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Dayna Hall Carter of Trade School on Leading With Purpose and Intuition
She's a mix of all four Golden Girls
Dayna is executive director, creative and technology at Trade School. Throughout her career, she has led multi-discipline teams at ad, tech and media companies, partnering with brands big and small across numerous verticals. At Vox Media, she led design for all 18 networks, including Eater, The Cut and New York Magazine. Now at Trade School, Dayna is focused on defining the agency’s creative vision. Off the clock, you’ll find her adding stamps to her passport or mentoring the next generation of creative minds at colleges in the New York area.
We spent two minutes with Dayna to learn more about her background, her creative inspirations and recent work she’s admired.
Dayna, tell us …
Where you grew up, and where you live now.
I grew up in Charlotte, N.C. But the real story is Belmont, a small town just outside of Charlotte that no one’s heard of unless they’re from there. These days, I live in Brooklyn with my husband and our two boys. Like a lot of transplants, I came here on a whim and got sucked in.
How you first realized you were creative.
My uncle, John Biggers, was a pretty famous muralist. Some of my earliest memories of the creative process come from seeing his work hung in my grandparents’ home, visiting his studio and seeing how he used art to tell stories. That planted the seed early and inspired me.
A moment from high school or college that changed your life.
I went to Spelman College, a historically Black liberal arts school for women that didn’t have a formal design program—so I knew I’d have to chart my own path. I took any class that felt even remotely connected to design. A professor saw that spark and pulled me aside. He offered me an internship at his agency working on the Publix account. My first assignment was assisting the food stylist on a blueberry yogurt shoot. Spelman, Prof. Cherry and blueberries—life forever changed.
Your most important creative inspirations, and some recent stuff you love.
My boys. My 6-year-old has started creating his own comic book characters, and my solar system–obsessed 4-year-old draws galaxies and exoplanets way beyond the typical ones. Watching how they see the world—curious, bold, vast—is a daily reminder of how creativity thrives when there’s no fear of failure.
A recent project you’re proud of.
It’s not quite ready to share, but we’re building some exciting tools that integrate AI into creative workflows—streamlining processes, boosting efficiency and generating creative at scale. I’m the type who loves working smarter, not harder, so it’s right in my wheelhouse. It’s been a wild mix of experimentation, collaboration and imagining what’s next.
Someone else’s work that inspired you years ago.
Growing up, I was obsessed with those pun-heavy, jingle-filled Old Navy ads. One of my faves was the Performance Fleece holiday spot. It was catchy, quirky and unapologetically weird (in all the best ways), but still managed to sell products. That balance stuck with me. I walked into ad school dreaming of opening my own “pun-vertising” shop one day. It hasn’t happened. Yet.
Someone else’s work you admired lately.
The creative teams behind Severance. Every design choice is so intentional. It’s a masterclass in mood, restraint and immersive experiences.
Your main strength as a creative person.
I’m a heart-centered, empathetic leader—an INFJ with purpose and intuition. Think of me as a mix of all four Golden Girls: Dorothy’s practicality, Rose’s optimism, Sophia’s grit and Blanche’s Southern charm. Also—let’s be honest—the best TV show of all time.
Your biggest weakness.
It’s hard for me to let go of a trend, #YOLO. And I overuse emojis.
A mentor that helped you navigate the industry.
Early in my career, I had a creative director who didn’t just teach me how to design—she taught me how to lead with empathy, speak up with confidence and trust my instincts. She saw potential I hadn’t fully stepped into yet, and held the door open without needing the credit. That kind of mentorship sticks with you and I try to pay it forward every day across my teams.
What you’d be doing if you weren’t in advertising.
Interior designer and/or home organizer. The Container Store is my jam.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
