Emily Cristoforis, head of strategy at Sister Mary, a Brooklyn-based design studio, shares her perspective on storytelling and the importance of going beyond surface level aesthetics in brand creation. When asked about her love for urban decay, she explains, ‘What most people see as an eyesore, I see as proof of life.' This philosophy extends to her work where she dives deep into a brand’s history, uncovering lost stories that resonate with audiences.

‘Design is subjective – our job is to make the RIGHT design an objective choice,' Cristoforis contends. Her advice? Embrace complexity and dive into the details rather than simplifying solutions too quickly. This approach ensures that each project reflects a unique brand personality, making it more compelling and relatable.

Cristoforis believes in the power of storytelling to make people care about a brand. From rebranding Genesee Brewery with its 150-year history, to introducing Lush’s Sympathy for the Skin moisturizer, she highlights how deep narrative can engage consumers on an emotional level. Her work demonstrates that brands need more than just a pretty face – they require meaningful stories.

‘She’s Crafty’ is her proposed autobiography title, reflecting both her passion for craft and her unconventional approach to strategy. This method of working ensures each project is bespoke, tailored to the brand's individual needs and challenges.