Guggenheim Museum
Christopher at the Dialect offices in 2007.

Christopher Liechty :: Bio :: Awards and Articles

Christopher Liechty is a brand diplomat and explorer. Although his career is focused on branding and experiential marketing, his training as an artist and designer informs the way he interacts with and observes the world.

Biography :: Christopher Liechty

Christopher Liechty’s explorations have covered the world and a variety of subjects related to communication and culture over the past two decades. He is currently vice president of communications at Bank of American Fork, a growing community bank in Utah. This opportunity allows him to apply experiential marketing theory into practice over and extended period of time and to be home with his children while they are still young.

Christopher founded Meyer & Liechty, Inc., a firm specializing in design and advertising for global markets. Since 1994, this firm produced thousands of campaigns for audiences in more than 200 countries. Services included everything from brand strategy to the development of intelligent creative to production of campaigns in more than 40 languages. The client list included American Express, Berlitz, The Church of Jesus Christ of Latter-Day Saints, Flowserve, Ogilvy & Mather, Symantec, Sprout Marketing, Talk2 Technology, Tahitian Noni International, Time Warner, United Nations/State of Qatar, World Trade Centers Association, and World Trade Week NYC among others.

In 2004, Christopher spun off a new brand, Dialect Brand Translation, LLC., to focus on the adaptation of existing marketing materials for markets worldwide. Dialect’s brand promise was to “translate the brand, not just the words,” and this was fulfilled through a combination of the team’s knowledge in languages and cultures with their understanding of design and visual communications. Both Meyer & Liechty and Dialect were sold to a team member in 2008. For more information see dialectbrand.com.

Christopher also served as founding president of the AIGA Center for Cross-Cultural Design (AIGA XCD) from 2002 to 2006. Christopher's dream was to establish a vibrant community that would connect U.S. designers with the global design community and address social issues, if possible, along the way. Since 2002, AIGA XCD has established relationships with designers and design associations around the world. It helped to establish a beachhead for Icograda in the United States, and has organized major international events in the United States, Cuba, and China. For more information see xcd.aiga.org.

He received his BFA in graphic design from Brigham Young University and a graduate certificate in Integrated Marketing Communications from the University of Utah. Christopher has been a frequent lecturer and has been published in numerous books and magazines in the United States and China. His interests include skiing, jazz, world music, early child-hood education, bookmaking, and American Sign Language. He and his wife have five children.

For a more complete history of Christopher’s explorations, visit his LinkedIn Profile.

Note: Liechty is pronounced Lick'-tee

Awards and Articles Published

2008
AIGA Fellow — September 2008
Christopher recognized as AIGA Fellow at AIGA Design Legends Gala, New York City
See AIGA Fellows

Package and Design Magazine of China — July 2008
A second 54 page section profiling members of the AIGA Design Expedition to China including 4 page profile on Christopher

Package and Design Magazine of China — May 2008
34 page section profiling members of the AIGA Desgin Expedition to China which Christopher led

Chinese Element Catalog 2008
Profile on Christopher Liechty for his work judging Chinese Element advertising competition, Shanghai, China

2007
Tsinghua University Forum on Art and Design, Beijing, China — July 2007
Article published on Christopher’s theories of experiential marketing, “Interpreting the Latest Brand Strategy
under Background of Globalization — A Dialogue with Famous American Designer, Christopher Liechty” by
Yang Maulin

Taxi Design Network — March 2007
“Interview with Christopher Liechty”

2006
Design 360º Magazine, Guangzhou, China — March 2006

A profile of Christopher’s work and an interview about design philosophy

How Magazine — April 2006
The April issue of How Magazine featured an interview with Christopher on how small design firms can become involved in doing international projects.

A Designer’s Research Manual by Jennifer & Kenneth Visocky O’Grady — Fall 2006
Inclusion of case study of Meyer & Liechty work for World Trade Centers Association. Christopher also assisted in connecting the authors with designers and case studies in Hong Kong and London that were included in the book.

2005
Journal of Promotion Management — Spring 2005 (vol. 11, no. 3)
“Reducing Disconnects in the Design Agency–Client Relationship: Is Process Management the Solution?” by Harold L. Koch, Ph.D. and Christopher Liechty. This article is based on original research by the authors, who surveyed designers nationwide about their client relationship attitudes and practices.

Global by Design: Web Globalization News & Analysis — June 2005
“Trends in Global Design: Q&A with Christopher Liechty”

Communication Arts — May/June 2005
“Preaching, Poaching, or Prospecting: What is Cross-Cultural Design?”, pp 130–33. Christopher is quoted along with Ric Grefe, executive director of AIGA and Robert L. Peters, Icograda past president.

Voice: AIGA Journal of Design — October 2005
“AIGA XCD Presents ‘Branding in China’ at World Trade Week NYC.” The report on the WorldTrade Week NYC Global Branding event held in May 2005, written by Christopher Liechty.

2004
Icograda E-News — January 2004
“It’s Springtime for Cross-Cultural Design in the United States,” by Christopher Liechty

1993–2003
Communication Arts — March/April 2003
“Expanding Our Field of Vision: Globalization and the Changing Landscape of Visual Communications,” by Carolyn McCarron. Christopher is quoted on issues relating to cross-cultural design.

The Power of Paper in Graphic Design, by Catherine Fishel — 2002
Features three Meyer & Liechty projects: a self-promotion (p. 16), birth announcement (p. 44), and sales brochure (p. 75)

Neenah Paper Stationery Competition Gold Award for Western Region — 2002
Meyer & Liechty, Inc. stationery selected for award

AIGA100 Show (Salt Lake City) 2002, 2001, 1999, 1997, 1996
Various pieces selected for inclusion

Adnews Design Showcase — July/August 2002
CEO sales tool (p. 38) selected for inclusion

Utah Valley Magazine — July/August 2002 (vol. 3, no. 4)
“He’s Got the Whole World in His Hands,” profile of Christopher Liechty (pp. 88–89)

Utah 100 — 2001
Meyer & Liechty honored as #54 of Utah’s 100 fastest growing companies

365: AIGA Year in Design — 2000
Birth announcement featured in communication graphics no. 43,

Step-By-Step Graphics, — 2000 (vol. 16, no. 4)
“A global campaign with local appeal,” a profile of Meyer & Liechty

Communication Arts, Design Annual 41 — 2000
“Illegible Tattoos,” letterpress book (p. 157) selected for inclusion

How Design, Illustration/Photography Annual — 2000
Lebkuchen Skier, wire sculpture (p. 111)

Step-By-Step Graphics, Illustration Annual — 2000 (vol. 16, no. 3)
Experimental wire sculpture (p. 72), new product announcement brochure (p. 129) selected for inclusion

Step-By-Step Graphics — 2000 (vol. 16, no. 2)
Brochures for management consulting firm (pp. 60–61) selected for inclusion

AdNews — May/June 2000
“Meyer & Liechty Travels around the World in a Day,” by Barbara Bernstein (pp 40–41)

Utah Arts Center, Alex Caldiero One-Man Show, Salt Lake City, UT — 1999
Featured Christopher’s photographs and designs of poems

Graphis Poster — 1993

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