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– Brand Strategy
– Brand Architecture
– Brand Identity
– Brand Visual Systems
– Websites & Interfaces
– Photoshoot Direction
Fiona has lead the development of impactful, striking brand identities and visual systems for clients ranging from Fortune 500 to start-up, both in Los Angeles and New York. Whether she is helping launch a new brand or reinvigorating an established one, the results are always smart, distinctive and strategic. Prior to founding her own agency, she served as Design Director at the brand consultancy Siegel+Gale for five years. Fiona’s passion to launch her own business led her to start Collective. Collective immediately attracted clients that boutique firms found unattainable or unmanageable. Her work has been featured in the Neiman Marcus catalogue and the Los Angeles Times and has been awarded for excellence by Communication Arts.
With 25+ years experience in the branding and marketing fields, Michellene is a strategic and creative thinker who works alongside Fiona to manage all aspects of the client’s account. Her ability to move effortlessly from strategy to execution, and from the C-suite to the design studio, makes her a critical part of the client team in categories as diverse as media & technology, consumer products, lifestyle, healthcare, as well as the public sector. Michellene’s career experience includes managing naming and design engagements for Robert Miles Runyan & Associates, serving as client partner at Siegel + Gale, and co-founding UTA Brand Studio, a brand strategy and creative consultancy within one of Hollywood’s most respected talent agencies (United Talent Agency), where in less than three years, she helped build a client portfolio that included Barbie, Fisher-Price, American Girl, Bare Minerals, Komen for the Cure, the Elizabeth Taylor Trust, and WebMD.
Intellectual Property and Brand Development Attorney
Benita specializes in intellectual property protection, clearance, enforcement, and compliance in several intellectual property-intensive industries, including entertainment, video games, fashion, beauty care and emerging technology, with a special expertise in brand building. Benita has led the development and protection of brands for clients ranging from Fortune 500 to start-up companies. Whether assisting in the launch of a new brand or reinvigorating an established one, the results are always strategic and distinctive.
Monica Chai and Fiona have worked together on brand identity and visual system projects for over 12 years. She specializes in brand identity design, packaging, visual system design and brand experience ideation. She received the Rebrand 100 Global Award of Merit for identity work on behalf Agility Logistics, as well as for the Port of Long Beach. Monica brings a unique approach and tireless enthusiasm to her work. Her spirit of inquisitive design has kept Monica at the front lines of the industry, immersed in what’s happening today and what the expectations of tomorrow’s consumer will be. Her work has been published in several design books and journals, including Graphic Designer USA, a leading news magazine for creative professionals. Originally from Taiwan, Monica is fluent in Mandarin and graduated from Art Center College of Design in Pasadena, California.
Quae has worked with Collective on several branding initiatives. For the past decade he has had extensive experience designing brand experiences for global brands and non-profit organizations including American Airlines, Bloomberg, Tupperware, Motorola, Deluxe entertainment, DOW, Pitney Bowes, Save the children, Pfizer, and Sony PlayStation. His work on the latter two earned critical mention in Graphis.
David has worked with Collective from its inception in 2006. Obsessed with detail and technical and production considerations, David provides a necessary critical eye and crucial expertise. His meticulous nature ensures that in the end, everything works as intended. David has worked with a number of respected companies and branding/design firms in Los Angeles and New York and throughout his 20 year career he has created and directed elegant and effective visual identities, environmental graphics and communications systems for a diverse roster of clients. His work has been featured in numerous design publications and websites, including Metropolis, Eye, Critique and Dwell.