Collins: A brand consultancy for the Convergence Era.

01

Philosophy

At Collins, we see a world where all points converge. Digital into physical. Consumer into producer. Biology into technology.

We call it the Convergence Era. And while this era reaches far beyond brands, it’s forever altered how we build them. What was once siloed is now integrated and seamless. What were once passive experiences are now controlled by customers themselves.

Today, success hinges not as it once did, on crafting a carefully controlled image. But on creating blended, unforgettable experiences that enrich people’s lives.

Competitors can mimic products, slash prices, and outspend a media buy. But no competitor can replicate another brand’s convergent brand experience.

This is the advantage we help our clients build.

Purpose

Help leaders build remarkable Convergent Brand Experiences that are impossible to copy by:

  1. Clarifying their brand’s authentic story
  2. Creating new business value through design thinking
  3. Fixing off-brand expressions
  4. Transforming misaligned channels into one seamless experience
  5. Expanding into new types of consumer engagement
  6. Building platforms for consumer co-creation
  7. Addressing one piece of the puzzle − or all of it

Offices

NY SF

Leadership

Brian Collins CCO / Co-founder

Over his career, Brian Collins has won every major creative award. His work has been featured in The New York Times, Forbes, Creativity, Fortune, Rolling Stone, Creative Review, Graphis, NBC News, ABC News and Fast Company, which named him one of five American Masters of Design.

For ten years prior to the founding of COLLINS, Brian was Chief Creative Officer of the Brand Integration Group (BIG), the design and innovation division at Ogilvy & Mather Worldwide. His clients included IBM, Motorola, The Ford Motor Company, Goldman Sachs, AT&T, Vera Wang and American Express.

Prior, he was Creative Director at FCB / San Francisco where he lead work for Levi Strauss & Co., Amazon.com, MTV, Janus Funds and the Walt Disney Company.

Brian speaks globally on design and innovation. He was the first graphic designer invited to participate in the World Economic Forum in Davos, Switzerland.

Brian was made a Distinguished Alumna of the Massachusetts College of Art in 2004 and received an Honorary Doctorate from the Art Center College of Design in 2008. In 2013 he was selected to represent the United States at Beijing Design Week and, in 2014, at Moscow Design Week.

Brian is Vice President of the Art Directors Club. He has been a professor in the Graduate Design Program of the School of Visual Arts in New York City since 2001.

He lives in a very big building by a small pond in New York City and a very small house by a very big ocean on Cape Cod, Massachusetts.

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Matt Luckhurst Chief Creative Officer, San Francisco

Matt is the Chief Creative Officer of Collins’ San Francisco office.

Matt has earned awards from the Type Directors Club, Communication Arts, Cannes, the One Club, Publishers Weekly and the Art Directors Club. He was also selected for Young Guns X by the Art Directors Club as one of the top designers under 30.

Previously, Matt was the Graphic Design Lead at Airbnb, where he led work on one of the most covered identity relaunches of the last 5 years. He developed some of the largest and most visible campaigns the company has made to date, including its first community driven platform, Create Airbnb.

Prior to Airbnb, Matt worked for three years at Collins as Director of Design. He worked on large and small brands alike, including IBM, American Express, Babyganics, NASCAR and Target.

Matt is also an author and children’s book illustrator. Some of this work includes his children’s book “Paul Bunyan and Babe the Blue Ox: The Great Pancake Adventure” which the Library of Congress asked him to present during its National Book Week in Washington, DC.

Matt is a graduate of the School of Visual Arts' prestigious “Design as Entrepreneur” MFA program. He currently lives with his wife Mary, an art therapist and artist, and their dog Japhy, in the Bay Area.

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Hayden Lockaby Managing Partner, Client Services

Hayden Lockaby is a seasoned and passionate builder of brands with expertise across all communication disciplines. With 15 years under her belt, she has worked with some of the best and brightest. She recently found her home at COLLINS where the crux of her true passions - design and brand-building - culminate.

At COLLINS, Hayden is responsible for guiding our teams’ seamless implementation and maintenance of sound business and creative design strategy for our clients’ brands. She pulls on her large agency experience to apply an arsenal of leadership skills and rigor to the fast-paced and quickly evolving discipline of brand design thinking.

Most recently, Hayden was at TBWA\Chiat\Day, NY, spearheading development of a masterbrand strategy and campaign for Kraft brands. Prior to TBWA, she was at Ogilvy & Mather, where she led the Dove and InterContinental Hotels Group businesses and was selected for Ogilvy’s Rising Star Leadership Program.

Before that, Hayden was at Publicis, leading P&G brands. At JWT, where she got her start, she managed Unilever brands, Novell, and Merrill Lynch.

Hayden is a graduate of the University of North Carolina at Chapel Hill with a double major in Advertising and Media Communications. She lives in Williamsburg, Brooklyn, and it’s there that you’ll find her training for a half-marathon or designing and baking elaborate personalized cakes.

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Seth Mroczka Managing Partner, Business Operations

Seth Mroczka manages Business Operations at Collins. Seth guides our consultancy’s overall business strategy and internally coordinates our account, production and creative teams to ensure we run a seamless operation that constantly over-delivers on our client’s expectations.

Seth first joined the Collins team in 2011 to manage our client relationships and guide the strategic ambitions of our clients on each project. While in this role, he worked on a range of strategic branding and identity projects for Target, Spotify, American Express, BlackRock, Coca Cola and Babyganics.

Prior to joining Collins, he spent six years working in both the creative and non-profit industries, including being a co-founder of The Eyes on Africa Foundation. This was a non-profit organization that utilized college networks to fundraise and build sustainable communities in South Africa. Seth also previously worked for Bruce Weber’s studio and was the new business and studio manager for a New York-based advertising photographer.

He graduated from New York University with a BA in both photography and Spanish.

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Teemu Suviala Executive Creative Director

Teemu Suviala is internationally acclaimed creative leader who help sets the vision for clients to bring brand experiences to life, while creatively crafting stories that drive business value for clients.

He has over 15 years of experience as a creative director and a cumulative 20 years in the field of art and design across the US, Europe and Asia. His client includes Uniqlo, Sephora, 3M, Amnesty International, Google, Mattel, Muji, MTV, Puma and Toyota.

Prior to joining us, he served as Creative Director at global brand consultancy Wolff Olins. Before that, Suviala was founding partner of the Helsinki and New York-based full-service agency, Kokoro & Moi, working across the strategy, brand identity,and design sectors.

Teemu has been featured and interviewed in leading publications such as Abitare, Computer Arts, Creative Review, Étapes, IdN, It´s Nice That, Monocle, Print, The Guardian, and The Wall Street Journal.

He has taught, exhibited work, juried competitions, held workshops and lectured in universities, festivals and conferences such as 100% Design Tokyo, NYCxDesign, OFFF Barcelona, Università Iuav di Venezia, and Visuelt Oslo.

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Yocasta Lachapelle Director of Talent

Yocasta Lachapelle manages all facets of creative asset planning and delivery across the client roster.

Yocasta has an innate talent and a passion for nurturing and protecting creative ideas at every stage of the development process. She has over a decade of experience in integrated project planning and production with expertise managing interdisciplinary teams on projects including global campaigns and high-value new business pitches.

Yocasta began her career at Ogilvy & Mather where she rose from Assistant Presentation Manager in the graphic services division to Partner, Senior Producer, Business Development. In this role, Yocasta addressed new business production for the North American network including the advertising, direct marketing, interactive marketing and healthcare units.

Without doubt the production Yocasta is most proud of is her daughter – an amazing third grader – who is also an accomplished food blogger in her own right.

A native New Yorker, Yocasta spent her formative years with her family in the Dominican Republic. She went on to earn her BFA in Ceramics at La Escuela de Diseño Altos de Chavón in La Romana.

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Kris DiMaggio Director of Development

Kris DiMaggio is the Director of Development at COLLINS. A passionate self-starter, Kris acts as the ambassador for our brand consultancy, bringing a unique point of view to the table to help strategically position the company to build on our strengths and vision.

Before joining the COLLINS team, Kris managed Business Development efforts at Havas, where she rapidly expanded her purview to encompass new business, marketing and production for Havas Media’s global practice, including its subsidiary units Cake, Arena, Mobext, Socialyse and experiential specialization group ignition.

Prior to that, Kris was with Condé Nast where she played an integral role in the marketing, digital & promotions divisions for a handful of brands, including Brides & Cookie.

She graduated from The George Washington University in Washington, D.C. with a BA in English and Business Administration. She runs to balance out a cooking habit and shoots with a Leica D-Lux..

Please reach out to kris@wearecollins.com for all Business & Press inquiries.

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02 Approach

Our Model

To deliver a Convergent Brand Experience, a brand must assess and deliver on four key areas:

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(a) Brand Expression

The Brand Expression (BX) is the narrative people experience in each interaction with a brand. We help clients find the heart of their story through brand:

  • Archeology
  • Positioning
  • Visioning
  • Architecture
  • Growth strategy
  • And omni-channel marketing strategies
(b) Value Experience

The Value Experience (VX) represents the diversity of value people get from your brand. Our system for auditing the consumer journey gives clients visibility into where and what kind of value they deliver. It also identifies opportunities to innovate new value.

(​c) Customer Experience

The Customer Experience (CX) defines the quality of engagement across the entire customer journey. To fix, re-imagine or create touch points, we help clients:

  • Map customer journeys
  • Prototype service concepts (digital and physical)
  • Prototype and design scalable, responsive digital experiences
  • Design retail environments (chain, flagship, and pop-up)
  • Design the UX and UI of native application and web assets
  • Design packaging systems
  • Develop branded content
  • Create brand identity systems
(d) Social Experience

The Social Experience (SX) includes the personalization and collaboration that people experience with your brand. To improve this, we help clients prototype and design co-created experiences.

03 Clients

Client Philosophy

It’s easy for a brand to become enamored with itself. To become entrenched in its own logic. Insulated in its culture. Self-referential.

We wish these brands the best of luck.

Instead, we work with brands that want to move faster than culture. Brands that question. Poke. Prod. And leap. They confront complexity with joy. And look to be the precedent for the unprecedented. But setting the pace of culture doesn’t necessarily mean “most innovative.” It means aggressive empathy. Brands that outrun culture understand where people are going and greet them there—with a remarkable offering in hand.

Client Experience

  • Acure
  • Airbnb
  • AIGA
  • Aldo
  • Alliance for Climate Protection
  • American Express
  • Art Directors Club
  • AVON
  • Babyganics
  • BlackRock
  • BP
  • Cablevision
  • Caleres
  • Chobani
  • Chubb
  • Coca-Cola
  • CNN
  • Dove
  • eSalon
  • eos
  • Everlane
  • Facebook
  • Ford Motor Company
  • Foursquare
  • Google
  • Guggenheim Museum
  • Hershey
  • IBM
  • Levi Strauss & Co.
  • Lionsgate Films
  • Manpower Inc.
  • Mattel
  • Microsoft
  • The Miller Brewing Company
  • Mott’s
  • Motorola
  • Museum of Moving Image
  • Naturalizer
  • NBC
  • New York Knicks
  • New York Public Library
  • New York Cares
  • Nike
  • The One Club
  • Optimum
  • Runa
  • Sam Edelman
  • Shyp
  • Smartwater
  • Spotify
  • Target
  • Tribeca Film Festival
  • Type Directors Club
  • Vitaminwater

04 Jobs

Apply

We love hybrids: People with deep talent in multiple domains. Eclectic misfits who find beauty in juxtaposition and sense in crossbred ideas. Standard job descriptions can’t define them. And we don’t want them to.

If you’re a hybrid, get in touch.

NY Postions apply_ny@wearecollins.com

SF Postions apply_sf@wearecollins.com

Business Director

The Business Director (BD) is responsible for both the client’s business as well as COLLINS’ business, and manages his/her accounts growth, profitability, and relationship with the client. The client sees the BD as their peer and strategic partner at our company and she/he understands the client’s business on a level of fluency that the client does — sometimes even more fluent. The BD knows the company’s structure inside and out, and also has exceptional business skills, salesmanship and diplomacy. The BD provides insight into creative work, and is able to confidently lead the client in understanding why it’s good for their business. The BD provides clarity when needed and sets the vision for the account and the team. Looking for someone with at least 8+ years experience.

SKILLS

  • Intuitive and highly empathic
  • Knows when to lead, when to collaborate, when to listen
  • Strong business acumen and fluency in the industry and our clients’ businesses
  • Is a powerful presence at the company – people look up to her/him. Sets the bar high.
  • Phenomenal decision making and problem solving skills
  • Knows how to address and resolve conflict
  • Handles “hard conversations” with savvy and finesse
  • Effectively balances the needs of the team, the client and the business with agility
  • Powerful presentation skills

Business Manager

The Business Manager is essential to the success of the Business Leadership team at COLLINS. A Business Manager’s core responsibility is to provide support to the team in the efficient workflow of key administrative and managerial tasks that help ensure the account runs smoothly. Looking for someone with at least 3+ years experience.

SKILLS

  • Great interpersonal skills
  • Ambitious, proactive and solution-obsessed
  • Phenomenal collaborator and facilitator of collaboration
  • Takes responsibility and ownership for his/her work
  • Identifies opportunities and potential problems, addressing them effectively and efficiently
  • Feels accountable and knows how to ask questions and learn from mistakes
  • Able to communicate in a clear, consistent and transparent manner
  • Advanced organizational skills

Strategy Director / NY

Our approach to strategy blends brand strategy with experience design to build brands that are easily understood, useful, narratively driven and delightful. In other words, we build brands that deliver a remarkable customer experience. The Strategy Director is responsible for leading and cultivating the brands of our diverse clients. The candidate will help clients understand how the best build their brands through and across a range out outputs. Competencies include a combination of the following: business strategy, brand valuation, brand strategy, UX strategy, customer experience strategy, mass collaboration strategy and/or consumer journey architecture.

Senior Designer / NY + SF

We are looking for a Senior Designer rooted in visual design but experienced in motion design, interactive, and brand design. In this role, you’ll work closely with our strategists, writers, photographers, illustrators, video producers, and coders across a range of projects including, but not limited to, brand design, editorial, package design, interface design, interactive installations, wayfinding, and environment design.

In each instance, you’ll lead the conceptualization and execution of the creative solutions. You will be responsible for leading design work independently, developing brand strategies, fostering client relationships, preparing and giving presentations, and contributing to new business ideas.