’t working in marketing, what alternative career path would you have pursued?
A: More specifically, I’d probably lean more into a branding strategist/user experience role. However, I can incorporate elements of that into my current position, which I really love.
Q: What do you do in your free time?
A: My schedule slows down during the winter, so right now I’m focusing on reading, any freelance projects I have, whatever show I’m watching, and spending time with family and friends. I also crochet, which I’m terrible at, but I still try.
