Meet Valerie Richards

We recently connected with Valerie Richards and have shared our conversation below.

Hi Valerie, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

At 52, I can look back and clearly see the thread that’s been woven through every season of my life: creativity. It’s always been there—steady, consistent, and deeply rooted in who I am.

As a little girl, I was that kid covered in glitter and markers, turning cereal boxes into doll furniture and notebooks into sketchpads. In high school, I gravitated toward art classes like a moth to a flame. Then came fashion—I was making my own clothes, bringing my imagination to life with every stitch. Eventually, my passion evolved into graphic design, a space where I could blend visual storytelling with function and purpose.

But back then, I didn’t realize what I was building. I was simply doing what lit me up. Creativity wasn’t a job or a side hustle—it was just me. It fed my soul in a way nothing else ever could. Even now, I’d still do it for free—because that’s how I know it’s real.

What’s beautiful, though, is how it all came full circle.

At some point along the way, I realized I wasn’t just creating for myself. I had been using my gifts to serve others. Helping friends launch small businesses with logo design. Creating flyers, websites, and social media graphics for causes that mattered. And more recently, designing apparel and branding for our nonprofit, Jeepers Serve—an organization built on love, Jeeps, and community impact.

That’s when it clicked. I wasn’t just an artist or a designer. I had been living my purpose all along—using creativity as a vehicle to uplift others, to give back, to serve. The clarity didn’t come at 22 or even 32. It came with life, with experience, with time.

So if you’re still searching for your purpose, don’t be discouraged. Sometimes, it’s not about finding it. Sometimes, it’s about recognizing that you’ve been walking in it all along.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I never imagined that owning a Jeep would lead to finding one of the most meaningful parts of my life. But here I am—as a co-founder of Jeepers Serve, blending my love for creativity, community, and people into something that truly matters.

It all started with friendship. What began as casual meetups and trail rides with fellow Jeep lovers around Atlanta grew into something deeper. We were a group of people from all walks of life who loved our vehicles, but we also shared something more—a desire to do good, to give back, to serve. Out of those conversations, Jeepers Serve was born.

This is my first time stepping into something like this. Starting and building a nonprofit isn’t exactly in the same lane as graphic design and branding—but it’s stretched me in the best ways. As a brand strategist, I’ve used my creative skills to bring our mission to life visually and emotionally—through social media, apparel design, event branding, and everything in between. But more than that, I’ve learned to lead, to collaborate, to adapt, and to trust the process.

Jeepers Serve isn’t just about Jeeps—it’s about serving the community with heart. From back-to-school drives and food giveaways to helping the unhoused and supporting families in need, we use our Jeeps as both a vehicle and a symbol—of hope, of unity, of action.

What started as an idea among friends has become a movement. And while it hasn’t always been easy, it has always been worth it. This experience has pushed me outside my comfort zone and taught me more about myself—my resilience, my faith, and my deep-rooted passion for helping others.

At the end of the day, I’m just someone who loves to create, loves to serve, and loves to see people come together for something bigger than themselves. Jeepers Serve has become the space where all those pieces of me finally make sense.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Starting Jeepers Serve has been one of the most challenging and rewarding chapters of my life. It’s not just a nonprofit—it’s a reflection of who I’m becoming. And along the way, three things have impacted me the most: learning to lead with vision, strengthening my communication skills, and discovering the power of planning with purpose.

1. Vision That Sees Beyond the Moment
As a creative, I’ve always seen the bigger picture—how things could look, feel, and connect. But Jeepers Serve taught me how to take that vision and tie it to something greater: impact. Whether I was designing a flyer or organizing a volunteer event, I had to constantly balance aesthetics with purpose. That shift in mindset—leading with vision but rooting it in community needs—changed everything.

2. Communication That Connects, Not Just Informs
You’d think as a brand strategist and designer, communication would be second nature. But this was different. I had to learn how to rally volunteers, pitch our mission to potential donors, and work with team members who had completely different working styles. I discovered that clarity, tone, and empathy matter just as much as creativity. It wasn’t just about getting the word out—it was about making people feel connected to what we were doing.

3. Planning With Intention (and a Little Humility)
Let me tell you—nothing will humble you faster than trying to run an event without a solid plan. I learned quickly that winging it doesn’t work when you’re serving a hundred families or coordinating multiple moving parts. That’s why my new favorite motto is:
“Prior proper planning prevents poor performance.”
It’s not just a saying—it’s a lifesaver. From timelines to team roles, planning became my secret weapon. It gave me room to be creative and effective.

Through all of this, my best advice? Trust the process.
There will be days when nothing goes as planned. Days when you feel like you’re in over your head. But growth doesn’t happen in comfort—it happens when you keep showing up. Every challenge has taught me something about leadership, service, and myself.

Jeepers Serve started as an idea among Jeep friends in Atlanta. Today, it’s a living, breathing reflection of teamwork, heart, and hustle. And I’m still learning, still growing, and still loving every moment of the ride.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

When you’re working with passionate people—especially in a volunteer-based environment like Jeepers Serve—everyone brings their own energy, expectations, and way of communicating to the table. And while that diversity is one of our strengths, it can also be a major source of friction if not handled with care.

To overcome this, I’m actively working on understanding how each person best receives and responds to information. That means listening more, asking questions instead of assuming, and adapting my communication style based on the situation and the person. I’m learning that it’s not just about what you say—it’s how and when you say it.

It’s definitely a work in progress, but I’ve found that taking the time to understand people—not just manage them—goes a long way in building trust, improving collaboration, and keeping the mission moving forward.

Contact Info:

• Website: https://jeepersserve.org
• Instagram: @jeepersserve

Image Credits

Meg, Missy, Charessa, Jossy, Bo, Tiffany, Kayla, Keisha, TJ, Trinitee, Jazlyn, Southern Crescent Habitat for Humanity, Mayor Andre Dickens