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Scott Lerman

Founding Faculty

Scott Lerman has built his career by helping companies navigate critical moments in the creation, transition, and extension of their brands. His broad and deep expertise in integrated brand consulting, research, corporate identity, naming, design, and implementation comes from nearly three decades as a leader and practitioner.


In 2005 Scott founded Lucid Brands, a brand consultancy dedicated to the development of world-class brands. Before founding Lucid Brands, Scott led two of the world’s leading brand consultancies. During his 17 years at Siegel & Gale he held a range of senior positions, including President. In 2001 he was named President and CEO of Enterprise IG, Americas (now The Brand Union).  He started his career in brand identity with a humble stint as a ‘pasteup’ artist at the legendary firm, Chermayeff & Geismar.


Over the years, Scott has led defining brand engagements with 3M, American Express, Bayer, Caterpillar, DuPont, Engelhard, First Data, Grand Brands, Harley-Davidson, Invista, JCPenney, Kodak, Lycos, The Metropolitan Transportation Authority (MTA), National Semiconductor, Owens-Illinois, PNC Bank, Readers Digest, S.W.I.F.T., Towers Perrin, The US Mint, VOIS, The Washington Center, Xerox, Yola, Zachry and dozens of other organizations around the world. He is currently seeking a client with a corporate name that starts with “Q”.


Scott is on the founding faculty of the School of Visual Arts’ Masters in Branding program and a core contributor to Spaeth’s Identity Forum. He has explored the issues shaping businesses and brands in The Design Management Review, Wall Street Journal, New York Times, Identity, Revolution, and other publications. He is on the advisory council of The Design Management Institute and served on the founding board of the AIGA’s branding chapter.  Scott has lectured at Columbia University, Thunderbird School of Global Management, J.P. Morgan, Apple, AMA, and many other outstanding organizations.


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The curriculum for The Masters in Branding Program allows students to create frameworks to guide brand, design and business development, critically evaluate brand, business, marketing and design strategies and Master the intellectual link between leadership and creativity. Learn more...


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Debbie Millman
Chair, Co-founder


Emily Weiland

Director of Operations, Graduate Advisor


Steven Heller
Co-founder, Faculty Advisor