Mother New York

Mother New York
New York, NY

My Role
Research & Insights
Internal Strategy Presentations

“What if a hipster and a Belgian monk brewed beer?”

What if we combined essential ingredients from regional terriors? What if we revived a centuries-old recipe?

My freelance strategy experience at Mother New York involved questioning old things and imagining new ones. Interested in innovation practice with Human-Centered Design principles, I joined a team of strategists developing new product strategy and designers creating packaging for a mainstream beer client.

From deep dives in Iconoculture and Mintel to meets with master cicerones and customer focus groups, I immersed myself in gathering large amounts of trend intelligence to distill a few key ideas. This creative research assisted the larger strategy team’s pitch of product narrative briefs and the Design team’s packaging prototypes.*

The result was experience in narrative-driven product design and an appreciation of dogs and a good beer at the office.

*Internal client prototypes

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