TAMMY VASERSTEIN

Tammy Vaserstein took the short bus to school. She was accepted to attend one of the first programs ever offered to elementary school students who excelled in the fine arts. So, each week she was shuttled to this school in her hometown of Miami FL. Since then, she rides the large bus around New York City as co-founder and creative principal at Moxie TM Inc., a brand and packaging design consultancy.

While Vaserstein uses her right hand for creativity, her other hand is her managing partner and co-founder Michelle Dawes. With offices in NYC and Miami, Moxie TM has had the opportunity to stay true to its founders' heritage by working with Latin American companies as well as local and global companies.

Vaserstein is the lead creative on all projects. She has provided unique and innovative design solutions to a broad spectrum of global and local clients such as Unilever in HBC (Sedal, Dove, Ponds and Vaseline) and Beverages (Lipton). Other clients include Pepsi, Glaceåu, Honest Tea, Campbells, Eurofusion and Interbrew, to name a few. Corporate Identity clients range from MultiCredit bank to Mio.tv. Her category experience includes beauty, fragrance, food, spirits and beverage.

Vaserstein and her work have been featured in AIGA/Harvard Business School Design Leaders, Latina Magazine, Crain's New York Business, Shelf Impact!, Cosmetic Personal Care Packaging, Creativity, Design Management Institute Magazine, Brandweek, Packaging World and Beverage Industry News. Her designs also have garnered awards and recognition from GDUSA, Rebrand, D & AD, among others.

Where were you born, where do you live, did this effect your design style or sensibilities? I was born in Miami Beach, Florida. Growing up in a place like that definitely influences your style and sensibility. Miami Beach is kitsch, it's bright, it's vibrant, and full of energy. I've tried detoxing, but it still hasn't worked. I live in NYC. Living in NYC is my visual playground, I'm constantly inspired by everything around me.

If you were not a designer, what would you be? Bored.

What is your design process, do you sketch first, go to the computer, take days off to get inspired? I research-sketch prior to starting any project. My mantra: I travel to at least one new country each year to get inspired. And I always start with a sketch.

What is one thing you have done to help weather the economic downturn? Learned to be more flexible

What is your greatest strength and weakness as a designer? My passion and my passion

YOUR DESIGN HERO?
Inspired by many

WORST HABIT?
Taking on too much

FAVORITE COLOR?
White

FAVORITE TYPEFACE?
Helvetica

FAVORITE TV SHOWS?
Reality crack. Currently I'm obsessed with 'locked up abroad' on Nat Geo & Dexter.

FAVORITE BOOKS?
Ones with pictures and lots of colors in them

FAVORITE MOVIES?
Foreign, suspense, thriller

FAVORITE MUSIC?
Drop that bass

FAVORITE FINE ARTIST?
Inspired by many from graffiti artists to fashion designers, architects, to my nephew; they're all fine artists to me

FAVORITE GADGET?
My iPhone

BOOKMARKED WEBSITES?
NY Times

ONE THING YOU NEVER LEAVE HOME WITHOUT?
A bra

ONE THING YOU CANNOT LIVE WITHOUT?
iPhone

TALENT YOU WISH YOU POSSESSED?
Haute couture