About Peopledesign

At Peopledesign, we help companies change.

Peopledesign helps organizations become more user-centric, aligning value propositions, technology, customers, and internal teams. We help you connect the dots between an organization’s business strategy and customer interactions.

We work with companies in many categories and have unique expertise in the commercial furniture industry.

People people
Jake Himmelspach

Jake Himmelspach
Strategy Director

Jake is our lead researcher and strategist. He applies human-centered design methods to help companies develop growth strategies.

Ted Bingham

Ted Bingham
Account Manager

Ted guides our client relationships for mutual success. His teaching and customer service background helps us stay aligned with our clients and their strategy.

Chas Appleby

Chas Appleby
Creative Director

Chas leads our creative solutions. With a background in design and business, he empowers teams to create innovative answers to strategic questions.

Kevin Budelmann - Peopledesign

Kevin Budelmann
President and co-founder

Kevin oversees the firm's strategic direction and helps manage client relationships as a designer, strategist, and change catalyst. He advises, teaches, writes, and speaks about strategic design in various organizations.

Kevin Budelmann on LinkedIn

Yang Kim - Peopledesign

Yang Kim
Executive Creative Director and co-founder

Yang's peers have recognized her work for its clarity, distinctiveness, humanity, and charm. Her no-nonsense style, wit, and devotion to her work have earned her long-standing client relationships.

Instagram - Peopledesign


American Corporate Identity
Communication Arts
Communicator Awards
Critique magazine
Grand Design: USA
Graphis →
How magazine
Print magazine
ReBrand 100
Step: Inside Design magazine
The American Center for Design
The Creativity Annual
The New York Art Directors Club
W3 Awards
Webby Awards
Many regional competitions...

Brand Identity Essentials

Our book is available in six languages and is in its second edition.

Brand Identity Essentials
“A model for clarity in a field that rarely has any.”

– Ralph Caplan

Introduction | 100 Principles for Building Brands
Download Brand Framework | Brand Audit Template | Course Curriculum

Buy Brand Identity Essentials on Amazon