PRINCIPAL, CRÈME DE MINT, MIAMI BEACH FL
Lauren’s love for design was initially sparked by her curiosity for costume design. Fast forward to working at the Old Globe Theater and On and Off Broadway, where she learned everything she could about composition and presentation. Returning to San Diego City College for graphic design, she discovered her true calling, going on to create branding and packaging for companies such as Avon, Victoria’s Secret, and Bliss, as well as consulting in Australia, the UK, and the Netherlands.
In 2010, she founded her own creative agency, Crème de Mint, to give herself the freedom to work while traveling (a novel idea at the time) and to allow her to combine her design expertise with her passion for coaching entrepreneurs through the process of launching or growing their business.
Lauren has successfully guided clients through impactful rebrands, resulting in significant growth in their retail presence and considerable revenue gains. With a background in design and a portfolio featuring collaborations with renowned icons like Fergie and Reese Witherspoon, along with the launch of her own makeup brand, Lauren brings a wealth of experience to the table.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design to support and shape commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own firm?
In the post-pandemic era, I am optimistic that conveying powerful messages makes it a crucial tool for shaping commerce, causes and culture. I believe graphic design can play a pivotal role in fostering positive change. I also feel a level of uncertainty as well in regards to AI and the economy. I feel that the outlook for my design agency will depend on our ability to innovate, adapt to emerging trends and embrace new tools.
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 holds several advantages over other graphic communications. It is a tangible and immediate touchpoint for consumers, and remains a continuous presence in their lives, delivering its brand message from where it sits on a kitchen counter or bathroom vanity. As far as notable trends in package graphics, there is a clear emphasis on sustainability, with a shift towards biodegradable materials and zero-waste policies. Interactive elements, such as QR codes and augmented reality, are gaining prominence. In terms of package production, there is a focus on e-commerce optimized packaging to meet the demands of online shopping, as well as an integration of smart packaging and technology to provide consumers with experiences and additional information. Additionally, AI is expected to help reduce material usage and track recycling, analyze consumer data to tailor designs for specific demographics, and enable personalized packaging for individual customers.
