I’m a strategist, designer, and founder of loft43, a creative and consulting practice rooted in curiosity, intention, and care. I partner with entrepreneurs, organizations, and communities that care deeply about how their work shows up in the world.
For more than 15 years, my work has lived at the intersection of marketing, branding, design, storytelling, and experience. I’ve partnered with global companies, nonprofit and cultural organizations, and small businesses to shape ideas into thoughtful, human-centered expressions—whether that takes the form of a brand identity, a digital experience, or a creative system designed to be lived with over time.
‘Inspired by nature’ is a double entendre. It speaks to being born inspired—by life, people, the universe, and the everyday moments most of us move past too quickly. I’m endlessly observant, reflective, and in quiet awe of how things connect. It also reflects a deep reverence for nature itself: its patterns, balance, resilience, and restraint. These two meanings are inseparable in how I think, design, and lead.
Today, my work is intentionally more focused and more personal. I take on select, design-forward projects that allow for depth, collaboration, and care. I don’t oversell services or force-fit solutions—I start with conversation, and move forward only when it feels aligned.
Hi, I’m Erin.
Interior Design
Design by Erin E.In addition to loft43, I also offer interior and spatial design services through my studio, Design by Erin E. This work focuses on creating spaces that are layered, lived-in, and inspired by the people who inhabit them.
While loft43 centers on brand, storytelling, and creative systems, Design by Erin E. is dedicated to residential and small commercial interiors—where color, texture, light, and function come together to tell a different kind of story.
You can explore that work and learn more at designbyerine.com.
Experience + Background
My relationship with design began long before formal titles or client work.
Shortly after high school, I started designing flyers for friends — a natural extension of an instinct I’d already discovered earlier. I remember when I was young, watching Boomerang (Strangé!) and Who’s the Boss? (Angela Bower) and thinking how powerful it was to get people excited about something through design and storytelling. I loved the idea of creating anticipation, mood, and connection, and knew I wanted to do that work.
I studied design in school, but much of my early education came from real-world experimentation. In the late 1990s, alongside my best friend, I became part of the first female party promotion duo in the city of Chicago, Venus. We produced large-scale parties and weekly chill events with some of the best DJs in the city, drawing substantial crowds in an era before social media. I designed all of the flyers myself, while street promoters helped spread the word — a hands-on lesson in audience psychology, visual storytelling, and cultural relevance that still informs my work today.
That foundation evolved into a career spanning more than 15 years across media, culture, nonprofits, entrepreneurs, and mission-driven organizations.
At HBO, I contributed to the promotion of major, award-winning series, including Sex and the City, The Wire, The Sopranos, Six Feet Under, and Def Comedy Jam — gaining firsthand experience in how iconic storytelling, brand identity, and cultural impact intersect at scale.
My work with Black Enterprise included creative and promotional support for cornerstone events such as the Women of Power Summit, Entrepreneurs Conference, and Golf & Tennis Challenge, helping bring visibility and cohesion to experiences centered on Black leadership, entrepreneurship, and excellence.
At Arts + Public Life at the University of Chicago, I worked across initiatives including the Green Line Performing Arts Center, South Side Home Movie Project, L1 Retail Store & Fellowship Program, and the Arts Lawn — developing brand systems, communications strategies, and digital storytelling that connected academic institutions with artists, communities, and public space.
Most recently, as Vice President of Marketing & Communications at YWCA Evanston/North Shore, I led brand, design, and storytelling strategy during a period of organizational growth and transformation. My work supported internal culture, external visibility, and record-breaking fundraising campaigns, while centering equity, care, and community impact.
Alongside my professional roles, loft43 has remained a constant since 2010. Through loft43, I’ve partnered with media organizations, nonprofits, entrepreneurs, and small businesses, bringing a thoughtful, human-centered approach to branding, design, storytelling, and creative systems — work shaped by experience, curiosity, and a lifelong love of making ideas visible.
My Philosophy
The following philosophy and values were written in 2010 during my graduate business ethics course, when I first envisioned and created loft43. While the work I do — and the way I do it — has evolved over time, these principles have remained steady. They continue to guide my personal life, my professional decisions, and the way I show up in relationship with others.
Each value holds equal weight. They are interconnected and dependent on one another, shaping not just the work I create, but the human I aspire to be.
I will practice kindness.
I will have gratitude.
I will be genuine and truthful.
I will be giving.
I will be flexible and balanced.
I will extend dignity and respect.
I will practice empathy.
Kindness & Hospitality“You catch more flies with honey than vinegar.” Kindness is at the heart of how I approach my relationships and my work. It means respect—for people, environments, and the consequences of our actions. It means working toward the greatest good, not just individual success. Having grown up around the idea that hospitality is an art form, I learned early the importance of helping others feel seen, supported, and at ease.
GratitudeGratitude is both a mindset and a practice. I believe in expressing appreciation for ideas, effort, time, and collaboration—recognizing that everyone brings something valuable to the table. Gratitude, when woven into the fabric of work, creates balance, trust, and sustainability.
Genuineness & TruthI value honesty—with myself and with others. Transparency, sincerity, and self-awareness are essential to meaningful collaboration. I aim to create work that reflects truth, not performance, and I expect the same openness in return.
Giving“The value of a man resides in what he gives and not in what he is capable of receiving” – Albert Einstein. Giving comes before receiving. Success, to me, is measured not only by outcomes or revenue, but by impact. I believe businesses can thrive while actively contributing to the well-being of families, communities, and those in need.
Flexibility & BalanceI remain open to learning, change, and new perspectives. True balance comes from listening deeply, staying curious, and being willing to evolve—without losing sight of purpose.
Dignity, Respect & SolidarityMutual respect is foundational. I approach collaboration with fairness and care, working toward outcomes that honor people as much as goals. I believe deeply in collective effort—that meaningful progress is built together, not alone.
Humility & Empathy“If you just learn a single trick, Scout, you'll get along a lot better with all kinds of folks. You never really understand a person until you consider things from his point of view...Until you climb inside of his skin and walk around in it.” - Atticus Finch, To Kill A Mockingbird. Humility reminds me that no accomplishment exists in isolation. Empathy reminds me to understand experiences beyond my own. Both are essential to creating work—and a world—that is more thoughtful, equitable, and kind.