By the Intern Team at Big Media Roar
As communications interns, we’re constantly learning how brands evolve, how websites adapt, and how storytelling shifts with time. So we sat down with Lori Bratz, Creative Director and CEO of Big Media Roar, to ask a question that’s been on our minds: What’s it like to see a website you’ve designed take on new changes over time?
Her answer surprised us and inspired us.
“Change Means the Brand Is Alive.”
“It’s a little like walking past a home you helped style,” Lori said. “You notice the new colors, the updated layout, maybe a different vibe. At first, there’s a flicker of recognition. But then you realize that someone’s still living there. They’re making it their own. And that’s exactly what a website should do.”
Lori’s perspective is refreshingly generous. She sees change not as a loss of creative control, but as a sign of vitality. A website, she explained, isn’t a monument. It’s a living, breathing extension of a brand’s voice — and it should evolve as the organization grows.
“I Want Every Site to Be Successful in the Moment It’s Needed.”
We asked if it ever stings to see her original design reworked or updated.
“Not at all,” she said. “I’m thrilled when I see teams take ownership. If the site looks different, it means it’s doing its job right now. That’s a win.”
She emphasized that good design is built to flex. “If I’ve done my job well,” she said, “the site can evolve gracefully. I want every organization to have the most successful, resonant website they can — not just at launch, but in every season of their growth.”
Learning, Adapting, and Staying Curious
As interns, we’re always asking: How do professionals stay current? Lori lit up when we asked.
“I’m constantly scanning the horizon,” she said. “I follow platforms like LinkedIn, Product Hunt, and TechCrunch to track what’s emerging in digital strategy, social media, and UX. I also take certifications, recently in Responsible AI and Microsoft 365 Copilot, because staying sharp is part of being a good creative partner.”
She shared that curiosity is her compass. Whether it’s exploring new layout trends, accessibility standards, or storytelling formats, she’s always exploring what’s next.
“AI Is a Tool, Not a Substitute for Taste.”
We couldn’t resist asking about AI. It’s everywhere in our coursework and conversations.
“AI is phenomenal,” Lori said. “But only when it’s used strategically by smart people. It can accelerate ideation, streamline production, and help refine tone or layout. But it’s not a replacement for vision, taste, or emotional intelligence. Use it as a tool.”
She sees AI as a collaborator, not a creative lead. “The best results come when AI supports a clear direction,” she said. “It’s a tool that amplifies human clarity, not replaces it.”
A Message to Every Brand
As we wrapped up, Lori left us with a message we’ll carry into our own careers:
“Change is good. Refinement is brave. And storytelling is never finished. We wish every team the courage to evolve and the confidence to create a site that truly reflects who they are in any moment.”
About Big Media Roar
Big Media Roar is a creative consultancy led by Lori Bratz, specializing in digital content strategy, editorial storytelling, and elegant web production. Learn more at BigMediaRoar.com.