. . .

About me

Natalie is a designer who uses sociology to design interactive communications systems for brands that truly shape thoughts. Her practice treats brand strategy not as messaging or visual identity but as the design of dispositions — undeclared activities and latent potentials that function like organizational muscle memory. Working from Keller Easterling's medium design, she inverts the dominant cultural logic: instead of designing objects (campaigns, assets, channels), she designs the medium in which those objects are suspended — the field, the matrix, the arrangement of relationships that decides what will live or die. This reframe moves her work beyond the modern desire for "solutions" toward productive entanglements that honor complexity over simplification.

Her methodology integrates Scott Page's complexity theory to supply the instrumentation that Easterling's spatial theory lacks. She applies the diversity prediction theorem — an algebraic identity showing collective error equals average individual error minus predictive diversity — to demonstrate how homogeneous high-ability teams systematically fail on hard problems. She maps rugged landscapes (using Kauffman's NK model) where incremental improvement actively prevents discovery, helping brands recognize when they are trapped on local optima rather than climbing toward genuine progress. Through many-model thinking, she refuses single-frame solutions, instead deploying ensembles of models that illuminate what any one frame would render invisible. Each intervention is paired with an evaluative question: what does this make visible, and what does it hide

Natalie's work is explicitly political. She recognizes that optimization without distributive accountability flattens power into efficiency metrics. Every Page instrument is paired with an Easterling question: who benefits from this arrangement

Details

AvailabilityLooking for work

ContractPerm, Remote

Location204: United States

Working LocationsWashington: United States, São Paulo: Brazil, Helsinki: Finland

Skill LevelDirector

LanguagesRudimentary English

Tagged Job TitlesCopywriter, Creative Director, Business Development Executive

Recommendations

Currently No Recommendations

Skills

Brand Stategy, Digital Strategy, Experiential Marketing, Marketing Strategy

Sector Experience

Exhibitions, Online / Web, Retail, Telecoms

Clients

First Group, Mens Wearhouse, Nokia

Trade Associations

AIGA

Activity

Connections42 Followers53 Following184

Likes0

Creativepool member since 8 March 2024

Work
Articles
AchievementsAchieved
Activity

Natalie's work

Civic by Design

Irlen Color Diagnostics

OOPS - LOOKS LIKE YOU HAVE JAVASCRIPT OFF. THIS SITE WON'T WORK WITHOUT IT.
NEED HELP IN TURNING IT ON? YOU CAN FIND INSTRUCTIONS HERE FOR YOUR BROWSER.