Alicia Curtis
Creative Director & Storyteller | Leading teams through brand transformation | Prev WeightWatchers, HBO, Warner Music Group
- Role
- Associate Creative Director at UKG
- Location
- Asheville, NC, US
- LinkedIn followers
- 500 followers
About Alicia Curtis
I grew up loving family stories around the dinner table—the laughter, the shared experiences, the way a good story could bring everyone together. That appreciation for human connection shapes everything I create as a Creative Director and storyteller.What I Do:I help brands figure out what they actually need to say and then make sure it works across every touchpoint. Whether it\'s navigating regulatory changes, launching new products, or maintaining story consistency through constant pivots, I love solving problems that make other people\'s heads hurt.My Experience:Over the past decade, I\'ve led creative teams through major transformations across wellness, entertainment, and consumer products. Most recently at WeightWatchers, I guided a distributed team of 14 through multiple rebrands and strategy pivots—from behavioral wellness to clinical telehealth—while maintaining brand storytelling.My Approach:I lead with genuine care, setting strong creative vision while giving people the autonomy to do their best work. I obsess over finding what\'s really true about a brand, but I also know when to stop perfectionism from getting in the way of getting shit done. My teams know I\'ll go down rabbit holes to solve the story puzzle—that\'s where the magic happens.What Drives Me:Creating work that people actually give a shit about. I\'m not interested in creative that just looks pretty—I want to build brands that matter, tell stories that stick, and develop teams that lift each other up.Fun Fact:I\'ve moved 22 times across 4 states, collecting stories and perspectives from every place I\'ve lived. Turns out, all that adaptation and resilience makes you pretty good at helping brands navigate change too.Currently based in Asheville, NC, surrounded by mountains, moodboards, and a frankly alarming number of beverages. Always open to connecting with fellow storytellers and creative leaders.
Experience
Associate Creative Director
Sep 2025 — Present · Asheville, NC, US
Education
University of West Georgia
B.F.A., Graphic Design
2004 — 2009
Miami Ad School Atlanta @ Portfolio Center
Graduate Studies, Graphic Design
2010 — 2012
Skills
- Adobe Creative Suite
- Advertising
- Drawing
- Brand Development
- Posters
- Packaging Design
- Art Direction
- Graphic Design
- Branding & Identity
- Packaging
- Illustrator
- Web Design
- Screen Printing
- Graphics
- Typography
- Photoshop
- Creative Strategy
- Logo Design
- Printmaking
- Illustration
- Indesign
- Painting
- Social Media
- Creative Direction
- Adobe Photoshop
- Concept Development
- Branding Development
- Corporate Identity
- Adobe Illustrator
- Visual Communication
- Layout
- Letterpress
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