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TODD TRUE

Principal / Creative Director

 

Todd has significant experience creating and revitalizing brands with international acclaim. During his time with Landor in San Francisco and Hong Kong, Todd helped create and implement brand identity programs for Canadian Airlines, BP, and John Deere.

He joined Interbrand in 2000, leading design teams in creating and managing brand identity and packaging systems for clients including eBay, Symantec, HP, NASA, Epson, PeopleSoft, Visa, Wachovia and TRESemmé. In his seven years with the San Francisco office, he achieved the role of Executive Creative Director, defining and managing the creative staff and process from strategy and research through design and production.

Todd joined Johnson & Johnson in 2006 as Global Creative Director and was a senior partner in the creation and ongoing operation of its Global Strategic Design Office based in New York City. He helped integrate Design into the science-based culture of J&J, leading design teams and collaborating with cross-functional business partners in shaping some of the worlds’ most iconic brands.

A graduate of California State University, Chico, Todd has lectured on design, his work has been featured in many industry publications, and is the recipient of a number of design awards. When he’s not dreaming about the next design innovation, he’s hanging out at home with his wife and three kids, making pizza, in his workshop/garage making furniture, or coaching community soccer and baseball.

 

CHRISTINA GEIST

Principal / Strategy Director

 

Christina is a creative storyteller and the first to raise her hand in any brainstorm. In her role as Strategy Director, she draws upon twenty years of experience creating, nurturing and bringing brand ideas to life across marketing disciplines. 

Christina’s career began as a television producer and news writer in Nashville, where she graduated from Vanderbilt University. After hopping the fence to PR, she developed communication strategies for clients like Timberland and Monster.com for Boston-based agencies Cone, Inc and Arnold Worldwide. As a consumer marketer for Atlanta-based IN ZONE Brands, she had a hand in all aspects of a start-up beverage business and earned her “mini MBA.”  Interbrand brought her (finally) home to New York, where she lead package design strategy and implementation programs for clients like AT&T, ConAgra, Bayer Aspirin, International Paper and TRESemmé. 

In 2007, Christina was the first Strategy Director recruited by Johnson & Johnson’s Global Strategic Design Office, where she worked alongside Todd in the massive global redesign of the company’s flagship Johnson’s Baby portfolio and led multiple cross-disciplinary workshops and ideation sessions for beauty, baby and OTC brands. 

Christina lives in NYC with her husband, Willie, and their two kids, Lucie and George. In her spare time, she writes children’s books and runs a start-up company, Boombox Gifts.

 

 

ALLEGRA DWECK

Director, Client Services & Implementation

Allegra brings more than 15 years of experience in branding, package design and client management to True Geist in her new role as Director of Client Services and Implementation.  

Allegra has extensive experience in brand packaging and implementation, including 10 years as an Account Director at Interbrand.  She has led national product launches and global brand restages for clients including: Johnson & Johnson, P&G, Novartis, Unilever, and Heinz. As the brand guardian for Covidien (Medtronic), Allegra directed the largest global packaging restage in healthcare history, spanning design, implementation and mechanical artwork for over 10,000 SKUs.

In her spare time Allegra enjoys her two passions, cooking and dance, and creates elaborate gourmet meals for her husband David, friends and family.