United States

Kristoffer Poore

VP, Head of Brand

Understanding factors that lead to a motivated team - recognition, communication and more.

Keeping team members motivated

How to create a positive workplace culture that drives collaboration and productivity?

Fostering a good team culture

Steps to building and maintaining a strong, cohesive and effective team.

Building an effective team

Get actionable feedback on your resume or portfolio.

Resume and portfolio review

Practice HR, technical and behavioural interviews with mentors.

Practice mock interviews

How to set up the team for success by defining and measuring team's performance.

Choosing metrics and team goals

Best practices for running productive design critiques.

Running effective design critiques

Manage team expectations and get the most out of your meetings.

Running effective meetings

Learn how to properly present your work and share ideas and opinions.

Presenting your work with impact

Tips on how to work and collaborate with designers.

Working with designers

How to work with team members with different skill sets but towards a common goal?

Working cross-functionally

Methods and models of exploring, deciding and delivering design.

Building a design process

Managing being the only designer at your company and working with non-designers.

Being the only designer

Explore different generative and evaluative research techniques. User research synthesis and presentation.

Conducting good user research

How to create personas, and leverage them in design.

Creating and leveraging user personas

Ways to provide constructive feedback to team members.

Giving effective feedback

How to conduct interviews, what to ask, and how to analyze your results? (eg. user interview)

Conducting effective customer interviews

Learn essential burnout prevention techniques and replenish physical and emotional energy.

Managing burnout

Talk to people who have learned to manage their imposter syndrome.

Dealing with imposter syndrome

How to successfully prepare and position yourself for a job promotion?

How to get promoted

How to ask for a promotion and negotiate for salary raise?

Negotiating a job offer

How to think about design career paths and what progression looks like for designers?

Design career path

Aspirational is a research-focused, data-driven strategic planning and stakeholder insights practice working at the intersection of organizational brand design and change, helping teams in transition lead their brands into the future. 

We leverage positive organizational science to help leaders deeply connect with their teams through thoughtful and engaging strategic planning retreats, workshops, off-sites, and executive roundtables focused on enacting change: rebranding, repositioning, misperception management, new leader onboarding, executive and employee alignment.

krstffr maximizes transformational branding and rebranding outcomes for transformative SaaS, tech, healthcare, higher ed, and purpose-driven B2B and B2C businesses by creating stakeholder buy-in, leading insightful qualitative research, and developing strategic branding and marketing communications programs that drive growth and deliver value.

➤ 𝑩𝒓𝒂𝒏𝒅 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒚 & 𝑫𝒆𝒗𝒆𝒍𝒐𝒑𝒎𝒆𝒏𝒕
Lead product or service brand strategy (positioning, architecture, differentiation, value proposition), naming, narrative, and platform development to drive growth and evolution for new and established brands.

➤ 𝑹𝒆𝒔𝒆𝒂𝒓𝒄𝒉, 𝑫𝒂𝒕𝒂 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔 & 𝑰𝒏𝒕𝒆𝒍𝒍𝒊𝒈𝒆𝒏𝒄𝒆
Conduct qual/quant primary and secondary research to unleash business intelligence and data that drive consumer, landscape, competitive and brand insights. 

➤ 𝑶𝒓𝒈𝒂𝒏𝒊𝒛𝒂𝒕𝒊𝒐𝒏𝒂𝒍 𝑫𝒆𝒔𝒊𝒈𝒏, 𝑪𝒉𝒂𝒏𝒈𝒆 𝑴𝒂𝒏𝒂𝒈𝒆𝒎𝒆𝒏𝒕 & 𝑻𝒓𝒂𝒏𝒔𝒇𝒐𝒓𝒎𝒂𝒕𝒊𝒐𝒏
Lead teams through complex change, transition, and transformation by combining positive organizational psychology, human-centered design thinking, and a stakeholder-centric, strengths-based approach to brand strategy and development—resulting in brand clarity, consensus and buy-in.

➤ 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒄 𝑩𝒓𝒂𝒏𝒅 𝑴𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 𝑪𝒐𝒎𝒎𝒖𝒏𝒊𝒄𝒂𝒕𝒊𝒐𝒏𝒔 & 𝑪𝒓𝒆𝒂𝒕𝒊𝒗𝒆 𝑪𝒂𝒎𝒑𝒂𝒊𝒈𝒏 𝑫𝒆𝒗𝒆𝒍𝒐𝒑𝒎𝒆𝒏𝒕
Lead development of compelling, results-driven marketing communications and creative execution (content, design, copywriting) across traditional, digital, OOH, print, and social to drive brand activation, acquisition, retention and awareness.

➤ 𝑴𝒂𝒏𝒂𝒈𝒆𝒎𝒆𝒏𝒕 & 𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒐𝒏𝒔
Manage cross-functional teams to deliver high performing work and outcomes that result in business success and reputational lift.

Developed global executive thought leader and enterprise branding and marketing positioning strategy across United States, Canada, EMEA, and APAC. Lead in spearheading narrative development of a first-of-its-kind data intelligence and machine learning platform communications for internal and external markets, collaborating with cross-functional teams including Client Strategy, Product, Management, Operations, and HR.

𝑹𝒆𝒔𝒖𝒍𝒕𝒔 & 𝑶𝒖𝒕𝒄𝒐𝒎𝒆𝒔:
➤ Championed development of positioning strategy and creative execution of sales and marketing materials for a first-of-its-kind trust management SaaS platform.
➤ Revitalized sales enablement design systems for better clarity of position, differentiation and services.
➤ Spearheaded the integration of the Edelman parent brand into the DXI narrative and visual identity assets.
➤ Curated, created, and managed a centralized and comprehensive catalogue of mediagenic thought leadership resources—including a database of award competitions, conferences, and speaking opportunities.
➤ Led development of DXI positioning via integrated communication strategy and content development across website, social media, and traditional outlets.

Discipline Lead for the firm's Corporate Brand Strategy practice and member of the executive leadership team responsible for advising c-suites in regulated industries to drive strategic transformation and change narrative initiatives, business acquisition and retention goals, and managing all aspects of the department including talent development, processes, profitability, and deadlines.

𝑹𝒆𝒔𝒖𝒍𝒕𝒔 & 𝑶𝒖𝒕𝒄𝒐𝒎𝒆𝒔:
➤ Led the development and management of the Brand Change & Transformation practice, managing a client portfolio of 130 clients.

➤ Drove development of a corporate healthcare rebranding initiative that resulted in a multi-million dollar acquisition.

➤ Analyzed over 6,000 points of qualitative data to develop 100+ brand platforms, positioning strategies and campaigns. 

➤ Productized suite of services across corporate branding, research, strategy, website, social, and marketing communications.

➤ Co-developed, wrote, and published book, "Beyond Sizzle: The Next Evolution of Branding" with foremost expert on transformational change and values-driven organization development, Mona Amodeo, Ph.D.

➤ Mentored an award-winning creative team honored with 300+ excellence awards, including TELLYs, PRSA Silver Anvil, FPRA Image Awards, W3, ADDYs (Best of Show for 10 consecutive years) and publication in notable industry journals: Logo Lounge, Communication Arts and Print Regional Design Annual. 

➤ Led the development of more than 600 employee-wide strategic planning sessions, 200 comprehensive organization-wide branding and rebranding campaigns.

➤ Launched and managed annual pro-bono program, securing $236k in earned media and a total lifetime contribution of $1mm+ in donated services.

Co-founded Sunday's Child, a Florida 501(c)3 charitable not-for-profit organization alongside several LGBT+ community members and leaders with the mission to award grants for significant charitable and economic initiatives that promote diversity, equity, inclusion, and equality.

Grants upwards of $50,000 are awarded to eligible, local non-profits or initiatives that address a community need, while also promoting the adoption and compliance of a non-discrimination policy that is comprehensive and addresses LGBTQ individuals as well.

Since its inception, nearly $900k in grant monies have been awarded.

Kristoffer Poore🇺🇸