Sandra has spent her career spotting roadblocks in the way companies convey information. She learned this skill at the prestigious Parsons School of Design, NYC, where she majored in Communication Design. “Designers are problem visual solvers,” she said.
After graduating at the top of her class in 1990, she went to Los Angeles to work for Sebastian International. There she spent three years designing all manner of print, packaging, and advertising for high-end cosmetics.
During this time computers were redefining the world of print. The industry was making the transition from drafting tables, typesetters, and color separators to the desktop computer. Email, the web, and multimedia were entering the mainstream. She became intrigued by multimedia design and joined Sound Source Interactive as Art Director. There she developed Screen Savers and interactive CD-ROMS as well as their packaging and print.
In 1994 she returned to the New York with the intent to find an Art Director job with an interactive agency. While looking, she took on various multimedia, web, and print projects. She also began a part-time teaching position at Parsons School of Design in their new multimedia lab. This, she thought, would keep her busy while looking for that “real job.”
With time, her projects become larger and required hiring a staff of programmers and copywriters. Before she knew it, she had created a job for herself, and M Squared was officially born.
M Squared has solved problems for companies that are household names: Chase, Nabisco, Habitat For Humanity, Disney, Abbott Pharmaceutical and others.
When a Reuters, a client with global reach wanted to reduce training costs for its software engineers in remote locations, she pulled together a team of programmers, and animators and worked with Reuters Trainers to get all training and certification materials in an online, interactive format.
For another client, she developed a way for them to organize their vast product listings online to end tedious, manual processing. The changes led to an online training system for sales representatives and a fun online experience for customers.
And when a client in the health-care industry asked her to fix a manual task that took 45 minutes, she created an online tool that does the task in five minutes.
Often clients present Sandra with the problems which are cumbersome or possibly entrenched in a longstanding process. “There may not be a conventional path to solve it,” she says. “That’s where someone with a design background may see options that others can’t, and the creativity comes in as a very useful tool.”