Felicia specializes in creating design systems and brand identities that map to business needs and scale alongside ever-growing brands. A multi-faceted designer, she infuses every project with the knowledge of how design must underscore product, marketing and company strategy. Felicia creates visual, connected stories that bring brands to life and give founders the tools to share their unique vision with the world.
Originally from The Bronx, New York, Felicia holds an MBA in Design Strategy from California College of the Arts in San Francisco and is a graduate of Purchase College where she majored in Media, Society and the Arts with a special interest in installation art. A creative leader in developing global branding systems, digital experiences and advertising campaigns, Felicia was most recently the Associate Creative Director at John McNeil Studio (JMS) where she led campaigns from concept to execution for companies such as Cisco, L’Oreal, Dove, Google Pixel, Rolex, Product (Red), and Nest.
Felicia is a former Oakland resident who has now settled in Long Beach, CA (for the time being). She is a screen printer, apparel designer and works with charities that helped raise money for her ancestors’ homeland of Puerto Rico. She frequently daydreams of being on the island.