Home » The Creative Now: A Chat with Matt Williams, Managing Partner at Brand Federation

Capitol Communicator reports that Cade Martin has held a virtual conversation with Matt Williams, Brand Federation.

The Creative Now: A Chat with Matt Williams, Managing Partner at Brand Federation

by | Jul 21, 2020

By Cade Martin

As a kid, I spent many a dinner at a table surrounded by friends of my parents, an eclectic cast of characters — sculptors, writers, painters, creatives. That thread of creative community has remained in our offices, our teams, and our collaborations. But that thread feels thinner in this moment.

So I asked, with the purpose of sharing, and of supporting and caring for this creative community in its current, uncertain reality. I asked what people are doing, how they are feeling, how they are sparking creativity. It feels important to share what we do, when we can’t do all our doing.

Reaching out first to some of the talented people I’ve had the good fortune to profile though the Capitol Communicator portrait series.  It’s my version of a virtual dinner table of sorts. Grab a chair and listen in to my conversation with Matt Williams, Managing Partner at Brand Federation.

Matt Williams is profiled in Capitol Communicator. Photos by Cade Martin.

Matt, what, if anything are you doing differently?

Quarantine is an interesting experience. For an introvert like me, it starts out as a gift but it quickly becomes challenging. I realize how much I miss the work environment and the accidental conversations that spark a new thought or way to approach a problem. Because they don’t happen by accident anymore, I’ve been more purposeful at seeking out conversations with people I trust and looking for outside stimulation. I’ve also had to force myself to get up and walk around to give my brain some space. If I don’t, I can end up camped out in front of my computer for 10 hours a day.

Are you staying creatively active?

Yes. I’ve started playing the guitar more because I’m at home. I pick it up for 30 minutes and it’s like a whiteboard eraser for my brain (in a good way).

How are you sparking yourself creatively?

It’s all about making space for your mind to wander. I try to protect time throughout the day to stay off social media, email, ZOOM calls, all those things that can feel productive or distracting, but are anything but creative. That time is sacred and I have to plan for it.

About the Author

Cade Martin

The only child of a university art professor and freethinker mother, Cade Martin grew up surrounded by shapes and images. His love of art grew out of summer vacations filled with trips to galleries, museums and art studios. At home he often found himself around the dinner table with an eclectic cast of characters – sculptors, writers and painters. They paraded through his childhood, shaping his art foundation and forming his appreciation for the candid beauty found in people from all walks of life. Cade’s been chasing characters ever since. He seeks out their stories-told through the architecture of their faces or the costumes they wear-whether he’s on a commercial production or setting up an Avedon-like photo booth at Comic Con. They are the heroes in his pictures. His thirst for capturing adventures took its hold while shooting stills on movie sets and then as a photographer for National Geographic covering the railways of India. And it is that sense of adventure that Cade brings to his productions elevating the ordinary to the extraordinary with a cinematic touch. It’s not just a picture. He’s committed to the experience, building beautiful environments and, sometimes for his portraits, simply building trust. A talented storyteller, Cade splits his time between the East and West Coasts creating images for editorial, advertising, fashion, and lifestyle clients


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