Hi Van, tell us about yourself.


I focus on issues that are undervalued and misunderstood to find additional resources for business and brand transformation. My practices create new behaviors, where needs become wants. I work in areas of business and brand strategy, design activation, and behavior design. I work with famous brands, ambitious leaders and startups.​​​​​​​


I lead the branding of major organizations from GE Healthcare to Virgin to Hoover, and Starbucks’s current visual identity. I'm an industrial and brand designer by training. I am a leading voice in the growing community of behavioral branding: developing the business strategy and branding of major behavioral science organizations. 

I am an advisor to the Bescy board, on brand expansion, visibility and impact in the behavioral science field and beyond. I am coach, investor, public speaker, and writer, and I participate in keynote conference panels. My love for art and pop culture makes me feel alive, living in New York City. 


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My practices

Accurate strategy — Define strategic problems in the scientific process. I address complex business ambitions through brand, experience, and behavior design. I create and manage corporate brand values. I create brand strategy, design brand identity, and scalable systems + delightful visual stories.

Business activation — Attention and relevance for engagement. I take action in the digital space at a deeply emotional level. As an example, the gamification of digital properties for enjoyable user engagement.

Behavior strategy — I employ scientific perspectives and processes to help clients access additional resources in their organizations. These resources provide more effective transformation of ideas to create or increase monetization. I use behavior research and mapping to influence new behaviors and innovation.

Coaching + mentoring — I provide leadership conveying valuable behavioral principles for branding and for monetization models with applied behavior science in design.



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Honors + awards

My active involvement with the applied behavioral science community is an ongoing opportunity for me to understand the future + the new purpose of design. ReBrand Award, The Good Design Award, ANA Award, Communication Arts, The Art Directors Club, and many more have recognized my work. I have had the honor of inspiring young talent as a guest lecturer at the Parsons School of Design + The School of Visual Arts + serve as a portfolio chair at The Art Directors Club.



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Clients

AT&T
Bank of America
BeWorks
GE HealthCare
Hoover
John Jay College
Marsh Mclennan Companies
Microsoft
MountSinai
Verizon
Virgin
Starbucks

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