Meet Jen White, the Founder of Collective Memory (formally Drawing From Memory), a branding and design agency that’s redefining how consumer brands connect with their audiences.
Jen’s journey to branding began in an unconventional way. After graduating from the Rhode Island School of Design with a degree in photography, Jen was inspired by her entrepreneurial parents to create her own ideal job. What began as graphic design work ultimately evolved into a full-fledged agency where she was able to blend her artistic roots with strategic branding expertise. Today, Collective Memory is celebrated for its ability to infuse fine art principles into brand narratives, crafting stories that deeply resonate with aspirational audiences.
We asked Jen about the story behind Collective Memory’s founding, the achievements she’s most proud of thus far, and what’s next for her and her company.
Tell us the story behind your company’s founding. How and why did you start working on Collective Memory?
My story is a bit unique. I started my entrepreneurial career straight out of college. I studied photography at the Rhode Island School of Design. When you graduate with a degree in fine art, there are not a lot of paid job opportunities out of the gate. My parents were entrepreneurial, so it just seemed natural to design my own job, which I did. I started doing some websites and graphic design work. Over the years, that progressed into developing brand platforms and communications for emerging and legacy disruptor consumer brands. I believe that the work I do is unique in that I rely heavily on my background as a fine art photographer to help mold and shape the image of my clients in the light that reflects their true nature. This effectively defines their image and reputation in the mind of the consumer.
What’s one thing you wish you had known before starting Collective Memory?
About five years into my entrepreneurial career, I had a coach tell me that they would never recommend anyone start an agency without having worked at one before. At the time, I thought that was a strange thing to tell someone who had done it. In hindsight, I completely agree with her. I didn’t have any idea how to manage business operations, client relationships, oversee employees, or how to fairly charge for our work. I read a lot of books to offset my lack of experience and learned from the experience I had. Twenty-four years later, I am confident in how I approach all aspects of running an agency. Had I been shown best practices, my journey to confidence would have been shortened.
We dare you to brag. What achievements are you most proud of?
Twenty-four years in business is a serious accomplishment. I have people who have worked for me for over a decade. Many clients have become friends and trust me as a partner to build, think creatively, and grow their business. I have helped countless businesses get off the ground and grow to be multi-million dollar corporations—companies like Colour Pop, Velvet by Graham and Spencer, and Skin Laundry. I have navigated businesses in different cultures where different languages are spoken. I found ways to create connections with employees, consumers, and stakeholders to fuel excitement and drive growth. It is difficult to see all of this as success at the moment, but when I come away from an engagement with a new friend I know I’ve succeeded.
I rely heavily on my background as a fine art photographer to help mold and shape the image of my clients in the light that reflects their true nature, effectively defining their image and reputation in the mind of the consumer.
How have you grown as a leader since starting Collective Memory? What experiences have contributed to this growth?
Because I have never had a boss, I’ve had to negotiate being a leader without a strong role model, which is something I pay great attention to. Growing talent has always been a big part of my company's success. I actively work to improve my strengths as a leader with every employee and freelancer I hire. We have never had deep pockets, so hiring young talent has always been a way for us to deliver great work at competitive price points. This approach works if you take the time to guide and inspire, which is something that I feel I do well. But, because I am so focused on developing individuals, I often struggle to unify us as a team. Knowing this as an area of weakness is something that I am focused on in my next phase as a leader.
What’s next for you and Collective Memory?
After many years, I am going back to school to learn what maybe I should have known in the beginning. I am starting an executive MBA program at Brown University in March. As a result, the next two years will be a bit more focused on just keeping the lights on and not massive growth, as I focus my efforts on my studies and family.
