For a resume, see Christopher’s LinkedIn Profile
AREAS OF ACADEMIC FOCUS
: : The intersection of Design and Business
Human-Centered Design (Innovation Process)
: : Design
- Experiences and systems for customer, employees, etc.
- Services and Products
- Cross-cultural design
: : Integrated Marketing Communications
Brand messaging and integrated communications
: : Global Cultures
Executive Development Program — Utah Bankers Association, December 2018
Executive Development Program — Bank of American Fork, 2012
Graduate Certificate — Integrated Marketing Communications, University of Utah, 2004
Ken Foster, Ph.D. continues as mentor and friend
Intensive Workshop — Milton Glaser, School of Visual Arts, New York City, 1999
Bachelors of Fine Arts (BFA) — Graphic Design, Brigham Young University, 1991
Study Abroad to London, Design & Anthropology — Brigham Young University, 1984
Conversational in Mandarin Chinese (spoken)
Conversational in American Sign Language
Design and typesetting experience in 30+ languages
WESTMINSTER COLLEGE 2008 – 2009
Adjunct Professor — MBA Marketing
Utah Valley UNIVERSITY Woodbury School of Business 2005 – 2012
National Advisory Council
Advised on academic program development including new MBA program and accreditation process.
Primary brand strategy advisor to several Deans.
GUEST LECTURES IN BUSINESS AND DESIGN SCHOOLS SINCE 1997
See lectures below.
MX TECHNOLOGIES, INC. JUN 2019 – PRESENT
Marketing Consultant, Catalyst
The Catalyst team at MX helps financial institutions in the US and Canada to use their customer data more effectively in providing experiences that help their customers to be financially strong.
PEOPLE’S INTERMOUNTAIN BANK / BANK OF AMERICAN FORK MAR 2008 – MAR 2019
Vice President / Director of Marketing
Head of all brand and marketing functions including voice of customer, product development, internal communications, assisting with organizational change, advertising and public relations, and customer experience programs. Assisting CEO as media spokesperson. Participated in leadership team that grew bank assets from $800 million to $2.1 billion over ten years. Survived the Great Recession while remaining profitable and paying dividends each year throughout the downturn. Participated in three successful mergers and the bank’s IPO on the Nasdaq stock exchange. Helped to lead culture change initiative to help associates to become more sales-oriented. The bank consistently performs in top national tiers including financial performance, innovation, marketing and social-media initiatives and one of the best Net Promoter scores in the industry.
CULTURE3, LLC 2011 – PRESENT
Culture3 is a small management-consulting firm that helps international teams to work more effectively and to avoid culture conflicts that cause misunderstanding and hinder productivity.
Currently focused on publishing our book, The Peach and the Coconut: A guide to collaboration for global teams to be released in 2018, as well as university curriculum to assist students preparing for study abroad.
Co-authored and produced management book, Global Harmonies: A Guide to Cultural Collaboration in Amway Teams along with workbooks and videos.
MEYER & LIECHTY / DIALECT BRAND TRANSLATION 1994 – 2008
An advertising and design firm that combines smart creative with brand translation. Name changed from Meyer & Liechty to Dialect Brand Translation in 2007.
Client list included American Express, Berlitz, Ogilvy & Mather, Symantec, Talk2 Technology, Tahitian Noni International, Time Warner, United Nations/ State of Qatar, World Trade Centers Association, and World Trade Week NYC among others.
Produced thousands of campaigns to audiences such as investors, internal, business-to-business,
Consulted with clients on branding, research, and integrated marketing communication strategies.
Produced many multi-cultural campaigns for domestic and global audiences including U.S. Hispanics
and more than 200 countries in 30+ languages.
Award winning creative with measurable results in branding systems, experiential marketing, print advertising, collateral, packaging, websites, and online marketing.
Hired and managed staff up to 18. Superior work environment with some staff staying 10+ years.
Design Director: November 1994 to October 1995. Crowell Vernon Advertising and Marketing, Inc.
Duties: Creative/concept direction, Design, Project management, Client relations, New business.
Clients: American Express Travelers Cheques, SingleTrac Entertainment, Yost Office Systems, Utah Arts Council, Eye Institute of Utah, others.
WORDPERFECT CORPORATION 1991 – 1994
Art Director / Team Leader
Global responsibility for marketing communications for various products and departments including WordPerfect, Presentations, worldwide sales, and certification.
Directed campaigns and developed packaging, collateral, and advertising for markets worldwide in 20 languages, including Hebrew and Arabic.
Asian language specialist. Designed packaging for WordPerfect’s first Japanese word processor.
Led communications team of five.
CHRISTOPHER-BRANT DESIGN 1988 – 1990
Partner and Art Director
AIGA, MEMBER 1998 – PRESENT
AIGA National Board Nomination Committee, 2003
Salt Lake Design Week Committee Member, 2008, 2009
Board member, Salt Lake City Chapter, 1998 – 2004
AIGA Fellow 2008 and 2011
Christopher recognized as AIGA Fellow at AIGA Design Legends Gala, New York City
Christopher was named an AIGA Fellow in 2008 and again in 2011, "In recognition of significant personal and professional contributions to raising the standards of excellence within the design community." It is very rare for anyone to receive this honor more than once.
AIGA CENTER FOR CROSS-CULTURAL DESIGN (AIGA XCD) 2002 – 2008
Founding President (2002–2007)
Vice President (2007–2008)
AIGA XCD was the International and domestic multi-cultural division of AIGA, the professional association for design, until cross-cultural abilities became such a part of the culture that it was no longer necessary to have a separate division for this purpose. Created international brand experiences for members of design communities in several countries, including, the United States, China, Cuba, Turkey and other locations. www.aiga.org
Led national team in the creation of AIGA XCD.
Helped to create the Cuba: Shared Dreams program where U.S. and Cuban designers shared ideas and each designed a poster on the theme of peace. Posters exhibited each year from 2004 through 2007 in Havana, Cuba and toured extensively in the United States.
Organized and led the AIGA Design Expedition to China in May 2008. On this first-ever trade mission of U.S. designers to China, led a group visiting design firms, advertising agencies, and universities in Beijing, Xi’an, Guangzhou, and Hong Kong. Facilitated discussions with the U.S. and Chinese designers in groups up to 100.
STATE OF UTAH, OFFICE OF CULTURAL DIPLOMACY 2005 – 2006
Advisory Board Member
CORPORATE DESIGN FOUNDATION 2006
WORLD TRADE WEEK NYC 2002 – 2006
Member of Steering Committee
New York City’s celebration of World Trade in May of each year.
Helped to transform World Trade Week through branding and organization, to strengthen the community of organizations, to raise the credibility and profile of the organization and to grow sponsorship revenue.
INTERNATIONAL INSTITUTE OF INFORMATION DESIGN (IIID)
THE PEACH AND THE COCONUT: A GUIDE TO COLLABORATION FOR GLOBAL TEAMS
Scott Hammond, Ph.D., Danny Damron, Ph.D., Christopher Liechty, (Bloomington, IN: Archway Publishing, A Division of Simon & Schuster, 2018)
JOURNAL OF PROMOTION MANAGEMENT, VOLUME 11, NUMBER 1, 2004
“Reducing Disconnects in the Design Agency-Client Relationship: Is Process Management the Solution?” Harold L. Koch, Christopher Liechty, pp. 51–70
ALEX CALDIERO, PERFORMANCE POET
Illegible Tattoos, Publisher
5 Poems, Designer
For the House
“Christopher Liechty And His Behind-the-Scenes Banking Revolution,” AdNews, Creative Services Annual, 2016, pp. 10-11
Sales-Marketer of the Year, Utah Business Magazine — January 2014 p. 78
Community Commitment Award for Protecting Older Americans, American Bankers Association
National Service Award, for Project Teddy Bear which gathers thousands of stuffed animals for at-risk children, Independent Community Bankers Association.
Bank of American Fork wins Best of State, Community Bank Category
Package and Design Magazine of China — July 2008
A second 54 page section profiling members of the AIGA Design Expedition to China including 4 page profile on Christopher
Package and Design Magazine of China, May 2008
34 page section profiling members of the AIGA Desgin Expedition to China which Christopher led
Chinese Element Catalog, 2008
Profile on Christopher Liechty for his work judging Chinese Element advertising competition, Shanghai, China
Tsinghua University Forum on Art and Design, Beijing, China, July 2007
Article published on Christopher’s theories of experiential marketing, “Interpreting the Latest Brand Strategy under Background of Globalization — A Dialogue with Famous American Designer, Christopher Liechty” by Yang Maulin
Taxi Design Network, Singapore, March 2007
“Interview with Christopher Liechty”
Design 360º Magazine, Guangzhou, China — March 2006
A profile of Christopher’s work and an interview about design philosophy
How Magazine — April 2006
The April issue of How Magazine featured an interview with Christopher on how small design firms can become involved in doing international projects.
A Designer’s Research Manual by Jennifer & Kenneth Visocky O’Grady — Fall 2006
Inclusion of case study of Meyer & Liechty work for World Trade Centers Association. Christopher also assisted in connecting the authors with designers and case studies in Hong Kong and London that were included in the book.
Journal of Promotion Management — Spring 2005 (vol. 11, no. 3)
“Reducing Disconnects in the Design Agency–Client Relationship: Is Process Management the Solution?” by Harold L. Koch, Ph.D. and Christopher Liechty. This article is based on original research by the authors, who surveyed designers nationwide about their client relationship attitudes and practices.
Global by Design: Web Globalization News & Analysis — June 2005
“Trends in Global Design: Q&A with Christopher Liechty”
Communication Arts — May/June 2005
“Preaching, Poaching, or Prospecting: What is Cross-Cultural Design?”, pp 130–33. Christopher is quoted along with Ric Grefe, executive director of AIGA and Robert L. Peters, Icograda past president.
Voice: AIGA Journal of Design — October 2005
“AIGA XCD Presents ‘Branding in China’ at World Trade Week NYC.” The report on the WorldTrade Week NYC Global Branding event held in May 2005, written by Christopher Liechty.
Icograda E-News — January 2004
“It’s Springtime for Cross-Cultural Design in the United States,” by Christopher Liechty
Communication Arts — March/April 2003
“Expanding Our Field of Vision: Globalization and the Changing Landscape of Visual Communications,” by Carolyn McCarron. Christopher is quoted on issues relating to cross-cultural design.
The Power of Paper in Graphic Design, by Catherine Fishel — 2002
Features three Meyer & Liechty projects: a self-promotion (p. 16), birth announcement (p. 44), and sales brochure (p. 75)
Neenah Paper Stationery Competition Gold Award for Western Region — 2002
Meyer & Liechty, Inc. stationery selected for award
AIGA100 Show (Salt Lake City) 2002, 2001, 1999, 1997, 1996
Various pieces selected for inclusion
Adnews Design Showcase — July/August 2002
CEO sales tool (p. 38) selected for inclusion
Utah Valley Magazine — July/August 2002 (vol. 3, no. 4)
“He’s Got the Whole World in His Hands,” profile of Christopher Liechty (pp. 88–89)
Utah 100 — 2001
Meyer & Liechty honored as #54 of Utah’s 100 fastest growing companies
365: AIGA Year in Design — 2000
Birth announcement featured in communication graphics no. 43,
Step-By-Step Graphics, — 2000 (vol. 16, no. 4)
“A global campaign with local appeal,” a profile of Meyer & Liechty
Communication Arts, Design Annual 41 — 2000
“Illegible Tattoos,” letterpress book (p. 157) selected for inclusion
How Design, Illustration/Photography Annual — 2000
Lebkuchen Skier, wire sculpture (p. 111)
Step-By-Step Graphics, Illustration Annual — 2000 (vol. 16, no. 3)
Experimental wire sculpture (p. 72), new product announcement brochure (p. 129) selected for inclusion
Step-By-Step Graphics — 2000 (vol. 16, no. 2)
Brochures for management consulting firm (pp. 60–61) selected for inclusion
AdNews — May/June 2000
“Meyer & Liechty Travels around the World in a Day,” by Barbara Bernstein (pp 40–41)
Utah Arts Center, Alex Caldiero One-Man Show, Salt Lake City, UT — 1999
Featured Christopher’s photographs and designs of poems
Graphis Poster — 1993
Selected poster design for WordPerfect Greece, “Classical Perfection,” for inclusion in the book.
University of Utah, College of Communications, Lecture to undergraduate class in Integrated Marketing Communications
MacEwan University, Edmonton, Canada, Course, 22 October 2015
Presentation via Skype on Design Thinking Case Studies
Protocol & Diplomacy International – Protocol Officers Association, Salt Lake City, 25 July 2015
Key note lecture on international culture, “The Peach and the Coconut”
Media Rain Seminar, The Peach and The Coconut, 16 April 2015
AIGA Design Expedition to China
Facilitated more than 15 group discussions in Mandarin and English between U.S. and Chinese designers. Some groups up to 100 in Beijing, Tianjin, Xi’an, Guangzhou, and Hong Kong, China
David M. Kennedy Center for International Studies at Brigham Young University
Presented lecture on experiential and international marketing, Provo, Utah
ADAC Chaos IV: Sacramento Art Director’s and Artist Club Annual Conference
Presented lecture and workshop on experiential and international marketing Sacramento, California
Kent State University Department of Design
Presented guest lecture on experiential and international marketing, Kent, Ohio
Beijing International Design Expo
Presented lecture on experiential and international marketing together with professor Kao Jun, Beijing, China
San Diego World Trade Center Annual Awards Gala
Presented keynote lecture, San Diego, California
Icograda Design Week in Seattle
Presented live shadow puppet show and lecture on design leadership. Co-chair of organizing committee for AIGA and Icograda. Seattle, Washington
Ultradent Corporate Workshop
Conducted workshop for marketing department of dental product manufacturer, Sandy, Utah
Presented lecture at first AdTech Conference in China, Shanghia, China
Association of National Advertisers Global Marketing Committee Meeting, 27 September 2005
Presented workshop to 30 top marketing executives from Fortune 500 companies held at Discovery Channel offices, New York, New York
Parker Hannifin Global Communications Conference, 16 May 2005
Presented at internal global communications conference for this Fortune 500 manufacturer which led to a consulting relationship over the next year-and-a-half, Cleveland, Ohio
World Trade Center Philadelphia Annual Global Business Strategic Outlook Conference, 16 February 2005
Presented lecture on experiential and international marketing, Drexel Univeristy, Philadelphia, Pennsylvania
World Trade Centers Association (WTCA) 35th Annual General Assembly
Launched new WTCA global brand which my team and I had designed to management of member World Trade Centers from around the globe, Geneva, Switzerland
World Trade Centers Association Regional Conference
Presented follow up brand presentation to regional World Trade Center Leaders, New York, New York
World Trade Week NYC: Growth in a New World Economy
Presented lecture on “Return on Marketing” as part of World Trade Week marketing event, New York, New York
American Express Private Lecture
Presented private lecture, American Express, Salt Lake City, Utah
World Trade Week NYC
Presented lecture as part of World Trade Week marketing event, New York, New York
Utah State University Partners in Business Conference
Presented global branding case study
Compartiendo Suenos / Sharing Dreams, 2004 – 2008
Worked on the team that created a program for a selected group of eight designers — 4 from Cuba, 4 from the US — to create posters on a theme. Part of the goal was to create a channel for dialogue between designers in Cuba and the US, which was successful, and legal.
2004 – 2008
Exhibitions Havana, Los Angeles, Miami, Chicago, New York
Chinese Element, Shanghai, China, 11 October 2006, 2007
Jury member for national advertising and design competition featuring distinctly Chinese elements.
AIGA Fellows Meeting, Las Vegas, 2016
Participated in conference of AIGA Fellows on supporting new national AIGA initiatives.
SALT LAKE DESIGN WEEK
Organized design thinking event, October 2011
ICOGRADA DESIGN WEEK IN SEATTLE, 9-15 July 2006
Co-chair in producing global design conference
World Trade Week NYC, Branding in China Event, 19 May 2005
Organized and moderated panel discussion in behalf of AIGA Center for Cross-Cultural Design and the Center on Global Brand Leadership at Columbia Business School, New York, New York
WORLD TRADE WEEK / AIGA XCD GLOBAL BRANDING EVENTS
World Trade Week Panel discussion, “Brand America,” New York City, 19 May 2004
Global Branding in partnership with the Center on Global Brand Leadership at Columbia Business School, led by Bernd Schmitt, New York City, 2005
VERGE, OGILVY AT GUGGENHEIM, NY., 2004
Ogilvy & Mather Verge Conference, Guggenheim Museum, New York City, June 2004
Presented interactive experiments, “Name Poetry” and “Culture Map” on mass customization and world cultures at this private conference on the end of mass media for Ogilvy & Mather’s top 250 clients worldwide.
AIGA NATIONAL LEADERSHIP RETREATS
Led workshops and produced breakout sessions on cross-cultural design during the following years:
AIGA National Leadership Retreat, Seattle, 2002
AIGA National Leadership Retreat, Austin, 2003
AIGA National Leadership Retreat, St. Louis, 2004
AIGA National Leadership Retreat, 2005
AIGA National Leadership Retreat, San Francisco, 2006
AIGA NATIONAL DESIGN CONFERENCES
Produced session on cross-cultural design with guests from Elephant Design, India, Boston,
ICOGRADA REGIONAL MEETINGS
Attended the following Icograda (now Ico-D) meetings to discuss international design issues.
VANCOUVER, c. 2005
International Institute of Information Design (IIID) Financial Experts Forum
Selected as one of 30 presenters at global conference of experts in information design for the financial services industry. Only presenters were permitted to attend, New York, New York