Hello, there.

Working with my cat Luna
Hanging with my dogs
Eating gelato in Barcelona
Being a goof on the subway in NYC

A bit about me…

Hello, my name is Lauren and I am thrilled to introduce myself as the brain behind Letterform Designs. With a passion for artistic expression and a keen eye for design, I have spent over eight years honing my skills and cultivating a deep understanding of visual storytelling. As an Art Director, it is my responsibility to lead and inspire the teams I get to work with, ensuring that the creative vision developed aligns seamlessly with the projects' goals.

Drawing inspiration from various art forms, I seek to bring a unique and captivating aesthetic to every project I work on. Through my dedication to innovation, strategic thinking, and attention to detail, I strive to create captivating visual experiences that truly resonate with audiences.

Working styles

Strategic thinker

“Think deeply and think often” are words I live by. I love taking risks, as long as they are calculated. Giving myself the time and space to absorb and analyze information helps me make better decisions.

I feel most content when I’m encouraged to reflect on my experiences, examine intriguing ideas, or scrutinize new theories. I learn best when I have opportunities to talk to others about their ideas, too. I love thinking out loud and listening to intelligent people express themselves.

Bookworm

I have a great desire to learn and continuously improve. My fascination with knowledge has been a part of me—even before I was able to form the words to ask my first question.

I seek and store information. I have this innate intention to commit to memory as many facts and concepts as possible.

I regard education as an ongoing activity and register for at least one new course and/or conference each year. Whenever I need instruction or guidance, I seek out experts to help me develop workable solutions.

Catalyst for change

I need to keep exploring and will always be curious. New rules, skills, or circumstances have the potential to intimidate others, but my willingness to absorb new and different factors has helped to calm these fears my team members may have.

Achiever

I strive for excellence and encourage others to do the same. My accomplishments are a great source of fulfillment. I have a strong inner drive—an innate source of intensity and energy that motivate me to work hard and get things done.

Ideator

I’m fascinated by ideas and able to find connections between seemingly disparate thoughts. Because I enjoy looking at the world from different perspectives and I’m always searching for connections, I am a powerful and creative brainstorming partner.

Goofball

I like to help others see the humor and positive side of life. My enthusiasm can be contagious as long as I stay true to myself and commit to projects I believe in.

Current goals

Intrapersonal

Analysis paralysis

I love to ponder thoughts and ideas, which makes me very comfortable with silence and solitude. Sometimes this gives others the impression that I’m isolated, disinterested, or disengaged, but solitary thinking is just my natural process and not a reflection of disinterest. It’s quite the opposite—the more I care about something, the more time I want to dedicate to thinking about it. Unfortunately, this can lead to ‘paralysis by analysis.’

To overcome these hurdles, I’m training myself to actively communicate my thought process with my teammates and seek out others whose strengths lie in helping turn great ideas into real results.

Hyperfocusing

I love the process of learning so much that the outcome doesn’t always matter to me. To move past this, I’m training my mind to take a step back before diving into something exciting and list at least three ways this new knowledge will help me achieve my goals before committing to learning it.

Overachieving

I have to continuously set challenging goals for myself to feel fulfilled while simultaneously being mindful to only commit to things that align with my highest priorities so I don’t take on too much at one time.

Interpersonal

Leadership

One of the most important things I’ve learned in my career is that leadership matters, which is why I want to improve my leadership skills and become an exceptional leader through observation and practice. And, while I’ve taken quite a few courses and have read many books on leadership and management, I’m eager to learn from the best of the best and put what I’ve learned—and continue to learn—into practice.

Providing feedback

A very important element of being a great leader is providing helpful feedback—and I don’t just mean on a project or piece—I mean being open, honest, and respectfully candid with others, as well as providing a safe space for them to be just as open with me, so we can help each other push ourselves to grow—both as a team and as professionals.

Programs

ChatGPT/AI

I want to learn as much as I can about AI and the role it will play in marketing and design because I believe it will increase productivity and allow us to take the disciplines to a whole new level.

Fun facts

  • My road to college was not a typical one. I had my sights on attending Cornell University and majoring in Biomedical Engineering while I was in high school. My plan was to design prosthetic appendages that were so functional, those with amputations would no longer be considered “handicapped” but “enhanced.”

    Then, during the end of my junior year, my mom was diagnosed with stage 3 breast cancer. My priorities shifted drastically, and my academics suffered. I decided to stay close to home and attend the local state university. Even that ended up being too much, so I took some time off from school and started working full time in the restaurant industry (and falling in love with it… more on this later).

    Taking time off was exactly what I needed. It gave me time to heal from the emotional trauma I experienced during my mother’s path to recovery. I realized that I still wanted to help people, but instead of prosthetics, I want to help others heal from trauma. So, I went back to school and began studying psychology at the local community college.

    The more I learned about the physical effects trauma can have on a person, the more I gravitated to the field of neuropsychology. This obsession led to an incredible opportunity working part time for a test publishing company called PAR (Psychological Assessment Resources), Inc.

    As my first year as a part-time Research Assistant (RA) came to an end, so did my final semester at the community college, and my life changed overnight. I was offered a full-time RA position, which also meant I could afford to earn my bachelor’s degree at one of the nation’s best private universities—located right in my own backyard—with the tuition reimbursement benefits that came with it.

    Working full-time while attending the University of Tampa brought with it a wonderful hands-on opportunity to learn about the field and myself. My first semester involved a behavioral statistics class, which helped me quickly realize that I was passionate about psychological theory—not quantitative data analysis. I recognized that I needed a career that allowed me to apply my passions surrounding psychology but brought with it the opportunity to be creative every day. So, after some internal (qualitative) analysis, I set my sights on the world of advertising and design.

    Once I had finally found my niche, I looked back at my childhood and recognize so many signs that I was always meant to be a designer. From creating “books” out of leftover craft supplies to hand tracing letterforms I found in antique publications, there were so many things I naturally gravitated towards but didn’t realize there was a career path tailored to these interests. Even my desire to help people is achieved through design and advertising, as I use my talents to introduce people to products that benefit and improve their lives.

  • The restaurant industry was there for me when I needed it most. I thrived in its fast-paced and sometimes (many times) stressful environment. It acted as a platform to meet and work with so many wonderful people that I wouldn’t normally have the opportunity to interact with. Most of the relationships made during that time were some of the best friendships I still have today (including my husband!).

    It also taught me how to solve problems quickly—very quickly. On an average night, at least 100 different problems would need to be anticipated and solved—and I relished in it. My favorite position was as a Key Employee, which is a position that supported management. It allowed me to dip my hands into everything from the expo window to guest relations.

    I have loved going to restaurants throughout my life. Working in the industry gave me the opportunity to make someone else’s day through the comfort of food and hospitality, which will always remain a part of who I am.

  • Hands down, Paula Scher is the designer who inspires me the most. I love that her work lives unapologetically in the delicate space between fine art and design. And, not only is she incredibly talented, but she also heavily contributed to breaking the glass ceiling for female designers—especially when she became the first female partner of Pentagram in 1991.

    I was incredibly fortunate to meet her during the a HOW Design Live conference in 2023. Her authenticity and talent is palpable, and I will never forget the experience.

  • My dogs

    I have a (close-to-unhealthy) obsession with my dogs, Ollie & Alfie. Ollie is a dachshund and the boss of everyone. Alfie is a silly whippet who loves everything and everyone. If you’d like a glimpse into their ridiculousness, follow them on IG, @whippetsandwienerz.

    Music

    My father is a very talented musician, so I grew up surrounded by music. I love learning how the medium both influences and is influenced by events in history.

    I was fortunate enough to attend a performing arts school during my middle school years, where I learned how to read music and play cello.

    Some of my favorite composers/musicians/bands are: Bach, The Beatles, Pink Floyd, Miles Davis, Biggie Smalls, Radiohead, The Shins, City and Colour, Dua Lipa, and Lizzo.

    Fine Art

    My mother is an amazing artist. Her primary mediums are print making, photography, and mixed media. When I was in middle school, she decided to return to school an earn her third degree: a bachelors in fine art. Her determination to do what she loves has always resonated with me and was one of the driving forces behind my fortitude in finding the perfect career for me.

    Some of my favorite periods of art are: Baroque, Rococo, and Art Noveau.

    My husband, Jeremy

    Jeremy and I met in the restaurant industry and bonded through our mutual love of music, food, and travel. He is an incredibly talented chef and never ceases to amaze me with his talents. We have recently launched a project together called Lineage Culinary—it’s currently an educational website about food and cooking, and all the joy that surrounds both. If you love food, follow us on social: @lineageculinary.