Lonsdale expands global footprint with New York launch

International, independent branding and design consultancy Lonsdale today announces the opening of its first US office in New York, expanding its global network, which already includes locations in Europe and Asia. The opening coincides with a significant project win from The Hershey’s Company, which will roll out in the coming year.

Based in the Fashion District, Lonsdale will be led in the US by Michelle Mak as Creative Director and Steffie Palang leading the accounts team, who join from sister agency forceMajeure, a New York-based creative agency dedicated to luxury and premium brands. They will be supported by Jocelyne Henri Danet, Lonsdale’s Global Chief Growth Officer. The new leadership team will ensure Lonsdale benefits from its global network whilst having a deep strategic understanding of the local market.

A seasoned creative director with 20 years in brand identity and design strategy, Mak’s experience spans global Unilever brands such as Dove, Simple, and Rexona as well as prestige brands including Zacapa Rum and Caudalie. Palang has also led Unilever projects including Simple and Dove at forceMajeure, prior to joining she spent over five years in client services at Design Bridge and Partners NYC.   

Founded in Paris in 1961, Lonsdale has helped some of the world’s leading consumer brands to connect with audiences worldwide. Since 2022, Lonsdale has scaled internationally, while staying true to its independent, entrepreneurial roots. Notable longstanding clients include The Heineken Group, Nestlé, L’Oréal and Renault.

Jocelyne Henri Danet, Global Chief Growth Officer at Lonsdale, said: “As an independent, entrepreneur-led agency, Lonsdale’s focus has been to build a sustainable international presence, while maintaining our distinctive human, in-culture and agile approach. Thanks to our connected network of multi-experts, we are able to service brands and clients as a “one stop shop”, with the same level of excellence and expertise across touchpoints, from visual identity to packaging, to retail and more.”

Michelle Mak, Creative Director, said: “More brands exist today than ever before, with savvier consumers that are more discerning. The pressure to do more, do new, and grow faster brings a need to simplify, clarify and reinforce what they each bring to the cultural conversation. Lonsdale is a leader in helping brands develop a strong design narrative that leads to quantitative growth across global markets. I’m energized to lead the U.S. team in building cohesive ecosystems where creative strategy and design intuition elevate and influence how people experience, remember and connect with brands.”

Source: Lonsdale

  Agency, Expansion, Launch, Lonsdale, New York