Team

Meet the makers.

Overview

We asked our team to choose a piece of art that represents them. From Caravaggio to Emigre, from Swiss modernism to Memphis chaos. Different backgrounds, different influences, same high standards.

We asked our team to choose a piece of art that represents them. From Caravaggio to Emigre, from Swiss modernism to Memphis chaos. Different backgrounds, different influences, same high standards.

Alex Athanasiou

Audience & Partnerships

Alex Blumfelder

Managing Director

Antonia Lazar

Program Director

Arielle Kroloff

Associate Director, Strategy

Brian Collins

Co-Founder, Designer

Claire Banks

Program Director

Daniel Ferro

Senior Designer

Dilayla Solorzano

Office Assistant

Drea Isasi

Senior Program Manager

Eigo Cong

Creative Technologist

Elizah Van Lokeren

Executive Operations Associate

Eric Park

Senior Motion Designer

Eron Lutterman

Audience & Partnerships

Evan White

Associate Designer

Hayden Zellers

Program Director

Jae Jeon

Senior Designer

Jaeyou Chung

Senior Designer

Jeremie Wimbrow

Design Director

Jessica Lai

Associate Designer

John Choi

Senior Motion Designer

Jonathan Katav

Design Director

Katie Branham

Accounting Assistant

Katya Watkins

Director, Resourcing

Kim Unger

IT & Systems Director

Klaudia Gladysz

Senior Director of People Ops

Leland Maschmeyer

Co-Founder, Chief Executive Officer

Lucas Howard

Senior Program Manager

Madeleine Carrucan

Associate Creative Director, Story

Mason Lin

Designer

Mimi Jao

Designer

Mina Son

Associate Designer

Morgan Light

Design Director

Nicholas Fearnley

Design Director

Nicole Cousins

Designer

Owen Oh

Associate Designer

Rebecca Smith

Financial Analys

Rik Ito

Chief Financial Officer

Rohan Rege

Senior Designer

Rory King

Design Director

Sam Eliot

Engagement Director

Selina Wu

Designer

Sergio Lairisa

Designer

Steffi Katz

Business Strategist, Associate

Stephen Dalton

Creative Director, Story

Taamrat Amaize

Chief Strategy Officer

Tom Elia

Executive Creative Director, Story

Vasavi Bubna

Associate Designer

Collaborations

WSCN x COLLINS

Along Manhattan’s west side lies one of the richest concentrations of cultural institutions in the world. From museums and performance spaces to parks and artist communities, the West Side Cultural Network (WSCN) brings together 18 landmark organizations, including the Whitney Museum of American Art, The Joyce Theater, The High Line, The Shed, Hudson River Park, The Kitchen, and the NYC AIDS Memorial.

In 2023, WSCN came together to launch the inaugural West Side Fest: a free, day-long celebration designed to showcase the vitality, creativity, and community spirit of the west side’s cultural corridor.

COLLINS collaborated with WSCN to bring this event to life.

We aimed to create a unifying identity for a network of vastly different institutions—each with its own voice, audience, and legacy—while amplifying their shared mission of public engagement.

Working closely with WSCN leaders, we developed a bold, vibrant visual and verbal identity system that could flex across institutions and formats. The system needed to feel both distinct and inclusive—able to carry everything from kids’ programming and contemporary dance to Himalayan art and LGBTQ+ community storytelling.

Key elements included:

  • A dynamic wordmark and flexible graphic system to unify participating institutions while allowing individual expression
  • A custom typeface inspired by the vibrancy of city life and community posters
  • Category-aware color palettes and layouts designed to translate across web, print, signage, and outdoor activations
  • A modular system to represent the wide variety of events: craft workshops, performances, installations, and more

We extended the system across a coordinated suite of print and digital materials, including:

  • Posters and postcards distributed across New York
  • A geospatial event map of the west side, helping visitors navigate the day’s activities
  • An intuitive website that served as the festival hub: westsidefest.nyc

West Side Fest transformed the city’s cultural geography into a walkable celebration of inclusion, discovery, and delight, inviting locals and visitors alike to engage with some of the world’s most remarkable cultural resources.

Credits

Joseph Han
Kristina Lim
Alex Athanasiou
Brian Collins