Katherine Lee

Katherine is the Executive Strategy Director at Athletics. Bringing over twelve years of experience in research, branding, and design strategy, her practice aims to tie creative decision-making to business objectives. Her problem-solving approach relies heavily on human factors, based on the belief that when it comes to brand, it’s all about digging into what makes people tick and what drives them to make the choices they make. Katherine earned her MFA in Design and Technology at Parsons, where she focused on human factors and user experience. After graduating she discovered the world of brand strategy, which was a perfect blend of creativity and the science of human behavior. Since then, she’s worked on branding challenges big and small with brands like Google, ClassPass, IBM, and Snapchat, helping tell powerful brand stories, and build start-up brands from scratch.