CHRONICLES
APPROACH
Berkeley Poole sees design as a means of cultural archaeology ✺ Digging deep with thorough research, exploration + inquiry to find the rooted truths, seeds of insight + inspiration ✺ Distilling complex concepts, giving them shape + meaning to create brands + experiences beyond logos, algorithms + the commodification of things ✺ Cultivating the felt essence of a visual identity – creating an ecosystem + culture around it – making it an adaptive, living + breathing entity ✺ Professionally + personally, she possesses the ability to observe + understand the energy + what is unspoken about something + bring it to the surface in a creatively expressed way ✺
EXPERIENCE
Berkeley Poole has 10+ years of creative direction, strategic thinking and design experience, specializing in holistic brand development. In addition to freelance and self-initiated projects, Berkeley has held leadership positions at Tokyo Smoke, Barneys New York, Whitman Emorson, Adult Magazine, Laird + Partners, and V Magazine / Visionaire.
Berkeley has proven success in building large-scale brands with thoughtfulness and vigor. Berkeley also builds and leads creative teams to suit the creative needs and scope of the project. Managing and inspiring teams with adeptness and vision. She is a rare combination of skilled designer and visionary director - each practice shaping the other + informing how she leads + manages teams.
Originally from Toronto, Canada, Berkeley studied design at York University and Bauhaus Universität. She has also lived and worked in New York City and Los Angeles. She has been featured in Vogue’s “Cool Girl’s Guide to Toronto,” the Clio Awards, Flare’s “30 under 30,” Dazed 100 and featured in the New York Times’ business section – to name a few. She has also given lectures at educational institutions and business, strategy and design conferences across North America.
OFFERINGS
Brand Ethos & Strategy
Building &
Leading
Interdisciplinary Teams
Campaign Creation
Content Direction
Creative Direction
Creative Playshops
Custom Typography
Digital Design
Editorial Design
Environmental Design
Experiential Concepts
Mentorship
Motion + Video Direction
Packaging Design
Photo Direction
Product Direction
Retail Design & Strategy
Talks & Teachings
Visual Identities
SELECT CLIENTS
Ace Hill
Barneys New York
Calvin Klein
Grand Central Publishing
Holt Renfrew
Jems
Karl Lagerfeld
MOCA
Obagi
Scotiabank
Soho House
SSENSE
Tokyo Smoke
V Magazine
VMAN
Visionaire
SELECT FEATURES
Vogue
Applied Arts
The New York Times
Dazed
Clio
Complex Magazine
Toronto Life
The Brand Identity
The Globe and Mail
Trendhunter
Clio Creators
Strategy Online
Elle
Vice
Femme Studios
and more...
TEACHINGS
Berkeley is also a leader, public speaker and mentor in the creative space. She is committed to investing her energy in mentoring designers and young creatives. Below is a list of talks, teachings & playshops she has led.
2022, True Nature: Earthworks Art Therapy, Soho House
2022, Pleasure Principles, Soho House
2022, Creative Futures Mentorship Program, Soho House
2021, Awards Design Judge, Applied Arts
2021, On Self-Advocacy & Resilience, GBC School of Design
2020, Creative Direction & Portfolio Development, HXOUSE
2020, Design Alumni Talk, York University
2020, Badass Women in Design, OCADU
2020, Designing for an Equitable Future, RGD Design Thinkers
2020, Creativity in a Highly Regulated Space, Atomicon
2019, International Women’s Day Panel, Holt Renfrew
2019, Design High: The Creative’s Role in a Highly Regulated Space, IDS Vancouver
2019, Fostering Creativity in a Net New Industry, RGD Design Thinkers Conference
2019, Design Alumni Talk, York University
2018, Connect Conference, The Kit
CONNECT