THE COLLECTIVE

Operations Director

Heidi is a people-focused operations leader, using empathy, structure, and creative problem-solving to help teams thrive. As Operations Director at Via Collective, she designs and stewards culture and people systems that empower individuals, strengthen collaboration, and support growth. Her background spans leadership in people operations, marketing, and business operations, equipping her with a diverse set of skills. Known for catalyzing connections, she brings together people, ideas, and resources to solve challenges and create thriving teams. Outside work, Heidi mentors emerging professionals, documents adventures with her family, cheers on her kids’ sports teams, and shares her love of reading and photography.

Project Director

As Project Director at Via Collective, Jessica provides strategic direction for complex wayfinding and environmental graphic programs. She guides a multidisciplinary team through every phase of the design process, bringing a sense of rigor and clarity to complex, large-scale projects. Known for navigating technical complexity, Jessica pairs strong design judgment with disciplined project management to ensure high-quality, stakeholder-aligned outcomes. Previously, she held senior roles at Entro and CVEDesign, managing diverse international projects. A Pratt Institute BFA graduate and Presidential Scholar, Jessica is a dedicated accessibility advocate, serving as an SEGD leader and representing the design community on the ICC A117.1 Committee. Outside of the studio, she enjoys cooking and baking, exploring the Brooklyn Botanic Garden, and playing with her cat, Pippin.

Design Director

Julián’s path into design has always been fueled by curiosity, creativity, and a love for storytelling — qualities he now brings to his role as Design Director. Growing up in Colombia, he began his design career in publication design and marketing before discovering environmental graphics, where he could blend his creativity with how people move through and experience spaces. He went on to earn his master’s at Iowa State University and has worked on a range of projects that include designing custom typefaces for public parks to building multilingual brands for city neighborhoods. Julián has a passion for learning which he shares with others through teaching a Master of Graphic Design program at MCAD. When he’s not designing, he can often be found drawing comics, writing music, or daydreaming about creating graphics for spacecraft.

Senior Operations Manager

Theresa is a problem solver to the core. Diving into streamlining processes and systems that ensure a seamless flow from the top to the bottom, and back up, is her passion! Bringing a varied background in customer service, technology, and retail, Theresa provides a solid foundation for stepping into the unique challenges of a growing team. Remaining adaptable and flexible, she clears the roadblocks for the team to navigate towards operational excellence with a willingness for continuous improvement. When she isn’t making processes more efficient, you can find her traveling, taking spin classes, or watching hockey.

Project Manager

Annie brings a global perspective and a passion for human-centered cities to her role as Project Manager at Via Collective. With a background in architecture and urban design, and experience across four continents in design firms and international nonprofits, she’s committed to creating safer streets, more inclusive public spaces, and intuitive wayfinding systems. Annie helps bridge the gap between clients and design teams, keeping projects on track, advocating for end users, and supporting creative ideas with clear, organized frameworks. She’s especially drawn to transportation and infrastructure projects that shape how people move through cities. Outside of work, she explores New York by bike and on foot, always attuned to how design shapes everyday experience.

Project Manager

An organizer, designer, and doer, Doug brings a strategic, user-centered approach to his role as Project Manager at Via Collective. Specializing in program implementation, he excels at distilling complex challenges into clear, focused solutions. From start-ups to Fortune 500 companies, his experience includes developing identity, digital and branded environments. An avid runner and backpacker, he seeks remote trails and adventurous terrain, which carries over into his work, shaping the design of thoughtful, intuitive wayfinding experiences.

Junior Designer

James had a diverse upbringing around the globe which exposed him to design, and wayfinding, from an early age. This fostered a deep curiosity of cultures and communities, and an awareness that space is something to be designed both strategically and visually. Through his education in Hong Kong and New York City, James studied Communication Design and became passionate about designing spaces that represent communities by bringing thoughtful, expressive, and intentional ideas to life. When he’s not collaborating with his team on concepts, you can find him rock climbing, skateboarding, and exploring new fashion trends in sneakers and streetwear.

Designer

Joining Via Collective as a Designer, Gus brings nearly two years of experience in Environmental Graphic Design (EGD). His journey into design began with a BFA in Graphic Design from the Maryland Institute College of Art, where an inspiring elective class sparked his passion for EGD. After formative experiences with the US Botanic Garden and Lee and Associates, he honed his craft at Two Twelve, working on notable projects like the Crystal Bridges Museum and the new JP Morgan Chase headquarters. His diverse background as a former sports enthusiast turned techie and city lover gives him a unique perspective and an open-minded approach to design. Outside of work, he indulges in gardening, biking, and exploring new routes, all of which fuel his creativity and curiosity.

Marketing Coordinator

Colleen is a creative thinker and skilled wordsmith, using imagination and ingenuity to solve problems and articulate ideas. Her lifelong obsession with art and language led her to pursue three degrees—English Language, Creative Writing, and Literature. With fifteen years of marketing experience in the AEC field, Colleen brings deep expertise to proposal development and all forms of content—business, technical, creative, and social media. In her free time, she enjoys playing video games, reading, and writing—and is currently preparing six of her books for publication.