Brand consultancy TRIPTK, part of Havas Creative North America, today announced the formation of TRIPTK Design, a new branding and digital design offering. At the helm of TRIPTK Design is Daniel Arenas, who joins the company in New York City as head of design. Daniel brings more than a decade of design experience in various senior leadership roles, including design director at RedScout, where he worked with Uber, Best Buy, Vice Media and Vox Media, as well as the founder and creative director at New York City-based design collective Sunday Morning. Rounding out the TRIPTK Design team are several other notable hires from Sunday Morning, including branding and digital designers, illustrators and art directors. The decision to launch TRIPTK Design comes on the heels of a significant growth year for the insight and strategy consultancy with the acquisition of top talent in the areas of strategy and semiotics and the on boarding of new clients, including T-Mobile and The Cronos Group.
“Daniel is an award-winning design leader with the mind of a strategist and the empathy of a team builder,” said Sam Hornsby, TRIPTK’s founder and chief executive officer. “The creation of a TRIPTK Design practice under him is an exciting moment in the evolution of our brand transformation studio. He and his team will further weaponize our brand consultancy with world-class design capabilities and elevate our expertise in brand invention and reinvention. We are excited for these talented individuals to join our growing team.”
“We’re committed to investing in our strategic, high potential brands within the Havas Creative North America portfolio, and that includes the fast-growing TRIPTK,” said Paul Marobella, chairman and CEO of Havas Creative North America. “Launched only two years ago, TRIPTK has flourished as the demand for insights, innovation and strategic consulting increases among modern brands. The launch of TRIPTK Design is a testament to the evolved needs of these marketers, who are looking for high-growth services including design language and design systems.”
Daniel has frequently collaborated with TRIPTK on strategy and innovation work for clients such as Diageo, Marriott International and Endeavor. He brings a depth of knowledge gained through a long career at agencies Redscout, Anomaly and Siegle+Gale, among others, and working with leading brands, including Google, Quantcast, The New York Times, IBM and Samsung. Daniel’s work has been recognised twice by The Type Directors Club for typographic excellence, and he is a recipient of the Typography Annual award from Communication Arts. His personal and professional work has been exhibited in more than a dozen countries.
“Sam and his team help companies understand and succeed at tapping into consumer culture to invent and reinvent brands, which I found to be very inspiring,” said Daniel. “Through the unique capabilities offered by TRIPTK Design, our team will aim to elevate the company’s consulting outputs and generate exciting opportunities in brand creation, identity and creative strategy. The design team and I look forward to contributing to TRIPTK’s growth and achievements.”