Edward Saenz
Managing Director
Edward is a strategic naming leader advising executive teams on consequential brand decisions. He specializes in high-stakes engagements where alignment, scrutiny, and timing leave little margin for error.
He co-founded Interbrand’s San Francisco office and later founded Gravity Branding, advising Fortune 100 enterprises and technology ventures since 2000. His work includes globally recognized names such as Wi-Fi®, EXPEDIA.com®, HERCEPTIN®, KISQALI®, Nissan XTERRA®, and Sempra Energy®.
Having seen naming efforts falter under unmanaged opinion, Edward developed the Brand Oneness framework to establish alignment before creative development begins. His distinction lies not simply in creativity, but in bringing discipline and clarity to moments where leadership must decide with confidence.
Leadership
Johanna Pino
Executive Director
Johanna advises executive teams on complex brand and naming initiatives where alignment and structure are critical. With nearly three decades of experience across global enterprises and founder-led organizations, she brings disciplined process and clear facilitation to moments that require strategic consensus.
Her background spans leadership roles in brand strategy and design, guiding work for companies including Intel, PlayStation, Starbucks, and Novartis. As the author of The Elements of Branding, she champions a rigorous, phased approach that replaces “design by committee” with clarity and measurable direction.
Johanna is known for bringing order to complexity, ensuring that brand systems and identities are anchored in business objectives and supported by leadership commitment.
Michelle Andreotti
Executive Creative Director
Michelle leads identity and brand system development for organizations navigating high-stakes transformation. With more than twenty-five years of experience at global brand consultancies in New York, she brings disciplined creative leadership to complex, multi-stakeholder environments.
Her work spans comprehensive brand programs across healthcare, energy, financial services, and consumer sectors. Michelle contributes from the earliest stages of brand creation, translating strategic direction into clear visual frameworks that make decisions tangible. By rendering workshop materials and naming explorations with precision and realism, she helps leadership teams envision how strategy will perform in the real world.
Her strength lies in ensuring that brand expression is structurally sound, scalable, and aligned with business objectives from inception through implementation.