Today we’d like to introduce you to Candice Franklin.
Candice, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve always been drawn to what makes a brand feel like something—not just how it looks. I built my career by trusting my creative instincts, doing the work, and learning what genuinely connects with people.
Over the years, I’ve worked across wellness, fitness, lifestyle, automotive, and consumer brands, helping shape everything from their visual identity and voice to campaigns, content, partnerships, and experiences.
My approach is very instinctual. I pay attention to culture without chasing every trend, and focus on finding what makes a brand different and building a world around it.
Today, I work closely with founders and teams to turn ideas into brands people want to be part of. For me, great creative direction isn’t just about making something look good—it’s about making people feel something.
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?
way?
Definitely not a smooth road. I’ve built my career while raising a family, navigating personal loss, and learning how to run a creative business without a roadmap. There have been plenty of moments of self-doubt, burnout, difficult clients, and having to completely pivot.
One of the biggest lessons has been learning to trust my own creative instincts and understand that not every opportunity is the right opportunity. Some of the hardest seasons personally have also changed the way I create—they’ve made me care less about perfection and more about creating work that feels real, human, and actually connects.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I specialize in creative direction, brand storytelling, social strategy, and building a feeling around a brand. I work closely with founders to take what’s in their head and turn it into something people can instantly understand, connect with, and want to be part of.
I think I’m known for having a strong creative instinct and seeing the bigger picture—everything from the visual identity and campaigns to the smallest caption or moment that makes a brand feel human. I don’t believe in copying what everyone else is doing just because it’s trending.
What I’m most proud of is helping brands find their own voice and watching that translate into real growth and community. What sets me apart is that I’m incredibly hands-on and emotionally invested in the brands I work with. I want the work to feel unexpected, culturally relevant, and most importantly, like them.
If you had to, what characteristic of yours would you give the most credit to?
Trusting my instincts. Trends change constantly, but knowing what feels authentic, what connects, and when to take a creative risk has been the biggest part of my success.
Contact Info:
- Instagram: Littlenomad_candi
