FOUNDER AND CREATIVE DIRECTOR
LEAVE IT TO ’BERTA, SAN FRANCISCO CA
Roberta Morris (‘Berta) is a Creative Director who helps organizations brand and promote their products in a consistent and thoughtful way. She finds that the best branding happens when clients feel heard throughout the creative process. The executive team is always deeply involved from the beginning stages: What are you looking for? Who are your competitors? How can we make you different? She’s worked both agency-side and in-house with nonprofits and Fortune 1000 companies, including: AssetMark, Cadbury-7/UP, Career Girls, Collaborative Classroom, College Track, Dallas Museum of Art, Galleria, Gap/Old Navy, The Integer Group (Omnicom), Latitude (Richard’s Group), Launch Partnership, Lawrence Berkeley Lab, Lob, Marcus&Millichap, McCannErickson, Safeway.com, San Francisco Historical Society, 7-Eleven, Inc., Texas Instruments, and Thanx, just to name a few. ’Berta is honored to have received awards for everything from packaging to book design, including GDUSA’s Inhouse and American Graphic Design Awards, as well as Dragonfly Book and Association of Educational Publisher Awards, among others. In her free time, she enjoys giving back to the community by using her design powers for good. She regularly volunteers for organizations such as Career Girls and Taproot Foundation, and blogs about all things creative. Check out her Martini Minute musings. When she’s not designing something, ’Berta pursues other interests such as: world travel, fine art, crochet, science, history, reading, writing, gardening, adventurous cuisine, artisanal coffee, karaoke, and cats.
Has the pandemic changed your workplace and your workflow? Do you expect to return to pre-pandemic ways of working or will any changes become the ‘new normal’?
It’s weirdly been a silver lining for me, meaning I’ve been able to create more balance between my work and personal life. I think carving out these “spaces” in my day has kept my creativity fresh rather than beleaguered as was at times before all this started. I was just TOO busy. My strong sense is that many of the workspace and workflow changes will become the “new normal” — at least for the foreseeable future.
What do you expect 2021 to hold for graphic designers and the design business? Have the challenges of 2020 changed the way you think about your job and career or the role of design?
Designers and the design business will be forever changed by 2020. We’re hopefully more aware of the ecosystem in which our work exists and how influential design can be in creating awareness. I’ve also been involved in a LOT of conversations around equity and inclusion. That’s HUGE! I don’t think there’s ever been a time in the past where the need to recognize how everyone can contribute has been more front and center.
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