Belinda Picaud

Since acquiring a BA hons degree in Graphic Design in 1990 from Brighton Polytechnic, Belinda has gone on to explore design management and corporate branding.

As the Design Program Manager EMEA, based at La Défense in Paris, Belinda managed the European rollout of IBM's newly established corporate brand identity program, confirming the company's dynamic towards a solutions-based company. The challenge took Belinda to many of the 33 countries in EMEA to train, assist and brief local teams, design and advertising agencies as to why and how to apply the new brand identity while maintaining their cultural individuality and creative freedom.

She has also been responsible for graphic design and packaging for Texas Instruments - Consumer Products Division, located in Nice, France, establishing the brand identity for TI consumer products in Europe.

Belinda also runs inter-cultural seminars for expatriates arriving in France. With a unique methodology and support material the aim was to assist expats in their integration into the French way of life. Clients who benefited from these seminars included Philips, Amadeus, Schlumberger, and Decathlon.

Now based in the north of France, Belinda lectures on corporate branding, and personal branding & communications at the Institut Supèrieur de Design (ISD) in Valenciennes. As the international link she is also responsible for international relations for the school, assisting the students in the creation of their portfolios, and in their research for internships world-wide. She succeeded in placing over 50% of the students internationally, setting up solid relations between the ISD and renowned agencies. For the ISD Belinda also organises their annual Degree Show and Advanced Design Conference, the jury panels consisting 25 international design specialists.

In parallel Belinda teaches design and branding across a number of programme modules to International Marketing masters students at the Ecole Supèrieur de Commerce in Lille, and has been invited to extend the program this year to include creative workshops.

In January of 2006 Belinda started a diploma in Art Therapy specialising in Colour & Form and Theatre, a qualification that increases her possibilities for working with a wider spectrum of people. Today she is finalising her thesis based on the construction of "identity" as individuals. As art therapist she works with socially deprived children in schools, opening up spaces for creativity and communication. Belinda was born and grew up near Oxford in the UK.

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