Meet Vicki Strull, an Innovator in the women in print community. Vicki, owner of Vicki Strull Creative Collective in Smyrna, GA, has more than 25 years of experience in the marketing and design industry as a brand strategist, creative director, and packaging designer. She is known for the sensibility she bestows on strategic thinking and brand positioning, paired with the cutting-edge creativity she brings to branding and design. She has advised both top-tier B2C and B2B brands, such as HP, Sappi, Bayer, Coppertone, and Pizza Hut, as well as emerging brands, on how to leverage the power of design and packaging to increase sales, create new revenue streams, and build brand loyalty. Vicki not only writes articles in global trade publications, such as Print, Labels & Labeling, and Printing Impressions, but she is also an adjunct professor at Tulane University. She consults with corporate leaders on building a design culture within their organization and gives keynotes at industry conferences—both in the US and internationally. Thank you, Vicki, for sharing your innovation and inspiration with the Women in Print Alliance community!

Do you know (or are you) a woman in the printing industry who is a Leader, an Educator, an Innovator, or a Rising Star that should be featured on our website and in our newsletter? If so, please contact us. We’d love to meet her!

How and when did you enter or become associated with the printing industry? What was your “Aha!” moment when you knew print was the right field for you?

I came of age as a graphic designer in the 90’s before digital marketing really existed, so of course, I’m well-trained in print. As print evolved, I embraced all of the digital printing technologies—variable data, unique inks, track and trace technologies, etc. Several years ago, I leaned into the packaging side because it was and still is the growth area in print. I often tell my clients that a brand’s package is their most important touchpoint, because their brand really can’t exist without packaging.

You’ve worked with some of the best-known global brands in the retail, food & beverage, and consumer goods sectors. Can you tell us about one or two of your most innovative print marketing or package design projects?

I’ve been fortunate to work with a range of brands, from some of the best-known global brands to small emerging brands. I love working with high-end and luxury brands because those brands recognize the value of design and premium printing and packaging to influence sales and cultivate brand loyalty. When I work with smaller brands, I enjoy the freedom to create more cutting-edge designs in the brand identity, typography, and imagery. Regardless, there are advantages to working with brands of all sizes and stages.

I love pushing the limits of special effects and embellishments in printing while remaining practical. I just worked on a label for an olive oil brand and partnered with a converter to create a solution that was tactile, true to the brand vision, and priced within their budget. I also like working with variable data, as I recognize the power of speaking directly to specific audiences. These types of solutions elevate the brand and help brands develop stronger connections with their customers, which, over time, cultivates brand loyalty.

You actually went to school to learn to be (even more) creative and innovative. What do you recommend as the right mix of academic and practical “hands on” studies for women looking to specialize in package design?

I went to college at the University of Pennsylvania, studied at Wharton and have a degree in history. I didn’t discover design until after graduating from college when I turned my hobby into my profession! It wasn’t until I went to graduate school that I became a creative “professional.” However, my early academic years have been formative in how I approach design, strategy, and creative direction—because I’ve always understood that design, print, and packaging need to connect to a business’s goals and objectives. Everyone in our industry needs to have some understanding of the businesses they work in and for. While design and printing can be beautiful, their real purpose is to create artifacts that advance a business, drive growth, or support a brand. As creative and print professionals, each of us needs to find our unique balance of creativity, technology, and business to feel enjoyment, satisfaction, and purpose in how we work.

You recently launched a social media series focused on “shady packaging” calling out examples of misleading print packaging. How did you come up with the idea to focus on this topic, and what do you hope people will take away from it?

I’m always looking for fun ways to connect with people on social media while trying to improve design and packaging. I enjoy offering insights and engaging with people in my area of expertise. I’ve seen social media become an unhelpful sea of self-promotion and advertising, but I’m more interested in having actual conversations with people about their experiences. So, I think of subjects that can be considered provocative, that people are interested in, or that get them fired up. Everyone has had at least one bad packaging experience, so people relate to this series. It’s infuriating to open a product expecting one thing, only to find that you’ve been duped.

While on the subject of social media posts, we have to ask about another one of your popular LinkedIn series: the (often hilarious) package design #fail posts. Do you have a personal favorite fail?

I really don’t have a favorite. What I find mildly amusing one day may be hysterical on another, depending on my mood. What I do love is hearing back from people saying that they use my posts as examples in the workplace to demonstrate the importance of typography, font choice, imagery, negative space, etc. What started as a fun way to end the week – I always do my fail posts on Fridays – has also become a powerful learning tool and a way for me to connect with people.

There are many women in print doing truly innovative work – but so often their results fly under the radar. What tips or encouragement do you have to help women better self-promote their work and success in the printing industry?

When I entered the workforce, it was clearly a man’s game. As I progressed in my career and continued to get a higher seat at the table, I learned that women play the game differently, but that doesn’t mean we’re doing it wrong. There are ways to play like a man but win like a woman. (Read the book by Gail Evans!) We can go onto the men’s playing field, but do it our way and still win. As I’ve been in the workforce for 25+ years, and I have a daughter who will enter the workforce around 2030, I see a lot of progress, but I also recognize and remain optimistic about the equity work that still needs to be done.
And if you need extra encouragement, watch the “Barbie” movie and take notes!