At JELY Marketing, creativity isn’t just part of the job. It’s baked into how we lead, solve problems, and collaborate every day. That’s why we were immediately had to take Adobe’s Creative Types: Shape the Future test, which digs into how personality shapes creativity and how different types contribute to innovation.
After taking the test, our co-founders learned that they embody two very different (but compatible!) creative roles: Lydia is a Regenerator, and Jess is a Guide. And while the labels are new, the dynamics they describe have always been at the heart of how JELY operates.
Lydia: The Regenerator – Focused, Methodical, and Unshakably Resilient
Lydia’s strength lies in her ability to break down complex challenges and rebuild them into something better. As a Regenerator, she sees obstacles as a chance to refine, adapt, and evolve. She approaches marketing the way an engineer might approach a puzzle with structure, patience, and a focus on long-term outcomes.
She’s not interested in chasing trends for the sake of attention. Her mindset is practical, data-driven, and grounded in a deep understanding of what clients actually need to grow. That ability to look under the hood and rework systems from the inside out is part of what makes her an exceptional strategist and leader.
When something’s not working, Lydia doesn’t panic — she rebuilds. This adaptability has guided our agency through challenges and transitions, always focused on strengthening the foundation while pushing toward what’s next.
Jess: The Guide – Visionary, People-Oriented, and Emotionally Intelligent
Where Lydia sees the architecture of ideas, Jess sees the human potential within them. As a Guide, her gift is helping people — clients, teammates, and communities — connect with purpose. She leads with empathy, emotional intelligence, and an eye for the bigger picture.
Jess has a natural ability to unite people around a shared vision. She’s a powerful communicator, a thoughtful listener, and someone who turns a strategy session into something more like a movement. Her creativity isn’t just about output, it’s about uplifting the energy in the room and guiding people to imagine what’s possible.
She’s the one reminding the team that marketing isn’t just numbers and headlines, it’s about building something meaningful with people, not just for them.
Why It Works
Together, the Regenerator and the Guide are a force of both structure and inspiration. Lydia keeps the ship steady, focused on solving root problems with surgical precision. Jess sets the course, helping everyone on board see where we’re going and why it matters.
In fast-paced, high-stakes environments, this balance is everything. When others might feel overwhelmed, Lydia drills down to the core of the issue and rebuilds the system. When things feel uncertain or disconnected, Jess re-centers the team around vision and values.
They challenge each other, support each other, and most importantly they trust in each other’s creative process.
At JELY, we believe creativity isn’t just about expression — it’s about impact.
And when different minds come together with mutual respect and a shared mission, that’s when the most meaningful work happens!
Curious what your creative type is? Take the test here and let us know where you land. The future is shaped by all of us.
