About Tracey
Website Design
Illustration
Retail Branding
TV Graphics
Fine Art & Prints

Tracey K. Berglund

Professional Profile
Highly accomplished branding and creative senior executive able to inspire teams and deliver quality design and branding that is not only artistically strong but also drives the bottom line. Possesses a deep understanding of new media digital platforms, specifically mobile and social media. My extensive experience in the media business and first rate client-facing skills enable me to deliver strategies that actually work and delver measurable results. Additionally, I work effectively across multiple cultures both in the corporate world and internationally.
Consulting Experience
  • in8 Mobile

    2009–present Brooklyn, NY

    As one of in8 Mobile's first employees, I've performed an extensive range of roles and responsibilities, which have included: creative design and direction, user experience design, competitive app research in the music and visual recognition space, and created mobile solutions for a wide range of entertainment and media clients including Macy's, Red Bull, Mini, Ralph Lauren and other potential iD partners. I helped to design the early versions of song and visual iD as well as an ecommerce and weather app to commemorate Star Wars 30th anniversary for George Lucas.

    My core skills in branding and design enhanced by years spent mapping trends in the mobile and social space has helped me to develop a cutting-edge perspective on the emerging fields of mobile recognition and Augmented Reality.

  • IBM Global Services

    2006–2009 NY, NY

    Senior Managing Consultant in the Customer Experience Strategy, Usability and Design Practice

    Projects included:
    Extreme Blue (IBM Non Profit Group) and Novartis (Swiss Drug Company)

    Innovatively visualized a supply chain around getting anti-malarial medicine to rural African villages within an International IBM team, effort resulted in funding for further IBM work

  • Nokia Global Telecom firm, Helsinki, Finland

    Directed and conceptualized the future state customer experience for Nokia's global sites within a multidisciplinary cross consultancy team which included Accenture, Tata Consulting Group, and IBM Incorporated new product and business lines while anticipating changes to the future business environment of global telecom and Nokia's innovations.

  • NYC Department of Education

    Created new branding and redesigned the portal for New York City Department of Education's "Reading First" K-3 portal for NYC teachers

  • US Department of Energy

    Created a new look and feel for the DOE's CIO intranet site. Supported design direction by doing competitive benchmarking of Government and non-Government sites. Incorporated social networking

  • Los Angeles County Government Portal

    Directed the Brand, Strategy and Customer Experience work for LA County's Government portal serving 10 million residents who need to access government services online. Worked with the CIO of Los Angeles County and the Sheriff's office in California, the world's eighth largest economy. Created brand style guides, creative briefs, and competitive analysis presentations. www.lacounty.gov

  • Intel

    Designed the look and feel and identity for Intel's social networking prototype for Intel's marketing and design employees

  • IBM Corporate Social Responsibility Intranet Portal

    Conducted global focus groups across EMEA, LA, AP and NA with IBM client facing executives collecting data and functional requirements for a redesign of IBM's Corporate Social Responsibility Portal. Benchmarked competitor sites and liaised with subject matter experts to develop a working prototype.

Employer History
  • IBM Global Business Services

    2007–2009 New York, NY North America Senior Managing Consultant mobile employee based in NYC

    Customer Experience Strategy, Branding and Design Practice

  • Infographics

    2004–2005 New York, NY Client Services Manager

    Creative direction, project management and business development for top tier U.S. trial strategy firm. Responsible for managing design, information and technology teams which create strategic jury educating trial presentations.

  • The Food Network

    2002–2005 New York, NY Designer

    Worked with Food Network Producers and created original branding and design and on air graphics for the highly popular daily cooking shows: 30 Minute Meals with Rachel Ray and How to Boil Water, etc.

  • Retail Consulting / Brand Development

    2003–2004 Cape Town, South Africa Client: South African Breweries

    Conducted a study on global beverage trends examining consumer behavior and new entrants in the non-alcoholic beverage market. Results supported a re-launch and the extension into new markets of Appletiser, a sparkling juice presently sold in South Africa, Britain, Spain and Japan

    Client: Woolworth's (affiliate of Marks & Spencer located throughout Africa and The Gulf States)

    Retail Consulting on product mix, retail trends and branding for Woolworth's stand alone department stores and "Store within a Store" environments featuring high-end private label food and clothing.

  • IBM Global Services Mainspring e-Strategy Consulting

    2003–2004 New York, NY Executive Consultant Strategy & Change Practice, Business and Customer Strategy

    Developed the Customer Experience Practice of Mainspring E-Strategy Consulting, subsequently purchased by IBM. Managed large internet-focused initiatives effectively using the talents of multidisciplinary teams (Business Strategy, Brand Strategy, Technical and Information Architecture and Design) to develop and strategically re-align websites for Fortune 500 companies including: Samsonite, Bath and Body Works, Credit Suisse First Boston, NTTC (part of NASA), Price Waterhouse Coopers, The Principal Financial Group, Hartford Insurance, NY Life, and Phoenix Financial Group. Recruited, mentored and managed projects for a 15-person department situated in Boston, New York and Chicago

  • Crunch Fitness International

    1997–1999 New York, NY (with locations throughout the US and Japan) Creative Director and Brand Manager reporting to CEO/Founder

    Supervised all creative direction and branding for Crunch Gyms within the stores, gyms, and online. Liaised with advertising firms to translate positioning into appropriate ad campaigns. Worked with architectural firms to translate Crunch identity into varied physical environments nationwide. Designed Crunch Juice Bars, lounges and massage rooms. Negotiated budgets and delivery schedules with contractors and vendors. Created new corporate brand guidelines.

    Crunch was bought by fitness giant Bally Fitness in 2000, who retained the Crunch Brand

  • VH-1 Pop-Up Video Viacom

    1997–1999 New York, NY Visual Concept Developer, Broadcast Designer

    Worked with TV producers and copywriters to launch the original Pop-Up Video TV Show. Developed the look and feel of the show including all icon illustrations, graphics, and animated bumpers, sounds for subsequent Pop-Up Video shows which were broadcast worldwide. Created related graphics for the Oprah Winfrey Show, Showtime, NHL, NFL, and Pro Golf among others. Branded Art was also used to create Games, Books, Mugs, T-shirts and other Pop-Up Retail items for upscale department stores. Show was re-launched in 2011

  • Limited Too

    1995–1997 New York, NY Art Director Teen Clothing Division: The Limited Inc.

    Launched Limited Too's New York City based design studio, formerly located in Columbus, Ohio. Designed and commissioned all branding, retail and marketing graphics for The Limited's teen line. Liaised with fashion designers and merchandisers to plan seasonal lines and incorporate trends. Managed internal and freelance staff. Traveled seasonally to Europe and Asia to record retail trends and establish strong vendor relationships

  • The Gap and Old Navy

    1992–1995 New York, NY Graphic Designer Product Development Corporate HQ

    Created concepts, branding and design for the Old Navy flagship store launch in NYC. Designed original prints, logos, labels, embroideries, T-shirt graphics, hang-tags and packaging across various Gap Divisions including Baby Gap, Gap Kids and Gap Men's departments

  • Arthur Andersen Consulting

    1988–1990 London, England Corporate Graphic Designer

    Created creative business presentations for Arthur Andersen Management Consultants

Education
  • The Cape Wine Institute Cape Town, South Africa Beginners Wine Certificate Course 2003
  • The London College of Printing London, England Design 1986-1987
  • The British Institute London, England Accelerated TEFL teaching degree 1987
  • D & AD Scholarship London, England Design 1985
  • The School of Visual Arts New York, NY Bachelor of Fine Arts, Media 1984 Cont.g Ed Animation 1994, 2002
  • The Fashion Institute of Technology New York, NY Associate Art 1982
Volunteer and Educational Work
  • 2010–present Brooklyn Community Services, lead art projects for disadvantaged East NY teens, and at Homeless Shelter for Women, Marketing for BCS, create invitations and corporate id collateral, volunteer
  • 2008 Corporate ID development for Todos Por Colombia, Colombian Peace and Cultural Organization
  • 2007 Horizon Concerts, NY, 2007 design and brand consulting free classical music brought to schools and hospitals
  • 2006 New York Cares, NY, p/t teaching for homeless women at Icahn House Shelter
  • 2006 NYLPI.org Design consulting and graphics for New York Lawyers for the Public Interest
  • 2005 p/t English teacher for NY Cares teaching women at Icahn House Homeless Shelter, W. 42nd Street
  • 2003-2004 Art Teacher and reading assistant at Sea Point Primary School in Cape Town, South Africa Nazareth House for HIV Orphans. Vredehoek and Imibala Somerset West, also write for The Big Issue Magazine, SA
  • 2001 Directed several Art Projects for Primary School as a volunteer The United Nations School, New York, New York
  • 1988 Taught English as a Foreign Language to schoolchildren in Rio de Janeiro, Brazil
Skills
  • PC & Mac Platforms
  • Adobe Illustrator
  • Photoshop
  • PowerPoint
  • MS Office
  • Microsoft Outlook
  • Lotus Notes
  • InDesign
Languages
  • fluent Swedish
  • conversational Portuguese
  • limited French
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Email tra4art@gmail.com
Tracey Berglund