Susan Gornell
Brand Builder | Executive Creative Director
EXECUTIVE SUMMARY: As an accomplished Executive Creative Director, I have a proven track record of leading successful brand building and marketing initiatives across diverse industries. I bring extensive experience in technology, non-profit, food, entertainment, health, well-being, retail, and consumer brands. Recently, I spearheaded a creative transformation for PepsiCo’s billion-dollar brands, driving increased relevance and engagement.
My passion for leveraging my creative talents to make a positive impact on the world is evident in my work. Throughout my career, I have held brand leadership positions working with prestigious organizations, including Michelle Obama, Starbucks, and Lay’s. I also gained valuable early career experience at the Smithsonian Department of Numismatics. In addition, I have won numerous awards and over the past several years including two Red Dot, Graphis Design Award, Global Pentaward and many more.
SKILL SETS
Branding: new brand creation and development, brand positioning, brand identity, visual and verbal expression, brand architecture, innovation and design thinking
Creative Direction: campaign development, identity design, package design, environmental graphics, in-store signage, video and photo direction, social content, digital and experiential
EXPERIENCE
ARTCENTER COLLEGE OF DESIGN - ASSOCIATE PROFESSOR - PRESENT In the Masters program for Brand Strategy, I teach Brand, Culture, and Anthropology. Through this approach, we aim to identify and understand highly aspirational and influential subcultures composed of real people who share common passions, values, beliefs, and a clear point of view. By doing so, we can better inform and guide brand strategy, design experiences, create innovative ideas, and execute activations that resonate with these subcultures.
PEPSICO FOODS - NORTH AMERICAN DIRECTOR OF BRAND STRATEGY + DESIGN - 2017-2022 As a leader of a multifaceted team of culturists, strategists, digital experts, writers, art directors, and designers, I spearheaded the development of integrated brand ecosystems for PepsiCo’s snack portfolio, including new and heritage brands like Lays, Ruffles, Smartfood, and SunChips. My team was responsible for creating all key brand deliverables, such as design targets, positioning, visual expression, naming, brand architecture, package design, social media, content creation, campaigns, activations, and experiences.
BRIGHT DESIGN - EXECUTIVE CREATIVE DIRECTOR - 2014-2017 Stepping into the role previously held by design legend Keith Bright, and took on responsibility for brand strategy and creative development for prestigious institutions such as UCLA, The Grammy’s, and CPG giants Snyders-Lance and Unilever.
CONSULTANT - CREATIVE DIRECTOR - 2004 - 2013 Worked on a wide variety of projects on the agency side and directly with clients for many sectors including CPG, Retail, Non-Profit, Technology and Entertainment. Delivered strategies from high-level concepts to holistic executions for print, digital and experiential deliverables. Clients included Michelle Obama, College Board, Girl Scouts and The Emmy’s
CLARK MCDOWALL - CREATIVE DIRECTOR - 2009 - 2011
