FOUNDER/CREATIVE DIRECTOR, TIARA AGENCY, NEW YORK NY
Laura Rosenberg is a designer and illustrator turned marketing and creative leader, and the Founder and Creative Director of Tiara Agency.
She has led and designed for in-house multidisciplinary teams across the beauty, CPG, retail, fashion, and non-profit industries – and brings this broad expertise to her clients at Tiara Agency. Laura’s creative for Mars Chocolate, Coty, Johnson & Johnson, Godiva, McCormick, Marc Jacobs, Emory University, Bloomingdale’s, and many more brands can be seen on shelf, online, in print and in your home.
Laura infuses her work with a unique blend of traditional, digital, strategic, and analytic skills. From lending a whimsical flair to an illustration, adding a luxurious feel to a product, expanding the reach of a campaign, to crafting a unique voice and positioning. Her deep technical knowledge also guides Tiara Agency’s production and web development teams, bringing a complete “concept through production” experience to their clients. Laura’s right- and left-brain approach truly covers every aspect of a brand.
In addition to GDUSA, Laura has also won several Cosmetic Executive Women, The Fragrance Foundation, and New York State Council on the Arts awards and grants.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design in supporting and shaping commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own design career or business?
Graphic Design will always shape the way consumers and audiences view products and campaigns. Messaging and content are the foundation of a product, and Graphic Design presents these core assets as a cohesive whole. I’m optimistic about the growth of my business and career – adaptation is a key tenet of my personal and professional view. I strive to keep abreast of new technologies and approaches, folding in additional services as needed. That’s how I turned what started as a packaging, illustration, and accessory design consultancy into a modern, 360-degree print and digital agency.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
Packaging can be the ultimate brand connector. It’s personal: what consumers touch, take and bring into their homes. It’s physical: they may caress the facets of a fragrance bottle, or forcefully grip a utilitarian sports drink. It’s often the only exposure to a brand without promotion: the billboard, vessel, and voice all in one. Over time I’ve observed less defined trends in packaging, similar to fashion. Social media has completely changed the game on branding, blurring trends globally. The surge of direct-to-consumer products has also blended what is expected of online vs in person packaging. It truly is an open landscape of design – more challenging, but also more exciting!
