Lori Formby possesses expertise in interaction design, art, art direction, corporate identity, user experience and 14 more skills. Colleagues describe her as "As the leader of Dell's Copywriting team, I had the opportunity to work with Lori in many different capacities. I've never worked with another creative that so well understood the interplay between copy and design -- to the point where her copy input was always on point (the first project we worked on together, we actually ended up picking her headline over my own). While in Dell's Product Launch group, Lori was promoted from Design Team Manager to Associate Creative Director. It's an appropriate title because she really played a part in developing the creative as a whole, not just the design side. She's been at the front of successful campaigns across every medium--print to digital, video to social. And she was always well-liked by everyone on her team and trusted by those above her. Lori is the rare type of leader that will speak truth to power. She is honest, transparent and, best of all, she has a keen understanding of messaging, coupled with the ability to reconcile out-of-the-box thinking and business demands. I have the highest respect for Lori as a leader and as a design partner. Any creative team would be lucky to have her expertise." and "I had the pleasure of working with Lori on a quite a few projects here at Dell. I can say that she is an awesome Creative Director/Manager and has the vision to take the future Dell to a next level. She is an invaluable asset to Dell and GSD."