By Natalie Santangelo ’23 Staff Writer 

LVC had the opportunity to host Moira Cullen, an international icon that has been recognized for marketing and brand design.

On Tuesday, Oct. 4, students gathered to listen to a presentation hosted by Cullen in Zimmerman Recital Hall. Students from a variety of majors attended this event to learn more about brand design techniques. 

Cullen has been named one of the most influential and creative individuals in the business industry. Throughout her career, she was given the chance to work with several huge companies including PepsiCo, Coca-Cola Company, Hallmark Cards and The Hershey Company. 

During her time spent at Coca-Cola, she led the company’s redesign. For this redesign, she earned numerous awards that included the Grand Prix for Design and Golden Lion for packaging at Cannes. 

Cullen referred to design as transformative, personality and brand-wise. A transformative personality can relate to a transformational leader in which they are open to new thinking, are adaptable, accountable and hold integrity. Companies tend to go through transformative change regularly when consumers needs change, as well as the degree of competition within the industry. 

Throughout her career Cullen’s had to transform her own approach, she approached her work with a “soft power.” “Soft power” refers to the ability to cooperate rather than coerce. Cullen used “soft power” to appeal to consumers to build brand awareness for the companies she was working with. 

LVC students had this unique opportunity to hear from a senior executive for multiple Fortune 500 companies. Dr. Kimberlee Josephson, associate professor of business administration, will continue to host events for students and Phi Beta Lambda throughout the semester.