# Liana Delucca Johnson > Founder DeluccaJ Design + Agency Aspect® Location: San Francisco Bay Area, United States Profile: https://flows.cv/liana I am an Industrial Designer and industry expert in the design of equipment, backpacks, women’s focused design, running, and accessories. With over 20 years experience, I have directed projects, led teams and commercialized products in both the outdoor industry and urban/lifestyle global markets. My projects range from designing and developing products for technical outdoor equipment to fashion bags, accessories, and plastic components. My work has been featured in SNEWS, GearJunkie, Pack Hacker, Carryology, Endurance Magazine, and The Spruce (to name a few). Additionally, I have presented and spoken at large events such as Outdoor Retailer, STRUKTUR Event, and Product Underground. In 2008, I fulfilled a lifetime goal of successfully launching and co founding a bag brand via Kickstarter. My brand, Agency Aspect®, incorporates decades of knowledge designing high performance technical products for the outdoor industry merged with fashion, practicality, and freedom of movement for daily use. Today, Agency Aspect® continues to sell bags DTC globally with plans to launch additional styles and colors by 2024. Recently, I became a part time adjunct professor in design for Diablo Valley College, where I am able to share my expertise teaching and mentoring aspiring designers from all backgrounds in my local community. I am passionate about creating amazing products, collaborating on teams, learning, and challenging myself while pursuing new endeavors. I look forward to connecting with you! ## Work Experience ### Head of Design + Owner @ DeluccaJ Design Jan 2015 – Present | Bay Area, Northern California DeluccaJ Design is a design consultancy offering full design services from concept to final product. Product Design for soft and hard goods, Concept Ideation, Sketching and Rendering, Technical Specification Packages, Illustrator Line art and color, Product Development, Material Sourcing & Design, Color Trends, Assistance with Sourcing for Manufacturing Services. Clients include: CamelBak, Cole Haan, SMMT Outdoor, Doubletake, Huhu, Cordura Fabric, Travelmore, and more. ### Head of Design + Owner (Original CoFounder) @ Agency Aspect® Jan 2018 – Present | Martinez, California, United States Innovative, functional, hybrid performance bags for people on the move. Successfully funded on Kickstarter, March 2018! https://agencyaspect.com @agencyaspect ### Adjunct Design Professor @ Diablo Valley College Jan 2022 – Present | Pleasant Hill, California, United States Adjunct Professor teaching industrial design, sketching, 3D modeling, and design software to community college students. Lecture, mentor, critique, and facilitate guest speakers for aspiring designers. ### Senior Designer, Global Equipment @ The North Face, a VF Company Jan 2008 – Jan 2014 | Alameda, CA _Lead Global Bag Design & RDD projects for Backpacks, Lifestyle, Duffel Bags, Travel, Accessories (hats & gloves) and Technical Performance Running (including the TNF UTMB exclusive product). _Lead Designer for Women's Specific Equipment, ergonomics, consumer profile and fit. _Lead Designer for TNF Asia Pacific specific design projects. _Lead Designer for Sochi RU14 Olympics Backpack and Base Camp Duffel collection within a cross-collaborative apparel-footwear-equipment global team. _Managed and mentored one direct report and freelance designers. _Managed and directed design consultants/companies on outsourced design projects. _Managed SMU and color design process, lab dips and hired freelance designers. _Trend and consumer analysis, concept ideation, presentation renderings, spec packages, vendor communication, and product development management onsite at factories overseas. Equipment Designer III 2008-Feb 2012 ### Product Designer II/ Color & Trend Lead @ CamelBak Jan 2005 – Jan 2008 | Petaluma, CA _Product designer for global hydration equipment (recreation & military): bags, bottles, brand accessories, trim and product detailing. _Part of original product design team in launching, designing and developing the award winning CamelBak bottle line. _Active color/trend design lead for creating and implementing color palettes across multiple product line categories, style & trend research, color quality, and lab dips for fabric and plastic materials. _Managed and provided guidance to design consultants on outsourced design projects. _Assistance with direction on product graphics, visual brand direction and strategy. _Responsible for implementing designs from concept through production with international vendors. ### Color Design Coordinator-Pottery Barn Kids @ Williams-Sonoma, Inc. Jan 2004 – Jan 2005 | San Francisco, CA _Assistance in the design and development of a new color department to maintain the quality and integrity of the PBK brand for furniture, decorative accessories and textile products. _Created new color and finish standards for each season and developed a cross platform color system for all PD departments. _Analyzed color variations between PBK color standards and vendor color submissions. _Performed finish quality tests on finish panels and communicated color variances and finish quality findings to international and domestic vendors, including suggestions for color correction and quality control for all products. _Created product design specs for finish and color revisions. ### Visual Design Consultant @ Tier One Consulting Group Jan 2003 – Jan 2004 | Alameda, CA _Designed all graphics, corporate identity and website development within company. _Bid, estimated and managed project costs, implemented brand strategy, developed and communicated visual ideas with all company partners. ### Freelance Designer @ RKS Design Jan 2004 – Jan 2004 http://www.rksdesign.com/ _Product design on a variety of projects including: speakers, faucets, security alarms, home appliances, lighting, vending machines and more. _Hand sketching, photoshop renderings, 3D surface modeling in SolidWorks, market research, prepared materials for client presentations and patent applications. _Met with CEO, designers, marketing associates and clients for ongoing product development and analysis for new product ventures. ### Design Intern @ RKS Design Jan 2001 – Jan 2002 | Thousand Oaks, CA ### Freelance Product Designer @ the LEGO Group Jan 2001 – Jan 2001 Provided design work for Lego satellite office in Los Angeles for girl's toys. ## Education ### Bachelor of Science - BS in Product Design ArtCenter College of Design ### B.S. in B.S., Managerial Economics & Design; Minor in Spanish University of California, Davis ## Contact & Social - LinkedIn: https://linkedin.com/in/lianadeluccajohnson - Website: https://agencyaspect.com - Website: http://www.deluccaj.com --- Source: https://flows.cv/liana JSON Resume: https://flows.cv/liana/resume.json Last updated: 2026-04-05