Brand Strategy & Design
Equal Parts
Emotional & Rational
About
I was raised between two different cultures and speaking two different languages, which makes it intuitive for me to see from the outside in. My strength is in providing context and clarity for design and opening up avenues of thought that may have otherwise gone unseen.
My expertise spans design, communications and branding. I have over 15 years of experience in design strategy and organizational management through positions at the Watson Foundation, Parsons School of Design, Pratt Institute, the Metropolitan Museum of Art, and as an independent consultant. I studied at the Rhode Island School of Design (BFA '03). I’m a native New Yorker presently based in Portland, Oregon.
Capabilities
My approach to brands, research and strategy is to uncover where reason and emotion meet. Practically speaking, I use a wide range of tactics to discover motivation, usability, desirability and position. I listen and ask a lot of questions in the form of design thinking workshops, audience interviews, surveys, focus groups, studying, and observing how people interact and engage. I always provide a well-considered framework for my ideas that lead directly into how design is planned, produced, and distributed.
Expertise:
Brand Foundation: Logo/Visual Design, Tone of Voice / Brand Guidelines
Strategy: Brand Strategy / User Experience Research/ Creative Workshops / Marketing Planning / Naming / Messaging and Communications Planning
Design Deliverables — Websites / UX / Wireframe / Messaging / Packaging / Point of Purchase / Identity Systems / Annual Reports / Infographics / Data Visualization and more.
Consulting & Collaboration
I work flexibly: I consult independently, I staff projects with collaborators, and I also join design teams.
For projects that require teamwork, I join forces with my trusted partner Jade Bunker Gonzales at the Office of GonzAmar. Our areas of expertise include branding and identity design, graphic design, web design, communications, and user experience. If your project requires niche expertise, we can assemble a team of experts to work with us to ensure the best product at all times.