Hi, I'm Annie.
I craft singular brand identities by leveraging the authentic human nature of the people who drive them. I have always been fascinated by people and would probably have done well to pursue psychology, but my love affair with letterforms and design prevailed, setting me on a pretty direct path to art school. I landed at Syracuse University's College of Visual & Performing Arts where I studied Communications Design and Writing, before moving to New York City to work in consumer products branding. Which, oddly enough, is largely the informal study of psychology.
Working in large agencies brought a wealth of new experiences and insight into human behavior (ask me about the time I was tasked with purchasing all the competitive product for a condom project…"um, yes, I'll take one of everything, please."), but perhaps none more influential than observing focus groups. This entailed my traveling to research facilities across the country, where I'd sit on one side of a two-way mirror watching and listening as people discussed their feelings (yes; big, juicy feelings) about various consumer products, packaging and their own point-of-purchase decisions – as related to everything from aftermarket auto parts to their underwear. And that is how I came to to understand the emotional depth and complexity with which consumers interact with brands. They're not just looking for aftermarket auto parts or underwear; they're looking for love. And what humans fall in love with – even when it comes to brands – are authentic human characteristics.
Today, as an independent branding and design consultant, I work with entrepreneurs and emerging businesses who have ridiculously great ideas but need targeted, strategic branding in order to make lasting emotional connections with their ideal consumers. And my advice is much like your mother's to you when you were in middle school: just be yourself. Or to put it another way, no matter how crowded your industry, you and your team are hardwired: you bring a unique collection of values and organic human nuances which automatically set you apart. I'm hardwired to spot those things and distill them into a beautiful and defensible brand identity that will take you into market territory where no one can follow. Tell the real story, to the right people, in an authentic voice and it will resonate. Here's how I do it.
When I'm not facilitating love matches between brands and the consumers who pine for them, I'm likely singing with my band, trying to learn the mandolin, playing Bananagrams, rejoicing in nature, or looking for a snack.
Working in large agencies brought a wealth of new experiences and insight into human behavior (ask me about the time I was tasked with purchasing all the competitive product for a condom project…"um, yes, I'll take one of everything, please."), but perhaps none more influential than observing focus groups. This entailed my traveling to research facilities across the country, where I'd sit on one side of a two-way mirror watching and listening as people discussed their feelings (yes; big, juicy feelings) about various consumer products, packaging and their own point-of-purchase decisions – as related to everything from aftermarket auto parts to their underwear. And that is how I came to to understand the emotional depth and complexity with which consumers interact with brands. They're not just looking for aftermarket auto parts or underwear; they're looking for love. And what humans fall in love with – even when it comes to brands – are authentic human characteristics.
Today, as an independent branding and design consultant, I work with entrepreneurs and emerging businesses who have ridiculously great ideas but need targeted, strategic branding in order to make lasting emotional connections with their ideal consumers. And my advice is much like your mother's to you when you were in middle school: just be yourself. Or to put it another way, no matter how crowded your industry, you and your team are hardwired: you bring a unique collection of values and organic human nuances which automatically set you apart. I'm hardwired to spot those things and distill them into a beautiful and defensible brand identity that will take you into market territory where no one can follow. Tell the real story, to the right people, in an authentic voice and it will resonate. Here's how I do it.
When I'm not facilitating love matches between brands and the consumers who pine for them, I'm likely singing with my band, trying to learn the mandolin, playing Bananagrams, rejoicing in nature, or looking for a snack.
