Hi, I’m Diana Atkins. I’m an independent designer with over 20 years of experience shaping brands and packaging—sometimes within firms like FutureBrand, The Walt Disney Company, and Interbrand, sometimes directly with clients or agencies.

My solutions are guided by the brand and the arena it lives in. Some work calls for quiet refinement; others must stand bold on a crowded shelf. In every case, my focus is on clarity, purpose, and work that truly connects with the people it needs to reach.

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Most projects begin with learning—about the brand, its history, how it lives on shelf, and where it wants to grow. I look closely at the consumers it reaches today and where opportunities exist to connect with new audiences. By examining the category, competitors, price points, positioning, and store audits, I uncover opportunities that inform design decisions. From there, visual systems grow that are steady, clear, and built to endure—work that feels right and works hard.​​