Anthony Vitali is a Creative based in Chicago.

I’ve always believed in the power of art and a good story. One of my earliest memories is watching my dad draw pictures of hockey players on huge sheets of paper. Every kid in the neighborhood (including me) wanted one. It felt like magic. Like my dad had a superpower.

In middle school, I remember drawing a picture of a classmate’s girlfriend from a photo. He was older, a little intimidating, and planned to pass it off as his own. He got the girl. I got a little protection. In that moment, I realized I might have a kind of power too. A quiet one, but real.

That idea — that design is a form of storytelling, connection, even muscle — has shaped my entire career. My first job out of college was designing album art, posters and merch for Kung Fu Records, a punk label I grew up listening to. It was surreal. I went from lining up at all-ages shows to helping bring their vision to life.

Today, I help lead design at Gatorade. I’ve defined the brand’s modern expression, from rethinking its visual identity and building a new brand guideline system, to launching successful LTOs like Midnight Ice. My work spans pack design, motion, retail, experiential, and tone of voice. I love connecting big-picture strategy to hands-on execution.

Some career highlights. One was leading the global rebrand of Rockstar Energy after its acquisition — a full identity overhaul built entirely in-house by a small, focused team. The other was winning The Next Big Idea, PepsiCo’s internal Shark Tank-style challenge. I pitched a novel business concept live on stage to over 100+ top global executives, guiding the team from blank slide to working prototype.

Outside of CPG, I’ve written, pitched, and sold original series work to NBC and SyFy, co-created an animated pilot for Comedy Central, and had feature scripts optioned. Whether I’m designing a label, crafting a pitch deck, or creating a fictional evil organization for a digital comedy series, I’m always looking for a way to tell a story.

I live in Chicago with my wife and twin daughters. When I’m not building brands, I’m usually writing, making music, or working on something strange and personal just for fun. I’m still chasing that feeling I had watching my dad draw — the moment when something simple becomes magic.