As global director of PepsiCo’s Design and Innovation team in New York, Niklas Gustafsson builds design cultures to drive portfolios for brands such as Gatorade, Lay’s, Pepsi, Quaker and Tropicana. Previously, he spent over 15 years as creative director at Ziba Design, leading its multidisciplinary design studio in merging physical and digital design. His clients ranged from startups to Fortune 100 corporations in consumer electronics, health and wellness, and consumer packaged goods. Gustafsson has been lauded for his strategic directions and award-winning solutions for such companies as Coca-Cola, Hewlett-Packard, Intel, Logitech, Nike, Procter & Gamble, Samsung and Wacom. Originally from Sweden, he studied at ArtCenter in Switzerland and Pasadena, where he graduated with honors. His work has received recognition through patents and design awards that include the Industrial Designers Society of America’s International Design Excellence Award, Red Dot Award (Germany), iF Design Award (Germany) and Good Design Award (Japan).