From our community:
Meet Madison Utendahl
Each week, we check in with a different member of Thingtesting's community to ask what brands they've spotted, what they're testing, and take a peek into their recent reviews.
This week's feature is Madison Utendahl, she's the founder of Utendahl Creative, an agency that works with CPG brands. Read on to discover the brands she's recently spotted and everything else in her current rotation.
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COMMUNITY FEATURE
Hi Madison, please introduce yourself.
First and foremost, I’m a storyteller. I’m also the Founder of Utendahl Creative, a creative and design agency that focuses on CPG branding.
At Utendahl Creative, we’re an all-female team that is proudly anti-trend and pro-creativity. Beyond the work that we produce, we believe that representation matters and we’re on a mission to end burnout in the creative industry and change what a design agency traditionally “looks like.”
What does your morning routine look like?
I put my phone on airplane mode at night and do not turn my cell service back on until I’ve meditated and journaled in the morning. Starting every morning on airplane mode allows for me to kick off my day on my own time and dime. It gives me the freedom to begin my day with proactivity versus reactivity. I am able to choose the moment of: “I am ready to start my day.”
What are some brands you've recently spotted?
Ita Leisure. Culture-forward, inclusive tools for leisure. Too often, outdoor/leisure focused brands are non-inclusive in both their advertising and audience targeting. Ita represents the beautiful reality that the joy of outdoors is accessible and available to all people - not just those who fit the stereotype of “outdoorsy.”
Bolden Skincare. Mindful skincare that is mindful of the needs of women of color that are often overlooked within the industry. Their Vitamin C sunscreen is genuinely sheer and leaves no residue — a promise many brands make, but do not follow through on.
Portland Pet Food. Simple, shelf-stable, portable healthy dog food packs made with real, whole, human-grade ingredients. The product is ethically and sustainable-sourced and made. I have a very picky, sensitive senior dog who is obsessed with these packs. I’ve given her every clean dog food brand out there and this one is by far the healthiest and most convenient for me.
What are some brands you recently tested?
What else is in your current rotation?
I am currently training for a half-marathon and have reignited a past love I had for running. I am currently living near the Silverlake Reservoir in Los Angeles and running the reservoir loop has become a vital part of my day. My morning runs are bringing a newfound presence and joy to my life and frankly, reminding me how much of a privilege it is to be able bodied. I am grateful.
Who are some spotters in your community that you look to for new things?
Melanie Masarin of Ghia, Trina Chan of No. 8 and Julianne Fraser of Dialogue. My CPG girls! Melanie and I go way back - we went to Brown together and have known each other for a decade. Trina and I were both on the founding team of Museum of Ice Cream and have been cheerleading each other every step of the way as we have set forth to launch of our businesses. Julianne and I met for the first time in Paris when I was on a sabbatical and became instant dear friends. She's brilliant.
Spotted on Madison's desk...
