Vita Raykhman is a Creative Director and Brand Strategist. As a self-taught designer with a degree in business, Vita has a uniquely practical approach to design. Vita views design not merely as a thin veneer of style but as an inseparable part of the identity and trajectory of an organization. Design as problem not without fun solving, as an agent of change and growth, leading to measurable impact and results.

This point of view was developed and honed as a founding member of amika, eva-nyc and hms inc. Over the course of 15 years, Vita created and shepherded several brands to become the fastest growing names in the global hair category. Vita is able to create exponentially successful trajectories for brands through unique strategies and innovation in visual language.

Cult is a word that has been thrown around quite a bit. While very diverse depending on the needs of a project, Vita is known for the use of color and exuberant emotion in her work. Vita considers her greatest professional accomplishment the ability to convert bystanders into invested participants and followers of a brand.

Contrary to popular belief, curiosity did not kill the cat.