New Women-Led Agency Foul Mouth Takes Shape in Seattle

Foul Mouth Creative is hanging out its shingle, offering to meet brands’ desire for less bloat, fewer layers and a simplified process. Rachel Carlson is the creative director/copywriter, Jourdan Huys is managing director and a creative director/art director is soon to come onboard.

Among the many services Foul Mouth offers are brand strategy and positioning, visual identity and design systems; campaign concept development, execution and production; short- and long-form video, digital content, photography, graphics and illustration.

“We’re looking at a concerning lack of female leadership in the industry, with fewer than 1% of agencies having women ownership. That’s wild, as women consumers control 85% of spending power,” said Carlson. “With Foul Mouth, we’re making a deliberate decision to shift away from the industry’s uber-competitive grind culture that’s burning out talent, weakening business relationships, and harming creative output. We prioritize humanity and want to bring the joy back.” 

Carlson comes from Deutsch LA, Crispin Porter + Bogusky, DonerLA and Mekanism as creative director, and was a partner at a small creative studio called World Famous. She has led creative and developed campaigns for clients including Alaska Airlines Safety Dance, Target, Old Navy, vitaminwater, Amazon Small Business, DiGiorno, and several Netflix shows. 

Recently, Carlson was behind the new GameStop campaign 'There’s a Place for Us', and the Frida Baby 'Stream of Lactation' breast-care campaign with Mekanism, getting the first lactating nipple on network TV during the Golden Globes.