Lawrence Otoole

Background

About Lawrence Otoole

Lawrence O’Toole’s design career spans over 25 years, encompassing diverse industries and disciplines. Specializing in corporate and visual identity systems, naming, experiential design, custom typography, hand lettering, and packaging, he has collaborated with globally renowned brands such as Porsche, Apple, Evian, Mercedes-Benz, American Express, and Amazon, as well as leading agencies including 160over90, Interbrand, Rokkan, Havas, and Momentum.Beyond branding, Lawrence’s expertise extends into product design. With a strong background in UX/UI, he has worked with Google Creative Lab, BuzzFeed, and fast-growth startups, bridging the gap between brand and digital experience.Currently, he serves as Head of Creative Innovation at The Working Assembly, where he helps brands architect and refine their visual identities. He has over two decades of experience across an array of industries. His expertise encompasses corporate identity, visual identity systems, naming, experiential design, custom typography, and more. He also co-owns Cherries Roadside, a mid-century-inspired ice cream shop in upstate New York.Lawrence’s work has been featured in The One Show, The New York Times, Fast Company, Design and Design, Under Consideration, Adweek, AdAge, AIGA, and Communication Arts. He has served as an alumni advisor for Startup Bus and the TechCrunch Design Trust and has lectured at the Philadelphia History Museum and the New York Art Directors Club. He is also the author of Fading Ads of Philadelphia, a book exploring the history of ghost signs and vintage advertising in the city.