I’m Gerson, a Brand and Experience Leader based in New York. I bring together design, strategy, and storytelling to build brand identities, help them grow, and bring them to life across digital and physical spaces.

Design is my foundation. It taught me to look closely, ask questions, and give ideas a clear visual language. Over time, my work expanded to include the people, decisions, and planning that carry an idea into the world. I care about how everything connects: what a brand communicates, how it shows up, and how people feel when they encounter it.

Across more than a decade, I’ve worked on brand identities, campaigns, publications, events, and communications. At Privcap, I hired, trained, and managed a team of four designers while coordinating publication design and production with vendors. At ION, I grew into creative leadership, guiding designers, partnering with stakeholders across the organization, and shaping brand experiences for global initiatives.

My approach starts with understanding the people involved. Who are we trying to reach? What do they need to understand, feel, or do? What are we trying to accomplish? Those questions help me give the work direction and bring creative teams, stakeholders, and production partners together around a shared purpose. I’m comfortable working through ambiguity, making decisions, and staying involved through the details of execution.

That attention to experience started early. As a college art curator, I considered how the selection and placement of artwork could guide someone through a gallery. I still bring that awareness to my work: how someone enters a space, moves through information, or finds a point of connection with a brand.

I enjoy building something with people—developing an identity, helping a team find its direction, or turning a complex idea into an experience that feels clear and considered. That’s the work I want to keep doing.