Elixir Design founder Jennifer Jerde on truth, AI, and the human touch in branding
Design Observer visited Elixir Design in San Francisco, a branding agency founded in 1992 by Jennifer Jerde. Known for diverse clients from SF Jazz to Coca-Cola, Elixir emphasizes deep human connection. Jerde discussed a campaign for UCSF's Gladstone Now, which funds tools for Alzheimer's, heart disease, and HIV. The team, including Beth Wong and Nathan Durant, conducted months of interviews to capture scientists' passion. Jerde contrasts AI-generated templates with authentic branding that requires listening and effort. She credits teacher Lucille Tenazas for inspiring her to start the firm. Elixir's observation practice involves extensive listening and presenting multiple directions to clients.
Key facts
- Elixir Design was founded in 1992 by Jennifer Jerde.
- The studio is located in San Francisco.
- Clients include SF Jazz, Tipping Point Community, SF MoMA, UCSF, Athleta, Coca-Cola, and Target.
- Elixir worked on a branding project for UCSF's Gladstone Now campaign.
- Gladstone Now raises money for tools to treat Alzheimer's, heart disease, and HIV.
- Team members Beth Wong and Nathan Durant were involved in the project.
- Jerde's teacher Lucille Tenazas inspired her to start her own firm.
- Jerde believes AI can work for some audiences but deep understanding requires human effort.
Entities
Artists
- Jennifer Jerde
- Beth Wong
- Nathan Durant
- Lucille Tenazas
Institutions
- Elixir Design
- Design Observer
- SF Jazz
- Tipping Point Community
- SF MoMA
- UCSF
- Athleta
- Coca-Cola
- Target
- Gladstone Now
- Grounded Capital
- Williams Sonoma
- California College of the Arts
- Levi's
- Flowers.com
- DesignObserver
Locations
- San Francisco
- California
- United States