It was during a lecture on the semantics of a Dyson vacuum when Cassandra Gerardo realized she enjoyed analyzing all forms of design. The lecture occurred in a Theory and Culture of Design class, and while most students used the time as an opportunity to nap, she found herself engrossed in discussing the hyperreality of shopping malls, prosumer gaming, and the functionality of Alessi’s “Juicy Salif” citrus squeezer.
Excited to change the world through design, she moved to New York after graduating from The Cleveland Institute of Art with a B.F.A. in Communication Design. Since then, she has had the opportunity to work on branding, corporate collateral, event design, and packaging for both niche companies and large corporations. Her latest role as the lead art director for TOCCA Beauty has provided her the freedom to advise a team of designers, stylists and photographers on all design assets for the brand.
Cassandra became a designer not solely to make beautiful products, but to create designs that serve a greater purpose. She is ecstatic to join D-Crit and collaborate with fellow designers and writers, while intending to segue her career into a holistic design practice.
She mentally fixes the kerning everywhere.