William Schroeder

Founding Partner, Vernacular, New York, NY, United States. Head of Design for News Xchange

I have worked in branding, identity, design and marketing for more than 15 years on both the client and agency sides of the business. I have led branding programs, built and managed creative teams for organizations, designed identity systems and developed and led internal “living the brand” workshops for some of the world’s premier organizations.

I started my career with The Associated Press, first as a member of the Information Graphics team and later running the department. I moved into branding at Landor Associates in New York where I worked with both business-to-business and consumer goods clients. Later, I worked at TippingSprung, the boutique branding and naming agency. Today, I consult with clients across a range of categories, from media organizations like Eurovision, The Associated Press, ITN and the BBC to law firms and services companies such as Weil, Morgan Stanley and White & Case. I also work with startups and various not-for-profit groups.

I have been a featured presenter on brand-related topics at conferences such as News Xchange, ALI Conferences and a number of corporate retreats and meetings. I’ve also led seminars and lectured in Columbia University’s Strategic Communications program, Thunderbird School of Global Management, NYU, Pratt Institute and Parsons School of Design.

I have a master’s degree in design management from Pratt Institute in New York and a bachelors in architecture from Virginia Tech. I teach in the graduate strategic communications program at Columbia and have also taught a number of strategic design and communications courses at Pratt.

Born in Okinawa and raised in Bangkok, Athens, Frankfurt and the Washington, DC area, I have a particular interest and a proven track record in building brands for global organizations.

My e-mail address is bill@vernaculargroup.com and I look forward to hearing from you.