Kathryn Spitzberg Johnon, Big Squirrel


Kathryn has an insatiable appetite for identifying cultural insights that shape consumer behavior and attitudes. A hybrid thinker with a diverse background, Kathryn understands the essential connection between design, strategy, and culture. By combining keen observation with creative insight, her passion lies in helping brands navigate cultural currents and behavioral shifts in order to truly connect.

Kathryn has worked with a diverse range of clients including Unilever, Coca-Cola, Johnson & Johnson, and Nestle where she developed and launched new products and created compelling visual languages in both mass and niche markets. As a print and packaging designer, Kathryn worked for several global branding agencies including Pentagram, Pearlfisher, Sterling Brands and Blue Marlin Brand Design. Pursuing her interest in consumer behavior, she joined the innovation team at Clark McDowall as an independent strategist, translating consumer insights into new product positionings for Pepsi and Samsung. Her enthusiasm for discovery drives an obsession with the intersection between business, design, entertainment, art and technology, and their impact on popular culture, brands, and behavior.

Kathryn holds a Masters in Branding from The School of Visual Arts in New York City, a graduate degree in Graphic Design from the Portfolio Center, and a BA in French from Tulane University with a minor in Business.

She’s a surfer, yogi and aspiring ukulele player.

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