Tori’s ability to understand client needs, come up with creative solutions, and organize information in innovative and clear ways provides the creative backbone for everything Kallidus does. Blessed with a BS in molecular genetics (don’t ask), Tori has worked in and with biotechnology and life science companies for over 20 years, starting as a bench scientist and eventually following her passion into design and graphic presentation. Her background gives her concrete understanding of what your product does and why it’s great, rather than a hazy recognition that scientists use it somehow to do something. As Creative Director, her guiding principle is that design should complement and enhance content, never eclipse it or replace it — if your audience can’t find the information they want, the piece has failed, no matter how pretty or cool it is (not that she has anything against pretty or cool, by the way). She has extensive experience in corporate identity, logo design, web design, marketing collateral, trade show signage and direct mail. Delighted to craft your visual branding from the ground up, she’s also comfortable working within existing brand guidelines or seamlessly expanding them to accommodate new products.