Rethink is rethinking design. The independent creative powerhouse announced today the launch of Rethink Design, a formalized global design practice operating across its North American offices in New York, Vancouver, Toronto, and Montreal.
The new discipline will combine strategy, branding, and visual storytelling to offer end-to-end design solutions — from identity systems and packaging to full brand overhauls.
While design has long been part of Rethink’s DNA — with a 25-year track record of standout work for brands like Kraft Heinz, Molson Coors, A&W, KitKat, and Scotiabank — this move signals a strategic evolution. By building out a dedicated design practice, Rethink is placing creative identity at the forefront of how modern brands connect with audiences.
To lead the charge, the agency has tapped Larissa Marquez as Managing Director of Rethink Design. Marquez brings two decades of experience across renowned design studios, including Pentagram, 2×4, and most recently, Brooklyn’s Gretel, where she served as Executive Director of Operations. Based in New York, she now reports directly to Rethink Global Chief Strategy Officer Sean McDonald.
“Today, brands need more than ads – they need identity,” said McDonald. “Rethink Design is built to meet that need, shaping how brands look, feel, and connect with the world. Strategy, creativity and design together drive bigger impact and better results.”
Marquez echoed the ambition, “Rethink has always pushed creative boundaries. With Rethink Design, we’re scaling that vision — building a practice that helps brands tell bold stories, challenge conventions, and design for lasting impact.”
The move is part of a broader shift for Rethink toward a network of expert-led verticals. The agency recently formalized its PR offering and is actively exploring future specialty practices, continuing to rethink the traditional agency model from the inside out.
Rethink Design launches with an elite leadership team that includes:
- Rich Greco, Executive Creative Director of Design – A recent addition to Rethink, Greco previously served as Group CD at JKR, where he led the Twix rebrand and Manischewitz refresh (which earned Dieline’s 2025 Rebrand of the Year). He’s also held senior roles at Droga5, with work recognized by Cannes Lions, One Show, and D&AD.
- Hans Thiessen, Partner & Executive Creative Director of Design – A longtime Rethink leader, Thiessen has helped shape some of the agency’s most celebrated campaigns for Heinz, KitKat, Mattel, and Uber Eats. He was behind “Horror Codes,” which won the 2025 WARC Global Grand Prix for Effectiveness.
- Alex Bakker, Partner & Group Creative Director of Design – Over his ten years with Rethink, Bakker has led brand design for A&W, Nike, Arc’teryx and the National Magazine Awards (D&AD Yellow Pencil winner), with an emphasis on distinct brand systems and modern visual identities.
Currently, the spin-off includes nearly 20 designers across its offices. Standouts include Zoë Boudreau and Jesse Shaw, who recently earned Gold at the Young Lions Design Competition at the Cannes Lions International Festival of Creativity.
With bold leadership, fresh momentum, and a stacked creative roster, Rethink Design is ready to reshape the conversation around brand identity — one system, one story, one bold idea at a time.
REEL 360 News wishes Larissa the best of luck in her new role.
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