Culture – the elephant in the room that most brands fail to address when they talk about innovation. Is my brand culture-aware? How to improve if it is not? Understanding how cultural innovation works helps brands design a relevant narrative that speaks to the heart of their audience. When translated into a strong visual language, culture can work wonders for your target markets.
With experience leading multinational teams in New York, Taipei, and Shanghai, Catherine delivers a cross-cultural innovation and transformative approach to design with an inclusive process incorporating perspectives across different disciplines.
For nearly two decades, she has delivered global brand identity solutions for world-class hospitality, luxury, F&B, automotive, finance, technology, industrial, and retail brands, with a specialized emphasis on lifestyle initiatives.
She graduated from Rhode Island School of Design (BFA in Graphic Design).
Key Takeaways
Redefining the innovation paradigm and our perceptions of value
Playing a different game beyond the present category culture
How to design authentic narratives and purpose-led experiences to engage your audience
