Brand, Design, Experience,

Brand, Design, Experience,

Chris Griggs

Creative Director

Design leader specializing in creating bespoke design solutions that drive differentiation for innovative brands. Success leading multi-faceted teams to enhance brand experience, customer-focused experience, and brand identities with strategic thinking and future-forward ideation.

I have led teams and designers in New York, Los Angeles, Austin, Mumbai, and Beijing.

Currently serving as Associate Director of Brand Design at Consumer Reports.

Previously held the role of Design Director at Landor, where they led global projects for Dell Technologies and Alienware retail and brand design. Before that, I served as Design Director at Design Bridge and Partners, where I led teams through the complete design of 24 brand guidelines for Newell Brands. Lastly, I served as Associate Creative Director with NBBJ | ESI Design, Lippincott, and Brand Design Manager at JetBlue.

Experience

  • April 2020 - Present

    • I oversee all brand design projects including managing staff, freelancers, and budget while serving as a key driver of CR’s design strategy and stewardship of the brand.

    • I also ensure the implementation of brand vision across multiple resources.

    • Projects include App brand guidelines, social media, email newsletter design, 360 marketing campaigns, annual meeting event, product announcements, petitions, brand licensing badge systems, magazine ads, whitepapers, CR Data Intelligence (B2B site), and website CTAs.

  • June 2018 - September 2019

    • Created campaigns and events for Dell Global. Projects included retail applications for Dell Gaming, Alienware, Small Business categories, defining visual identity systems, and integration with VMLY&R social/media campaigns. Work also encompassed the

    • Dell Experience at CES 2019 in Las Vegas as well as shop-in-shops with 3rd party retailers, gaming lounges, interactive content, and experience principles.

    • Successfully created and won an experience pitch for CVS Health.

    • Collaborated with strategy teams across three studios to create customer journeys and branding for Century 21 Stores, CVS Health, Hilton Honors, Hyundai, LEGO, Michael Kors, MSG, and Reeds.

  • May 2017 - May 2018

    • Led a team of ten designers in designing brand guidelines for twenty Newell Brands companies including Baby Jogger, Berkley, Calphalon, Coleman, Contigo, Crock-Pot, DYMO, Elmer’s, EXPO, FoodSaver, Graco, Mr. Coffee, Oster, Paper Mate, Prismacolor, Rubbermaid, Sharpie, Sunbeam, and Yankee Candle.

    • Developed new visual asset styles, strategic principles, and rules of usage.

    • Crafted tone of voice tools/examples alongside writing team using nomenclature system, and brand pyramids using data from audits and interviews with brand VPs.

  • November 2014 - January 2017

    • Designed experiential environments for Beacon Capital Partners in multiple metropolitan areas. These incorporated graphic programs, media architecture, and dynamic lighting to create unique moments which brought differentiation to each location.

    • Designed and implemented comprehensive best practices/process documents.

    • Led the redesign of company marketing proposals, and developed numerous pitches.

  • January 2016 - July 2016

    • Developed visual identity systems in the Health division across all categories.

    • Created advanced packaging design concepts for pharmaceutical applications.

  • April 2013 - July 2013

    • Conceived a new airport wayfinding system for United Airlines hubs in Chicago, Houston, and Newark, by creating customer experience maps, brand POV deck, and graphic signage system.

  • September 2011 - December 2012

    • Led all corporate brand projects, including aircraft livery, digital, experiential, print collateral, logos, and supervised design team and partner agencies.

    • Created JetBlue’s Mint experience, which debuted first-class seating, (seats, textiles, wall panels, lighting narrative) and innovative user interface (seat controls, digital displays). Share price doubled in one year after launch.

    • Designed JetBlue’s hub in San Juan, Puerto Rico, and established an exterior/interior presence that celebrated the colorful, culturally vibrant destination.

    • Collaborated with the interactive team to redesign JetBlue.com, and TrueBlue loyalty website.

  • October 2009 - September 2011

    • Partnered with LEGO and the Bronx Zoo to create a large-scale summer program, “LEGO Zoofari”, that led guests around the park in search of custom LEGO sculptures. Embossing stations near each sculpture allowed kids to emboss icons into a passport, while interpretive signage enhanced the journey.

    • Created a whimsical identity for the Tisch Children’s Zoo and a 4-D theater experience for the Central Park Zoo Theater.

    • Developed exterior branding for the Queens Zoo to guide visitors to the park.

    • Revamped the Bronx Zoo and Central Park Zoo ticketing and signage with WCS guest relations and marketing teams.

  • September 2005 - July 2009

  • October 2002 - September 2005

Your AI-Powered Adviser

AskCR

Client
Consumer Reports

Year
2025

Description
AskCR is an AI-powered adviser that answers your questions based on CR’s trusted research and product data – all in a matter of seconds!

For this new AI-driven tool, I established the logo, brand standards, and atmospheric UI to beautifully surface quick responses to user queries.
All responses stem from CR data and include proprietary information.

Just ask a question about anything Consumer Reports knows. AskCR does the work for you, searching thousands of CR ratings and articles, and will respond within seconds. Want to clarify your preferences or see more options? Just send a reply. You can chat back and forth anytime.

©Consumer Reports

Your Portal Awaits

Marquee

Client
Self

Year
2023

Description
Marquee is a remimagined travel brand comprised of a series of real-time adaptations that work in tandem – from aircraft skins to app UI, color shifts based on locale and time of day.. 

Users are also provided opportunities to experience “living dreams” before, during, and after travel experiences using a vast network of AI-driven suggestions based on their own personal tastes, preferences. An afternoon at the beach begins the minute you step on board.

© Chris Griggs

One App to Take Back
Control of Your Data

Permission Slip App

Client
Consumer Reports

Year
2024

Description
Permission Slip helps you take back control of the data companies have about you.

The app files requests on your behalf, ordering companies to stop selling your personal information.
Delete your data with a tap. When it’s time to delete your data from a company’s database, Permission Slip will handle the requests for you.

Permission Slip was created by Consumer Reports, an independent, nonprofit that works with consumers to create a fair and just marketplace. We advocate for laws and company practices that put consumers first.

Roommates. Reassurance. Relief.

A+ App

Client
Self

Year
2023

Description
The A+ App eliminates common pain points associated with finding a roommate in a new city. By using a verified A+ status, existing occupants offer their potential matches an additional layer of transparency. The goal is simple — create trust, build relationships. Matches are further based upon lifestyle compatibility and user-driven trending areas.

The A form logo symbolically represents a shelter, while the folded crossbar is a welcoming arm ushering the +, or new roommate, inward towards the established one.

Video / Photos: © Chris Griggs

Visionary Perspectives

Dell - CES Experience

Client
Dell Technologies via FITCH (Now Landor)

Year
2019

Description
At CES 2019 in Las Vegas, the Dell Experience went bigger than ever before with an interactive multi-use space all centered around the theme “Visionary Perspectives”.

The experience was an invitation to see Dell’s vision for the future of computing. Allowing them to shine as pioneers and engineers of technology that gets us to that future today.

Using lines to showcase multiple perspectives, parallels are drawn between products, stories, and most importantly, Dell’s breadth of capability. These lines work as narrative threads to pull visitors through the space, in and out of distinct zones.

Video: © Dell and FITCH Photos: © Dell and Chris Griggs

"Strong collaboration and big ideas led to one of the best CES activations in Dell's history."

Timothy Emr - Marketing Director, Dell Technologies

Awards

  • May 2024
    Creative Direction

    Magazine Investigative Reporting
    “Nobody Should Lose a Child Over a Toy”

    In an extremely competitive field, Consumer Reports' entry, which succinctly and effectively illustrated the tragic, toxic and fatal dangers of water bead toys to children, demonstrated urgency for public safety and major influence after publication. Their in- depth investigation - including comprehensive product safety testing, compelling video and audio clips and credible photo illustrations - persuaded several retailers to stop selling water beads and federal lawmakers to introduce legislation to ban the products.

  • June 2023
    Creative Direction

    Lead and Cadmium Could Be in Your Dark Chocolate

    This award recognized the team involved in Consumer Reports investigation into Lead and Cadmium in Dark Chocolate. This story was also nominated as a finalist by the Deadline Club Awards in the category Magazine Personal Service for exposing the dark side of dark chocolate while also offering better choices for consumers.

  • April 2023
    Graphic Design Category

    How to Turn Off Smart TV Snooping Features

    Issued by SPD (The Society of Publication Designers)
    (Creative Direction)

  • July 2022
    Creative Direction

    When Amazon Expands, These Communities Pay the Price

    Representing a months-long, cross-organizational effort at Consumer Reports between the Design, Content, Research, Testing & Insights (RTI), and Social Impact teams, this powerful piece documented the disproportionate placement of Amazon warehouses in communities of color. It highlighted the resulting increases in air pollution, noise, and traffic. The story quickly gained traction, amassing over two hundred thousand views on its first day and becoming the second most-viewed story on The Guardian’s site at launch. It was shared with government leaders and formed the basis of a CR petition that garnered nearly thirty thousand signatures. Additionally, the article attracted widespread media attention from The Verge, Gizmodo, The Republic, and several radio stations. This achievement underscores the remarkable outcomes our organization can realize when our talented colleagues collaborate effectively.

  • November 2019
    Creative Direction

    Bronze Award Winner for Brand Experience in Las Vegas, NV
    Issued by Transform Magazine - North America

  • August 2019
    Creative Direction

    Issued by WPP (FITCH now Landor)

    Award in recognition for Dell’s Interactive Cinema Content - In the category Retail, POS and Digital, Experimental.

A New Way
to Fly

A321 Design (Mint Experience)

Client
JetBlue

Year
2012

Description
As JetBlue entered its second decade of service, it was time to boost customer expectations. Not only would the award-winning service be improved, their new A321 aircraft would claim numerous firsts for the brand in terms of features and design.

While at JetBlue, I collaborated with teams from Paul Wylde, Airbus, Thompson Aero Seating, and others on a multi-year project to enhance the core JetBlue experience. For the first time, JetBlue was also seeking to offer a premium front cabin experience for transcon travelers dubbed “Mint.” The new A321 aircraft contained power and next-gen wi-fi, standard in all redesigned seats. New Mint seats featured retractable privacy shields for two, a sliding door for single seats, and full 180º lie-flat seats with massage options. 

© JetBlue, Video by ACA

Experience Incredible

Dell - Interactive Retail Experience

Client
Dell Technologies via FITCH (Now Landor)

Year
2019

Description
The on-screen Interactive Retail Experience, from Dell, tangibly demonstrates Dell Cinema technology with both passive and active engagement to attract shoppers towards devices by creating exciting experiences and increasing their dwell time. 

Three chapters allow customers to learn benefits while exploring Dell Cinema's enhanced color, sound, and streaming capabilities.

When the content is loaded, “Attract” is the default mode. Attract mode uses a wall-mounted or computer camera to track shoppers’ motion to create stunning/colorful washes across a screen. This movement visualization sparks intrigue in shoppers, causing them to approach and engage. When a screen is touched, “Inform” mode is activated.

The project was also recently honored with a “WPPed Cream Award,” which WPP awards for the best work produced by WPP companies worldwide.

Video: © Dell and FITCH Photos: © Dell and Chris Griggs

Truly Alien

Alienware Retail Visual ID

Client
Dell Technologies (Alienware) via FITCH (Now Landor)

Year
2019

Description
With the introduction of the “Legend ID” Alienware refreshed its entire ecosystem of gaming products. To match this updated aesthetic a new visual identity was needed for retail environments.

Given the brand's long and passionate history, the new Retail VID centered around four key design pillars: Bold, Focused, Future Minimal, and Premium. These pillars served as constant filters and also ensured that all graphic elements strategically paid homage to the design and science behind Alienware products.

The hexagon graphic element, in particular, is highlighted with purposeful lighting. It lives beneath and behind products as a symbol of performance.

© Dell ©Alienware

A Fresh Slice of NYC

575 Fifth Avenue

Client
Beacon Capital Partners via NBBJ | ESI Design

Year
2019

Description
Situated in the heart of midtown NYC, at 47th Street and Fifth Avenue, 575 Fifth is home to Lacoste’s flagship store. In collaboration with NBBJ | ESI Design, the tenant lobby was redesigned to create an environment more attractive to boutique financial services companies and law firms moving into the area, adding a truly unique atrium identity to give the space a one-of-a-kind feel.

To achieve this, I designed the truncated “575” logo and a custom typeface that uses thin, open characters to convey a modern, efficient business sensibility. This approach applies universally to the building IDs, wayfinding, and signage throughout the property.

© ESI Design, Photos Brett Beyer, Video @ Chris Griggs

A Vibrant Travel Hub

Luis Muñoz Marin International Airport
San Juan, Puerto Rico

Client
JetBlue

Year
2012

Description
JetBlue declared San Juan their sixth “focus city”, or major hub in 2012.
The Luis Muñoz Marin International Airport joined the ranks of Boston, Fort Lauderdale, Los Angeles, New York, and Orlando. Designing for an existing structure was no small task, Terminal A had been left dormant for several years after being constructed and it was time to bring it to life. 

Drawing from the architecture for inspiration, my team and I used the block forms found in the tile work and windows as containers for color. Gels were added to create a bright, stained glass effect both inside and out. It was also imperative to play up the motion in the arrangement of the gels. By keeping them staggered and open, they serve to propel the customer through the space and on to their destinations. Additionally, the 15’ JetBlue pylon sign seen just outside the terminal is a first of its kind. The pylon also illuminates at night and is haloed by 12 LED lights to symbolize the year of installation. 

© JetBlue, Photography © Chris Griggs

Rally Time

Atlas Cross Sport -
R Race Car Design

Client
Volkswagen of America

Year
2020

Description
Designed for the 53rd annual SCORE Baja 1000 race, this “R line” livery for the Volkswagen Atlas Cross Sport R race car takes it to a new level. Strict rules were considered when applying badging, IDs, and numeric placards. My inspiration came directly from the angled dynamism of the VW logo. Large swaths of yellow charge across the sides and onto the hood, accenting the Logo and heightening the sense of speed.

The vehicle is being developed in conjunction with Tanner Foust and Baja race veteran Rhys Millen. The plan for the specially modified Atlas Cross Sport R race car is for power to be distributed to the wheels from a 2.0-liter four-cylinder engine, first developed by Volkswagen Motorsport for use in its WRC and Rallycross programs. Capable of running up to 600 horsepower—or 300 hp per liter—the engine can be detuned to roughly 480 horsepower for an optimized balance of performance and reliability.

Photos © Volkswagen of America, Inc., Renderings © Chris Griggs