Lisa Smith
Pack Talks
Executive Creative Director, Global
Jones Knowles Ritchie (JKR)

With over 20 years of experience, Lisa is best known for transforming some of the world’s most-loved brands. She led the global rebrand for Burger King at JKR, using design to help improve quality and taste perceptions across the full brand experience. Prior to JKR, Lisa was ECD of Chobani where she was responsible for putting creativity at the heart of the company, overseeing a rebrand that transformed the business, expanding its product offering and increasing customer loyalty, directly translating to top-line growth. Lisa was also Head of Design at Wolff Olins NY, focused on creating ground-breaking and commercially successful work for USA Today, Grubhub and The Met.

In 2021, Lisa was named one of Fast Company’s Most Creative People for her role in delivering some of ‘the biggest redesigns of the decade’. In recognition of this, Lisa has picked up notable accolades throughout her career including Fast Company’s Rebrand of the Year and a Gold Cannes Lion for Burger King, a Brand Impact Award in Culture for The Met, a Cannes Lions Silver and a Fast Company Innovation by Design Award for the rebrand of USA Today. 

She has sat as jury president for Design at Cannes Lions and D&AD.

Event Introduction
Pack Talks
 · 06/16 (Day 3)
From Appealing to Branding
CC101 - Hall 18 1st Floor
Brands’ Design Literacy | Brand Value
Be Distinctive Everywhere: How Do You Reshape A Brand to Reflect its “True Self” and Show up Authentically Across the Entire Consumer Experience?

Lisa Smith is renowned for her extensive 20 years of professional experience in reshaping popular brands worldwide, such as Fanta, Burger King, and Chobani. In this session, she will share insights on how to identify the "true self" of a brand by rediscovering what made it unique in the first place. Furthermore, she will explore how to stay relevant in a rapidly changing environment and how every touch point is an opportunity to authentically engage consumers.


Link to agenda