Fueled by passion and a commitment to excellence, I'm a highly strategic senior-level brand consultant | storyteller, with extensive experience and a terrific track record: Developing bold strategic content and naming; Leading and influencing best in class creative; Strategizing, planning and managing programs of all types and sizes; Leading teams and offices; Driving success.
My goals are simple. To do the best work possible. To create impactful solutions. To drive success – for my clients and my teams. To have fun along the way.
My cross-discipline global experience – including corporate branding, consumer product branding, consumer packaging systems, digital branding and environmental branding – is wildly diverse, spanning a myriad of categories, such as non-profits and arts, professional services, technology, sports, airlines, telecom, consumer goods, food, wine – and cannabis.
Beginning my career as an architect, I developed invaluable management, organizational and communication skills – an excellent foundation.
Having transitioned into branding and strategic design, I've helped create smart, stunning and successful solutions that drive success for many fascinating clients.
Brand storyteller
It’s all about the story. Being both a strategic and creative thinker, I develop powerful and engaging strategic solutions and content, including brand positionings, brand & product naming, tag lines and copywriting. Delivering excellence is always the goal, and the tougher the challenge, the more exciting the opportunity.
Creative driver
Having a creative eye, I influence and develop clever, insightful solutions that bring brands to life, in unexpected and captivating ways, creating both connection and impact.
Team builder
Nothing better than a dynamic group of smart, talented people developing impactful work. I enjoy building and leading strong effective teams – cohesive and powerful forces – that can accomplish anything.
Partner
Healthy relationships, built on trust, respect and clear communication, are critical. I have a long history of building and nurturing successful partnerships with partners and colleagues across all organizational levels.
Leader
It’s about having a strategic plan, creating a healthy environment and inspiring those around you. It also requires defined roles and clear communication. I'm an effective leader, as well as a practical manager and a hard working contributor.
Positive force
I’m immensely passionate about branding and design – and strive to always deliver the best work possible – always with positivity and humor. After all, this stuff really is fun.
I love what I do because I get to work with amazing people and outstanding organizations every day. And I enjoy celebrating our successes with my clients and my teams, ideally over a beer.
BillLarsenSF
Brand Storyteller and Brand Director
San Francisco
2021 – Present
As an independent consultant, I am available to help with all kinds of projects and clients.
I provide clever strategic content, including brand positioning, naming and / or copywriting. I can develop creative solutions with established teams or I can also assemble a kick-ass creative team to dive in and do amazing work. I can also help define, lead and manage programs of all types.
Some recent clients include non-profit, construction, tech and cannabis.
4040 Agency
Freelance Strategist / Brand Director
San Francisco
2021 – 2024
As a freelance member this terrific Boston / San Francisco-based independent branding and experience design agency, I am engaged on many levels with our clients. My key roles include developing strategic content, including brand positioning, naming and copywriting, overseeing and managing many client partnerships and collaborating closely with our creative and production teams.
Clients include the San Diego Symphony, NHL Washington Capitals, Virginia Spine Institute, Rumble Club Cannabis, Fortress Sports, Monumental Sports and District-E – a Washington DC-based eSports venue.
DDW
Executive Director
San Francisco
2016 – 2021
As a leader within this branding and packaging design agency, my role included managing the office and team, overseeing all client work, developing strategic content – including both positioning and naming – ensuring business health and profitability and driving new business.
Clients included Energizer, Amazon, Starbucks, Nestlé Coffee Partners, Unilever, Think!, Kingsford, Amway Nutrilite, Blue Point Brewing, Shea Moisture, Tazo Tea, TruStreme Video, Armus, Kool’n FX, Marin Shakespeare, several cool cannabis startups and many more.
Anthem Worldwide
Senior Client Director
San Francisco
2013 – 2015
As part of senior management team, was responsible for helping to lead the office and the client services team. Also led multiple client relationships, developed strategic content and drove new business within this global branding agency.
Clients included 3M Scotch, Avery, ConAgra Foods, Meyer Corporation Farberware, Raphael House, WalMart and IVXX Cannabis.
Voicebox Creative
Managing Director
San Francisco
2010 – 2012
Responsible for the day-to-day operations, staff growth and development, marketing and new business, general management of all client relationships and development of strategic content for this boutique wine packaging design agency.
Clients included Buena Vista Winery, Clover Organics, Cuvaison Wines, Earthbound Farms, Gallo Wine, Hugo Naturals, Jackson Family Wines, LangeTwins Wines, Leapfrog and Naked Juice.
Salt Branding
Senior Brand Consultant
San Francisco
2008 – 2010
Responsible for leading and expanding multiple key client relationships and contributing to strategic content development, including brand positioning, brand architecture and product naming, within this San Francisco based branding agency.
Clients included AT&T, Johnson & Johnson, RH Donnelley and Lifescan.
Anthem Worldwide
Senior Account Director
San Francisco
2007 – 2008
Responsible for leading multiple client relationships and driving new business within this global branding agency.
Clients included Microsoft, Safeway Albertsons, Seagate Technologies, Similisan and The Sports Authority.
Landor Associates
Client Director / Executive Client Director
San Francisco and London
1997 – 2007
Responsible for winning and driving global brand revitalization programs, leading client relationships and managing the San Francisco client services group within this global branding agency.
Clients included American Airlines, Avolar for United Airlines, bmi british midland (UK), Boeing IDS, Canadian Airlines, GS Group and GS Caltex (Korea), Gulf Air (Bahrain), H&R Block, Jet Airways (India), JetBlue Airways, Jones Lang LaSalle, Korean Air, LG Electronics, Reliance ADAG (India) and Verizon Wireless.
Bottom Duvivier Architects
Project Architect / Associate
San Francisco and Redwood City
1995 – 1997
Led multiple large-scale architectural and architectural interiors projects.
Clients included Morrison Forrester Law Firm, 425 Market Street Building Lobby Renovation, Cisco Systems and Oakland US Ice Skating Rink.
Gensler Architects
Project Architect / Associate
San Francisco and Redwood City
1989 – 1994
Led multiple large-scale architectural interiors projects.
Clients included Port of Seattle Headquarters Building, Apple Computer – R&D Campus Building One, Apple Computer – Deanza Three, Livingston Mattesich Law Firm and Price Waterhouse offices
My education
University of Illinois
Bachelor of Science in Architecture
My interests
Design, architecture, history, music, hiking, reading, traveling – and my kids.
I also enjoy lending a hand at some wonderful San Francisco-based food banks and homeless shelters.