A passionate brand design strategist, Fe has been bringing marketing objectives to life via award winning design for over 14 years. Originally from Brazil, her global background includes experience in branding agencies as well as consumer brand corporations always approaching design across the entire living ecosystem of brand equities. She has been crafting design strategy and reimagining identity systems for the Hershey Company, touching Reese’s, Twizzlers, Icebreakers and many of the company’s portfolio of iconic and beloved global brands.
Fe serves in the YWCA Junior Board to support the YWCA Greater Harrisburg in its mission to eliminate racism, empower women and promote peace, justice, freedom and dignity for all. She lives in beautiful Central Pennsylvania, and can be found in her early morning runs by the Susquehanna River.
BEING THE KID IN A CANDY STORE – creating magic while building design-driven brands from the inside
You’re a design professional and would never have seen yourself inside a corporation, living day in and day out amidst brand and marketing managers, instead of art directors and copywriters. You’re a creative strategist and wonder where to find inspiration and magic in the “client side”. I’m here to tell you: the in-house world is magical! I have joined the Hershey Company as a design strategist over 6 years ago and I can tell you – it is my absolute dream job. Over the years, I have learned to reinvent and evolve my own job at a time where two-thirds of millennials intend to leave their current organizations by 2020. Keeping it real, I will tell you the absurd, hilarious and craveable tales I’ve been part of while transforming multi-million dollar brands like Reese’s and Twizzlers into design-driven powerhouses.
- Understand what Design is supposed to do inside a corporation: should you blend-in or stand-out?
- Find Design suction hidden inside business talk (spoiler alert: Design is everywhere!).
- Make your insider partners in crime feel the magic; their office neighbors will crave for more Design.
- Shape yourself as the change agent you can be from the spot closest to the heart of a brand.