How Design Strategist Gena Cuba Achieves People-Focused Design

Published

August 6, 2018

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âA lot of our industry tries to separate or segregate and put us in boxes,â explained Elizabeth Talerman, CEO of Nucleus. ââThat person is a designer, that person is a strategist, that person is a writer.â But the wonderful thing about Gena is she is all of those things.â

Thatâs quite high praise to receive from someone who used to be your professor, isnât it? Itâs no wonder Elizabeth later went on to have Gena as her teaching assistant, a freelancer for her agency, and as of this year, her business partner.

Theresa Christine Johnson

Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.