Lori Cummings
Global Director: Project Management, New York
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Lori’s philosophy is to blend the science of rigorous project management with the art of thoughtful and strategic brand innovation efforts. With over 20 years experience in project management and design, Lori began her career at Siegel+Gale as an information designer shortly after earning her bachelor’s degree from the Institute of Design at IIT Chicago. During her first stint at Siegel+Gale, she worked extensively on information design programs with clients such as the IRS, Prudential, Progressive Insurance, AT&T, MCI, Verizon, Sears, American Express, DHL, Royal Mail, and British Telecom. After working in Siegel+Gale’s UK office, Lori led the firm’s Simplification practice in New York from 1999-2000. During that time, Lori earned her certification in project management from the AMA; consulted with BusinessEdge Solutions as a project manager in the user experience group; led the UI development for Medco Health’s pharmacy intranets; and worked with BrandActive in Toronto to plan, manage, and implement large-scale corporate identity programs for clients such as State Farm, JPMorgan, AT+T Wireless/Cingular, and Caterpillar.
Lori’s knack for managing diverse skill sets (designers, writers, information architects, a host of consultants, and more), combined with her education and experience in design and project management, explains why Siegel+Gale wisely and none-too-subtly implored her to build and lead a global project management practice as a key pillar for our clients’ success.
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Holmfridur Hardardottir
Director: Project Management, Los Angeles
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Every Tom, Dick, and Holmfridur in her native Iceland is listed in the phone book by first name, which, for those unschooled in Old Icelandic, may not be a tremendous help. But for those of us lucky enough to work with Holmfridur Hardadóttir ("Hörð’s Daughter") the pronunciation price of admission is well worth it. Holmfridur brings management experience focusing on brand design and management systems, and she is S+G’s answer to ensuring seamless integration of strategic and creative talent to solve client branding issues. Her talents enable her to bridge strategic insights and creative ideas—with a close eye to the management of project plans, work streams, and resources.
Siegel+Gale lured Holmfridur away from FutureBrand where she managed large-scale brand identity and implementation projects. She also acted as a client-relations lead to ensure deliverable quality, profitability, not to mention client and team satisfaction. Client engagements included re-branding, launch communications, and brand management for the Intel masterbrand and products; ongoing brand implementation and communications for UPS, and brand optimization and implementation for the Marriott Full and Select service brands.
Holmfridur earned her master’s in sculpture and has lived, among other garden spots in the USA, in Iowa. When asked about her recent relocation to Los Angeles, she quipped, "I just wish there was a chance for more driving."
We think she was joking.
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Evan Molho
Account Director, New York
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Evan is a seeker of patterns in all milieus, from design, music, food, and architecture to strategy and brand development. In his role as Account Director, Evan manages day-to-day relationships and delivers the firm’s services to achieve our clients’ business strategies and objectives. Siegel+Gale clients and teams benefit from Evan’s 15+ years of experience managing design, strategy, and implementation, including brand and retail roll-out.
Evan joined Siegel+Gale in 2007 as a Senior Project Manager and was promoted to Account Director in 2008. Prior to joining Siegel+Gale, Evan was the Director of Strategy and Development at Purepartner by Design, Senior Associate in the New Business group at Lippincott, and served a long tenure in the retail and branding group at Gensler.
His ability to create form from chaos across media has endeared him to a broad range of clients that includes American Express, Comcast, Donna Karan, Hilton Grand Vacations, JPMorgan Chase, Microsoft, Nissan North America, Penske, and Staples.
An English major at the University of Rochester with a music minor from the school’s Eastman School of Music, Evan earned his master of architecture degree at the Southern California Institute of Architecture (SCI-Arc), where he studied with such notable thinkers and educators as Tom Buresh, Neil Denari, and Lebbeus Woods.
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Jeff Westhoven
Account Director, New York
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From positioning strategy, to identity design and brand architecture, Jeff’s 25 years in branding and communications prepared him quite well for speaking the simple is smart language of an account director at Siegel+Gale.
Jeff has vast experience in corporate marketing, account management, and agency operations—the culmination of which has molded Jeff into the accomplished account director he is today. Jeff’s understanding of his clients’ strategic needs allows him to lead and manage account teams from the very beginning of an engagement through to project completion.
Jeff gets the job done—on time, on budget, and on strategy.
Prior to joining Siegel+Gale, Jeff lead account teams for agencies, including Sequel Studio, Red Sky Interactive, Addison, and The Atlantic Group. Before joining the agency side of the business, Jeff worked in sales and marketing management at papermaker Champion International. His extensive track record includes oversight of B2B and B2C marketing and branding programs, corporate positioning initiatives, and stakeholder communication engagements for a variety of Fortune 1000 clients, including Computer Associates (CA), Arthur Andersen, Carolina Power & Light, Cincinnati Bell, ConAgra, John Nuveen, Lear Corporation, Perrier Group of America, and TransUnion, to name a few.
At Siegel+Gale, Jeff continues to exceed his clients’ expectations with proactive communications, dedicated follow-through, a commitment to sky-high standards, and the supreme expectation that every project is a journey.
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Jo Green
Account Director, London
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She affects not to understand the "Mean Joe" reference (Mean Joe Greene, an American Football Hall-of-Famer) every time it’s tried on her, and this writer did, repeatedly.
That’s not to say she doesn’t appreciate the United States, where, over six years, she learned to prefer after-work Highballs to her native English custom of High Tea. For Jo, it’s good to be back in the UK, where London’s "truly disappointing weather" is somewhat offset by the City’s "better buses" and, where, best of all, she has the chance to play a part at Siegel+Gale’s flourishing UK office.
S+G wasted no time testing her, dispatching Jo to Doha and the QTel client her very first week aboard, where she lived up to her advance billing as an accomplished project manager. She comes to the role by way of a graphic design degree from Southampton and ten years at Interbrand UK and US, where her many clients included AT&T, Craftsman, and Covidian (a Tyco subsidiary). As project manager for XEROX, Jo supervised the rollout of their new brand look.
Jo, born in Oxfordshire, is a country girl. She loves the outdoors, and, in her spare time, treks the South of France, Italy, or New Zealand, often with skis or snowboard somewhere close at hand. She’s also been known to hang-glide, which, given her importance to the smooth functioning of the fast-growing London office, we hope she’ll curtail for the time being.
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Maya Bacon
Senior Project Manager, New York
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Before you know it, effusive, ebullient, energetic Maya, of the good-natured, often humorous touch, has moved your project to successful completion‚ usually right on or under-budget. Maya’s unique knack for defusing tension, making progress, and jealously guarding the treasure chest comes from her experience and training in film production, a passion she fueled, when, like her illustrious namesake and distant relative, Sir Francis Bacon, she spent important formative years studying in France and England. From the University de Marseilles III in Aix-en-Provence, she moved on to London’s University of Richmond (where she produced documentaries for the BBC), then, as she puts it, she, "Begged her way" into the ultra-elite University of Wisconsin Film School.
Whence this affability, this ability to make a roomful of egos play nice, and, most definitely, this underlying toughness? We look to her unique combination of city and country attributes: in her easy going way she brooks no b… nonsense. And, of course, there was her upbringing on a Minnesota commune, where people learn very early to get along, or to get going. Plus, growing up with approximately 60,000,000,000,000,000 mosquitoes, you develop a thick‚ yet to all appearances, damaskaskin.
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Catherine Davie
Senior Project Manager, Los Angeles
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Catherine Davie is a senior project manager at Siegel+Gale. She began at the company as a strategist, where she worked extensively with Yahoo!, focusing on strategic positioning, brand architecture, design strategy, and naming. Before joining Siegel+Gale in 2008, she led strategy projects at Octagon Worldwide, one of the world’s largest sports and entertainment marketing agencies. She has managed projects with several Fortune 500 clients including MasterCard, The Home Depot, AutoTrader, and vitaminwater. She developed entertainment-specific marketing strategies, consulted on strategic property/sponsor alignment, and negotiated and executed activation programs associated with those properties.
Catherine attended the University of Michigan on an athletic scholarship for softball and received a B.A. in English. While a student-athlete, she earned an All-American Award and set several Michigan and Big Ten softball records. After graduating from Michigan, Catherine went on to play professionally for one season before deciding to do what the NCAA commercials say and “go pro in something other than sports.”
When she is not working, Catherine enjoys playing/watching sports, writing comedy, playing her guitar, cooking, and spending time with friends and family. She hopes to one day write a comedy screenplay and see it turned into a film.
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Greta Perezcasas
Account Manager, New York
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Greta joined Siegel+Gale as a project manager in the New York office and has since worked her way to her current position of account manager for American Express. In her role, she serves as an extension of the American Express Global Brand Management Team (GABM), partnering with individual business units to manage creative and strategic assignments for new card products and service offerings. She has also participated in the development of interactive projects centered on user experience, and executed the implementation of various visual identity initiatives.
Prior to joining Siegel+Gale, Greta was a project manager at architecture firm GF55 Partners, LLC. Going from an architecture firm to a brand and design consultancy may seem like quite the shift, but after visiting with her parents—who now live in Tokyo—she realized that she had a growing interest in design beyond glass walls and concrete floors. While a part of GF55, Greta exercised interdisciplinary project management skills coordinating and contributing to the deliverables of interior design projects, real estate development proposal submissions, and the firm’s marketing efforts.
Ms. Perezcasas holds a bachelor of arts in architecture with minors in art history, French, and Italian studies with distinction. On Saturday afternoons she volunteers as a Membership Associate at the Metropolitan Museum of Art assisting patrons with general information. Here she is able to exercise her native Spanish and occasionally, (her now rusty) French.
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