I’m Penina Finger, a strategic and systems thinker with deep roots in type, color, composition, and communication. Those roots were cultivated by the rare opportunity to grow up in one of Los Angeles’ first woman-owned design studios. Even then, better design revolved around strategy, empathy and research.

Over time, and with increasingly complex platforms and bigger datasets, the need for deliberate processes has given rise to exciting possibilities for better serving people and the planet.