BYAMT is a creative agency run by Alissia Melka-Teichroew, a Dutch-French-American creative director and designer whose cultural background is as fluid and multifaceted as her practice. Specialising in visual design strategy, creative direction, concept & design thinking, trend & color, product design, and curatorial services.
As a creative consultant Melka-Teichroew draws upon her large industry network, deep knowledge of current design thinking and astute branding instincts for services like creative direction, trend and color research, lecturing, and teaching.
Over the years she has always fluidly moved between genres and disciplines, telling brand and product stories by connecting the dots between trends, colors, innovation, materials and products. Her versatile practice stems from her ability to grasp complex concepts, identifying their core messages and turn them into clear and compelling visual narratives.
With the goal to inspire and direct her clients and collaborators as a visionary throughout the entire creative process—from concept to branding to creating visuals.
Work history
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Global Creative & Visual Design LeadElectrolux
Stockholm, SwedenFull Time
Working with brands like, Electrolux, AEG, Frigidaire on both the physical & digital design experiences.
- Brand development of the global brand design identities for Electrolux, AEG, Frigidaire to create more direction and clarity inside and outside of the Design organisation for each brand.
- Leading, defining, and creating a consistent visual design language for Electrolux, AEG, Frigidaire across physical & digital in collaboration with global design and marketing teams. I.e., colour, logo, typography, iconography, pictograms, instructional illustrations, branded illustrations.
- Systemising our design approach: Supporting the design system’s team in development, content and guideline creation for visual design elements. Creating a culture of shared ownership and better collaboration globally and across touch points.
- Defining and developing branded illustrations and animations for Electrolux, AEG, Frigidaire, etc in collaboration with packaging, mobile and graphic design team. Leading the digital style development, use and implementation.
- Leading a global team to review, design, launch, and implement new global iconography library and create guidelines for all Electrolux brands on all physical products, and digital touch points (product UI, web, mobile etc.).
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Creative & Concept DirectorSelina
- London, United KingdomFull Time
Creative & Concept Director "Real Estate" for all Selina hotel locations. Creative direction & concept development for new and existing hotel locations in USA, EU and LATAM. Collaborating with the local experience directors to tap into a new level of co-living, co-working and creating immersive and purpose-filled experiences. Making sure all Selina guests feel like they are part of the local community.
- Directing several new US hotel property identities and launches, with property Interior Design, F&B, & management teams
- Analysing and guiding prospective properties, incl competitor benchmarking, quick brand concept development, including connecting potential F&B partners
- Assessing existing properties in South & Central America and potential needed adjustments and improvements from a brand perspective.
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Skills
- Abobe Creative Suite
- Concept Development
- Concept Design
- Brand Identity
- Trend Research
- Creative Direction
- Brand Creative Strategy
- Visual Design
- Systems Thinking
- Branding Design
Education
Master Degree in Industrial DesignRhode Island School of Design (RISD)
- Providence, United States
Masters of Industrial Design Degree (MID)
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Bachelor in DesignDesign Academy Eindhoven
- Eindhoven, Netherlands
The Design Academy Eindhoven, Eindhoven, The Netherlands
Bachelor of Fine Arts in Design (BFA)