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I am a senior creative director with 20+ years of experience leading experiential design, environmental brand systems, and AI-driven storytelling for global technology organizations. I specialize in translating complex products and emerging technologies into immersive physical and digital experiences that drive adoption, engagement, and measurable commercial impact. Based in the Santa Cruz / San Francisco Bay Area, I partner with product, engineering, and executive leadership at companies like Apple, Meta, Cisco, and SoundHound AI. I fluently integrate GenAI tools into creative workflows to accelerate concepting, mood boarding, and content development for multi-channel brand experiences.…I am a senior creative director with 20+ years of experience leading experiential design, environmental brand systems, and AI-driven storytelling for global technology organizations. I specialize in translating complex products and emerging technologies into immersive physical and digital experiences that drive adoption, engagement, and measurable commercial impact. Based in the Santa Cruz / San Francisco Bay Area, I partner with product, engineering, and executive leadership at companies like Apple, Meta, Cisco, and SoundHound AI. I fluently integrate GenAI tools into creative workflows to accelerate concepting, mood boarding, and content development for multi-channel brand experiences.

James J. Herbert

Creative Director, Designer, Brand Designer, +3

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I am a senior creative director with 20+ years of experience leading experiential design, environmental brand systems, and AI-driven storytelling for global technology organizations. I specialize in translating complex products and emerging technologies into immersive physical and digital experiences that drive adoption, engagement, and measurable commercial impact. Based in the Santa Cruz / San Francisco Bay Area, I partner with product, engineering, and executive leadership at companies like Apple, Meta, Cisco, and SoundHound AI. I fluently integrate GenAI tools into creative workflows to accelerate concepting, mood boarding, and content development for multi-channel brand experiences.…I am a senior creative director with 20+ years of experience leading experiential design, environmental brand systems, and AI-driven storytelling for global technology organizations. I specialize in translating complex products and emerging technologies into immersive physical and digital experiences that drive adoption, engagement, and measurable commercial impact. Based in the Santa Cruz / San Francisco Bay Area, I partner with product, engineering, and executive leadership at companies like Apple, Meta, Cisco, and SoundHound AI. I fluently integrate GenAI tools into creative workflows to accelerate concepting, mood boarding, and content development for multi-channel brand experiences.

Available to hire

I am a senior creative director with 20+ years of experience leading experiential design, environmental brand systems, and AI-driven storytelling for global technology organizations. I specialize in translating complex products and emerging technologies into immersive physical and digital experiences that drive adoption, engagement, and measurable commercial impact.

Based in the Santa Cruz / San Francisco Bay Area, I partner with product, engineering, and executive leadership at companies like Apple, Meta, Cisco, and SoundHound AI. I fluently integrate GenAI tools into creative workflows to accelerate concepting, mood boarding, and content development for multi-channel brand experiences.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

German

Fluent

Spanish; Castilian

Fluent

Work Experience

Creative Director, Brand & Experiential Design at SoundHound AI

January 1, 2022 - Present

Lead end-to-end creative direction and execution of global experiential programs across 200+ permanent venues, driving a 34% increase in customer acquisition. Oversee spatial design, booth concepting, 3D visualization, fabrication vendor management, and on-site execution for CES and other activations. Translate complex voice-AI infrastructure into clear product narratives for customers, partners, analysts, and executives. Develop keynote visuals, executive presentations, and analyst briefing experiences, boosting stakeholder engagement by 89%. Deliver integrated brand experiences across physical, digital, and hybrid channels, improving conversion by 23%. Build and lead cross-functional internal teams and external fabrication partners, reducing external production costs by $180K annually. Integrate GenAI tools (Midjourney, Adobe Firefly, Claude) into workflows for rapid concepting and content development.

Creative Director, Experiential & Brand Design at OPORTUN

January 1, 2019 - January 1, 2022

Directed experiential rollouts, environmental brand systems, and physical–digital touchpoints within a $1.2M annual budget. Designed immersive brand environments and spatial activations that increased qualified leads by 73% YoY. Led 360° integrated campaigns across spatial, motion, and digital channels, ensuring cohesive narrative across touchpoints. Mentored creative teams of 8+ and managed external production partners to maintain quality and on-site execution.

Creative Director, Brand & Experiential Marketing at FACEBOOK (META)

January 1, 2017 - January 1, 2019

Designed and delivered integrated brand campaigns and physical experiences reaching 500M+ users across 23 countries. Oversaw spatial design, environmental graphics, and production from concept through fabrication. Produced developer-focused experiential activations, conference environments, and interactive product demos that increased event attendance by 67%. Directed keynote visuals, stage design, and executive storytelling supporting $150M+ in enterprise sales. Led cross-functional collaboration with product, engineering, and marketing to ensure cohesive global brand execution and managed external agencies and fabrication partners globally.

Creative Director, Innovation & Experiential Design at CISCO

January 1, 2016 - January 1, 2017

Led experiential design and environmental brand initiatives across 12 platforms, strengthening Cisco's digital and physical brand presence globally. Developed interactive product demonstrations and experiential narratives that reduced customer support inquiries by 19% by making complex technology immediately legible. Created scalable creative and environmental design systems adopted across four global regions, establishing standards for spatial design, materials, and brand expression. Presented creative strategy and concepts to senior executives and innovation leadership.

Creative Director, Experiential & Environmental Design at BRANDUFAKTUR GMBH

January 1, 2015 - January 1, 2016

Directed end-to-end creative direction for branded environments across trade shows, retail spaces, and live events—overseeing spatial design, environmental graphics, fabrication, and on-site execution. Developed experiential concepts integrating spatial design, digital content, and narrative storytelling. Managed external fabrication vendors and production partners to deliver on time and within budget, partnering with brand, product marketing, and cross-functional client teams to translate briefs into immersive, scalable environments.

Founder & Creative Director, Experiential & Brand Design at Independent Creative Studio

January 1, 2011 - January 1, 2015

Founded and led a boutique experiential and brand design practice serving technology, retail, and consumer clients across Europe. Delivered end-to-end creative direction from concept through fabrication and launch, developing immersive brand environments, retail experiences, and event activations that integrated spatial design, narrative storytelling, and digital content. Built and managed client relationships across multiple sectors, delivering scalable brand solutions within defined budgets and timelines.

Senior Project Designer at RKW ArchitektUR +

January 1, 2008 - January 1, 2011

Led spatial design and project development for large-scale commercial, cultural, and workplace environments. Produced detailed design documentation, 3D models, and visualization renderings across multiple concurrent projects. Collaborated with cross-functional teams, consultants, and clients to deliver cohesive architectural and spatial design solutions on time and on budget, applying a deep understanding of scale, materials, fabrication, and spatial flow.