about
annette is a brand & transformation consultant.
A true multi-hyphenate, her practice moves fluidly between strategy, design & culture.
Over the last 14 years, she's worked with global brands and organizations, helping leaders define their vision and translate possibility into creative form. Her work has taken her from creative studios and corporate boardrooms to shamanic ceremonies and spaces of ancestral wisdom. Across these worlds, she's driven by a deep curiosity for people, culture, and the possibilities that emerge when different ways of thinking meet.
SHE HAS THE instinct for finding the soul in everything
new york 2012-2019
from purpose to form.
Annette began her career at Johannes Leonardo in New York, where she developed her foundations in art direction and creative storytelling. There, she helped bring the relaunch of the iconic Adidas Originals Superstar to life, through a campaign encouraging a generation to define success on its own terms.
She later moved into innovation and brand strategy at Co:collective, working with organizations to articulate their purpose and translate it into meaningful experiences. Her work included helping MoMA reimagine its relevance for a new generation and designing a savings experience for the Charles Schwab Foundation to support lower- and middle-income families.
At SYPartners, her practice expanded into organizational transformation, working alongside senior leaders to navigate complex questions of identity, purpose, and change.
She worked with the Newhouse family, stewards of Condé Nast, to articulate a narrative honoring their legacy; with Prudential on organizational purpose and inclusion; and with Laurene Powell Jobs and the XQ Institute on the future of American education.
berlin 2019-2023
Culture as intelligence.
At Zalando, Annette brought this interdisciplinary approach into the intersection of culture, product, and organizational strategy.
She helped develop the company's diversity and inclusion strategy and established a cultural intelligence practice, bringing together research, cultural forecasting, and a network of pioneering voices to understand emerging shifts in society.
Her work helped inform the organization's broader cultural and strategic perspective, including the context surrounding its acquisition of Highsnobiety.
global 2023-present day
growing Moonmoons, a spiritual venture.
Alongside her work in business and design, Annette has cultivated a deep engagement with spiritual practice, ancestral traditions, and the relationship between individual and collective transformation.
She is the founder of Moonmoons, a global ecosystem connecting people with ethically driven healers, practitioners, and elders across six continents. they raised pre-seed funding.
What began as a vision has grown into a platform, international practitioner network, and community of more than 15,000 people. From building the brand and app to developing retreats, workshops, and immersive experiences, Annette has brought together her experience in strategy, design, entrepreneurship, and community building.
She actively collaborates with healers, practitioners and elders across traditions, co-creating experiences that bring ancestral wisdom into conversation with contemporary life.
Annette holds a BFA in Graphic Design from the Rhode Island School of Design, holds Reiki Levels I–III certifications & speaks fluent Mandarin.
Whether working with business leaders, artists, entrepreneurs, or spiritual elders, Annette's work is grounded in the same curiosity: how we understand ourselves, how we relate to one another, and how we give form to new possibilities.
Her practice is one of connection, translation, and transformation.
-
ZALANDO ✦ XQ ✦ GE ✦ Facebook ✦ Advance ✦ Viacom ✦ Starbucks ✦ Prudential ✦ IBM GBS ✦ IBM NA ✦ IBM Comms ✦ IBM ANZ ✦ IBM Watson ✦ Metlife ✦ Comcast ✦ Estée Lauder ✦ Emerson Collective ✦ Macy's ✦ THE MUSEUM OF MODERT ART (MOMA) ✦ Youtube ✦ The Charles Schwab Foundation ✦ Adidas ✦ Chanel ✦ Rizzoli ✦ Mary Katrantzou ✦ Trident ✦ Coca Cola ✦ Trip Advisor ✦ Rent the Runway ✦ AWNY ✦ Well&Good ✦ At Large Magazine ✦ S Magazine
-
Brand Architecture Brand identity systems · Brand narrative & strategy · Visual identity design · Brand positioning · Brand architecture for holding companies & complex organizations · Rebranding & brand evolution · Brand voice & tone
Creative Direction & Design Art direction · Graphic design · Typography & layout · Illustration · Packaging design · Publication design · UX & product design · Experience design · Campaign design · Motion & film direction
Cultural Intelligence Cultural foresight & trend research · Macro trend framework design · Monthly culture forecasting · Ethnographic research · Cultural narrative writing · Pioneer & community curation · Cultural advisory
Organizational Transformation D&I strategy · Organizational purpose design · Culture strategy · Transformation agenda design · C-suite leadership facilitation · Summit & offsite design · Internal communications strategy · Values & ethics frameworks
Network & Community Architecture Global network building · Practitioner vetting & curation · Community design & infrastructure · Partnership development · Community-led growth strategy · Trust-based ecosystem design
Brand Storytelling & Growth Organic brand building · Content strategy & direction · Copywriting & narrative · Social brand building · Audience development · Editorial direction · App & platform launch
Product & Platform Building App development from concept to launch · Product strategy & vision · Backend collaboration & technical direction · Platform architecture · iOS app launch & distribution · User experience design · Iterative product development
Facilitation & Retreat Design Retreat design & leadership · Workshop facilitation · Deep immersion design · Roundtable & council design · Somatic & healing-informed facilitation · Cross-cultural program design
Spiritual Entrepreneurship Integrity-led healer network curation · Spiritual ethics frameworks · Platform & product founding · Reiki practice · Life coaching · TCM & Daoist immersion leadership · Elder & practitioner relations
Research & Strategy Qualitative research & interviews · User journey mapping · Systems thinking · Strategic narrative writing · Stakeholder engagement · Design thinking · Innovation consulting
Languages & Tools Fluent Mandarin · Adobe Creative Suite (Illustrator, Photoshop, InDesign, AfterEffects) · Cinema 4D · Figma & UX tools · Final Cut Pro · CSS/HTML · Keynote & PowerPoint · Rhino