This year, Change Consulting marked 16 years of partnership with visionary leaders pushing for racial justice, providing the communications strategy and support they need to make change possible. At Change, we are dreamers and doers. We are purposely building an agency where leaders can find the expert communications counsel and capacity they need. Our integrated suite of services — strategy, earned media, digital and content, and training — strengthens clients and causes with solutions reflective of their missions.
A big gap in our services so far has been creative and brand strategy — until now. In today’s fast-paced communication landscape, visual communications is not just an aesthetic choice; it’s a strategic necessity. Good design grabs attention, improves engagement, and builds strong connections, making it a vital component of effective communication. That’s why we are thrilled to announce a significant milestone in our agency’s journey: the appointment of our very first Creative Director, Xuanlana (Lana) Nguyen, to begin the work of developing our creative services in house.
With a wealth of experience and a passion for design, Lana is set to elevate our creative vision and drive our projects to new heights. Lana is an artist, creative strategist, and mom with over 15 years of experience leading human-centered creative for purpose-driven partners, with a background rooted in fine arts and community advocacy having studied at the Art Institute of Chicago and UC Berkeley. She experienced how deeply a brand narrative could shift public perception after working with Arnold Worldwide and the influential Truth anti-tobacco campaign. Since then, she has produced art and campaigns for Maker Education, the Ronald McDonald House, Earthjustice, the Children’s Creativity Museum, and the Kapor Center. She has worked with a diverse group of visionaries and creative producers and helped develop ethical standards for visual storytelling that centers people in both narrative and process.
Building out an in-house creative team will ensure that we can deepen our brand strategy and communications, better serve current clients, and expand the types of creative work we can take on. We will also continue to partner with the amazing creatives we have had the pleasure of collaborating with to date — among them, William Ramirez, Tigist Kelkay of YolkWorks and Yippa.
As with the rest of our services, our creative work will be rooted in our values. Change is a pro-Black, multicultural team of movement-minded communicators and storytellers whose lived experiences inspire our commitment to our work. Many of us have been directly impacted by the systemic harms facing Black, Latine, Asian and Pacific Islander, and first-generation communities. We are moved every day by the incredible leaders who dare to envision and realize racially just institutions and systems. With this expansion of our services, we are excited to bring our creative lens to help make visible the more just world we all want to see.
Stay tuned for exciting updates and creative projects that will emerge from this new chapter in our agency’s story.