who we are

Where good meets experience.

Cloudberry is an interactive design firm in New York City helping Fortune 500 companies provide online experiences that drive strategic business outcomes.

With a focus on financial services and healthcare clients, we offer decades of industry expertise, yet with a freshness and agility not found in larger agencies.

Cloud is the thinking and Berry is the result

our people

Experience matters.

Solving complex online challenges requires the right mix of smart, creative people working together to make it simple. Our people come from a variety of backgrounds and experiences, yet we’re unified by a passion for taking on a meaty challenge, producing really good design, and having fun while doing it.

Sandy Williams
Chief Executive Officer & Co-Founder

As Chief Executive Officer, Sandy is responsible for managing and growing Cloudberry as well as working directly with clients to help align their digital strategy with their business strategy.

Sandy began his career as a ranger in Mt Rainier and Olympic National Parks where he learned the value of teamwork and a cool head, whether on a crevasse-rescue or meeting a client deadline. In 1998, he joined the digital ranks, working as an information architect and producer at SmartMoney.com, NF Foundation, and Vizooal, an internet strategy firm.

In 2001, he started his own user experience strategy firm called Zaum Interactive — providing strategic leadership on projects for Cisco, Empire Blue Cross Blue Shield, HSBC, Medco, Pershing, Pfizer, TIAA-CREF, and Unisys. Zaum went on to join with co-founder Paul Roeraade's Windup Design to form Cloudberry.

Sandy spent five years studying Slavic philology in a PhD program at Stanford University where he earned the Centennial Teaching Award for his groundbreaking incorporation of web technology. He also holds a Master's degree in Russian Literature from Stanford University and a Bachelor's in Russian from Grinnell College.

What makes it good?
"Completing a complicated transaction faster and more easily than expected."

Paul Roeraade
Chief Creative Officer & Co-Founder

As Chief Creative Officer, Paul is responsible for providing leadership to the company's design and experience teams. As one of the two founders of Cloudberry, he helps to drive the company's overall direction, core values and business strategy. With almost twenty years of experience in interactive design, Paul combines a deep knowledge in branding with expertise in user-centered design.

During his career, Paul has contributed his design talents to numerous projects for well-known clients such as Oppenheimer Funds, TIAA-CREF, HP, Mercedes-Benz, Ricoh, Chevron, Procter & Gamble, and Medco. Paul started his career as an Internet strategy consultant in his native Sweden. In 1998, his curiosity brought him to New York where he worked as an Art Director for smaller agencies as well as Cap Gemini Ernst & Young. In 2001, Paul started his own design company Windup Design, before he joined Sandy Williams in forming Cloudberry. Paul has a master's degree in Human Computer Interaction from Royal Institute of Technology, Sweden as well as a graphic design degree from both Stockholm University and Parsons School of Design (where he also served as part-time faculty for 7 years).

What makes it good?
"An experience that challenges conventions, yet without invoking fantasies involving sharp objects."

Aaron Ayer
VP of Business Development

In his role as VP of Business Development, Aaron manages partnerships and develops new client relationships.

He has over 20 years of managerial experience focusing on small, high-growth companies, holding executive marketing roles with ventures backed by Carlyle Group, Kleiner-Perkins, NEA, and others. Aaron began his career as a US Naval officer aboard the nuclear powered submarines USS Gurnard and Woodrow Wilson. Aaron holds an MBA from Harvard Business School, and a BS in Electrical Engineering from the University of Missouri at Rolla.

What makes it good?
"When clients see their business metrics improve as a result of good user experience."

Manisha Patel
Executive Director of Strategy

Manisha leads strategy and planning for Cloudberry. She partners with clients to gain a deep understanding of their business, their objectives and their customers — and works with internal teams to help solve business and user engagement challenges.

Manisha brings over 15 years of experience in acquisition and relationship marketing, branding and positioning, and content and product development. Prior to joining Cloudberry, Manisha served as VP/Group Marketing Director at Digitas, a global integrated marketing and digital agency. There she was responsible for creating engagement programs for market-leading pharmaceutical and financial brands such as Pfizer, Boehringer Ingelheim, and American Express.

Manisha attended Tufts University where she received a B.S. in Biology, with minor concentrations in both Economics and Community Health.

What makes it good?
“When there’s a win-win-win. End users win because we’ve solved a real problem for them. Our clients win because they see real results. And we win because we had a great time making a real difference.”

Jason Milano
Creative Director

Jason finds the sweet spot between his client’s goals and a user’s needs. He works closely with Cloudberry’s designers, art directors, UX and strategy to create human-centered design systems and crafts communications that connect at an emotional level.

Jason brings 20 years of experience in design and advertising from a range of start-ups and agencies both big and small in Chicago and New York City. Through his career he has developed identity systems for the Public Building Commission and Adler Planetarium in Chicago, game launches including Civilization V and Splinter Cell for 2K Games, the rebranding of GMAC into Ally Bank, multiple product refreshes for American Express - including the Gold and Platinum cards, rebranding for Bristol Meyers Squibb and the brand transition from Charter Communications into Spectrum. In his spare time he likes to bump into walls to make his 8 year old laugh, work on his never ending comic book, play guitar – badly, and perfect his recipe for the ultimate lasagna.

What makes it good?
"When you don’t consider why it’s there."

Donn Denniston
Director of Project Management

As Director of Project management, Donn helps create efficient and flexible processes that adapt to our client's evolving needs.

Donn brings over 17 years of experience that spans both the client and agency side with a strong focus on digital execution. Prior to Cloudberry, Donn served as Director of Project Management at Eric Mower & Associates, one of the country’s largest independently owned advertising agencies as well as other smaller agencies that focus on digital marketing execution. On the client side, Donn was a Program Manager for Carrier Corporation's Global eBusiness Group working on global solutions for Carrier's diverse digital needs.

What makes it good?
"Simplicity, efficiency and flexibility."

Carolyn Weiss
Director of Strategy

As Director of Strategy, Carolyn is passionate about storytelling, and continuously asks the question “why?” in order to help clients clearly articulate their business challenges. She then works with the Cloudberry team to determine the best path to address those challenges.

Carolyn has more than 15 years of experience working in strategic design, having held roles at Fjord, Method, and R/GA prior to joining Cloudberry. She has managed a wide array of digitally-focused design and technology projects across a multitude of platforms, and has extensive hands-on experience with user research, workshop facilitation, concept development, rapid prototyping, and video production. Key clients have included Nike, Bank of America, Avaya, Chubb, and OppenheimerFunds. She also spent a couple of years taking a "digital vacation" producing non-fiction TV shows for PBS and Discovery.

Carolyn is one of those rare native New Yorkers and a graduate of NYU. In addition to her role at Cloudberry, Carolyn has another demanding full-time job, as the mom to two young daughters in Brooklyn. Since having kids, she is a firm believer that lunch is the new dinner, and can always be counted on for a spot-on restaurant recommendation.

What makes it good?
"When the interrogation of an idea provides answers to questions you never asked."

Lisa Landry
Director of Marketing

Lisa works with clients on translating their business goals into creative solutions that deliver concrete business outcomes, such as brand awareness, acquisition, retention, conversion, and completion.

Prior to Cloudberry, Lisa served as Chief Marketing Officer at The Barnett Group, a branding and design firm, and Vizooal, a global interactive agency. In both agencies she worked with large Fortune 500 clients in the Financial Services and Healthcare industries including HSBC, Medco, Pfizer, and Consumer Reports Health. From 1995-1999, she served as Director of Marketing for Empire BlueCross BlueShield, where she managed the re-branding of the company and its communications rollout. Lisa began her career as writer and journalist on the news desk of RAI, Italy's national broadcasting network, where she worked from 1989-1994. She holds her B.S. in Economics from Babson College in Wellesley, MA, with post-graduate work in journalism and creative writing at University of San Francisco and The New School.

What makes it good?
"Eliminating the unnecessary so the necessary may speak."

Mikhail Kornienko
Senior Developer

Mikhail is responsible for the technical implementation of Cloudberry projects — transforming design and specs into interactive living entities.

Mikhail graduated from Moscow State University as a systems programmer with a Master's degree in Applicable Maths and Cybernetics, with a specialization in Automation of Scientific Research. His experience includes working on a wide range of projects for clients all over the world, including: programming, multimedia kiosks authoring, Apple trainer certifications, technical manual and article authoring, and server hardware build-out and management. With his wide range of expertise, Mikhail is alpha and omega for all technical aspects of Cloudberry development.

What makes it good?
"When users feel both at ease and in control."

Virginia Baeta
Project Manager

Virginia's role as Project Manager is to understand a client's goals, design a map to achieve those goals, and then oversee that achievement.

Virginia credits her seventeen years working as a collaborative performing artist and producer to have been as critical to her project management success as the years she spent as a Database manager. Like a project manager, the collaborative artist needs to be highly trained, yet always ready to learn; confident, yet open to new ideas; focused, yet adaptive; visionary, yet practical, with a keen eye to the budget.

What makes it good?
"When everyone on the team gives their all to create a really good experience. That's what I look to make happen every day."

Morgan Lincoln
Project Manager

As a Project Manager, Morgan’s responsibility is to uncover and understand her clients’ goals, then devise a plan to execute on those goals. Her early experience includes working with some of the nation’s top attorneys and law firms to enhance their online presence through thoughtful website design and strategic marketing and ad campaigns.

Morgan was born and raised in the Los Angeles area, and studied at San Diego State University where she graduated with a B.S. in Business Administration, Marketing. She’s since traded the beach life of San Diego for the hustle and energy of New York City, and hasn’t looked back!

Yael Sahar
Senior Art Director

As a Senior Art Director, Yael is a visual design and UX leader, specializing in transforming clients' visions into scalable, innovative and engaging user experiences across web and mobile platforms.

Yael served as a leader for user interaction, information architecture and visual design for many years. Her background includes working in the Games & Entertainment industry as Head of UX and Creative Director at I-play, where she worked with the world's top brands, such as MSN, Yahoo! and AT&T, creating their game experiences worldwide. In addition, she worked with numerous technology companies – heading their products' UX and visual design.

What makes it good?
"Form Follow Function. Every pixel in my designs has a reason. If you understand your business goals, product functionality, and the users of your product, the design almost happens on its own."

Lars Lindahl
Senior User Experience Architect

Lars loves a good challenge. He researches, strategizes and designs elegant solutions to the various usability predicaments that come his way. By conquering every potential use case, he promotes harmony between business requirements and user satisfaction. He collaborates with clients and his fellow Cloudberrians to deliver quality goods.

After receiving his master’s degree in Information Science from Pratt Institute, Lars has molded user experiences for a number of clients ranging from startups to corporations. His role previous to Cloudberry was as a Senior Experience Designer at American Express. At Cloudberry, he cherishes the office location, the culture and the immense talent of the team around him.

What makes it good?
"When a negative assumption is turned on its head."

Trevor Johnson
Experience Architect

As an Experience Architect, Trevor helps clients understand the needs of their users. He then works with the rest of the team at Cloudberry to create engaging experiences that meet both the user’s needs as well as the client’s business goals.

After graduating with a Master’s degree in Human Centered Design and Engineering from the University of Washington, Trevor stayed at the UW working as a user researcher studying how to improve maritime security with the Coast Guard as well as hospital electronic health record systems with hospitals in the greater Seattle area. After those projects wrapped up, Trevor moved to New York looking for new challenges in the world of user experience.

What makes it good?
“When the needs of the user are considered every step of the way.”

Susanne Cerha
Art Director

Susanne takes the creative lead on websites, eLearning experiences, and animated short films—using conceptually anchored ideas to create enjoyable and engaging experiences.

After graduating top of her class in typography and the graphic arts in Sweden and working at advertising agencies in Stockholm, Susanne moved to New York City to pursue her BFA at The School Of Visual Arts. Here she graduated with the Rhodes Gold Medal of Honor in the top 5% of her class. Scouted by Sony Music Entertainment to join their creative team, she spent the next eight years creating album artwork, advertising and websites for A-list artists such as Jennifer Lopez, Shakira, Miles Davis, Janis Joplin and Gloria Estefan. During this time as Associate Design Director, she created over 450 album covers, won numerous awards, and published various works, which earned her permanent residency in the U.S. She left Sony in 2007 to explore how she could bring her creative talents to the corporate world.

What makes it good?
"Give me what I need now. Make it smooth, painless, and beautiful. In other words, don't make me scroll for my birth year — just give me an input field!"

Jill Paradiso
Content Strategist & Copywriter

Jill Paradiso is a content developer with more than 10 years of experience in marketing and editorial services.

She knows that good copy means good user experience, and the interplay of copy, context, and format is as important as great layout and design. She is excited by big editorial ideas, but also by fine tuning and editing. Jill is fluent in Italian and blogs about food, travel and food history. She holds a BA from University of Maryland at College Park and has done Master’s work at NYU in Food Systems and Nutrition.

What makes it good?
“Crafting effective content at the nexus of strategy, UX, and design.”

On Ki Cheng
Senior Designer

As a Senior Designer, she works closely with Art Directors and Project Managers to understand a client's vision and produces interactive solutions tailored to their needs.

As a teenager, On Ki moved from Hong Kong to New York City where she completed high school and went on to study at Parsons School of Design to earn her Communications Design Degree. She continues her lifelong pursuit of multidisciplinary design skills, including furniture design, print design, photography, and hands-on coding. In her work with Cloudberry, she applies her technical and visual design expertise to create seamless interactive projects that allow users to easily accomplish their tasks.

What makes it good?
"Like Angry Bird with a million addictive devotees (including me), simple, intuitive design and the satisfaction of crumbling bricks are the key elements to success."

Elin Malmros
Senior Designer

As a Senior Designer at Cloudberry, Elin takes the strategy from idea to a tangible visual concept. Elin sees her projects through from concept to implementation making sure that every pixel aligns and that the type is optically balanced.

Elin moved from Norway to New York in 1999 where she pursued her Masters in Communications Design from Pratt Institute. Since graduating, Elin has more than 10 years' design experience working with top New York City agencies, producing award-winning print and web campaigns for Fortune 500 companies. She officially joined Cloudberry in 2011, bringing with her a love of books and a passion for great design.

What makes it good?
"Simplicity and beauty."

Breanne Thomlison
Social Media Strategist

As a Social Media Strategist for Cloudberry, Breanne works with clients to sharpen their strategic implementation. She carefully studies each client’s request to gain a full understanding of their needs in order to generate the best results on each communications platform.

Breanne brings over 10 years of experience in marketing communications. As an experienced social media strategist , she has successfully developed and implemented several healthcare, technology and consumer-related programs. One of her most recognized programs is the development and launch of the first live, branded pharmaceutical Twitter conference. Recognized for her ability to understand the diverse, unique and challenging audience needs online, Breanne is able to create targeted messages that resonate with each audience, effectively generating measurable results. Breanne holds a B.A. in Sociology and Communications from Bishop’s University, in Quebec, as well as post-graduate diploma in Public Relations from Humber College, in Toronto.

What makes it good?
"Creating an effortless and questionless experience for users, who ultimately come back on their own desire."

Lily Moore
Visual Designer

As a visual designer, Lily lends support to the creative directors, making visual choices to compliment the user experience. Lily received her BA in Studio Art at Bard College, focusing on video installation. After an intensive graphic design program at Shillington College, Lily decided to pursue a career in design. Her last position as a junior designer at Sotheby’s made for a smooth transition from fine art to graphic design.

What makes it good?
"Simplicity, empathy and intuition."

Izabela Strzalkowski
Operations Manager

As the Operations Manager, Izabela is responsible for ensuring that the business runs smoothly from day to day by driving cross-functional connectivity. Most importantly, she strives to make sure that the Berrians are happy and have fun.

A Chicago native, Izabela moved to New York City to experience the city’s unmistakable energy and finds herself continually inspired by good design. She holds a B.S. in Psychology from Loyola University Chicago and an MBA from Baruch College in NYC.

What makes it good?
"When it’s done with a smile."