ABOUT 

 CORE COMPETENCIES 

Innovation Strategy & Facilitation

Design Thinking

Service Design

UX

User Research

Customer Experience

Business, Design & Brand Planning & Strategy

Executive Coaching

Sustainability Best Practices

Corporate Social Responsibility (CSR) 

Lifecycle Assessment (LCA)

Creative Direction

Education & Training

Marketing & Communications 

Organizational & Team Development  

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Career
HIGHLIGHTS 

Cognition Studio, Auckland, NZ  

Co-founder, Innovation Director

 

Aamplify, Auckland, NZ 

Client Partner

 

Saatchi & Saatchi S, San Francisco, CA

Senior Strategist

 

Archetype IQ, Palo Alto, CA + Davidson, NC  Management Consultant

 

live|work coaching, Palo Alto, CA   

Founder, Professional Executive Coach

 

Design Council, London, UK    

Head of Marketing

 

Loosely Based Improv Troupe, Player

Los Angeles, CA

 

Suissa Miller Advertising, Los Angeles, CA 

 V.P., Creative Director

EDUCATION 

Presidio Graduate School, San Francisco, CA.

MBA, Sustainable Management

 

Institute of Transpersonal Psychology, Palo Alto, CA.

Advanced Coaching Certification

 

University of California, Berkeley. Bachelor of Arts

 

Richmond College, London, U.K.

Advanced Actor’s Training Programme

 

PADI Open Water Certification, Monterey, CA

 

Continuing Education: Photography, Drawing, Ceramics, Singing, Dance, Yoga

speaking engagements
 

EMBRACING DESIGN THINKING – PERSPECTIVES ON MAKING MEANINGFUL CHANGE

Accelerate 4-Event Series: Sydney and Melbourne, Australia + Wellington and Auckland, New Zealand

Co-presenter: James Hartright

 

BRAND MINDFULNESS: AN EVERYDAY PRACTICE

FOR MARKETING WITH MEANING

Brandfolder asynchronous webinar

 

BRAND ARCHETYPES #wiifme // #wiifwe

Deloitte Private Club, Auckland, NZ 

 

BRAND HACKATHON: USING ARCHETYPES TO UNLEASH BRAND PURPOSE AND SPARK INNOVATION,

ENGAGEMENT AND IMPACT

Sustainable Brands Conference

Co-presenter: Raphael Bemporad, BBMG

 

ARCHETYPES IN BRANDING BOOK LAUNCH

HOW Design Live Conference, San Francisco, CA

Co-presenter: Josh Chen, Chen Design Associates

 

ARCHETYPES IN BRANDING BOOK LAUNCH

Eesti Disaini Keskus (Estonian Design Centre) Talinn, Estonia.

 

California College of the Arts, San Francisco, CA.

- BUILDING EFFECTIVE TEAMS SEMINAR

- TKI CONFLICT DEBRIEFING 

- BRAND STRATEGY: APPLYING AN ARCHETYPAL LENS

 

BIO

Margaret Hartwell is an innovation and strategy leader on a mission to empower purpose-driven change at the intersection of design, brand & culture, and technology. By developing people-centered solutions, she serves as a guide, translator, mentor and innovator to help senior executives and teams solve complex issues. 

She uses a transformative approach to everyday innovation and employs skills and best practices from a range of disciplines: archetypal branding, transpersonal psychology, sustainable management, and design thinking. Her diverse accomplishments range from co-founding Cognition.Studio, a subsidiary of Certus Solutions, and establishing the innovation, design thinking, UX strategy and UI design practices to authoring Archetypes in Branding: A Toolkit for Creatives and Strategists. Margaret holds her MBA in Sustainable Management from Presidio Graduate School, her BA from UC Berkeley, and an advanced coaching certification from the Institute of Transpersonal Psychology. She thinks in systems, strategies, and surprises. She creates in metaphor, music, and story and relates with empathy and curiosity. 

Her experience spans 20+ years developing design-led businesses in the US, UK, Europe, and APAC. Industries include technology, social and environmental advocacy, health and wellness, media, entertainment and the arts, leadership development, automotive, telecommunications, packaged goods, and travel. She draws upon and expands on toolkits from the Design Council UK, The Grove, Society for Organizational Learning, IDEO, Stanford d.school, and Jeanne Liedtka’s work at the Darden School of Business, to name just a few sources of inspiration.

Recognized for a breadth and depth of applied skills and experience across multiple creative disciplines and business sectors, Margaret began her career as a designer as one of the founding members of Suissa Miller Advertising where she served in various roles from studio director to art director to vice president. In London, she was Director of Development for the London Design Festival and Head of Marketing for the Design Council. Returning to the U.S., consulting and coaching includes work with Saatchi & Saatchi S, PayPal, Jive, BVG, Inc., Flextronics, BFG Communications, Omegawave, Stanford Lively Arts, Verve Coffee Roasters, TwoFish Bakery, and the San Francisco Symphony. She has taught in the pioneering MBA in Design Strategy (DMBA) program at the California College of the Arts and is an engaging speaker/presenter.

Margaret has been called an information junkie with a childlike curiosity and is known for having an insatiable appetite for travel, trends, and technologies. She has been an actor, singer, improv artist, photographer, scriptwriter, environmental advocate, and founder of a line of infant sportswear called zerosomething. She currently lives in Salem, Massachusetts.

seeing 
“Look up at the stars and not down at your feet.
Try to make sense of what you see, and wonder about what
makes the universe exist. Be curious.”
 
-Stephen Hawking
 

Margaret Hartwell

Bio