# Felicia Culler

> Design  |  Visual, Product & Brand

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/feliciaculler

I'm a Swedish-American Staff Product Designer with 14+ years of experience crafting human-centered digital experiences that scale. Currently at Sam’s Club, I lead cross-functional efforts to build accessible, intuitive products and scalable design systems that drive consistency across a massive retail ecosystem.

My background spans product design, brand identity, and UI for wearables shaped through collaborations with teams like Google, Fitbit, and founders at Fellow, Wild Distillery. I bring a systems-thinking mindset, a deep care for craft, and a strategic eye for how design supports both user needs and business goals.

I believe the best digital products are not only functional and beautiful - but also measurable, scalable, and impactful.

## Work Experience
### Staff Product Designer @ Sam's Club
Jan 2024 – Present
Leading cross-functional initiatives to deliver accessible, intuitive digital experiences for Sam’s Club associates. Driving evolution of the design system to support scalability across platforms and teams. Focused on mobile-first member experiences, aligning design with business KPIs. Collaborating with engineering and PMs to accelerate time-to-market and ensure design consistency.

### Senior Product Designer @ Sam's Club
Jan 2022 – Jan 2024 | San Francisco Bay Area

### Design Lead @ Felicia Culler
Jan 2015 – Jan 2022 | San Francisco Bay Area
- Fitbit: Designed premium watch faces with a focus on glanceable health and wellness data
- Apple: Contributed to Apple.com web experiences
- Parade: stealth startup website
- Various brand identities
- Steve Reich iOS app for Third Coast Percussion

Led design strategy and execution across digital products, branding, and UI systems for a variety of tech clients and startups.

### Senior Visual Designer @ Projector
Jan 2020 – Jan 2021

### Founding Designer @ Atlantic IVS
Jan 2017 – Jan 2020 | Rønne, Capital Region, Denmark
- Illum: app campaign & promotional website (a premier department store in Copenhagen)
- Linq: brand strategy, identity and website
- Wild Distillery: brand identity for Wild Distillery and illustration & branding for their retail gin 
- Stig's Oliven: responsive website and expanded brand
- Entire: branding & UI (a start-up for an entire world financially included)

Founding design partner responsible for brand and product design across multiple early-stage ventures.

### Senior Visual Designer @ Method
Jan 2014 – Jan 2015 | San Francisco
- AT&T: future of TV Android tablet concept design
- Google: Mountain View shuttle website and print schedule & map design
- Stellar - brand, iOS & responsive web operator system

### Senior Graphic & UI Designer @ Enlisted Design
Jan 2014 – Jan 2014 | Oakland
Worked at the intersection of physical and digital design:

- Fellow: logotype, branding & packaging
- Color Genomics: branding & packaging
- Merrick: packaging & UI

### Visual Designer @ Brit + Co
Jan 2014 – Jan 2014 | San Francisco Bay Area
Designed a new educational feature for the Brit + Co responsive website

### Designer @ Aether Things
Jan 2012 – Jan 2014 | San Francisco
Designer for the iOS app supporting the smart speaker Aether Cone

### Visual Designer @ DesignIdea
Jan 2012 – Jan 2012 | Copenhagen Area, Capital Region, Denmark
Work including Industrial Design, Web & Graphic Design

### Graphic Designer @ Swemedia AB
Jan 2011 – Jan 2012 | Malmo, Sweden

### Industrial Design @ Attention Design
Jan 2010 – Jan 2011 | Copenhagen Area, Capital Region, Denmark
- British American Tobacco: industrial design display design
- Cochlear: research & production
- Nilfisk: industrial design prototype
- Wittenborg: coffee vending machine UI


## Education
### BA in Product Design in Industrial Design
Malmö University
Jan 2007 – Jan 2010

### Design & Innovation
Queen Mary University of London
Jan 2006 – Jan 2006

### Associate's degree in Fine Arts
Nordvästra Skånes folkhögskola
Jan 2002 – Jan 2005


## Contact & Social
- LinkedIn: https://linkedin.com/in/feliciaculler
- Portfolio: https://www.feliciaculler.com

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Source: https://flows.cv/feliciaculler
JSON Resume: https://flows.cv/feliciaculler/resume.json
Last updated: 2026-03-30