Building a Business, a Brand, and a Family Legacy

AC² — Building a Business, a Brand, and a Family Legacy

We’re Amoura and Avery Carter—sisters, co-founders, and the team behind AC Creative Collective. On this episode of YES, BRAND with Hersh Rephun, we share the real story of how AC² came to life and what it means to build a business, a brand, and a family legacy together.

Amoura brings the structure and strategy, shaped by years in education and project management and a belief that strong outcomes start with strong planning. Avery brings the creative firepower, drawing on a decade-plus in marketing and design across nonprofit, B2B, and corporate spaces. Together, we built AC Creative Collective to live at the intersection of strategy and execution—no fluff, just work that actually moves.

In the conversation, we talk about trust, timing, and what it looks like to bet on yourself and on each other. We get honest about the tension between “stable” careers and entrepreneurship, the behind-the-scenes realities of growth, and the challenge of defining your brand while you’re still building it.

At the center of it all is community: supporting women creatives, rooting ourselves in Charlotte, and creating space for other founders to grow. For us, AC Creative Collective is about more than deliverables—it’s about building something that lasts and doing it in a way that aligns with our values.

Our core belief: you don’t build a strong brand by staying busy. You build it by pausing long enough to decide what actually matters—and then executing with intention.