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Let's Talk
Work
Services
Experience
Team
About
Thinking
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Work
Services
Experience
Team
About
Thinking

Let's Talk


BIG CHANGE, FAST.

Welcome to Blulab.


A BRAND SMART, BUSINESS TRANSFORMATION AND INNOVATION CONSULTANCY.

Born digitally, led virtually. Designed to help you achieve big change, fast, by
transforming your business to thrive in the new marketplace ushered in by
COVID-19.

We use Design Thinking, Blue Ocean Strategy and Lean Methods to help you
reimagine your business, redefine your brand and reignite your
culture, simultaneously.

Let's talk.
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Work.


HOW MIGHT AN INTEGRATED HEALTHCARE PROVIDER REDEFINE THE PATIENT EXPERIENCE?

 

We collaborated with a major integrated healthcare provider to design and
deliver a total experience that makes lives better and maximizes health, by
providing the most personalized, empowering and seamless experience in health
care.

 

Work.


HOW MIGHT A TECHNOLOGY START UP CHANGE THE CLIMATE CONVERSATION?

 

We collaborated to build a narrative around a revolutionary idea to increase
awareness of the environmental factors that have the greatest impact on the
health of our society and environment.

 

Work.


HOW MIGHT A PHARMACEUTICAL GIANT LAUNCH AND MANAGE THEIR BRAND IDENTITY?

 

We helped bring a global pharmaceutical brand to life by creating digital, video
and print communication applications based on established guidelines and brand
design systems, tools and resources ensuring the highest level of brand
recognition.

 

Work.


HOW MIGHT AN INSURANCE ORGANIZATION RETAIN MEMBERS?

 

We collaborated with a major insurance carrier to develop an agile retention
program focused on delighting customers in new ways.

 

Work.


HOW MIGHT A SMALL BUSINESS PROTECT THEMSELVES FROM CYBER ATTACKS?

 

We helped one of the most trusted cyber insurance providers create new product
and service offerings for small business owners.

 

Work.


HOW MIGHT A LARGE HEALTHCARE PROVIDER THINK AND ACT LIKE A STARTUP?

 

We developed an internal innovation incubator for patient-centric experiences
and products in partnership with health startups.

 

Work.


HOW MIGHT A GROCERY RETAILER RELAUNCH A CROSS CATEGORY CONSUMER BRAND?

 

We helped find the sweet spot of high functional relevance and high emotional
relevance required to build a business platform, brand image and packaging
system to facilitate a redefinition of what natural means across virtually every
category in the supermarket.

 

Work.


HOW MIGHT A MEDICAL DEVICE ORGANIZATION REVITALIZE DIABETES CARE?

 

We created a comprehensive communication program and targeted messaging
platforms for strategically defined audiences built on inspiring patients to
live their exceptional lives on their own terms.

 

Work.


HOW MIGHT AN INTERNATIONAL COFFEE BRAND REPOSITION ITSELF FOR THE FUTURE?

 

We helped redefine their brand to thrive in the new coffee culture through a new
creative expression and continuous innovation that reflects the individuality of
coffee consumers and delights them with coffee products that do things
differently.

 

Work.


HOW MIGHT A LEADING MEDICAL SCHOOL CHALLENGE THE STATUS QUO?

 

We helped a leading medical school challenge the current healthcare status quo
by defining a collective understanding and appreciation of the art and science
of human connection as not merely an element of healthcare, but the essence of
healthcare.


 

Services.


BUSINESS AND BRAND TRANSFORMATION, DESIGN SPRINTS AND WORKSHOPS.

Our streamlined service offerings make it quick and easy to engage Blulab.
Together we’ll solve complex challenges and build the new capabilities,
products, services and experiences required to transform your business, redefine
your brand and reignite your culture.

Business transformation.

A COMPREHENSIVE AND COLLABORATIVE APPROACH TO BUSINESS INNOVATION. 

Transformations empower a collaborative culture and foster actionable
innovation. We use research, analysis and insights to anticipate emerging need
states of the new consumer. We then build on key capabilities and deploy lean
methods to accelerate speed to market.

 
Innovate with us.

Design Sprints.

A PROVEN METHODOLOGY FOR EFFICIENT, RAPID AND AGILE INNOVATION.

We use low investment design sprints to develop, prototype and test solutions in
a real environment. We uncover actionable business opportunities and engage
teams to quickly and effectively develop new products and services and reimagine
existing ones.

 
Get there fast.

Workshops.

A CRITICAL STARTING POINT FOR BUILDING A CULTURE OF INNOVATION.

We collaborate with business leaders to uncover and answer the questions that
matter most, define a vision, train cross functional teams in Design Thinking
and build a culture of innovation.

 
Ignite your culture.

Experience.

Health + Pharma.

KAISER PERMANENTE, MEDTRONIC, NOVARTIS, ROCHE, STANFORD HEALTH, SUTTER HEALTH.

 

Food + Beverage.

COCA-COLA, CONSTELLATION BRANDS, DIAGEO, HEINEKEN, KELLOGG’S, KRAFT HEINZ,
MONDELĒZ, NESTLÉ.

 

Insurance.

AAA, HISCOX, HUMANA, KAISER, LIBERTY MUTUAL, UNITED, ZURICH.

 

Consumer.

COLGATE PALMOLIVE, ESTEE LAUDER, NIKE, P&G, UNILEVER.

Tech.

ADOBE, AMAZON, APPLE, CITRIX, EBAY, FACEBOOK, GOOGLE, HEWLETT PACKARD, INTEL,
PAYPAL, SAP, SONY, STANFORD.

 

Retail.

ALBERTSONS, CVS HEALTH, LVMH, NORDSTROM, SAFEWAY, STARBUCKS, TARGET, WALGREEN’S,
WALMART.

 

Financial Services.

ALLIANZ, AMERICAN EXPRESS, BARCLAYS, CITIGROUP, FEDERAL RESERVE BANK OF CHICAGO,
FIDELITY, MASTERCARD, RBC, THE WORLD BANK.

 

Manufacturing.

3M, BAYER, FORD, GE, HARLEY-DAVIDSON, J&J, PFIZER, SONY.

Team.


THE RIGHT TEAM, GUIDED BY PURPOSE, COMMITTED TO THE BEST APPROACH. 

 

We staff projects through a combination of our core team of innovators,
strategists, branders, researchers, writers, storytellers, designers, and
coaches and an extended network that includes: Alumni from IDEO, Doblin,
McKinsey, Google and Facebook as well as strategic advisers from leading venture
capital, management consulting and marketing services organizations.

 

Head of Brand, Cofounder.

MARINUS.

Marinus ( Ron ) Vandenberg was schooled in the principles of brand strategy at
Harvard Business School and while working as a brand consultant and executive
creative director with two of the world’s most prestigious brand agencies,
Siegal + Gale and Futurebrand, a company he cofounded. 

A recognized expert in breakthrough brand thinking, communication, design and
experience. He has worked with Amazon, Apple, Google, Nike, Starbucks, Kaiser
Permanente, Novartis, Medtronic, AAA and Safeway among others. Marinus combines
brand thinking with business innovation to deliver world-class brand identities,
stories and experiences. A recognized leader in the global brand community, his
work has been honored with multiple industry awards including an unprecedented
Gold, Silver and Bronze Clio, awarded simultaneously. He has lectured at the
Haas School of Business at the University of California at Berkeley and splits
his time between California and Italy.

 

Head of Innovation, Cofounder.

OLGA.

Olga Trusova was schooled in the principles of business innovation at Stanford
Design School and while working as a consultant with global design firm IDEO. 

An expert in design thinking, strategy and innovation, she has worked with
Starbucks, Nordstrom, AAA, Stanford Technology Ventures, Sutter Health and
Hiscox, among others. Olga combines design thinking with business rigor to
deliver innovative product solutions, new ventures and robust internal systems
that help companies survive, compete and thrive in an era of constant
disruption. A frequent speaker at enterprise conferences on customer-focused
innovation, her expertise in design thinking combined with over fifteen years of
practical experience has been valued and recognized by the innovation community.
She lectures at Stanford University and currently resides in the Bay Area, CA.

 

Managing Director.

MELISSA.

Melissa Stefani Bolin was schooled in the principles of economics at Purdue and
business transformation at Harvard Business School. Her work in brand strategy
and product development led to consulting for American Express, Ritz-Carlton,
Marriott, The Marines, Siemens, Allianz.

A leader in strategic growth, integrated marketing, business development and
customer experience, Melissa has over fifteen years of experience in designing
strategies, experiences and campaigns with start-ups and incumbents alike,
thriving in environments of uncertainty, disruption and transformation. She
currently resides in Joshua Tree, CA.

 

Finance Director.

KIM.

Kim Caruana was schooled in the art of juggling, while working as the managing
director of two companies she co-founded- Vandenberg +Co, and Berkeley
Merchant. 

Prior to moving to the world of branding and design Kim worked in client
services at advertising agencies McCann Erickson and Leo Burnett. Kim has a keen
eye for design and uses her juggling skills as project director. Recent
engagements include the concept and launch of a private label store brand and
positioning work for Kaiser Permanente. Kim is an avid traveler and divides her
time between California and Europe.

 

Design Director.

LEUN.

Leun Gwynne was schooled in the principles of design at Glasgow Caledonian
University, and while working as an art director and graphic designer.

His expertise in design process, brand and direction spans across healthcare,
the entertainment industry, non-profit organizations and the property sector,
among others. As a multi disciplinary designer, Leun applies techniques and
knowledge from multiple philosophies to eye-catching and engaging creative
outputs. He lives, works and plays in Brooklyn, NY.

 

Brand Strategist.

NEROMANIE.

Neromanie Persaud was schooled in the principles of business strategy and
international affairs at Columbia University in NYC, and while working as a
brand strategist at pioneering firms like FutureBrand and St. Aubyn Ideasource.

She is an expert at artfully weaving together competitive intelligence and
consumer insights into strong, rich brand strategies designed to click with the
target market, and from which creative teams can seamlessly execute compelling
visual identities. She has worked with Kaiser Permanente, Novartis, Allergan,
Scholastic, The Boys & Girls Clubs of America, The International Rescue
Committee, International Federation of Red Cross and Red Crescent Societies, and
the Wallace Foundation, just to name a few. Neromanie splits her time between
New York City and Toronto.

 

Business Strategist, Researcher.

POLINA.

Polina Feldman was schooled in the principles of research and strategy
development while working with sustainability and social impact consultancies
and at Harvard University.

Polina leads research-driven insight generation to inform strategic decision
making, particularly for organizations that aspire to social impact. She
partners with nonprofits, private sector organizations, and foundations to
develop strategic plans and landscape audits, lead visioning and program
development, and uncover new opportunities. She has worked with organizations
such as Acumen, The Michael and Susan Dell Foundation, and IDEO. She currently
resides in the Bay Area, CA.

 

Business Strategist, Researcher.

DANIEL.

Daniel Stringer, PhD was schooled in the principles of learning sciences, design
and technology at Stanford University. He is an expert in human-centered design
and user experience. 

He has worked with Google, Facebook, AAA and The World Bank, among others. By
partnering new technologies with research expertise, Dan helps companies
innovate in a more just, humane, and mindful way. Dan lectures at Stanford
Design School and splits his time between Berlin and the Bay Area, CA.

 

Visual Storyteller, Content Strategist.

DEB.

Deb Aoiki was schooled in the principles of graphic design at the School of
Visual Arts in NYC, and while working as a user experience designer with Adobe.
She has worked with PayPal, Sony Creative Center, eBay, Citrix, SAP and Juniper
Networks. 

She is an expert in sketching, storyboarding, journey mapping, developing
personas and illustrations. By combining writing, drawing, and design, Deb helps
drive end-to-end customer experiences. She also teaches workshops in Design
Thinking and Simple Sketching for UX and has drawn at corporate events for Girls
in Tech, Federal Reserve Bank of Chicago, Hewlett Packard Enterprise, and Google
for Education. Deb currently resides in the Bay Area, CA.

 

Design Strategist, Coach.

ESTHER.

Esther Armstrong was schooled in the principles of creative writing at Messiah
College, a liberal arts college in Pennsylvania, and while leading digital
transformation at Starbucks and innovation programs at Nordstrom.

She is an expert in designing physical and digital experiences across retail,
mobile apps, and marketing. Esther’s sweet spot is helping corporations develop
their customer centricity, business intuition, and creative confidence using
human centered design and systems thinking. Esther is a member of the Design
Thinking Exchange, and also active in the Seattle design community.

 

Interaction Designer.

MATTHEW.

Matthew Saunders was schooled in the principles of design at Solent University
in the UK, and while working as an interaction designer with Kaiser Permanente,
Citrix, and Ericsson, among others.

His expertise in human-centered design and innovation spans across enterprise
software, healthcare, telecom, InsureTech, and other industries. Matt is a full
stack designer and also enjoys working with startup founders to bring ideas to
life. He resides in Los Angeles, CA.

 

Brand Strategist.

CELSAE.

Celsae Vandenberg was schooled in the principles of branding while working as a
strategist at a brand design firm in NYC and as an independent consultant.

A background in writing and a passion for trends and culture have allowed Celsae
to shape brand voice and vision for Nestlé, CVS Health and Church & Dwight,
among others. Celsae brings brands to life through storytelling, brand
positioning, copywriting, naming and product ideation. An avid traveller, Celsae
currently resides in Brooklyn, NY. 

About.


OUR NAME IS INSPIRED BY OUR PHILOSOPHY AND CULTURE.

We believe that the best innovation outcomes are achieved through a balance of
blue ocean creative thinking and strategic business thinking. 

 
 


OUR VALUES ARE EMPATHY, INTEGRITY AND DIVERSITY.

We embrace human centered design, are bound by respect, trust and loyalty and
treat all people and perspectives equally.

 
 


OUR BRAND SMART INNOVATION IS GROUNDED IN DESIGN THINKING.

We are practitioners in this proven methodology that sits at the intersection of
desirability, business viability, and technical feasibility.

 

Our Thinking.

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Contact.

LET’S TALK.

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