Hello & Welcome!
Over two decades of shaping brands across global agencies and boutique studios has taught us one essential truth: exceptional design lives at the intersection of beauty and purpose. Each project is an opportunity to prove this, whether we're reimagining established brands or crafting identities for bold newcomers.
Our approach goes beyond surface aesthetics — we see design as a powerful catalyst for change, solving real human challenges while inspiring new possibilities. By weaving together intuitive creativity with strategic clarity, we help brands not just stand out, but stand for something. It's this fusion of purpose and possibility, coupled with unwavering curiosity and bold creative decisions, that drives meaningful impact across every project.
I'm Anna, founder and creative director of Mindset* - where strategic design meets transformative brand experiences.
I’m Cara, a brand-first strategist and account lead who distills a brand’s essence into experiences people genuinely connect with, remember, and trust.
What People Are Saying
“Anna is one of the most inspirational and driven people I've had the pleasure of knowing and working with. Having worked with her right out of school, Anna was a great mentor—incredibly supportive and pushed those around her to produce the best work possible. She is collaborative, always asking for and listening to others opinions; she has an intuitive sense of design, constantly directing and creating exceptional work.”
— Ilana Addis, Associate Creative Director
“Anna is a fantastic balance of being a great designer but also a great leader. She encourages and mentors her team to do the best of their ability, challenges peers and clients alike to discover the best strategic solution and always helps to deliver valuable and meaningful projects for her clients. She sees things quickly, both creatively and commercially and is full of solutions. I have never before met such an inspirational Creative Director with as much passion.”
— Shiran Shaya, Account Director
“Anna is confident, courageous and willing to push designs and brands to places that no one thought they could go and make them work. She can make any product beautiful whether it be mass market or more niche. Her work is not only aesthetically beautiful but also strategically thoughtful at the same time. Anna strives for greatness and will accept nothing less than the best. She is a great leader who is not afraid to take on the toughest challenges. She is truly an inspiration not only as a professional but also as a friend. She is one of the most honest and loyal people I know.”
— Mary Kay Dwyer, Partner CCO
“Cara is a strong branding partner who understands how to translate consumer insights into a compelling visual identity system. As the Group Business Director, Cara seamlessly managed the process across five global regions while keeping us on cost and on schedule. In addition, she had deep knowledge of research methodologies consistently providing effective recommendations. Cara was a delight to work with....a thumbs up professional. ”
— Frances Dillard, Vice President | Marketing at Driscoll’s
“As a creative, you couldn’t ask for a better strategic partner. Cara’s biggest strength is her ability to balance brand marketing and strategy with design thinking. Equal parts brand and design champion she was always a welcomed guest in any creative review for her enthusiasm and positive attitude. The design team could always depend on her strategic recommendations based on category or consumer insights and brand principles. If you have the opportunity to work with Cara – do it. She’s a fantastic strategic partner for any creative team.”
— Craig Hench, Director | Design Operations at American Express
“As a Strategic Brand Consultant, Cara has never ceased to exceed my expectations. She dives in to every new challenge head first, immersing herself by asking all the right questions about the business objectives, brand positioning and consumer target. She adds tremendous value to the work with both strong insights and instincts based on years of experience helping to guide and grow brands.”
— Cristina Ferrari, Sr. Strategy Director at Spicefire
Anna’s work has been recognized by design's most respected institutions, including TDC, AIGA, and The DIELINE. Features in PRINT Magazine and Creative Review have highlighted her contributions to the industry, while serving as a D&AD Professional Awards judge reflects on her commitment to advancing design excellence.
“Anna is an extremely talented creative whose ideas and designs are not only consistently on-strategy, but also have that extra magic touch that separates great work from good work. With a straightforward attitude and visionary mind, Anna challenges herself and those she works with to push the envelope and create designs that catch the eye and pull you in. When I worked with Anna, I was both inspired by her creativity and reassured by her talent - she's someone you can count on to exceed expectations.”
— Lauren Liao, Experience Strategy at Twitter