Dedica Group is a creative & strategy agency making memorable brand experiences in Brooklyn, NY.
We are a full-service agency that focuses on strategy development, design & production across all brand touchpoints. We specialize in experiential design, brand activations, brand identities, packaging, marketing applications, digital menus boards, websites, apps and more.
We immerse ourselves in our client’s brand, their consumers and the competitive landscape in which they exist. This core understanding gives us the insight we need to find the consumer connection points that are important to the success of any brand or product.
Gioia exemplifies the passion of Dedica. Her years of global marketing experience allow her to create and manage the development of compelling and successful campaigns. Gioia’s greatest strength is her ability to analyze client and consumer objectives and deliver solutions that consistently exceed expectations while staying on time and within budget.
Gioia co-founded Dedica in the U.K. in 1995 and has led the development of the agency’s business in the U.S. over the past eight years. Gioia has successfully built partnerships with multi-national companies, such as Coca-Cola, LEGOLAND and LEGO Brand Retail, Briko Sportswear and Tickets.com. Her client commissions include branding and co-branding, product design, packaging, integrated marketing programs, experiential branding and new media programs.
Prior to forming Dedica, she worked for a number of ad agencies throughout Europe.
As Chief Client Officer, Todd leads a team of passionate and seasoned account managers in delivering value, results and smiles on a daily basis to Dedica’s client partners. With over 28 years of experience in advertising, marketing and media, he has built an impressive history of fostering long-term client relationships and delivering strong business results.
For the past 20 years, Todd’s talents have been focused on the foodservice, entertainment and hospitality industries. Spearheading Dedica’s brand and strategy work, Todd partners with clients to create, define or reposition brands in an ever-changing consumer and media landscape.
Todd is a proud member of the International Society of Hospitality Consultants and currently serves on its Board of Directors. When he is not working with Dedica’s clients, you can find him working on his cabin in the Hudson Valley.
Dedica’s creative brand solutions are processed through the mind of David. Years of high-level design experience in the U.S. and Europe provide him with the necessary knowledge, skills and insight to oversee Dedica’s creative brand development process.
Since co-founding Dedica in the U.K. in 1995, David has been jointly responsible for developing successful marketing programs for clients such as Coca-Cola, IHG and Healthfirst. He directs the creation of marketing materials across the full creative spectrum, including print, broadcast, merchandising, point of sale, entertainment and digital media.
Prior to Dedica, David worked as a designer in London on assignments for Time Magazine, Identity Ltd., Anderson Consulting, Aston Martin and the London Underground. David also worked as an art director in Italy and for a top design firm in the Netherlands. His client commissions included IBM Netherlands, Shell International Chemical and the Dutch Ministry of Transport.
As Chief Operating Officer, Najah manages all of Dedica’s daily operations, including MSA client contracts, budgets, strategic business planning and internal business affairs. Najah also works closely with Dedica’s clients and in-house creative team on managing project and production executions, developing programs, fostering strong relationships and providing valuable marketing recommendations to meet clients’ business objectives and increase profitability.
With over 15 years of experience in finance, marketing and business management, Najah has a proven track record of success. In 2016, Najah was honored by The Network Journal as one of the top African-American Women under the age of 40 in Leadership at the 19th Annual 40 Under Forty Achievement Awards. Recently, she was accepted into the Forbes New York Business Council.
Prior to Dedica, Najah spent five years in finance as an Account Specialist for E-Trade and Boston Financial Data Services. Additionally, she worked in business management for Enterprise Holdings and print media for The Phoenix Media Group where she conducted marketing research and assisted clients in developing marketing and promotional programs.
A native New Yorker, Najah holds degrees in Advertising and Public Relations and a Bachelor of Arts in Marketing Communications from Johnson & Wales University.
As an Account Director for Dedica Group, Ben is responsible for managing the strategic direction, creative development and overall execution of a wide range of client projects. For the past five years, Ben has led and delivered powerful creative and digital solutions within scope while ensuring alignment with client expectations, budgets and goals.
Ben brings over 10 years of marketing, project management, sales and operations experience to Dedica, making him a great fit for his multifaceted role. Prior to Dedica, Ben helped spearhead the development of the “e-cycleNYC” program, an initiative launched with NY State to keep electronics and their hazardous materials out of New York City’s waste stream.
As Sr. Program Manager, Ben’s role included developing and implementing standard operating procedures and action plans, developing financial and business forecasting models, strategic planning and implementation of key operational and logistical elements, business development, managing vendor relationships, productivity and reporting.
Born and raised in Colorado, now residing in New York City, Ben holds a Bachelor’s Degree in Marketing Communications from The Metropolitan State University of Denver.
Designer, professor, and Associate Creative Director at Dedica Group. Over the past 14 years, Tyler has worked with industry leaders such as Facebook, New York University, The Coca-Cola Company, L’Oreal, Vita Coco, Sotheby’s, New York Public Library, AMC, IHG, Sprite, Conde Nast, TEDx and the Robert Wood Johnson Foundation, to name a few.
Tyler’s work combines strategy with user experience, research, design, writing and branding. His work has been featured on television, in books and in many publications including Fast Co, GOOD Magazine, T-Magazine, The Die Line, It’s Nice That, The Daily Heller and Print Magazine. His work has been awarded an honor from the Webby’s.
Tyler holds an MFA from the School of Visual Arts in Design. He received his B.S. in Graphic Design from Drexel University. He has been teaching as a Professor at the School of Visual arts for five years. Tyler believes design is a lifestyle that can change the world.
Dedica’s resident rock star Account Director, Rebekah leads activation efforts for Coca-Cola Freestyle and coordinates the management, design and implementation of creative programs for the exciting beverage platform.
A seasoned expert in developing and executing campaigns for over 20 years, Rebekah brings a wealth of experience and passion to Dedica. Her expertise in brand development and activation, consumer promotions, campaign ideation and crew programming delivers incredible value to Dedica and the Coca-Cola Freestyle teams.
Prior to Dedica, Rebekah shared her craft with the Coca-Cola Company for over six years and had the pleasure of working with large West Coast brands, such as Disney, Del Taco, Pacific Theaters and The Cheesecake Factory. When she’s not bringing the fun and excitement of over 100 beverages choices to consumers, Rebekah’s talents are best served as the rock star mom to four amazing kids who keep her grounded in this fast-paced world of marketing.
With over thirty years of Coca-Cola experience, a combination of working for the company and on the agency side, Rhonda knows what it takes to deliver strategic, business-building programs. From national Coca-Cola brand projects to a 360-degree activation of Coca-Cola’s sponsorship of the 1996 Olympics and five Super Bowls, as well as grassroots, regional bottler and retailer marketing programs, she has experienced it all.
Rhonda leads an experienced team that is focused on clients’ quick-turnaround project needs and specializes in shopper and retail marketing for bottlers, regions and national retail teams. If you have a project, Rhonda and her team provide the solution. Marketing is ever evolving and Rhonda continues to hone her already deep and broad expertise while lending guidance to her family’s business ventures as restaurant/bar owners in Naples, FL and St. Louis, MO.
Dedication is in Rhonda’s DNA, she’s dedicated to her clients, husband, three daughters, extended family and friends. With only 24 hours in a day, to stay on top of everything she requires walking and biking help to balance her mind, body and soul.
Jaime is passionate about creating conceptual design that tells an impactful story. Outside of design, she is an artist who continues to explore themes of identity through abstract art.
Jaime earned her BFA at the School of Visual Arts, where she learned the fundamental principles of design. After graduating, she gained an extra sense for style by working at fashion and editorial studios. Her love for design and big-strategic thinking led her to work at advertising and branding agencies where she worked on traditional, digital and social campaigns. While she is proud of the work that she has collaborated on and produced with talented individuals, she looks forward to creating new work that stands out.
Originally from Brazil, Thalita has been living in New York since 2014. Thalita has over 14 years of experience in the design industry, having developed her skills in South America and North America. She has worked with top design and advertising agencies, providing creative support in various areas, such as strategic and 3D graphic design, editorial design for magazine publications, packaging design, in-store promotional merchandising, venue activations, strategic partnership negotiation meetings and presentations.
At Dedica, Thalita focuses on projects for Coca-Cola, Coca-Cola Freestyle, InterContinental Hotels Group, Subway, Outback Steakhouse and ISHC. A true results-oriented and passionate designer, Thalita’s love and admiration for the design industry simply cannot be expressed in words—for words, unlike art, are limited.
Lee brings a collection of savvy skills and talents to Dedica. With years of agency and corporate marketing experience, Lee has a knack for discerning client needs and delivering against lofty expectations.
As a Senior Account Executive and Copywriter, Lee has unique opportunities to engage with clients, such as Coca-Cola, IHG and Omnivore, both strategically and creatively across various campaigns and projects.
Prior to Dedica, Lee worked with Ted’s Montana Grill where he won the American Marketing Association of Atlanta’s Marketer of the Year Award for Email Marketing and IHG as a member of the team that launched IHG Army Hotels. Lee holds a degree in history from Colby College.
A native Californian transplanted to the Northeast, Lisa has an eye for detail and a passion for blending substance and style.
She spent the early part of her career in account management at various advertising agencies in the LA area and eventually moved to the client side where she spent many years at Coca-Cola. While at Coca-Cola, Lisa focused on sports and entertainment marketing, promotions and foodservice customer marketing. She joined Dedica in 2018.
Deirdra graduated from SUNY Farmingdale with a Bachelor of Technology in Visual Communications. Deirdra is an enthusiastic and inventive thinker with a diverse skill set, competitive drive and hungry imagination. She thrives on projects that challenge her to push her own abilities.
At Dedica, Deirdra focuses on branding, animation and graphic illustration. She’s worked on interactive websites, mobile apps, packaging and print campaigns. She’s also designed global campaigns across various sectors, including toys and manufacturing, food and retail, sweepstakes, non-profit and education.
Deirdra has built positive, lasting relationships with her peers and clients during her tenure at Dedica. Paying it forward and giving back to the community has always been a priority of hers. Working with like-minded professionals in an ever-evolving atmosphere like Dedica is the greatest reward Deirdra could ask for.
In the first grade, Paul was asked by his classmate, a fellow six-year-old, “I saw your handwriting, will you write my name on my notebook for me and make it cool?” He cites that early experience of being asked to visually communicate on behalf of another person as profoundly formative for him as a designer. To be entrusted with another person’s message was an addictive challenge for him, one that he has remained committed to ever since.
Originally from the American southwest, Paul combines his interest in calligraphy and illustration with his background in fine art and 10+ years of experience in graphic design. Paul has experience in branding, packaging, design for film and television, apparel graphics and hospitality. Most recently, Paul’s independent lettering work can be seen in the stores of fashion labels Steve Madden and Victoria’s Secret.
James (Jimmy) Orchard-Hays has worked with a number of agencies as a graphic designer. With a strong knowledge of digital, web, ecomm, print design and illustration, James has partnered on small branding elements and large-scale, seasonal projects at organizations such as Comedy Central, Tommy Hilfiger, Foot Locker, LT Apparel and Brooklyn Industries. His skills also include photo retouching, photography, art direction, branding and motion graphics.
With his upbeat and positive attitude, James is a sprite on the Dedica team. And thanks to the New York hustle, he works best within tight deadlines and under pressure.
Thalia is currently a manager with a demonstrated and diverse history of working in the non-profit and marketing industry. She made her start managing small, community-based organizations tasked with economically empowering counties across the Hudson Valley. She took the lead in managing the identity of entire communities and working to allow them to economically prosper through social accountability and projects geared towards stimulating tourism.
She made the jump from project management in a non-profit to project management in marketing in 2018 with Dedica Group. She enjoys fast-paced, creative environments where she leads in problem solving and project coordination.
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