Erica Eden
Led by Erica Eden and backed by 20 years of expertise, our team of designers, researchers, and strategists have extensive experience from world-renowned agencies.
Erica translates user needs and cultural shifts into tangible experiences for Fortune 50 clients, amassing 100s of product launches, and securing 25+ patents. Her approach combines empathy, creative vision, and strategic direction to drive growth across various industries, including Consumer Products, Food & Beverage, Spirits & Liquor, Financial Services, Mobility, Agriculture, and Health & Wellness.
COLLECTIVE
Cat Rose, Brand Strategy
Yvonne Lin, Design Strategy
Dan Formosa, Design Research
Melissa Cullens, Design Strategy
Shruti Chandra, User Experience
Jeremy DiPaolo, Brand Design
Justine Braisted, Visual Design
Phoebe Morrison, Visual Design
TALKS & MEDIA
EXPERTISE
Design for Women
Femme Den, a design lab, emerged from an observation of industries struggling to resonate with female consumers. It was the first of its kind, an agency team that recognizes the challenges arising from entrenched male-oriented priorities and cultural biases in certain industries like Health, Tech, Auto, and Finance. Erica and team delved deep with clients, uncovering the crux of the problems they faced, and delivered design-actionable strategies to rebalance gender perspectives.
It was a pivotal move, given women's significant influence in consumer decisions. Women make up to 85% of purchasing decisions, yet occupy under 15% of innovation roles. Femme Den aimed not just at bridging this gap but empowering businesses to authentically connect with female audiences and seize untapped opportunities.
Cultural Resonance
The “Tribe Method”, a breakthrough innovation process, stemmed from a simple observation: underperforming brands trapped in clichéd stereotypes versus thriving brands that target opinionated, trendsetting consumers. It struck us that tapping into distinct cultural currents, or 'tribes,' could amplify product resonance. Tribes embody unique cultural trends and lifestyles that many find aspirational, fostering energy, momentum, and scale within larger audiences.
The Tribe Method is a new modus operandi, placing people at the heart of innovation work with clients like PepsiCo, Chase, and Diageo, from ideation to execution. Read more about it here.