Creative Visionary | Designer | Art Director  | Entrepreneur

“To be creative means to be in love with life. You can be creative only if you love life enough that you want to enhance its beauty, you want to bring a little more music to it, a little more poetry to it, a little more dance to it.”

– Osho



Joanna is the epitome of creativity.  Her design vision has no limits, spanning graphic, packaging, product design and creation, architectural color and digital expression.

With over twenty five years experience, she founded the award winning boutique design consultancies,  Lab Inc. and Feldheim Creative.   And she is the founder and creator of  the new yoga and wellness lifestyle brand called, The Priti Collection.

Joanna has led global design teams in the creation of transformative branding programs for clients such as Coca Cola, IBM and The Limited Group.   In addition to building large global brands, Joanna has unique expertise in working with luxury brands including Bulthaup, H. Stern and TAG Heuer.


Joanna is not only committed to the integrity of the design and creation process, but also an advocate for ethical standards in product manufacturing and sourcing.  When creating The Priti Collection, she lead the effort to ensure socially responsible business practices for weavers, exploring sustainable and organic and green farming options such as water catchments, non GMO seed making and azo-free and natural dyeing practices in Southern India.

Joanna is a philanthropist and active humanitarian who regularly volunteers at the NYC Rescue Mission, Toni’s Kitchen, St Luke’s Episcopal Church and Kids of Katmandu.

She graduated from Rochester Institute of Technology with a Bachelor’s Degree in Packaging  and Graphic Design.

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