The Crew

Oblique is a roundtable of seasoned experts, genius rookies and career professionals. We get it. We get each other. We get brands. We’re a well-oiled, nimble bunch that gets the job done (and actually really like hanging out together).

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Janice Ferrante Principal + Creative Director
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Sy Kraft Strategy Director
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Natalie Legg Senior Art Director
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Joseph Tafoya Art Director
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Chad Phillips Senior Web Developer
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Janice Ferrante Principal + Creative Director

Janice is a straight-shooting, no BS Jersey-girl who launched her Boulder branding and interactive agency in 2002. Under her 20+ years of leadership, Oblique grew from its humble beginnings to managing an international roster of diverse clientele ranging from startups and nonprofits to large corporations. Janice has helped Oblique break into the automotive, software, renewable energy, technology, healthcare, higher education, non-profit, fashion, and outdoor industries.

Janice has a unique talent for creative and strategic direction. She knows how to understand your brand’s problem, come up with strategic solutions, with the end result being kickass design. And guess what: She’s full of honesty and vigor.

With Janice’s special sauce in the pot, she provides a unique slant on brand innovation. That’s how she’s won pitches with clients such as BMW, MINI, Lexus, Dish Network, Backpacker Magazine, Wolky, Talon International, Red Fox Outdoor, and Duke University.

Before Oblique, Janice learned the ins and outs of advertising and creative design in NYC and New Jersey. She was an Art Director and Lead Designer for some of the world’s most recognized brands: Sony, HBO, Pfizer, Nickelodeon, Fox News, Ricola, PSE&G and AT&T.

Janice is all “go, go, go.” She throws her heart and soul into all her endeavors. When she’s not standing at her desk, you can find her buzzing around on her Vespa, blazing mountain bike trails, on her yoga mat, or feeding her diehard fixation with fashion and the outdoors. She’s also a lifelong learner who keeps up with the latest industry trends and is an ardent traveler who daily integrates international influence into her daring designs.

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Sy Kraft Strategy Director

Sy Kraft walks the talk. As he sees it, strategic branding is pinpointing the delicate balance between intention and perception. It’s a philosophy that guides him to find harmony— fitting things together in new ways that delight and inspire people. Oblique Design calls Sy off the bench to untie complex knots while he also helps other clients through his own Fantastic Brands strategy shop.

Never satisfied with an easy answer; Sy’s passion for getting it right has guided him through over 20 years of collaborating with top-tier brands like General Motors, Microsoft, P&G, and Google. Currently, Sy lives in Los Angeles with two rescue pups, a few classic cars, and his motorcycle.

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Natalie Legg Senior Art Director

Hire Natalie Legg, they said. She has tattoos and makes her own kombucha and her brain is an embarrassment of design talent, they said. Well, we nabbed her, and boy are we glad we did. Not only does Natalie geek out on brand identity, packaging, web design and typography, but she legitimately enjoys laying out brand guidelines. We know, crazy. But  who are we to argue with a rare talent like that?

Throughout her career, Natalie has designed for massive companies like Gatorade, Quaker, Tropicana and Cover Girl, plus smaller startups (mostly of the organic, sustainable variety), including Ridge38, Love The Wild, Alpha Skincare and Little Secrets candy. Before getting her slant on here at Oblique, she was a senior designer at SMAKK where she worked her magic on SW Basics and Waggo, plus some dynamite digital stuff for Edox and kCura. When she’s not being all design-y, Natalie’s main hobbies are throwing ceramics on the wheel (like that scene from Ghost, but even sexier), camping, hiking, gardening and kicking it farm-style with her cat, six chickens and three dogs. Overalls optional.

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Joseph Tafoya Art Director

A jack-of-all-trades, or should we say joe-of-all-trades, Joe has been known to do everything from branding to UX/UI design and front-end development here at Oblique. Joe has been a part of projects spanning various industries working with clients like STUDIO Architecture, Anthem, Hill Park Integrative Medicine and Shames Construction.

While many job postings use the verbiage “rockstar”, Joe spent a good part of his twenties driving cross country in a van and trailer aspiring to be a literal rockstar. In that life he wore many hats including designer, developer, marketer and advertiser, all in addition to his musician duties. This DIY mentality of the independent musician has translated to a “do a little of everything” role with team Oblique.

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Chad Phillips Senior Web Developer

Since 2001, Chad has been working to build a better Internet, one website at a time.  Over the years, he’s created large business directories, custom content management systems, and college basketball bracket games.  He’s translated government regulations into interactive maps and tools, automated massive data migrations, and solved a lot of intractable problems.

Chad loves breathing life into beautiful website designs, building them to last, and making them easy to manage.   His expertise in web application security and hosting leaves hackers frustrated, and keeps his corner of the Internet running smoothly.

A family man through and through, Chad loves movie night and making pancake breakfast on Sunday morning.  He enjoys hiking, playing chess, watching college football (Roll Tide!) and reading.