FORMATION PR + BRAND is a strategic communications
agency specializing in public relations and branding.

Erica founded the agency in 2007 with a goal of strategically connecting clients to their audiences – through the power of storytelling. Since then, her relentless focus on creating a client-focused, mission driven business has served to make Formation PR + Brand a trusted partner to foundations, nonprofits, community colleges, and regional development organizations throughout the country.

Direct and strategic in all that she does, Erica embodies a keen understanding of what it takes to communicate effectively and with intention. She is a sought after partner to her clients, particularly as it relates to strategic communications, PR and crisis management and brand development. Erica is a frequent presenter and workshop facilitator on the topics of crisis communication, PR and branding. She holds both a BA and an MA in political science, from the University of North Carolina at Chapel Hill and Appalachian State University, respectively. When she’s not leading her team of creatives and strategic thinkers, Erica can be found in her backyard bird oasis, hiking on a trail, cooking up something new in her kitchen, listening to live music, or spending time with the people she loves.

Caleb’s sharp design eye and collaborative spirit elevates a wide range of projects at Formation, including branding, annual reports, websites, social graphics and everything in between. He is adept at translating concepts into innovative designs that tell a brand’s story, and he often leans into his background in web design, photography and video to do so. With an inquisitive and precise approach, Caleb aligns perfectly with Formation’s creative pulse. He thoughtfully listens to each client’s needs and then he creates — taking care to focus on details that make all the difference. Caleb earned his Bachelor of Arts from Nicholls State University, and enjoys spending time with his family whenever he can, hiking, biking, kayaking, swimming, or playing pickleball.

Dependable, collaborative and thoughtful, Christy serves as a primary liaison between clients and the Formation team. She excels at planning, organizing and directing projects, ensuring they are on time and within budget. With a background in mediation and conflict resolution and a decade of experience in the nonprofit sector working with youth, Christy is a gifted listener, strong communicator and natural problem solver for clients. She is certified in project management, holds a degree in communications from James Madison University and has been part of the Formation team since 2020, partnering with clients in ways that make a positive and meaningful impact. When she is not at work, Christy can be found outdoors, spending time with family and friends, baking, attending live music events or enjoying a good show.

As one of the Formation’s longest tenured team members, Rachel manages all daily operations and serves as a critical hub for clients, vendors and staff, providing expertise with client onboarding; project, account and database management; scheduling; HR; and bookkeeping. Rachel earned her BA from UW-Stevens Point (Wisconsin) and began her career in marketing with a focus on tradeshow and events coordination and product marketing. For more than a decade at Formation, Rachel has helped to grow and refine a mission-driven agency that is dedicated to making an impact for clients and the greater community. Rachel’s adaptable and pragmatic leadership is central to the Formation team, fostering an environment that is both grounded in learning and constantly evolving through the practice of meaningful work.

Annie’s dedication and expertise in strategic brand development and marketing and communications yields strong returns for Formation clients. With an approach grounded in intentional listening and rigorous research, Annie thoughtfully positions brands to drive awareness and increase market share. She draws from over a decade of industry experience, including management of PR, organizational communication, event promotion, print collateral and digital marketing. As chief marketing and communications officer at Montreat College, Annie ensured brand consistency across all marketing initiatives and enrollment efforts. She also served as Executive Director of Advancement, overseeing annual giving, major gifts, alumni relations, and fundraising events. Driven, optimistic and relational, Annie is passionate about advancing the work of clients who make a difference in the lives of others.

Julia specializes in work with clients from the nonprofit and philanthropy sectors. She provides strategic guidance, content development and public relations support as well as crisis communications and other consulting integral to client success. A quintessential storyteller, Julia spent a decade in print and broadcast journalism before transitioning into the nonprofit sector as a director of development. Later, as a nonprofit CEO, she led her organization to excel in both reach and resonance through innovative programs, effective storytelling, diversified resource development and the creation and partnership of talented teams. Julia earned her BA from Florida State University’s College of Music. She loves the creative relationships she develops with Formation clients, and her ultimate reward is achieving impact for those who serve the community.

Lee Anna brings a deep knowledge of the marketing and communications industries to the Formation team. As a veteran communications professional with nearly four decades of experience within the higher education sector, Lee Anna has served in roles ranging from public information officer to director of communications & marketing, managing public relations, event promotion, organizational communication, print and digital marketing. At Formation she plays a versatile role with content writing, branding needs, PR and vendor relationships. Lee Anna is collaborative, dedicated and energized in her work and thrives on delivering results for her clients.

With frontline experience in both internal and external communications, Amy is a dynamic public and media relations specialist who meticulously crafts stories that Formation clients want to tell. Amy earned her Bachelors in Communication from NC State University and understands the news cycle from the inside out, with experience in both the news industry as a producer and work in corporate public relations, representing a regional healthcare organization. She excels in writing through media pitching, press releases and thought leadership pieces, while her data-rich reporting provides clients with a bird’s eye view of their public image and what others are saying about their brand or industry. Amy is proud to be part of a PR team that is committed to new and innovative ways to best represent clients.