CONNECTING: Office Hours with Christina Choi, Associate Director, Experience, and Kate Hilliard, Creative Director, Design of Siegel+Gale — HBS Startup Studio

HBS alums, sign up here to sit down with Christina Choi and Kate Hilliard. 

With expertise in creative technology and brand content, Christina helps her clients to better connect with their customers through the marriage of well-designed experiences and customer-centric communications.

As both strategist and practitioner, she’s led brand experience, content, and “Futures” projects—always focusing on audience needs and behaviors as the key to meaningful innovation and core to the creative process. She challenges brands to live their purpose in deed and creed, and has helped shape what that means for industry leaders such as American Express, Birchbox, Blue Origin, CVS Health, MetLife, and PepsiCo.

In her early days at Siegel+Gale, Christina worked with the firm’s founder, Alan Siegel, researching what it takes to make brand-defining customer experiences. From there, she taught transdisciplinary design with the Service Design Network and studied interactive media at NYU, where she built experimental applications for new communications technologies such as brain-computer interfaces, mixed reality, and wearables.

Christina holds a BA in Film from Columbia University, a BA in English from Barnard College, and an MA in Emerging Media from New York University. Though she’s been based in NY for the past 10 years, the Bay Area still beats in her heart and her headphones.

Kate joined the creative team at Siegel+Gale in New York in 2010, quickly establishing herself as a talented storyteller who artfully combines insightful strategy with thoughtful design.

Kate has worked with diverse and creatively challenging clients at Siegel+Gale, including Blue Apron, Target, Carter’s, American Express, Blue Origin, Sony, Wyndham Hotels and Shutterstock. She credits her successful ability to function in a variety of capacities over the course of her career—with clients from Kenneth Cole, The History Channel, AOL and P&G, to Pepsi, SoBe and Belvedere Vodka—to her ability to conceptualize, implement and manage multifaceted identities, and deliver high-quality creative solutions.