STL Design Week: Full Schedule

10:00am CDT

Designing Women: The Positives and Negatives of Owning an Agency in St. Louis

Monday October 7, 2024 10:00am - 11:30am CDT

Despite women making up nearly 51% of the St. Louis population, the design industry has historically been dominated by men. This trend extends to the ownership of creative agencies, which have remained largely been run by men.
Why is this the case? What challenges do women face in the design industry? Are these obstacles similar to those of the past, or is there hope for a brighter future? And why are women creatives less likely to own agencies in St. Louis, the region, and the nation? To shed light on these questions, we've gathered four successful women who are leading thriving design agencies.

Join Cheree Berry, Deanna Kuhlmann-Leavitt, Gretchen Werremeyer and Katie Schenck, successful leaders in the creative industry as they share their experiences, insights, and strategies for overcoming the challenges they've faced. Don't miss this opportunity to learn from these talented professionals and ask questions
about their journeys.

GRETCHEN WERREMEYER, President/CEO. (Werremeyer)
Just over a decade after graduating from ArtCenter College of Design (Pasadena), Gretchen became the agency’s sole owner. Her experiences as a designer and creative director on clients like St. Louis Children’s Hospital and Logan College of Chiropractic did more than help her clients grow; they shaped her vision for the agency she would create. As she and her team became trusted by more and larger clients like Esse Health, BJC Healthcare and WashU Medicine, in 2018 Gretchen officially shifted the agency’s primary focus to serving health and wellness clients.
www.werremeyer.com

DEANNA KUHLMANN-LEAVITT, President (Kuhlmann-Leavitt)
Deanna Kuhlmann-Leavitt worked fifteen years in Santa Monica and St. Louis before establishing
Kuhlmann Leavitt, Inc., a multi-disciplinary firm known for its work in brand, the built environment, print,
and digital. During her 35-year career Deanna has received awards from Communication Arts, AIGA, AIA,
SEGD, and the NY Art Directors Club to name a few. She has been featured in CA, the Masters of Design
series, International Trade Fair Design and other leading publications globally. She has lectured on design
and served as a design juror across the US and Canada. Deanna, a co-founder of STL Design Week, has
served on the AIGA national and local boards and is currently serving on the boards of both Laumeier
Sculpture Park and Saint Louis Chamber Chorus.
www.kuhlmannleavitt.com

CHEREE BERRY, CEO, Cheree Berry Paper & Design
Cheree Berry is an authority on visual storytelling with over two decades of experience in the design industry. She is the CEO and Creative Director of Cheree Berry Paper & Design, an award-winning, female- driven design firm internationally renowned for its sophisticated identity solutions across all communication mediums. Sought after by individuals, boutique brands, Fortune 500 corporations and nonprofit organizations alike, Berry has earned a reputation for delivering unique concepts, unexpected details, unparalleled quality and clever copywriting. Prior to founding her company in 2006, Berry worked at Pentagram and served as an art director at Kate Spade, where she developed the brand’s first wedding stationery line. Her firm’s work has graced the halls of the White House, stocked the shelves at Target, filled mailboxes and inboxes around the world, appeared in numerous national publications and made countless memories along the way. An ardent supporter of her community, Berry sits on the board of the Saint Louis Fashion Fund and remains highly involved in her alma mater, Washington University in St. Louis.
www.chereeberrypaperdesign.com

KATIE SCHENCK, CEO, Ballyhoo Workshop
Katie Schenck is the owner and CEO of Ballyhoo Workshop, a brand strategy and creative services agency. With nearly 30 years’ experience in strategic communication and creative direction, she was named a top St. Louis Women Business Owner in 2023. Her client roster spans the globe, and her team of creative strategists are among the best in the business. She’s passionate about providing women balance and flexibility while helping them grow, which is why she founded the agency 12 years ago. She wants to provide an environment and culture where women bring their talents while also taking time for the other joys in their lives. The flexible and family-friendly culture at Ballyhoo is paramount. The model includes a combination of full-time and part-time staff which allows the team to serve clients in a nimble way while also allowing moms and caregivers the flexibility they need to also manage their lives and the people they love.

She’s also passionate about her community and finding ways for she and her teammates to share time and talent with those around them. Katie serves on the executive board of Ready Readers and is a volunteer for several other local organization. It's also important to Katie that Ballyhoo is an integral part of the community as well as able to share their talents with non-profits across the globe. Over the past few years, the team has been able to create brands and visual communication support for local organizations including Friends of Kids with Cancer, Refuge and Restoration, Forest Park Forever, Pedal the Cause and St. Louis Area Foodbank and globally for LifeNet, STiR and Lawala.
By pairing her leadership experience and passion for helping others with the talent and skills of the
Ballyhoo team, she continues to pour into the community and grow the workshop.
www.ballyhooworkshop.com

Monday October 7, 2024 10:00am - 11:30am CDT
Adrienne Outlaw Studio (AOS) 3115 Locust St, St. Louis, MO 63103

BUSINESS OF DESIGN

3:00pm CDT

Aging Gracefully as a Creative Topic: Navigating the Creative Journey Beyond 45+

Monday October 7, 2024 3:00pm - 4:30pm CDT

3019 Locust St

As creatives, our careers are often marked by youthful energy and groundbreaking innovations. But what happens when the youthful glow starts to fade? How do we maintain our creative spark and continue to thrive as we age?

This panel discussion brings together seasoned creatives from various fields to share their insights on navigating the creative journey beyond 45.

Panelists will discuss:
• Overcoming ageism: How to challenge societal expectations and stereotypes that limit older creatives.
• Adapting to change: Embracing new technologies, trends, and artistic styles without losing one's unique voice.
• Finding inspiration in life experiences: Drawing on personal stories, wisdom, and maturity to fuel creative expression.
• Building a sustainable career: Creating a long-term plan that incorporates financial stability and work-life balance.
• Mentoring younger generations: Passing on knowledge and fostering the next generation of creatives.

Audience: This discussion is open to creatives of all ages, including aspiring artists, established professionals, and those looking to reinvigorate their careers.

Key Takeaways:
• Attendees will gain valuable insights into the challenges and opportunities faced by older creatives.
• They will learn practical strategies for maintaining creativity, adapting to change, and building a sustainable career.
• The discussion will inspire and motivate participants to continue pursuing their artistic passions throughout their lives.

Traci Moore, Director of Creative Services at University of Missouri–St. Louis
Traci Moore, a lifelong St. Louisan, has established herself as a prominent figure in the graphic design community. After graduating from the University of Kansas in 1993, she launched her award-winning design agency in 1997, becoming one of the few Black-owned agencies in Missouri. Moore has shared her expertise as a design instructor at local universities and has been a dedicated advocate for the profession, serving as president of the St. Louis chapter of AIGA. She currently leads the Creative Services team at the University of Missouri–St. Louis, where she oversees the institution's branding and marketing efforts.

Laura Burns, DesignLab
Laura Burns is a seasoned communications design professional with a proven track record in brand development and strategic communication. As founder and creative director of designlab,inc, she has been working with clients to craft compelling and engaging brand identities since 1992. Laura's expertise spans a wide range of industries, from Fortune 500 companies to small non-profits. In addition to designlab,inc, Laura is the co-founder and creative director of Girls Will Be, a clothing company created to provide empowering options for girls, along with two restaurants in her hometown of Webster Groves – The Parkmoor Drive-In and Madrina. Laura's commitment to design excellence and community involvement is evident in her work and her contributions to local initiatives.

Scott Matthews, Tremendousness
Scott Matthews has carved a unique path in the design industry, transitioning from a production artist to a renowned freelance illustrator and ultimately a co-founder of two influential design firms. His career,marked by versatility and innovation, has been characterized by a consistent ability to blend artistry with strategic thinking. After establishing himself as a freelance illustrator with a national following, Matthews joined XPLANE in 2004, where he played a pivotal role in shaping the company's approach to information graphics. His creative leadership contributed to the development of impactful maps, presentations, and videos for a diverse client base, including global brands like Autodesk, Harvard, and UNICEF. In 2012, Matthews co-founded The Tremendousness Collective, a firm that continues to push the boundaries of design and illustration. His work at Tremendousness encompasses a wide range of projects, from information design and video production to live sketching for both in-person workshops and online meetings. With clients such as Adobe, Bain & Company, UPS, and Washington University, Matthews has consistently delivered visually compelling and effective solutions.

www.wscottmatthews.com
@wscottmatthews

Buck Smith
Creative director, illustrator, and AIGA industry legend Buck Smith will be on hand to discuss his recent
pivot to an independent designer after 29 years at FleishmanHillard. With over 100 design awards for
identity design, Buck has been recognized by international organizations such as Typewise, Graphis, and
Communication Arts. You can see his work on more than 24 sports organization logos, 39 nonprofits, and
more than 50 campaigns for CPG brands.

Monday October 7, 2024 3:00pm - 4:30pm CDT
3019 Locust St 3019 Locust St.

BUSINESS OF DESIGN

10:00am CDT

Breaking Barriers: Women Redefining Creative Leadership in St. Louis

Tuesday October 8, 2024 10:00am - 11:30am CDT

WORK & LEISURE

This panel discussion will explore the unique challenges and opportunities that women in creative leadership face today. The conversation will delve into how women in St. Louis are breaking through traditional barriers, redefining what it means to be a leader in creative fields such as design, culinary arts, fashion, architecture, and the arts/not-for-profits.

Key Discussion Points:

Pathways to Leadership:
- Personal journeys and experiences that shaped the panelists' careers.
- The role of mentorship and sponsorship in advancing women in creative leadership roles.
Innovation & Impact:
- How women leaders are driving innovation and fostering creativity within their teams and communities.
- Case studies or examples of impactful projects led by women in St. Louis.
Navigating Challenges:
- Addressing common obstacles such as gender bias, work-life balance, and the underrepresentation of women in leadership positions.
- Strategies for overcoming these challenges and supporting other women in the industry.
Building Inclusive Spaces:
- The importance of creating inclusive work environments that empower diverse voices and perspectives.
- How women leaders are championing diversity and inclusion in the creative industries.
The Future of Creative Leadership:
- Predictions and aspirations for the next generation of women in creative leadership.
- How the current wave of female leaders is setting the stage for future advancements in the industry.

Katie Lee, Founder/Owner, Katie's Pizza, Pasta and Osteria
This family-owned and operated restaurant is an award-winning artisan Italian restaurant and bar. Katie’s focuses on a modern, approachable interpretation of regional Italian cuisine, featuring fresh, local, and seasonal ingredients. Katie’s inspiration comes from the time she spent living in Florence, Italy with her artist mother, Belinda Lee. Katie has received numerous awards for her cooking and entrepreneurship, including “Best Pizza” and “Best Pasta” from Feast Magazine, “Best Pizza” from Ladue News, and many A-List Awards from St. Louis Magazine. She has also been named Sauce Magazine’s “Chef of the Year” twice in a row. In 2016, Katie was honored on the St. Louis Business Journal’s “40 Under 40” list.

Judy Glik, ARCTURIS | Director of Brand and Client Experience
As a brand strategist, Judy is passionate about creating narratives that guide the user experience and connect people. Originally an apparel and footwear buyer for Gliks, her family’s 127-year-old family business, Judy transformed her talent for identifying trends and interpreting cues into a career in brand strategy. Now, as the Director of Brand and Client Experience for Arcturis, she’s responsible for helping clients bring their brand stories to life within the built environment as well as leading business development for the firm.

Vanessa Cooksey, President & CEO, Regional Arts Commission of St. Louis
Vanessa Cooksey leads the Regional Arts Commission of St. Louis (RACSTL), the largest public arts funder in the region, which has awarded over $100 million since 1985. With 30+ years of leadership experience in marketing, communications, and philanthropy, she has held key roles at organizations such as Anheuser-Busch, Wells Fargo, and Spire Energy. Vanessa is known for building partnerships, fostering collaboration, and leading impactful initiatives that have reached over 20 million people. She has served on 150+ nonprofit boards and received numerous awards, including the 2016 Eisenhower Fellowship and the 2023 LEAD STL Freedom Fighter Lifetime Achievement Award. Vanessa holds degrees from the University of Texas at Austin and Webster University. She is an active member of Delta Sigma Theta Sorority and Jack & Jill of America, and enjoys cycling, cooking, and spending quality time with family and friends.

Susan Sherman, Chair, Saint Louis Fashion Fund
Susan Sherman chairs the Saint Louis Fashion Fund (SLFF), a nonprofit dedicated to enriching St. Louis through fashion. SLFF supports emerging brands, mentors young talent, and collaborates with civic leaders to position St. Louis\ as a fashion hub. Sherman also co-founded MERCH, an experiential retail concept featuring global fashion and beauty brands. With over 35 years of experience in public relations and development, she has worked with Tiffany & Co., the New York Philharmonic, and Montblanc. She’s been instrumental in bringing major cultural events, like American Ballet Theater’s “ABT Across America” tour, to St. Louis. Sherman serves on several boards, including the Contemporary Art Museum and Opera Theatre of Saint Louis. She has received numerous accolades, including the Woman of Achievement Award and Grand Center's Visionary Award. She lives in St. Louis with her husband, David, and has two children, Sylvie and Keil.

Audience Engagement:

Q&A session allowing the audience to engage directly with the panelists.
Networking opportunities post-discussion to foster connections and mentorship among attendees.

Objective: To inspire and empower women in creative industries by sharing success stories, practical advice, and fostering a sense of community among female leaders in St. Louis.

Tuesday October 8, 2024 10:00am - 11:30am CDT
WORK & LEISURE 3015 Locust St, St. Louis, MO 63103

BUSINESS OF DESIGN

1:00pm CDT

Designing for Everyone: A Colorful Conversation on Diversity in Design

Tuesday October 8, 2024 1:00pm - 2:30pm CDT

3019 Locust St

This panel discussion will explore the importance of diversity in design and the tangible benefits it brings to businesses, communities, and individuals.

In today's increasingly interconnected and globalized society, design plays a crucial role in shaping our experiences. To create products, services, and environments that truly resonate with a wide range of users, it is imperative that the design community reflects the diversity of the world we live in.

Panelists will discuss:
• The business case for diversity: How diversity in design teams can lead to more innovative and inclusive solutions.
• Addressing biases and stereotypes: Strategies for identifying and mitigating unconscious biases in the design process.
• Inclusive design practices: Examples of successful design projects that prioritize accessibility and inclusivity.
• Challenges and opportunities: Overcoming barriers and fostering a more diverse and equitable design ecosystem.
• Join us as we delve into the critical need for diversity in design and explore how we can create a more inclusive and equitable future.

Welcome:
Carlos Zamora (he/him)
Chief Creative Officer and Founder of CARTEL
A Cuban-American designer and illustrator, CARLOS ZAMORA is the Chief Creative Officer and Founder of CARTEL. Zamora’s award-winning illustrations have been published in The New York Times, Time Magazine, Scholastics, New York Observer, The Boston Globe, Advertising Age, American Lawyer, and The Wall Street Journal. Zamora earned his Bachelor of Arts from Havana Design Institute (ISDI), Cuba’s premier design school, in 2000. A father, an author and educator, Zamora is also a former President of AIGA St. Louis. He currently serves as a board member for Lambert International Airport Art Advisory Committee and the Tennessee Williams Festival. He cherishes a fondness for poster design, Russian cartoons, propaganda art and cigars. He has received the CommArts Award of Excellence 2017, 2018 and 2019 in the categories of Illustration and Typography. His work has been featured in the Society of Illustrators, 3X3 Magazine and Creative Quarterly. His poster for Cinco de Mayo in Cherokee Street made it to Los Diez, the top ten latino illustrations of the Year by American Illustration. He is currently looking for publishers for his most recent picture book The Forest Within.

Simón Lam
Executive Design Director, Avalere Health
Originally from Venezuela, Simón earned his degree in architecture at Universidad del Zulia. He moved to
St. Louis soon after to attend Maryville University and obtain his BFA in graphic design before joining some
of the city's top agencies. In 2010, Simón joined Avalere Health (formerly 2e Creative) as an art director
and since then he has set the standards for what design means in the organization. He leads a team of
designer to transfer the pure principles of design into innovative and sophisticated creative that helps
healthcare clients convey and complete their missions to enhance quality of life.
Simón has been featured in HOW Magazine, PRINT Magazine, The FPO Awards book, and AIGA Saint
Louis Design Shows. He creates insta art, despises the summer, bakes occasionally, loves spam, and
enjoys sad movies that make him cry.

Traci Moore
Director of Creative Services at University of Missouri–St. Louis
Traci Moore, a lifelong St. Louisan, has established herself as a prominent figure in the graphic design
community. After graduating from the University of Kansas in 1993, she launched her award-winning
design agency in 1997, becoming one of the few Black-owned agencies in Missouri. Moore has shared her
expertise as a design instructor at local universities and has been a dedicated advocate for the profession,
serving as president of the St. Louis chapter of AIGA. She is co-founder of St. Louis Design Week and she
currently leads the Creative Services team at the University of Missouri–St. Louis, where she oversees the
institution's branding and marketing efforts.

Anna Karpinski
Art Director at Osborn Barr Paramore
Anna Karpinski is a local art director, designer and illustrator. She just retired as president of AIGA St.
Louis, and currently helps to run St. Louis Design Week. By day she's an art director at Osborn Barr
Paramore working primarily on the tourism team, and by night she does freelance design work, stays
involved in the creative community, takes photos of plants, and annoys her cats.

Tuesday October 8, 2024 1:00pm - 2:30pm CDT
3019 Locust St 3019 Locust St.

BUSINESS OF DESIGN

1:00pm CDT

Healthcare: Where there's no shortage of need for design!

Tuesday October 8, 2024 1:00pm - 2:30pm CDT

TOKY

Healthcare experiences need to improve a lot! Meet a team of creatives using design and research, mixed
with passion and perseverance to help transform how you experience healthcare.

Through a panel discussion you’ll learn about our journey to create digital products that elevate awareness, ensure access, accelerate healing and sustain health. This team is part of Ascension, one of the nation’s largest non-profit and Catholic health systems, with a Mission of delivering compassionate, high-quality care to all with special attention to persons living in poverty and those most vulnerable.

Join us in welcoming:

Aaron Ferber, Vice President of Experience Research and Design
Enrique Von Rohr, Senior Director of Communications Design

Tuesday October 8, 2024 1:00pm - 2:30pm CDT
TOKY 3141 Locust Street Suite 100 St. Louis, MO 63103 USA

BUSINESS OF DESIGN

10:00am CDT

Fancy Free: The Truth About Freelancing

Friday October 11, 2024 10:00am - 11:30am CDT

CURIOSITY BLDG

Join us for an insightful panel discussion exploring the pros and cons of freelancing in the creative industry. Our experienced panelists will share their personal experiences, offering valuable advice on everything from building a client base to managing finances and maintaining a healthy work-life balance. Discover if freelancing is the right career path for you!

Topics to be discussed include:
• The benefits and challenges of freelancing
• Building a strong professional network
• Financial planning for freelancers
• Work-life balance strategies
• Leveraging technology to enhance your freelance career

Kaley Humphrey, principal/freelancer
https://kaleyh.com/work
Kaley Humphrey is a graphic designer with a Bachelor's degree in Graphic Design and years of experience. She focuses on user-centric design, creating stunning designs that function seamlessly for the intended audience. I've worked on diverse projects from branding identities, and websites, to designing layouts for print publications. I am passionate about giving back to the design community through mentoring aspiring designers and collaborating with fellow creatives.

Ludrick Fortune
https://www.jaepsd.com/
Ludrick is a Haitian American creative specializing in 3D Design & Animation, passionate about incorporating vibrant and playful elements into his work. As a freelance animator based in St. Louis, MO, he has been fortunate to learn from and collaborate with creatives from all over and contribute his skills to various projects. Drawing inspiration from his roots and the vibrant city around him, Ludrick constantly seeks to elevate his craft while uplifting others through storytelling, design & animation.

Miranda Murray
Hello! My name is Miranda and I started my Graphic and Web Design Business in January of 2024. After getting my Bachelors in Fine Arts Degree at University of Missouri St. Louis (UMSL), I worked full time for an agency and freelanced on the side. Shortly after, I turned my full-time employer into one of my clients so that I could freelance full-time. I now focus on graphic and web design for local STL businesses and started a project called "Sites For Causes" that helps non-profit organizations find free and low cost design and website options. I continue to learn and face new challenges, and while some days are easier than others, I wouldn't trade this lifestyle I created for anything.

Moderator: Traci Moore, Director of Creative Services, University of Missouri–St. Louis
Traci Moore, a lifelong St. Louisan, has established herself as a prominent figure in the graphic design community. After graduating from the University of Kansas in 1993, she launched her award-winning design agency in 1997, becoming one of the few Black-owned agencies in Missouri. Moore has shared her expertise as a design instructor at local universities and has been a dedicated advocate for the profession, serving as president of the St. Louis chapter of AIGA. She currently leads the Creative Services team at the University of Missouri–St. Louis, where she oversees the institution's branding and marketing efforts.

Friday October 11, 2024 10:00am - 11:30am CDT
CURIOSITY BLDG 3033 LOCUST ST

BUSINESS OF DESIGN

1:00pm CDT

Evolution of an In-House Agency: It's Bright (Yellow) In Here

Friday October 11, 2024 1:00pm - 2:30pm CDT

3019 Locust St

The Edward Jones Agency has evolved over the past few years, from production services to creative services to (nearly) full-service. Maeve, an agency ex-pat, reflects on lessons learned as well as guiding principles that have helped her and her fellow agency leaders crack open the door of opportunity, garner more influence, make portfolio-worthy work, and stay grounded along the way.

Friday October 11, 2024 1:00pm - 2:30pm CDT
3019 Locust St 3019 Locust St.

BUSINESS OF DESIGN

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