Brilliant brand mind Theresa Fitzgerald gives a lecture at the Vignelli Center for Design Studies on the importance of designing for impact with character.

Today, we’re happy to share the latest talk in the Vignelli Center for Design Studies Design Conversation Lecture Series at the Rochester Institute of Technology. Theresa Fitzgerald is more than a graphic designer; she’s a creative leader passionate about the power of design to solve problems, connect people, and change culture. Known for her brilliance in branding, the designer has spent over 25 years growing and expanding companies, both established and new, through impactful strategies. Working for educational brands and entertainment media, Fitzgerald has harnessed the power of design to tell stories and bring characters to life for 360-degree marketing campaigns, consumer products, digital apps, and experiential design. In her talk, Fitzgerald shared her early inspirations, education at RIT, and career designing for beloved and trusted kids’ brands, including Scholastic, Peanuts, Nickelodeon, and Sesame Street. She also shared design case studies that demonstrated striking a balance between play and purpose. Working with Elmo and Big Bird, Fitzgerald refreshed the visual approach for the iconic Sesame Street brand for new generations of preschoolers and more. Meanwhile, at Nickelodeon, she explored capturing the essence of green Slime in brand standards and graphic systems for print, pro...