I’ve spent a lifetime collecting perspectives in unexpected places, becoming an armchair expert in everything from hot dogs to healthcare.

I studied history and philosophy until I was told to choose a real major, so I chose art school. I've also been a yoga teacher, a college professor, and a yoga college professor. An art director who makes websites. A system designer who writes copy. A strategist who designs packaging. But my favorite roles are the ones where I get to collaborate and spend my days with good people doing good work.

For the past 13 years, I’ve worked agency, freelance, and in-house across food, hospitality, tech, and more, taking problems from strategy through design. Today, I lead a team of designers at Esri while partnering with freelance clients as a brand strategist and creative director. And I plan to keep going until the robots take over.

Capabilities

Research

Market and Consumer Research

Surveys, Polls, and Interviews

Competitive Analysis

Search and Keyword Analysis

Trends and Insights

Empathy and Journey Mapping

Strategy

Brand Strategy and Positioning

Brand Architecture

Brand Narrative and Storytelling

Pitching + Presenting

Creative

Creative Direction

Team Leadership

Brand Identity

Packaging

Print and Digital Advertising

Motion

UX + UI

Wireframing + Prototyping

Web Design

Product Design

Design Systems

CMS Strategy + Migration

Low-code Front-end Development

AI

Research + Sensemaking

Research Experience Design

Strategic + Creative Exploration

Agents + Workflow Design

Clients

Food & Beverage

Apollo Performance

Chicken of the Sea

Dole Fruits and Vegetables

Mimi's Café

Nékter Juice Bar

Papa Johns

Wienerschnitzel

Yogurtland

Health & Wellness

Smile Brands

St. Joseph Health

Purple Yoga

Hospitality & Real Estate

Hilton Garden Inn

Irvine Company

Tech

Esri

Toshiba

Education

ArtCenter College of Design

Master of Design (MDes), Brand Design and Strategy, 2026

Graduated with Distinction

The Art Institute of California

Bachelor of Science (BS), Advertising, 2014

Yoga Alliance

RYT-200, 2010

Based in Southern California

Local time:

07:25 PM

©2026 AMANDA McKINLEY