Interview
Beth Cooper
KNB Communications, United States
Beth Cooper, a photographer and the Vice President of Marketing and Sales at KNB Communications, a prominent healthcare marketing and PR agency, has cherished over 20 years of professional experience. She derives her income from her creative skills and holds a deep passion for her work.
1 Please give us a brief bio of yourself and your creative background.
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2 What made you become/why did you choose to become a creative?
I have always been drawn to the arts and the power of visual communication. I chose to become a creative because it allows me to express myself and make a positive impact on people's lives through my work.
3 Tell us more about your business/company, job profile, and what you do.
I am the Vice President of Marketing + Sales at KNB Communications, which is a top 10 boutique healthcare marketing and PR agency (according to Healthcare Business News, 2023). Our multi-award winning full-service healthcare firm focuses on creating brand visibility, building thought leadership, and generating business for our valued healthcare clients via custom, metrics-driven programs.
4 What does “creativity” mean to you?
To me, creativity is not WHAT you think, but HOW you think. It
5 To you, what makes a “creative” idea and/or design?
A creative idea or design is one that is fresh, unique, and thought-provoking. It challenges conventional thinking and pushes boundaries while effectively communicating its message.
6 Tell us about your creative and/or design process.
My creative process starts with research. There
7 What's your favorite part of the creative process and why?
My favorite part of the creative process is the conceptualization stage, where I get to explore different ideas and possibilities. It's exciting to see how concepts evolve and come to life as the project progresses.
8 Describe your creative style and its main characteristics.
My creative style makes eyes happy. I gravitate towards design elements that human brains are hard-wired to enjoy, like reflective symmetry and leading lines.
9 Do you think your country and its cultural heritage has an impact on your creativity process?
I actually think my personal experience of moving around the world has had the greatest impact on my creative process. It expanded my world view and blurred the lines between
10 Congratulations! As the winner of the 2023 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
Winning the 2023 MUSE Creative Award is an incredible honor for me and my team. We focus on healthcare, which is not the first field one often thinks of in terms of artistic creativity. Our view is that medical marketing can and should be just as visually compelling as other industries. This award validates our hard work and dedication to producing high-quality, innovative designs, and motivates us to continue pushing the boundaries of creativity in the healthcare space.
11 Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?
The work we entered was a campaign that married the high touch / high tech aspects of healthcare. Titled
12 What was the biggest challenge with this project?
The hardest part of this project was staying on brand and maintaining continuity between the images. The tech we leveraged was brand new and we had to learn to write prompts that would achieve the effect we were going for, while staying true to the brand colors and style.
13 How has winning an Award developed your practice/career?
Winning the award has elevated our reputation in the industry and opened up new opportunities for collaboration and growth. It has also inspired us to continue pushing ourselves creatively and professionally.
14 What are your top three (3) favorite things about our industry?
My top three favorite things about the industry are the endless opportunities for creative expression, the ability to impact people's lives through design, and the sense of community among creative professionals.
15 What makes your country specifically, unique in the creative industry?
The States seem to be open to possibility. America is also known for pushing boundaries. These values are very useful in a creative environment.
16 Where do you see the evolution of creative industry going over the next 5-10 years?
Technology will continue to play a significant role in shaping the way we create and consume content. I'm a huge proponent of AI and I absolutely see the creative industry moving strongly in this direction. It's cost-effective and time-efficient, and produces visually stunning art.
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
Focus on impact. Creatives in the business world are valued on the results they are able to produce. Track KPI's and include them in your submission package.
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
There are a tremendous amount of resources for free on the world wide web. I would say first recognize your personal learning style. I'm a visual person and prefer reading articles and following accounts on social media platforms. Other people I know love watching YouTube videos; some swear by in-person meetups. The main thing is to absolutely immerse yourself in communities that share your passion. You will propel each other's knowledge forward.
19 Tell us something you have never told anyone else.
I won
20 Who has inspired you in your life and why?
I have been incredibly fortunate to have a strong support network from my earliest days. My parents bought me my first camera at the age of 10. I
21 What is your key to success? Any parting words of wisdom?
My key to success is persistence, balancing staying true to my vision with being open to others
22 Do you have anything else you would like to add to the interview?
Thank you so much for the opportunity!
