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Exclusive Event

Design Evenings NYC: Crafting Craveable Brand Experiences

We hosted an inspiring conversation with Cathie Urushibata, Creative Director at Shake Shack, who shared how thoughtful design elevated craveability, unified brand partnerships, and brought bold flavor to every brand touchpoint.

  • BrainStation New York
  • Event Recap
  • Jul 16, 2025
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  • Cathie Urushibata

    Cathie Urushibata

    Creative Director

Cathie Urushibata

Creative Director

Shake Shack

In this session, Cathie Urushibata, Creative Director at Shake Shack, shared how her team built a bold and cohesive visual identity, spanning in-store design, packaging, campaigns, and collaborations, that brought strategy, craveability, and culture into every brand touchpoint.

  • Cathie Urushibata

    Cathie Urushibata

    Creative Director

    Cathie Urushibata is a creative leader with over 20 years of experience across branding, art direction, graphic design, illustration, and creative management. As Creative Director at Shake Shack, she oversees the brand’s visual identity and creative strategy across all touch points. Known for blending strategic thinking with bold, craveable visuals, Cathie leads and mentors a multidisciplinary design team while partnering with cross-functional teams to bring the Shake Shack brand to life in fresh and unexpected ways.

More Upcoming Events

Dec 10

Design Evenings NYC

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Join Mareike Carolin Keller, Product Designer at Spotify, for an inside look of her experience evolving the platform from a music app into a multi-format destination for audio storytelling at Spotify.

  • 6:00 PM - 7:30 PM EST
  • 136 Crosby St, 4th Floor, New York City, NY
  • $45
Mareike Carolin Keller

Mareike Carolin Keller

Product Designer

Discussion Topics:

  • Designing for Discovery at Scale
  • Building a Unified Design System
  • Evolving the Creative Ecosystem
Dec 10
Design Evenings NYC Designing Spotify’s Multi-Format Experience

Join Mareike Carolin Keller, Product Designer at Spotify, for an inside look of her experience evolving the platform from a music app into a multi-format destination for audio storytelling at Spotify.

  • 6:00 PM - 7:30 PM EST
  • 136 Crosby St, 4th Floor, New York City, NY
  • $45
Mareike Carolin Keller

Mareike Carolin Keller

Product Designer

Discussion Topics:

  • Designing for Discovery at Scale
  • Building a Unified Design System
  • Evolving the Creative Ecosystem
View Event
Jan 22

Leaders in Design

How Innovation, AI, and Experience Are Redefining FinTech

Join us in New York for an inside look at how design leaders are building the future of fintech.

  • 6:00 PM - 7:30 PM EST
  • 136 Crosby St, 4th Floor, New York City, NY
  • $45
Eden Robbins

Eden Robbins

Director of Product Design

Discussion Topics:

  • Reinventing the Banking Experience
  • Personalization and AI in FinTech
  • The Future of Digital Payments
Jan 22
Leaders in Design How Innovation, AI, and Experience Are Redefining FinTech

Join us in New York for an inside look at how design leaders are building the future of fintech.

  • 6:00 PM - 7:30 PM EST
  • 136 Crosby St, 4th Floor, New York City, NY
  • $45
Eden Robbins

Eden Robbins

Director of Product Design

Discussion Topics:

  • Reinventing the Banking Experience
  • Personalization and AI in FinTech
  • The Future of Digital Payments
View Event
Jan 29

Product Evenings NYC

Building What’s Next Through Futures & Foresight

Join Natalie Novak, Vice President of Product Strategy & Service Design at JPMorganChase, for a deep dive into how futures thinking is transforming the way products are imagined, built, and scaled.

  • 6:00 PM - 8:00 PM EST
  • 136 Crosby St, 4th Floor, New York City, NY
  • $45
Natalie Novak

Natalie Novak

Futurist and Product Leader

Discussion Topics:

  • Futures & Foresight: The Method Behind the Mindset
  • The Future of Payments: A Trend Report Live
  • Reverse Engineering Foresight: How the Report Was Made
Jan 29
Product Evenings NYC Building What’s Next Through Futures & Foresight

Join Natalie Novak, Vice President of Product Strategy & Service Design at JPMorganChase, for a deep dive into how futures thinking is transforming the way products are imagined, built, and scaled.

  • 6:00 PM - 8:00 PM EST
  • 136 Crosby St, 4th Floor, New York City, NY
  • $45
Natalie Novak

Natalie Novak

Futurist and Product Leader

Discussion Topics:

  • Futures & Foresight: The Method Behind the Mindset
  • The Future of Payments: A Trend Report Live
  • Reverse Engineering Foresight: How the Report Was Made
View Event
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