Named one of Ad Age’s “Women To Watch,” Christine Mau has been a driving force in furthering both the role and value of design in corporations and culture. As a global design director, advocate and educator, Christine has built a career leveraging the power and purpose of brands with organizations, agencies and institutions all over the world. Leading teams in the translation of brand positioning into tangible product experiences, that transform the ordinary into the extraordinary, is her area of expertise.
For nearly two decades, Christine was one of the directors of the design department at the Kimberly-Clark Corporation, where she leveraged strategic design and innate consumer behavior to create some of the most well-known and beloved brands of our time. Her ground-breaking work for Kleenex®, including the introduction of the oval and wedge shaped cartons, not only transformed the aesthetic perception of the brand in the marketplace, the redesigned packaging eradicated decades long share and margin erosion which was recognized by Wall Street.
In 2010, Christine led the design re-vitalization of U by Kotex®, a brand in deep decline. With her leadership, the decades long downturn was reversed and an entirely new visual landscape has now permanently redefined the feminine hygiene category. She also furthered both the reach and appeal of many KCC’s personal care brands with innovative and inventive collaborations with fashion designers including Isaac Mizrahi and Jonathan Adler.
Christine has recently returned from four years in London, where she was able to build a design capability and design transformation for Kimberly-Clark in Europe, the Middle East and Africa on the Kleenex®, Andrex® and Scottex® brands, significantly rebuilding lost brand equity as well as both top and bottom line growth for the first time in years.
In 2013, Christine joined Vice-President Joe Biden and Law & Order SVU actress and advocate Mariska Hargitay on Capital Hill to launch No More, a movement to raise public awareness and engagement around ending domestic violence and sexual assault. No More is supported by hundreds of national and local groups and by thousands of individuals, organizations, universities, and communities who are using the signature blue logo to increase visibility for domestic violence and sexual assault. Christine has been part of this coalition since it’s inception, co-created the organization’s positioning and signature blue logo, and led the launch of “UK says No More.” The logo for No More has been part of a global PSA program and has received over $2B in earned media.
In 2011, Christine began teaching at the first ever Masters in Branding Program at The School of Visual Arts in New York City. She lead the graduate students in their research and writing of the book Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands (Rockport Press, 2012), co-created the program’s professional mentor program and led the corporate thesis in 2012.
Christine has received the prestigious AIGA Fellow award, was recognized by Women’s e-News as one of the 21 leaders of the 21st Century and her design and branding work has been recognized with industry awards including Diamond Pentawards, REGGIE’s, AIGA, I.D., Print, How, Communication Arts and The DieLine Awards, among many, many others. She has been a keynote speaker and juror at conferences and competitions around the world.