Today we’d like to introduce you to Rachel Lynch.
Hi Rachel, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I grew up in the Midwest and have always been drawn to creative expression. Whether it was writing, photography, music, or visual art, I was fascinated by the way a story could make someone feel something. I eventually earned my degree in photography in Kansas City, but as I began working with artists, I realized what they really needed was someone who could help them communicate who they were. That realization transformed House of Black Rabbit from a photography business into a creative direction studio focused on helping independent musicians build authentic, memorable brands.
About six years ago, I moved to the San Francisco Bay Area, where I’ve had the opportunity to work alongside an incredibly diverse community of musicians and creatives. Every project taught me something new about visual identity, marketing, and the courage it takes to pursue a creative life. Along the way, I also stepped back onto the stage myself, co-leading the pop-punk band Used to Be Valentines with my partner, Niels Sorensen. Building my own career as an independent artist has given me an entirely new perspective on the challenges my clients face, because now I’m navigating many of the same obstacles myself.
Today, those experiences come together in everything I do. Through House of Black Rabbit, I help artists develop visual identities, creative campaigns, and long-term strategies that reflect who they truly are—not just what they look like. At the same time, I’m continuing to build Used to Be Valentines from the ground up, applying the same philosophy to our own music and brand. Every artist has a story worth telling, and when you tell it honestly, you create something people can connect with.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not. One of the biggest surprises was realizing that creativity was actually the easy part. Building a business around that creativity—earning people’s trust, making difficult decisions, wearing a dozen different hats, and staying resilient through uncertainty—has been a completely different challenge. Every obstacle has pushed me to grow, not just as an artist, but as a leader.
Another challenge has been allowing my business to evolve. I started out thinking I was building a photography business, but over time I realized my clients were coming to me for much more than images. They wanted help defining their identity, developing campaigns, planning releases, and figuring out how to tell a cohesive story. That meant stepping into the role of creative director, strategist, and collaborator—roles I hadn’t originally envisioned for myself. Embracing that shift required a lot of confidence, continuous learning, and a willingness to redefine what success looked like, but it’s ultimately what transformed House of Black Rabbit into the business it is today.
Another challenge has been balancing multiple creative pursuits. While growing House of Black Rabbit, I’ve also been working full-time and building my own band. There have been plenty of late nights, early mornings, and moments where I questioned whether I could keep all the plates spinning. But being on both sides of the industry, as a creative director and as an independent artist, has ultimately made me better at both. It reminds me every day why I do this: to help artists tell their stories in a way that feels honest, intentional, and lasting.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
House of Black Rabbit is a creative direction studio that helps independent musicians and artists build cohesive, authentic brands. While photography is certainly part of what I do, it’s only one piece of a much bigger picture. I work with artists to develop visual identities, promotional photography, short-form video content, album and single campaigns, and long-term creative strategies that help them tell a consistent story across every platform. My goal isn’t simply to create content but to create work that gives artists a clear identity and helps audiences connect with who they are.
What I’m most proud of is the trust my clients place in me. Many of the artists I work with return for multiple projects because we’ve built a collaborative relationship where ideas can grow over time. There’s nothing more rewarding than seeing someone become more confident in their identity, release music they’re genuinely proud of, and watch people connect with it in a meaningful way.
I think what sets me apart is that I approach every project from both sides of the industry. As the founder of House of Black Rabbit and as the co-lead singer of my own independent band, Used to Be Valentines, I understand the creative, emotional, and practical challenges artists face because I’m living them too. I know what it’s like to invest everything you have into a project and hope it reaches the people who need it. That perspective shapes every decision I make. I’m not just thinking about how something will look today, I’m thinking about how it fits into an artist’s larger story and where it can take them next.
What would you say have been one of the most important lessons you’ve learned?
The most important lesson I’ve learned is that authenticity is a long-term strategy. Early on, it’s easy to compare yourself to everyone else or feel like you have to follow someone else’s blueprint for success. But I’ve found that the most meaningful work happens when you stop chasing trends and start leaning into what genuinely makes you different.
I’ve also learned that growth doesn’t always happen in obvious ways. Sometimes it looks like saying no to the wrong opportunities so you can say yes to the right ones. Sometimes it means redefining your business, taking creative risks, or trusting yourself enough to follow an idea that doesn’t make sense to anyone else yet.
At the end of the day, people connect with honesty. Whether I’m helping another artist tell their story or building my own, I hope the work leaves people feeling something real. If I can help someone create art they’re proud of and build a career that’s true to who they are, that’s the kind of impact I want to have.
Contact Info:
- Website: https://www.houseofblackrabbit.com/
- Instagram: https://www.instagram.com/blackrabbit.rachel/
- Facebook: https://www.facebook.com/houseofblackrabbit/
- Other: https://www.instagram.com/usedtobevalentines
