Hershey project win prompts Lonsdale’s US expansion

The global brand and design consultancy, known for its work with The Heineken Group, Nestlé, L’Oréal and Renault, hopes the launch of its New York office will help the group benefit from a diversified global network. Expanding into the US for the first time, Lonsdale’s newest base adds to its current roster of offices in Paris and Singapore.

The New York office will host ex-forceMajeure duo Michelle Mak and Steffie Palang as creative director and accounts lead respectively. The pair, moving from the New York-based sister agency, will also be joined by Lonsdale's global chief growth officer, Jocelyne Henri Danet.

Henri Danet comments, “As an independent, entrepreneur-led agency, Lonsdale’s focus has been to build a sustainable international presence, while maintaining our distinctive human, in-culture and agile approach.

“Thanks to our connected network of multi-experts, we are able to service brands and clients as a ‘one-stop shop,’ with the same level of excellence and expertise across touchpoints, from visual identity to packaging to retail and more.”

The new office will benefit creatively from the appointment of Mak, who has a deep strategic understanding of the local US market from her time at forceMajeure.

She adds, “Lonsdale is a leader in helping brands develop a strong design narrative that leads to quantitative growth across global markets. I’m energised to lead the US team in building cohesive ecosystems where creative strategy and design intuition elevate and influence how people experience, remember and connect with brands.”

The office launch coincides with Lonsdale’s significant project win from The Hershey Company; the work is set to roll out later in 2026.