Lawrence O'Toole is a design director with experience that spans many industries and disciplines. His specialities include brand strategy, typography, visual identity, interaction design and new product development.

Raised in Philadelphia, he received a degree in Graphic Design from Drexel University. Upon graduating, he joined 160over90, where he developed the company’s award-winning identity. Later, at Scünci International, he led a team of 30 graphic artists to direct national and international product innovations in food, drug and mass retail markets. In 2005, Lawrence co-founded the multi-disciplinary brand firm PRIMER. As a partner, Lawrence was responsible for developing key client relationships and oversaw the studio’s creative work for the Wharton School of Business, SPEED Channel, Dickies Workwear and Mercedes Benz USA. In late 2010, Lawrence sold his share of the company to move to New York in pursuit of new creative opportunities. Since arriving, Lawrence has had the opportunity to create digital and visual experiences for community building, hospitality and financial services for the likes of Google, Interbrand, Rokkan, Euro RSCG, and others.

His work has been featured in numerous blogs and publications on experiential design, including Design and Design, Under Consideration and Communication Arts Magazine. Lawrence is currently working on a book about ghost signs, to be released in spring 2012 through History Press.