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Join us for an inspiring conversation with Cathie Urushibata, Creative Director at Shake Shack, as she shares how thoughtful design can elevate craveability, unify brand partnerships, & bring bold flavor to every brand touchpoint.
From in-store visuals to limited-edition collabs, every detail of Shake Shack's identity is meticulously designed to look as good as it tastes. In this session, Cathie Urushibata, the creative force behind Shake Shack's brand experience, unpacks what it takes to build a visual language that's bold, cohesive, & unmistakably delicious. With over 20 years in branding, art direction, & creative leadership, Cathie will share how her team brings strategy, craveability, & culture into every part of the design process - from signage & packaging to digital campaigns & creative partnerships.
Cathie Urushibata
Cathie Urushibata
Creative Director
Shake Shack
Cathie Urushibata is a creative leader with over 20 years of experience across branding, art direction, graphic design, illustration, & creative management. As Creative Director at Shake Shack, she oversees the brand's visual identity & creative strategy across all touch points. Known for blending strategic thinking with bold, craveable visuals, Cathie leads & mentors a multidisciplinary design team while partnering with cross-functional teams to bring the Shake Shack brand to life in fresh & unexpected ways.
Shake Shack's bold, craveable design language is no accident. In this session, Cathie Urushibata shares how her team crafts every visual detail, from packaging to partnerships, to translate flavor into feeling, & unify a growing brand across physical & digital spaces.
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Designing for Craveability
Great food branding doesn't just describe flavor - it evokes it. Learn how Shake Shack uses illustration & design details to trigger appetite & anticipation across every consumer touchpoint.
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High-Design for High-Traffic
Shaping a premium brand in a fast-paced, high-traffic environment requires precision & adaptability. Explore how the Shake Shack team balances visual consistency with localized design & physical constraints.
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Unified Design for Partnerships
Whether it's a fashion collab or limited-edition flavor, partnerships bring new energy & new design challenges. Cathie shares how her team adapts Shake Shack's visual identity while staying true to the brand.
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