New Kid: My introduction to UnitedUs

Look, mom, I’m in UnitedUs!

The thrill of getting the dream job can quickly be replaced by anxiety to live up to expectations in your new role. As imposter syndrome starts to creep in, recognise these jitters as a sign that you’re in the right place. An opportunity to become more than you were, and to step up to the plate.

A good induction process tames and channels the excitement and anxieties of being recruited into the responsibilities of a new role. Two weeks into my journey as a Junior Brand Strategist, the fire in my belly indicates UnitedUs has masterfully inducted me into their studio and talent-packed team. The following is an honest recounting of my journey so far.

The art of crafting meaning

Landing the junior brand strategist role was a result of a healthy obsession with branding. Everyone thinks they know what a brand is until they actually have to go and build one. My first attempt at branding was a clothing and art-toy brand I started at 17. I established a loose, unarticulated, brand identity. Unsurprisingly, this experiment didn’t last long as my “brand” turned into an abstract creative outlet. A brand without a viable, articulated purpose is standing on no legs.

I was introduced to true brand strategy during my time at university, where I landed a placement with a branding agency in France (I am a French/Brazilian duo-national). I was lucky enough to be mentored by a very busy Director. He was masterful in his approach to the craft of building brands but was willing to offload plenty of responsibility to an 18-year-old kid. I was regularly called on to produce instrumental parts of brand identities and was even given my own client account to run from A to Z alongside my mentor. The client in question was a furniture brand that wanted to revamp its brand identity.  The work I produced for this client is among my proudest accomplishments to date, because of how well it captured their unique charisma within a crowded market. They were receptive to my ideas and very happy with the result of our work (they even named a table after me, seriously). My placement was an intensive course on finding clusters of raw value and refining them into the bundles of purpose we call brands. The art of crafting meaning worthy of occupying minds. I had found my calling.

After wrapping up my Bachelors and spending some time honing my communication skills as a PR Executive at an agency, I knew I needed to find my way back to branding. I knew I had the seed, I just needed the environment to let it blossom. As if right on cue, I came across UnitedUs. The interview process revealed an authentic alignment between my ambition and their mastery. I also like to think we really got along, which, given they were picking someone to be around them for most of their waking days, is a good start.

A nest for excellence

The emotion I felt walking into the UnitedUs studio for the first time can be best compared to finding a ball pit in the indoor playground as a kid (except more hygienic). An environment built for immersion, creativity, and collaboration. It’s a nest for excellence.

I was assigned a buddy (shoutout to Joey!), given warm welcomes, a beautiful desk, plenty of UnitedUs swag, a copy of ‘Good Strategy, Bad Strategy’ by Richard Rumelt, a brand-new Macbook Pro, a pizza party, and most importantly: the time of day.

It became immediately apparent that UnitedUs took me seriously. A luxury not often afforded to people my age and a show of faith I intend to make good on. I was given the time and opportunity to see the big picture and figure out where my piece of the puzzle fits.

Lou, the Strategy Director, and my new boss, seems to be kindness manifested and utterly capable. They guided me through the processes I was to be involved in. I asked too many questions, which were all answered with patient smiles. Nat, the Strategy Partner, and my new boss’s boss, regularly checked in on me and answered my questions with incisive clarity.

My main task for the first week was to ‘get to know’. I studied UnitedUs’ portfolio of excellence and was taken by each member of the team for introductory coffees. With every introductory coffee I had, the more it became evident to me that each member of the team was at the bleeding edge of their respective field. This may be the honeymoon phase, but it seems to me I’m walking with giants.

Standing on fertile ground

UnitedUs has a culture of enriching its team through exposure to a variety of new ideas. The team shares anything interesting or novel they may come across. You’ll find an incredible array of hardcovers, magazines, and other creative curiosities sprawled across the studio, alongside memorabilia of the incredible work UnitedUs has done in the past. The team also takes turns giving insightful presentations fortnightly over a team breakfast in a session called ‘bacon and waffles’.

I was lucky enough to arrive on the same week as a special guest talk given by Eleni Beveratou, Creative Director of Dalton Maag, a world-class typography agency, responsible for many of the greatest typefaces anchored in our culture. An invaluable opportunity to listen to an exceptional talent sharing her passion and expertise.

As an incessantly curious person, to be exposed to so much excellence, variety, and freedom to explore at this stage of my life and career is a powerful blessing, which I hope to make the most of.

I’m thrilled to be at UnitedUs. Being in this environment feels like standing on fertile ground for important, disruptive, meaningful work. I’m chomping at the bit to contribute towards this melting pot of excellence, and believe I have the capability to do so, in a unique and valuable way. My mind’s eye is tuned to strategy, and under the mentorship of the UnitedUs team, I aim to apply strategic thinking with purpose. Piecing together sharp and viable paths toward achievement is what I want to do, and I’ve arrived somewhere that nurtures just that. Let’s begin!

Inspired to have your own experience of joining our team? Take a look at our latest vacancies.