5 Creatives Building and Running Their Own Brands
The advertising industry is built on out-of-the-box thinkers and strategic risk takers bringing bold ideas to life for clients. And today, more and more creatives are finding new outlets to explore their passion on their own terms. Whether through art, fashion, technology or even food and drink, a wave of makers and founders are reshaping what it means to be a creative.
But stepping into entrepreneurship brings its own set of lessons. For some, it sharpens their approach to storytelling and brand-building; for others, it’s a way to rediscover creative joy away from deadlines and deliverables.
Here, we meet five side-hustlers and founders redefining what’s possible when advertising talent ventures beyond the ad world.
A Pair of Plants
Founded by Miche Sieg, a freelance director and creative director
“Based in Los Angeles, A Pair of Plants has been up and running for almost five years and is a niche ceramics business that somehow blends plants, fashion, functionality, and humour.
“I had a lot of free time during the pandemic, a growing need for a reason to get out of the house, and a job at Squarespace where I was constantly building fake brands for sample websites. On top of that, I always felt a deeper, internal pull to step away from the screen and actually touch grass (or in this case, clay).”
“I began watching the world through the lens of pants”
“Like with most great creative ideas, you know it’s powerful when it starts inspiring others and sparking ideas beyond your own. The first shift came when people began commissioning me to make deeply personal and emotional plant pants for them. These were gifts for loved ones that reflected their personalities or life stories. One person asked for scrubs-inspired pants for their mom, who was a doctor, and another wanted camo pants for her dad, a veteran. Someone even had me recreate their favourite pair from high school that they tied core memories to growing up. That’s when I realised this wasn’t just a quirky idea. It had range.
“From comedic ideas to very emotional ideas, people were connecting through pants, and suddenly the potential felt huge. It could be tailored to almost anyone, making it incredibly scalable and meaningful at the same time. I mean, we all wear pants!
“The second big moment came when I started tapping into pop culture. I began watching the world through the lens of pants – awards shows, music videos, viral clips – anything where iconic pants showed up. I would recreate them in real time and ride the wave of the moment. It became a game-changer. Once people started tagging me in videos and posts with iconic pants, I realised I wasn’t just making plant pots. I was becoming part of the cultural conversation.”
A ceramist… and a director
“It’s interesting how one creative endeavor can start to overshadow another just because it’s more visible online. I remember when that shift started happening. People would introduce me by saying, ‘This is Miche, she’s a ceramist,’ and I’d always find myself adding, ‘…and a director.’
“The reality is that I spend most of my time creative directing and directing, but that work often goes unnoticed. Ceramics has a wider reach. It’s more shareable, more tangible, and resonates in a very different way.
“Each part of my creative life informs the other in unexpected and sometimes really fun ways. At the end of the day, they are both promoting brands and products. In some ways I think having both makes me more productive and motivated. When I’m bored of one, I bounce to the other and vice versa.”
“Back to being in charge”
“My goal now is to get back to happy. There was a moment when the business was running me, and I wasn’t running the business. I’ve recently scaled back and started doing mostly made-to-order. I also got good at saying ‘no’ and only taking on builds that excite me. I’m back to being in charge now :)
“The lesson is, some things are best kept as a hobby. There’s hardly anything more frustrating than pouring your heart into creating art, only to get bogged down in endless business tasks just to keep it going.
“If you want to start a business, go for it. But make sure you have a really strong idea and brand identity to cut through all the clutter out there.”
@apairofplants
ek sau ek
Founded by Anshul Nagpal, head of design at Toaster INSEA
“ek sau ek (‘101’ in Hindi) is India’s first premium XR clothing brand – where fashion meets the future. Our drops fuse physical streetwear with AR layers that unlock new realities. Each T-shirt design features a unique QR code that, once scanned, comes alive – triggering a moment, a piece of animation, a story.
“The idea had been brewing since 2024, but it wasn’t until February 2025 that I started building it from scratch. I’ve always been fascinated by how tech can be used creatively. This was amplified when I joined Toaster, an independent agency whose creative advantage is bringing bold ideas to life with world-class execution – powered by technology. This is very much the DNA of ek sau ek.
“Over five years I’ve seen firsthand how we can merge innovation with human storytelling, using emerging technologies for our forward-thinking client partners. Somewhere in that process, the tone and creative language of ek sau ek started taking shape in my head.
"I had no prior experience running a brand, but years of design leadership gave me the tools – creative direction, systematic thinking, and an understanding of audiences – to shape something of my own.
“Finding the right people was a challenge, but when everything finally clicked, ek sau ek began to take shape – a brand that’s as much about creative experimentation as it is about wearable storytelling.”
A tangible and virtual self-expression
“Right now, the AR experience is triggered by the design on the clothing, but the future of wearables excites me even more. With the rise of AR headsets like Meta Quest and Apple Vision Pro, there’s a moment coming where people will carry these devices the way they carry their phones today.
“When that happens, I want ek sau ek to move into mixed reality fashion – where your physical clothing blends seamlessly with a digital layer. Imagine walking through a street and seeing people’s signature styles extended into AR, each person carrying a digital avatar or visual identity that’s instantly recognisable. ek sau ek can be the bridge between the tangible and the virtual in how we express ourselves.
“The most impactful ideas often aren’t the loudest, they’re the smartest”
“Owning a brand with very little money to put into marketing has taught me the true value of marketing done the right way – and on minimal budget. It’s made me sharper about how every rupee is spent, and more intentional about storytelling.
“At Toaster, I’ve worked on campaigns with large media spends as well as big clients with smaller budgets, but ek sau ek forces me to think differently – how to create pull without push, how to make the product itself do the marketing. That discipline feeds back into my client work, reminding me that the most impactful ideas often aren’t the loudest, they’re the smartest. Constraints make you sharper. And momentum beats perfection.
“So don’t wait for the ‘perfect’ version. Start with what you have, learn fast, and evolve. Build it in a way that brings you energy, because if it drains you from day one, you won’t sustain it. And remember – your network will be your earliest audience, so involve them early.
“While ek sau ek is still in its early stages, there was a moment that gave me real confidence. I tested the T-shirt with my target audience – people who live and breathe design, tech, and culture – and the reaction was instant and electric. They scanned it, experienced the AR, and immediately wanted one (and often, two!). That response told me this isn’t just a fun experiment – it’s something people will buy into.”
@shop_eksauek
Agua de Madre
Xander Hart, creative director at Agua de Madre and creative partner at ARK Agency
“Agua de Madre is like soda, but good for you. It’s fermented but doesn’t taste like old sandals (sorry kombucha gang). Seven years ago we started at the kitchen table, and now, we brew in the UK’s first sustainable state-of-the-art fermentery.
“You’ll find us fizzing away in Dishoom, Whole Foods, Daylesford, Ocado, countless independents, and of course, on our own site, where around 60% of our sales bubble up.
“We never set out to build a business – my mum was always fermenting mysterious concoctions in the kitchen. One day, she handed me a glass of something fizzing and I was hooked. So was everyone else. It turned out to be brilliant for the gut and even better for the taste buds. Before long, what started as an eccentric family hobby snowballed into something bigger.”
An order from Elton John
“With small brands, you’re often just hopping from one curveball to the next. We’ve had 20,000 cans printed with the wrong year, exploding bottles from over-fermentation, suppliers vanishing overnight with our cash. You learn to laugh through the tears. A personal highlight was receiving an order from Elton John… until I realised it was a different Elton John. From Kettering. (Still waiting for the real one).
“On this journey, my creative identity has transformed. At Agua de Madre, I’m both creative director and the client, which means I see both sides. In my day job at ARK Agency, I now know that ‘creative nitpicking’ often hides a real business headache. Wearing both hats has made me less precious about the creative, and more focused on solving the business problem underneath.
“I’ve learned it’s always best to say what you mean, and say it quickly. Clarity beats diplomacy when time, money and fermentation are on the line. Also, you should never underestimate logistics. The product is only half the brand; getting it into people’s hands is the other half.
“Luckily, Agua de Madre is now at a stage where the team does the heavy lifting and I enjoy the perks (unlimited Agua de Madre). But there have been plenty of times it’s felt like a full-time second job, and no doubt will again. The trick is accepting it will never be perfectly balanced. Sometimes it’s 70/30, sometimes 30/70.”
“Don’t launch a drinks brand unless you enjoy spreadsheets”
“The category is just waking up, and we’re excited to grow awareness and expand our range. The vision is for Agua de Madre to become more than a drink, to become a lifestyle brand you reach for beyond the bottle.
“My advice? Don’t launch a drinks brand unless you enjoy spreadsheets, panic emails from retailers, and googling ‘how to stop bottles exploding’. Don’t wait until you’re ready, you won’t be. Just start, and improvise as you go.”
@aguademadre
OMORPHO
Co-founded by Ben Williams, global chief creative experience officer at TBWA\Worldwide
“OMORPHO started with a good friend of mine, Stefan Olander. The products and brand was born in 2018 after years working in the sport and sport culture space, and since then we’ve been on a mission to reimagine athletic apparel by integrating weighted resistance into our collection of sportswear. The product is available in Dick’s Sporting Goods and our online store.
“Stefan is a former client of mine, and I got to partner with him over a number of years while he was at Nike, designing and developing innovative products and services including Nike+ FuelBand, the Apple Watch Nike+ and many more. We knew we brought different experiences, perspectives and skillsets to the table that worked well, so we wanted to continue that partnership and journey.”
A gap in the market
“We saw a gap in the market within the sportswear space when it came to how weighted apparel was being applied for training and fitness. Back then, weighted apparel consisted primarily of weighted vests that were rudimentary, designed for men only, and weren’t considered when it came to sport and how the body moved.
“As a creative, this became an interesting challenge that consisted of an understanding of sport, apparel design, innovation, brand design and marketing. A blend of experiences (and roles) I have been fortunate enough to have throughout my career.
“While I’ve been in the creative industry for nearly 30 years having worked with many of the world’s most recognisable brands, this was my first foray into establishing a brand of my own from scratch. It was exciting, and oh so different.”
Famous faces
“Seeing sales coming in was validation that the gap in the market was real and the product and brand resonated with people. That was a great feeling and probably still is the biggest thing we strive for with the brand. I do also distinctly remember seeing OMORPHO out in the wild for the first time, being worn by a runner in NYC. It was a great (albeit fleeting) moment to know the vision we had was alive and people had bought into the brand and were using what we had created.
“Outside of that, having some famous faces wear and promote our product and tell us how much they like it also adds to the feeling that we’re on the right path. Keep an eye out for OMORPHO showing up in Jordan Peele’s upcoming film, ‘HIM’.”
“It’s a completely different game and way of working”
“A big lesson I learned that continues to shape my creative identity is how different establishing a new brand and getting it off the ground is from working with well established brands and helping them grow. It’s a completely different game and way of working.
“With establishing a new brand, you have no brand equity, the world doesn’t know who you are, nor do they care. The sea-of-sameness is real, and the noise of how many brands have something to say is at an all-time high. Finding your brand’s role in the world and what it uniquely has to offer is getting harder and harder, but doing that work is what will lay the foundation for everything else.
“I’ve also learned that one or even two people can only do so much. Sure, you may have a wealth of experience, but a key element to growing anything is surrounding yourself with the right people. A brand vision is key to establishing a north star to rally around, but ultimately, partnering and collaborating with others that bring additional skillsets and capabilities will be needed to realise any vision. Be laser-focused with the vision, but be open-minded and make room for different perspectives when it comes to how you get there.
“This also extends into who invests and backs your endeavour. It’s easy to take investment from anyone, but finding those that share your vision and buy into who you are as a person and your vision is key.”
“An outlet where unbridled creativity can run”
“While we have seen initial success with the brand and how it has landed in the world, we are a restless bunch and believe we really have only just scratched the surface.
“There is always work to be done. Even if a task is completed, or a milestone achieved, you quickly realise there is the next milestone or task to be done. Of course, enjoy key moments of achievement along the way, but know the journey continues.
“Our mission remains unchanged – 'To make every human stronger'. However, we'd love for the brand to grow globally through innovative products, services and partnerships where OMORPHO can seamlessly integrate into people’s lives. Stay tuned!
“I’ve always been a fan of creatives having a side project or side hustle. I consider it as somewhat of a 'safety net’ of sorts – an outlet where unbridled creativity can run. An antidote to ‘as a creative, I don’t find my day-to-day work creatively fulfilling’.
“So if you have a clear vision for something new, and have identified a true need, take that first step. Jump in.”
@omorpho
Joyce N. Ho
Founded by Joyce N. Ho, creative director at BUCK
“After 15 years of working in design and animation, rarely taking more than a few weeks break at a time, I began to feel distant from the joy I once had when I was just starting out and was more hands-on.
“As a creative director, the kind of fulfillment I get from my work has shifted, but I realised the artist and designer in me never disappeared. That tension quietly built over the years, until I finally gave myself permission to take a three-month sabbatical from client work to figure it out.
“That time became a way for me to return to the simple joy of making – to reconnect with the feeling of creating something purely for myself. Building something of my own wasn’t about launching a brand (and I’m still hesitant to call it that), but rather reclaiming a personal practice of exploration and experimentation.”
Image credit: Emily Simms
“My personal practice helps signal what projects I will thrive on”
“When I first had the idea of starting a shop, I had a rough sense of what I wanted to make, but it was only through giving myself time to think and experiment that those ideas really took shape. Out of that process came a range of things: framed artworks, a book, a cap, and I even designed an incense holder.
“Now that I’m back in client work, I try to protect space for that practice. I know how important it is to have something that’s just for me. I’m not always consistent, and that’s okay – what matters is that I keep coming back.
“And because people can see what I create for myself, it naturally informs the projects I get put on. Commercial work will always lag behind your creative interests that are ever-evolving. It takes a few years for it to catch up. My personal practice helps signal what projects I will thrive on.”
Image credit: Emily Simms
Expression, play, and curiosity
“My goal is not around profitability, because I don’t see myself as building a brand. My experiences are framed through the lens of a personal practice.
“One of the most important lessons I’ve learned is not to overthink it. Personal work isn’t meant to operate by the same rules as client work. It’s not about answering a brief; it’s about expression, play, and curiosity. It should feel different because it serves a different purpose. If we try to hold our personal work to the same expectations and structures as our client work, we risk turning it into yet another job, which defeats the whole point.
“It’s important to find joy in the process of creating and developing. Too often, we’re concentrated on the result and outcome that we forget that. Building something on your own takes a lot of effort and time, but the work is worthwhile if you can find creative and personal fulfillment in the journey to get there.”
