kristina anastasidi

strategy designer based in nyc.

hi! i studied politics and international systems, debating ideas in UN models before moving into procurement and contract negotiations.
the part i enjoyed most was understanding complex problems: listening to business/ government needs, researching, and building solutions that worked.

i still enjoy solving problems. now i do it for brands.

kristina.anastasidi@gmail.com

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selected work

1. fremoo

(brand strategy, naming, visual identity)

soft by nature, rebel by choice.the alt-milk category has become visually loud, playful, trend-driven, often framing dairy-free as lifestyle statements or social signals rather than a personal choice.

insightpeople don’t choose dairy-free products to look cool. they choose them because something personal: health, ethics, or values, made the decision unavoidable.

strategic positioningfremoo positions dairy-free not as a trend but as a conscious act of choosing differently, a grounded, personal choice that is real.

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2. groovsetmarket
(brand strategy, naming, visual identity)

live the groove.sustainable grocery and ethical lifestyle brands are often framed through restraint, sacrifice, or moral pressure, making participation feel demanding rather than desirable.
insightconsumers want to live better, but reject sustainability when it feels like obligation, effort, sacrifice instead of pleasure.

strategic positioninggroovsetmarket redefines the grocery experience and ethical lifestyle as something you move into, not something you force.

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3. batch
(campaign strategy, typography, editorial)

home baked with memory. living spaces carry emotional value beyond their physical form. yet, real estate storytelling remains emotionally flat, focused on luxury, comfort, status. this reduces property to amenities, forcing to compete on finishes rather than meaning.

insightpeople don’t just buy homes, they buy belonging. they are willing to pay more for places that allow them to stay connected to their personal history while moving forward in life. nostalgia isn’t about living in the past, it’s about continuity.

strategic positioninghow do you sell a modern residential space without losing the warmth, memory, and emotional depth that made the location meaningful in the first place?

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