DIRECTOR OF BRAND, MNML, CHICAGO IL
Jay leads the brand practice at MNML. He plays a critical role in helping companies connect strategy with design to drive real business impact. Jay has crafted memorable brand experiences across traditional and digital platforms in a breadth of industries from healthcare and commercial real estate to fashion and non-profit for clients like Google, Meta, Sterling Bay, Bose, Coca-Cola, Acadia Pharmaceuticals, and the Museum of Science and Industry. Jay ran an independent streetwear brand for over a decade and brings expertise in brand identity and visual systems accompanied by integrated campaigns. His personal creative work can be seen at adapt-studio.com and on IG at @fourthisking. He believes in the power of curiosity, data and analytics, collaboration, and human connection.
MNML collaborates closely with startups and Fortune 500 companies, crafting solutions that establish emotional connections with consumers, ultimately amplifying our clients’ and partners’ value. Our clients include renowned names such as Meta, Bose, Bang&Olufsen, Nespresso, Steelcase, Theragun, and Xbox, showcasing our ability to create beautifully simple solutions that harmonize brand, strategy, industrial design, engineering, and digital, resulting in exceptional customer experiences.
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? Are you optimistic about the future of your own design career or business?
Cautiously optimistic! There will always be a need for companies, communities, and causes to express who they are and why they are different. And do it in a way that connects personally with their audiences. MNML is a special place. Not only are we independently owned, but we are a small team of multidisciplinary veteran experts. We are unique in that we overlap design across both product and brand. We have built and launched many of our own companies which helps us understand and anticipate our clients’ needs. That being said, surviving as a small design business is getting much harder. Clients’ budgets and timelines are tighter. As we look ahead, we will continue to thrive because we are scrappy, we value our client relationships, and consistently overdeliver. It’s the only way we know.
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 and, if so, what advantages does packaging have over other graphic communications?
When buying in person, packaging design grabs attention and can convert a sale. However, with the surge in online shopping, the sequence of the packaging experience often shifts to post-purchase. Now, it’s about enhancing the unboxing, ensuring smooth usability, and injecting a narrative that surprises and delights—creating something special that customers can’t help but share. Eco-friendly materials and refills continue to be priorities, and digital and AR storytelling can add an innovative layer. Current trends favor bold colors, character illustrations, retro typography, foils, and embossed prints.
