Alina Wheeler is the author of Designing Brand Identity: an essential guide for the whole branding team. Published in seven languages and four editions, her book demonstrates the relationship between strategy and design, demystifies branding, and illuminates global best practices. A brand consultant and coach, she has worked with large enterprises, entrepreneurial ventures, and nonprofits, utilizing a dynamic process to achieve a competitive advantage. Her passion is how individuals and organizations express who they are and what they stand for. Her mantra is, “Who are you? Who needs to know? How will they find out? Why should they care?” A former member of the AIGA Board of Directors, she is a passionate design advocate, renown for her strategic imagination.