Tripti Joshi

Tatiana Pages

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Name  Tatiana Pages

Tatiana Pages (born November 1960 in Chile) is a businesswoman as well as an entrepreneur and currently the CEO and Chief Creative Officer of Greencard Creative, a strategy and design firm that caters to the US and Latin American market. A native of Chile, Pages has also lived in Bolivia, Puerto Rico, Barcelona, Dominican Republic, Chicago and New York City.

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Career

Pages received her BA in Communications‐Advertising at the University of Illinois in 1985. She was part of the faculty at the Alto De Chavon School of Design (Parson affiliated) from 2000 to 2005. Early in her career, Pages worked for Leo Burnett where she worked extensively with Procter & Gamble brands and gained expertise in brand positioning and establishing corporate identities. Throughout her career, Pages continued to work for advertising agencies including BBDO, Y&R, Select Communications, and Winglatino. She has worked with brands such as Citibank, Phillip Morris, Procter & Gamble, United Airlines, Heineken, Bayer, PepsiCo, Swarovski, and Diageo (Smirnoff Ice, Wella). Her strategic background and expertise in design allow her to use consumer insights and initiatives that include strategic direction, new product development, line extensions. Using her knowledge as a brand planner with experience in cross-cultural markets both in Latin America and the US, she founded Greencard Creative, Inc. in 2009.

Greencard Creative & Related Projects

In conjunction with Greencard Creative, Pages started the American Latino Initiative in 2008 and the Hispanics Are Dead movement in 2011 to eliminate the term “Hispanic” as a cultural barrier for American Latinos. The movements seek to eliminate the term “Hispanic,” as Pages believes it implies a stereotype that does not reflect the multiculturalism Latinos experience when accepting American values into their lives. The goals, Pages believes, lie in "uncovering insights, lifestyles, behaviors, and attitudes independently of length in residency, country of origin and language preferences.

Pages has worked with a variety of industries: food and beverage, beauty, science, fashion, social, cultural and personal care. Among her clients and collaborators are Smirnoff Ice, Pepsico/Ocean Spray, Heineken, Diageo, Petit Nectars, Gallo Winery, Johnson & Johnson, Bayer, Frito Lay, and Campbell’s.

The social movement provokes change by unveiling American Latinos' real identity and mindsets. The initiative's vision is simple: to embrace collaboration as the key to change. In an interview about Hispanics Are Dead with PRODU, Pages states: “We lead positive social change by recognizing the identity of 'Latin American' and its economic and intellectual contributions to this, our country."

After beginning Greencard Creative, Pages started Origomu in January 2010, a movement where Pages asks: "What if we inspire people through art to recycle?" It inspires environmental action through design and involves the practice of using recycled plastic waste and turning it into art-wear. Using the design community as a launching pad, Origomu garnered participations from designers in many countries. In New York City, Origomu became part of the Department of Education's Visual Arts Program as well as the Eco-Fashion Going Green Exhibit at the museum at FIT.

Today, there are about 500 Origomu designs from over 25 countries and more than 700,000 six-pack rings have been reused.

Pages is also the founder of LAIO.com, a New York-based design firm that works with Origomu and seeks to analyze the relationship between the environment and how people create and wear art.

Additionally, she is a member of the American Institute of Graphic Arts (AIGA), the American Marketing Association (AMA), the Women’s Business Enterprise National Council, The Art Director’s Club and, last, The Americas Society. She is a board member at PINTA – The Modern & Contemporary Latin American Art Show, and forms part of the Art Committee for the non-profit AID for AIDS.

References

Tatiana Pages Wikipedia


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