People to Watch in 2011
BRAND DESIGN DIRECTOR, KIMBERLY-CLARK
Christine Mau is the Brand Design Director of Family Care brands at Kimberly-Clark. In this Integrated Marketing Planning team role, she is responsible for leading strategic design as it inspires the brand expression across channels. Mau has built her career by leveraging the power of strategic design against business objectives to build brands. She believes that creating break-through brand design requires a strong brand profile, a clearly articulated brand essence, a differentiating design strategy and an investment in design leadership. She enjoys transforming overlooked and commoditized products like facial tissue and tampons into stylish accessories that delight the consumer and drive sales, as demonstrated by recent Kleenex® Slice of Summer wedges and U by Kotex feminine care products. Her work has been recognized by The DieLine, I.D., AIGA, CA, Print, HOW, GDUSA, ADDY, REGGIE Awards and the Diamond Pentaward. She shares her passion for design as a speaker at many conferences and events. Mau was recently named one of Advertising Age’s 25 Women to Watch and listed by Brand Packaging as a 2010 Brand Innovator. Last, but not least, Christine is the proud mother of two boys, who have been nicknamed 2D and 3D based on their creative interests. Her husband, Mike Mau, creates bespoke furniture. Together they enjoy the easy pace and the four seasons of living in Wisconsin.
Where were you born, where do you live, did this effect your design style or sensibilities?
Absolutely. Aren’t we all products of our experiences? I grew up exploring rural Wisconsin, with the largest chunk of time on an 80-acre farm. My childhood was really one giant problem-solving lab, where you never had exactly what you needed but there were enough materials that with time and a little ingenuity, you could create whatever you wanted.
If you were not a designer, what would you do?
Human Factors specialist. I really enjoy watching people uncover the insights they don’t necessarily articulate and then create solutions based on that behavior.
What advice would you give a design student or
young professional just starting out?
Bring your passion, bring your design sensibilities and because this is a business, bring your persuasive presentation skills to articulate the strategy behind the design.
Chip Kidd, Debbie Millman
Aqua, unless we are talking about my wardrobe, then it’s black
Favorite TV Shows?
Why Design Now? National Design Triennial, A Whole New Mind: Why Right-Brainers Will Rule the Future, Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation
Chitty Chitty Bang Bang, Edward Scissorhands… especially the Rube Goldberg machine scenes
Favorite Fine Artists?
GPS in my car - I can now go places I never thought!
OpenIDEO, CubeMe, theDieLine, mocoloco, Ted Talks, Cool Hunting
New Year’s Resolution?
To spend more time creating…