about

DESIGNER. WORDSMITH. Curious human.

(She | Her) Wearer of black. Nomad. Coffee enthusiast. Creative catalyst. Purveyor of words and images with a keen interest in the ideas that inspire them.

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My mission is to connect vision and value on a brand and organizational level.

TL;DR

My focus centers around the actualization of vision through the formulation and implementation of strategy by mobilizing the teams executing it and defining the systems supporting it.

I believe that the alchemy of people and technology creates experiences people love and actions brands need.

“Lindie is a brand genius”

— Vivek Sharma, CEO & Founder, Movable Ink

BRANDS, THEIR HUMANS, AND THE SYSTEMS THAT SUSTAIN THEM

Shaping the systems and processes supporting the humans and their initiatives is fundamental to operational efficiency and the overall success of strategy implementation.

Over the years, I have established a framework in systems & process development that borrows key principles of brand development and design thinking to form a hybrid:

In this model, systems and process development is iterative and aims to understand the environment, culture, audience, impact on the organization, and all factors attributing to the overall success of the implementation phase, including adoption rate and longterm sustainability of each initiative identified, defined, and prototyped.

In theory, the model displays three initiatives identified in the Discovery phase that would enter the Design phase to be clearly articulated with potential solutions developed as a result; however, in reality, there are usually many more than three and often multiple initiatives largely dependent on factors such as organizational maturity, audience, tolerance for growing pains, retirement plan of existing systems and processes, available resources to execute and implement the initiatives, and organizational impact.

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Featured Publications

Musings in the field of psychology, design, and branding

INCLUSIVITY, INTENT, AND INNOVATION

How human motivation shapes the innovative landscape of tomorrow

“It is not the similarity or dissimilarity of individuals that constitutes a group, but interdependence of fate.” Kurt Lewin, 1939

Considered as one of the most influential psychologists of the twentieth century and the father of modern social psychology, Kurt Lewin developed a theory that emphasized the importance of individual personalities, interpersonal conflict, and situational variables.

Often expressed using the following formula:

B = f(p,e)

Behavior (B) is a function of the person (p) and their environment (e)

Field Theory proposes that our individual traits and the environment interact to cause behavior. This theory is founded on the principles of Gestalt psychology, that human perception is influenced by our motivations and expectations.

BRANDING: THE ART OF BRIDGING STRATEGY & CREATIVITY

An introduction to Branding Principles

If you’ve ever tried looking up the definition of branding, or have gone as far as researching steps on how to build a brand; you were likely to enter a vortex of many confusing, and often contradictory explanations.

Many will tell you branding is about standing out from the rest. Others will say, branding is all about your logo, voice, and tone. It’s a promise. It’s your personality. It’s the story you tell.

If this left you feeling more confused than when you had first started; you are not alone.

In an attempt to demystify branding, so-much-so that it had become the foundation of my career, I had spent the past couple decades implementing and testing the many theories, methodologies, and recommended practices while working on some of the worlds’ leading brands; culminating in the following conclusion:

Branding is intentional differentiation.