Alta Bradford, Sr. Brand Design Manager in La Crosse, WI

"A problem well-defined is a problem half-solved" is a driving principle for my design practice. I bring a curious designer mindset, extensive tools, methodologies and processes to find new brand perspectives brands through deep mining for insights and unique connections. As a confirmed brand geek, I love to dig into a brand holistically to understand the end to end workings. Why do they exist both as a product and as a category? What drives the consumer to choose them? Or not? How is the product made and why? Continuing to ask 'why' until the solution is fully formed. I believe that the most loved brands are successful because of cross-functional collaboration. As a cross-disciplinary designer, I'm driven to link insights with design thinking for concepts that connect brands and people through shared stories. We are all connected by stories and the most powerful brands use behavioral science to align activate desire. Look to me as an empathetic interpreter of the consumer and brand voice into strategies that engage and inspire. Using 'blue sky' thinking to reach for new ideas but with the foundation firmly rooted in the brand.