Craig La Rosa

Principal Director


Craig is a Principal Director based in frog’s New York studio where he is championing frog’s ever-growing client roster in all things service design and food & beverage. Before joining Frog, Craig held an executive design and strategy role with Sears Holdings and was a Principal at Continuum--A Design and Innovation Consultancy. He understands how to translate the emotional and functional needs of people, business requirements of clients, into one holistic, ownable experience that connects brand’s products and services with the people who rely on them. 

Craig has led programs for a multitude of services. Reinventing Holiday Inn’s guest experience, to focus on relaxation, play, eating, and drinking. Creating 2ovens--a new food concept for Bertucci's that serves Gen Y the way they want. And helping envision how a fortune 500 company's employees work and eat. 

Craig writes and speaks regularly about service and environments design for publications and organizations including Fast Company and Dwell. He has addressed multiple audiences, including the Events Design Summit, the National Restaurant Association, the Service Design Network Global Conference, and the IDEC National Conference.