GENERAL MANAGER, LANDOR CHICAGO
As General Manager for Landor Chicago, Valerie Aurilio drives collaboration, consensus, and innovation in service of big — and meaningfully different — ideas. With more than 20 years of design and brand-building experience, she brings a rare mix of creative and strategic savvy for content and experiences that are equally stunning and impactful. A true brand native, she uses a global perspective to build brands as a platform for action — as can be seen in her work with the biggest names in consumer goods and corporate identity, including Kimberly Clark, Kraft-Heinz, PepsiCo, and Microsoft. She is currently leading the effort for America 250, an initiative of the America 250 Foundation, to create a rich visual identity rooted in unity and an omnichannel experience activated digitally, physically and socially.
HOW AND WHY DID YOU BECOME INVOLVED IN DESIGNING FOR GOOD AND WHY DO YOU BELIEVE DESIGN IS AN ESPECIALLY EFFECTIVE TOOL FOR THIS GOAL?
We became involved in designing for good because, as a studio, we believe that creativity can make a difference. While we do this for our clients every day, we’re also always striving to make a difference in our community, our city and our country. For example, for the America 250 brand, we are executing a multi-year campaign that builds awareness for — and educates America about — the nation’s 250th anniversary in 2026. This means bringing to life a brand that leaves our nation more united, inspired and engaged in 2026 than it is today. We are honored to work alongside the U.S. Semiquincentennial Commission to build a brand that inspires unity — providing a platform to the distinct perspectives that shape our nation. Another favorite project is Kids Above All. Formerly known as Childserv, Kids Above All has supported thousands of disadvantaged kids across Chicagoland for 125 years. From new name to visual identity to brand behavior — we created a dynamic design that united the entire community — encouraging volunteers to step up, donors to stand up and kids to rise up to reach their full potential. The National Diaper Bank Network, supported by our client Kimberly Clark, had an important message to send: One in three families faces diaper-need every day. But nobody talks about it, so nobody knew about it. We changed this narrative with a bold brand identity, messaging framework and visual system that encouraged people to take a closer look. As a creative brand consultancy, we are uniquely positioned to drive awareness for organizations doing incredible work in communities everywhere. It’s an honor to define the purpose of their work — and to make that work accessible to the people who need it most.
GIVEN THE CONFLUENCE OF EVENTS AND CHALLENGES WE FACE THIS FALL, DOES 2020 PRESENT ANY SPECIAL OPPORTUNITIES, URGENCIES, OBSTACLES TO DESIGNING FOR GOOD?
In 2020, there are more opportunities to design for good than ever before. Children who rely on Kids Above All’s group homes and foster care have been impacted by the pandemic. Families who rely on the National Diaper Bank Network are struggling even more to get the products they need. As America 250 approaches, people across our country are more divided than ever. These organizations have a dire need for support. The work we do as a creative studio has the power to give them a voice and generate awareness that leads to meaningful impact.