The Devil’s in the Details

Welcome to Creatives Anonymous, a weekly newsletter that explores what it means to be a modern-day creative through essays, interviews, and commentary.

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When it comes to our creative work, we often don’t consider the impact it has on others.

There’s this dymorphia we have around our work where what we think might be mid or trash is revolutionary to someone else. 

And it’s because we’re surrounded by people who have the same knowledge and skills as we do. Marketers associate with other marketers. Engineers associate with other engineers. 

The result is being trapped in an echo chamber, where we feel like our work doesn’t matter and that, no matter how loud we shout, we can’t escape the void. And because of this, we start to undervalue our expertise and zone of genius.

It’s not until we put ourselves in front of different circles that we truly see the impact our work has. 

And often, it’s the small details that people resonate with the most. It might be one line that you write that changes someone’s whole perspective on a topic. Or one design detail that makes someone’s life easier. These details in the work bring joy not only to the creator but also to the consumer. 

Chances are, even if you think no one is consuming and resonating with your work, someone is, and they are finding value in it. All it takes is one person to resonate with your work to make what you create worth it. 

(This is also your reminder that if you resonate with someone’s work, tell them. Your comment goes a long way. I personally keep a “smile file” of every reply, mention, or comment I receive.) 

This week, I chatted with my friend Eleni Walters. Eleni is a product manager at an accessibility technology company and also the owner of Anthos Petras, a floral design and gathering company. 

Your full-time job is in product management and user research. How did you get involved in flower design and flower art?

My dad was an avid gardener, and I grew up watching him bring the same delicacy to flowers that he brought to his work as a surgeon. I made little flower soups as a kid, and I’d arrange flowers for my mom when my brother was in the hospital, just to bring her a moment of lightness. 

Years later, after surviving a serious hit-and-run accident, I asked myself what truly made me happy, and I kept coming back to flowers. I reached out to local florists and learned the ropes, starting with cleaning buckets and sweeping floors before earning the chance to design. 

For me, flowers are a reminder to be fully present. They don’t last forever, but in their short time, they can completely transform a moment and bring joy.

Do you draw any parallels between the two?

I recently transitioned into a product management role in accessibility technology, and I see many parallels between that work and floral design. 

Both share the same foundation: noticing what others might overlook and shaping experiences that bring connection and meaning. 

In floral design, you pay attention to small details, such as the curve of a stem or the way two colors shift when placed together. These subtle choices can transform how someone feels in a space. Accessibility design is the same: it is about noticing barriers or needs that many people overlook and making intentional choices that enable someone to fully participate in everyday life. 

Both require balancing structure and intuition, precision, and empathy. And in both, success is measured by whether the result brings more humanity into the moment, whether that is the joy of a flower brightening a room or the freedom of a product that helps someone express themselves.

Your work leans more toward the flower art and design side versus the flower arranging side. How do you view the difference between arranging and art?

I think ‘floral arranging’ feels a bit outdated as a term. While there are traditional methods in floral design, florists today are pushing boundaries and creating far beyond what has been done before.

Arranging can sound like a task, whereas floral art is about creative expression. I believe everyone who touches flowers has the chance to create something that reflects their own vision and brings joy to themselves and others.

How do you approach your installations? How do you think about the space, theme, and story you want to tell?

I usually start by picking a color or a range of colors, and then I let that guide me. From there, I think about the space itself, how people will move through it, what will catch their eye first, and where I want moments of surprise or calm. 

I also think about the theme or story I’m trying to tell, whether it’s something playful, nostalgic, or more abstract. That’s when I start layering in textures and unexpected objects, like thrifted finds or natural elements, to make the installation feel alive. For me, it’s less about following rules and more about creating a feeling that people can connect with as they experience the piece.

Your installations also incorporate elements such as food, thrifted items, and natural elements. How do you choose what items to incorporate into your piece, and why do you like to add these elements?

A lot of inspiration comes just from walking through a thrift store and noticing objects in those shades, or thinking about everyday items that could fit into the color scheme and bring something unexpected to the piece. 

I love hunting for funky vases, candleholders, candles, or linens, and I’m always asking myself if there’s an unconventional product I can reimagine for a tablescape or floral design. Adding these elements makes the installation feel layered, personal, and a little surprising.

How do you get inspired to create new flower art installations? Where do you get your ideas for your installations?

When I’m creating new flower installations, I think a lot about how colors work together, the potential shapes I can build, and the moments within a design that will really pop. I draw inspiration from all kinds of places. Sometimes it’s Pinterest or vintage magazines, other times it’s nature, a relationship, or even an object I stumble across that sparks an idea.

I love finding unexpected references and translating them into something floral.

What’s been your favorite installation so far?

My favorite installation so far has been an abstract design with flowers rising out of pieces of concrete I found on Facebook Marketplace. For me, it symbolized how beauty can emerge from broken parts.

What’s one creative project that you’re working on now?

One creative project I’m currently working on is in the product management space, exploring how accessibility technology can be more deeply integrated into everyday society. I often think about how AAC apps could extend beyond personal devices and be integrated into public infrastructure. 

I’m also focused on improving the technology itself, not only for the person using the AAC device but also for their communication partner. Communication is never one-sided, and the more intuitive and inclusive we make these tools, the more responsibility we all share in making sure every voice is heard.

What’s one piece of advice you have for any fellow creative?

I think I could take this advice for myself too, but don’t worry about whether others will see what you create as ‘worth it.’ Just focus on creating. There’s also a common misconception that every creative effort has to be monetized, when in reality, the value is often in the joy and expression it brings.

Creative Corner

• 🎞️ What I’m Consuming: Swiped on Hulu.

• 💡 What I’m Loving: Anthropologie’s fall candles. Honeycrisp Oakwood is my favorite!

• 🎨 What I’m Working On: Developing curricula for my upcoming workshops!

• 💭 Weekly Musing:

Thank you 💕

If you liked this newsletter, I’d love it if you could forward it to someone who you think would like it, too!

I’m so grateful for all of your support!

Alexa Phillips is a writer, marketer, and multi-passionate creative. She is the founder of Bright Eyes Creative, a Seattle-based brand consultancy that helps founder-led consumer brands and creators build content ecosystems and media.

Where to find me:

• Learn more about my services 

• Listen to my recent podcast episodes

• Sign up for my free 60-minute training, “The Creator’s Guide to Entrepreneurial Journalism,” happening live on 10/16!

• Grab my GTM Content Workbook, designed to provide founder-led brands with the foundation to build and scale a successful GTM-aligned content marketing program.