Exclusive Event

Design Evenings NYC: Crafting Craveable Brand Experiences

Join us for an inspiring conversation with Cathie Urushibata, Creative Director at Shake Shack, as she shares how thoughtful design can elevate craveability, unify brand partnerships, and bring bold flavor to every brand touchpoint.

BrainStation New York
Wed, Jul 16, 2025
2025-07-16T22:00:00.0000000Z – 2025-07-16T23:30:00.0000000Z

136 Crosby St, 4th Floor, New York City, NY 10012 How to get here
$25

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Cathie Urushibata

Creative Director

Cathie Urushibata

Creative Director

From in-store visuals to limited-edition collabs, every detail of Shake Shack’s identity is meticulously designed to look as good as it tastes. In this session, Cathie Urushibata, the creative force behind Shake Shack’s brand experience, unpacks what it takes to build a visual language that’s bold, cohesive, and unmistakably delicious. With over 20 years in branding, art direction, and creative leadership, Cathie will share how her team brings strategy, craveability, and culture into every part of the design process - from signage and packaging to digital campaigns and creative partnerships.

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.

01
Designing for Craveability

Great food branding doesn’t just describe flavor - it evokes it. Learn how Shake Shack uses illustration and design details to trigger appetite and anticipation across every consumer touchpoint.
02
High-Design for High-Traffic

Shaping a premium brand in a fast-paced, high-traffic environment requires precision and adaptability. Explore how the Shake Shack team balances visual consistency with localized design and physical constraints.
03
Unified Design for Partnerships

Whether it’s a fashion collab or limited-edition flavor, partnerships bring new energy and new design challenges. Cathie shares how her team adapts Shake Shack’s visual identity while staying true to the brand.

Details of the Evening

What's Included

Gourmet Light Refreshments – Enjoy a curated selection of artisanal bites and small plates, perfect for connecting with colleagues.
Expertly Crafted Cocktails – Sip on handcrafted, shaken cocktails made by skilled mixologists, offering a blend of classic favorites and unique creations.

How to Get Here

BrainStation New York

136 Crosby St, 4th Floor, New York City, NY 10012

Get Directions

Finding Your Way

Located on Crosby St just south of Houston between Broadway and Lafayette, just steps away from the Lafayette B D F M train.
Entering The Building

A BrainStation team member will be waiting for you at the elevators to take you to the 4th floor.
Once You're Inside

Our staff will be there to greet you at the campus reception.