Kathryn Spitzberg Johnson, Big Squirrel


Kathryn is a lover of people with an insatiable appetite for identifying the behaviors and attitudes that unite and divide us. By combining keen observation with creative insight, her passion lies in helping brands navigate cultural currents and behavioral shifts in order to truly connect.

Whether it’s uncovering the deepest values that connect unique “tribes” of people or examining the nuances that make us individuals, Kathryn has helped a diverse range of brands and clients take confident steps to create meaningful impact in an ever-changing world. Her most recent work includes helping PepsiCo understand what it means to be a foodie across the globe, examining the modern woman for Stacy’s Pita Chips, creating a meaningful space in a saturated ice cream market for Dean Foods, and analyzing and reimagining the retail experience for Hanesbrands.

Kathryn has worked in the branding industry for 15 years with a background in design, packaging and innovation. She 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 ukulele player.

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