Meet the Team | Amy LoParo
Why hello, Nimble. community! Today we’re celebrating our newest team addition, Amy LoParo. A place-centered strategist who’s spent more than a decade bringing brand stories to life for real estate and hospitality, Amy’s influence can be found in places and campaigns small and large around the Southeast. Already 90 days in to her tenure at Nimble., learn more about Amy, her leap to Nimble., and what’s ahead in this 6-min. interview.
👉 Say ‘hello’ or schedule a studio coffee with Amy here.
Welcome Amy! Tell us about yourself and what brought you to Nimble.
AL: Nice to meet you! (or to help you meet me, at least.) For the last decade, I’ve been a writer/strategist at various brand design firms. I’ve also spent some years as an in-house creative as well as an independent freelancer. I’m originally from Charlotte, NC, and I moved to Atlanta in my early twenties for the copywriting program at Portfolio Center and to be closer to my now husband, Devon, who was pursuing his PhD in psychology at Emory. We fell in love with the “city in a forest” and ended up putting down our own roots here.
In 2020, I left my full-time job for freelance because having flexibility helped my family get through quarantine and that strange period of time. After a couple years, I began to miss being dedicated to a single team and aligning myself with one clear vision. Nimble.’s purpose “to lead, educate and impact the intersection of where brand meets place” lit a fire in my belly, and now here I am. Amazing how a few words can change the direction of your career and life.
Tell us about your experiences in placebranding.
AL: Early on in my career, I was fortunate enough to pitch in on lots of juicy local and regional placebranding projects, including Avalon in Alpharetta, the redevelopment of Turner Field and its surrounding area, CODA in Midtown, and City Springs, the heart of downtown in Sandy Springs—just to name a few.
Even though my experiences in branding are broad and I’ve supported several product and F&B brands that are household names, I find when friends and family ask me what exactly it is that I do, it’s the placebranding work that I bring up first. Perhaps that’s because these places are woven into the fabric of Atlanta and my own life, and their brands are felt in a more visceral way and on a grander scale. Driving by a building or entire community that you’ve named just hits differently than walking by a product on a shelf.
What are you most looking forward to in your new role at Nimble.?
AL: I’m only a couple months in, but I can already tell this role strikes the balance of brand strategy and pure copywriting that I crave.
The opportunity to dive even deeper into a placebranding focus excites me too. I’m coming into my new role eager to soak up all the knowledge I can from the seasoned leaders at Nimble. and our trailblazing clients.
Amy with her best friends. Daughter, Nora (6) and son, Anthony (3)
Scenes from a quiet writing nook at Buro (Nimble.’s studio HQ)
In defining brand to a stranger, you’d say:
AL: Brand is a feeling in your gut. Think about the range of emotions people can elicit within you. Products, companies, and places have that same power.
Advice for budding writers not knowing where to specialize?
AL: Don’t rush yourself into a specialty. Writing is writing, and any experience you have that requires you to sit in silence, think deeply, and put pen to paper will be valuable both in the moment and later on in your career.
Fill-in-the-blank. People often say I’m brilliant at ______.
AL: Distilling complex ideas and complicated (or flowery) language into messaging that simply makes sense. My favorite compliment is: “That’s exactly what I wanted to say, but I didn’t know it.”
Passions outside of writing?
AL: Playground hopping with my family. Live music. Trying new recipes. Long conversations with old friends. Exploring new neighborhoods, cities, and countries by foot.
The environments in which I thrive have …
AL: Variety. Moving from space to space throughout the day keeps my thinking sharp. A nice patio or outdoor area goes a long way too.
I flow at work when I have…
AL: My earbuds in with the sound off or one of the albums I’ve heard hundreds of times playing at the lowest volume. And on an emotional level, I flow at work when I‘m part of a tight-knit team that’s relying on me to perform at my best.
Hands-down favorite topic of conversation?
AL: Like most people, I really enjoy international travel. Ever since my husband and I added two kids to our family, big trips have been fewer and further between. But I’ve found that conversations with people from different cultures—which are relatively easy to come by in a city as diverse as Atlanta—can scratch the same itch.
I also love swapping tips with fellow parents about how they make space for quality family time plus personal and creative pursuits. My favorite podcast that I recommend frequently is all about this topic: Spinning Plates by Sophie Ellis-Bextor. (Yes, the “Murder on the Dancefloor” singer!)
Amy with her mama and husband on a recent trip to Barcelona
Core motivations?
AL: My career has always been a big part of my identity—because I love getting into a flow state as I build out strategies and written communication, but also because helping clients reach their goals brings me joy and purpose.
It took me years after having kids to realize my work didn’t have to be in tension with my most important role as a parent. Now, one of my main motivators is showing my kids—especially my daughter—that family life and professional passions can coexist, evolve, and grow alongside each other.
What’s the one thing the Nimble. community should know about you?
AL:
Turns out, I enjoy writing about the places you’re creating much more than writing about myself. I think I’m a good bit better at it too :)
No.1 Motivation = Family
Thanks for reading the newest interview in our Nimble. Meet the Team series.
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For questions or to add to the conversation, contact us at hello@nimbledesignco.com.