makefire creative



We are Makefire. A creative agency In the San Francisco Bay Area igniting ideas for ambitious clients. Senior experts creating along-side thinkers, dreamers, storytellers and designers.

We’re for the craft of design giving form to ideas. For creating new brands, products and experiences people love.

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What We Do

We craft experiences fueled by a meaningful purpose


· Insights and Segmentation

· Brand Idea Development

· Brand Story Development

· Brand Experience Mapping

· Brand Architecture

· Portfolio Rationalization

· Brand Launch Planning

· Brand Engagement


· Identity Development

· Look and Feel Systems

· Packaging Systems

· Product/ Structure

· Naming

· Nomenclature Systems

· Brand Voice

· Digital Applications

· Print and Collateral Systems

· Corporate Interiors

· Trade Shows

· Exhibit Design

· Brand Activation




A proven group of experts and a network of specialists without the limitations of internal structures


Nicolas Aparicio Founder. Creative Director


Prior to opening Makefire Creative in early 2015, Nicolas held the role of Executive Creative Director for more than two decades at Landor Associates. At Landor he was responsible for establishing and maintaining the overall creative vision for the office. Working closely with global leaders and the creative team, he oversaw every aspect of the creative process, ensuring excellence.

Now he leads Makefire. An agency led by strategic rigor, which shapes brand experiences through design thinking and the craft of design.  An agency led by ideas based on brand truths people love. Ideas that don't just sell products, but ignite brand cultures and new ways of thinking.

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Deborah Crudo Partner. Strategy & Client Service


Prior to joining Makefire,  Deborah was Executive Director at Landor Associates. At Landor she created content and managed  many of the key global client relationships. Prior to Landor, Deborah was Managing Director of the Interbrand San Francisco office. If you were to ask her clients and peers to describe her, they would point out her creative problem solving skills and her unique ability to partner with clients.

At Makefire she does just that, in addition to new business. She continues to use her intuitive business skills and tapping into her seasoned and talented network, she ensures the best talent for our clients.

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Paisley Schade Creative Director, Naming & Verbal Identity


Prior to joining the Makefire team, Paisley was creative director at WineBid and before that she was a senior namer, writer and strategist at Landor Associates. She began her career in advertising and thus easily pivots between verbal strategy and execution. She has extraordinary strategic skills and a unique ability to tackle everything from corporate and product naming, voice and messaging, to social media, apps and blogs.

At Makefire, Paisley enjoys finding the true core of each brand and bringing it to life with the collaboration of a strong team. The team loves her skills as well as her witty contagious personality. 

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Giovanna Blackstone Strategy Director


Giovanna is a seasoned brand consultant, with a hell-bent addiction for developing brand strategies that translate into actionable, multidimensional in-market plays. Before relocating to the Bay Area and becoming a solo practitioner, Giovanna worked for almost a decade as the head of strategy at the New York office of Landor Associates, where she played a key role in developing brand strategies, brand engagement programs, and flawless implementation programs for major local and global client relationships.

At Makefire, it is her drive and insatiable appetite to ignite the new that has made her a key asset within our senior collaborative environment.

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Anastasia Laksmi Design Director


Prior to partnering with the Makefire team, Anastasia held the role of Design Director at Landor for over 15 year. It is there, where partnering with Nicolas, she was part of some of the most awarded engagements at the agency. Anastasia has a rare set of skills which allows her to mentor younger designers, direct and creatively contribute to a broad range of projects.

Her work has been recognized by The Cannes Festival, NY Art Directors Club, The One Show, Graphis and Comm Arts.

She graduated with honors from Art Center College of Design in Pasadena.

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