30 Mar Amy Collins
Director of Design
At PDR we lead through design. We sharpen our world, bring ideas into focus, inspire behaviors, and build memorable experiences. Design is an incredibly uplifting and powerful tool. Both strategic and sensory, it appeals to everything that makes us human.
Amy Collins is a connector—a bridge between mindsets. She cultivates strategy, carries it through design, and ensures the built environment delivers on its promise.
As PDR’s Director of Design, Amy guides her designers to understand their roles as agents of change. She leads her teams to carry a project’s story from concept to completion. Together they deliver environments that evolve brands, respond to business needs and deliberately engage the people who inhabit them.
Jackie Wheat, Managing Director of Design describes Amy as, “a holistic thinker who sees how design spans from big gestural concepts to the finest technical details—and that every part of the process is critical to project success. Amy is my right hand when it comes to design mentoring at PDR. By embodying our mantra of Purpose, Responsibility, Impact, she inspires our designers to reach new levels of commitment to their craft.”
Purpose represents Amy’s dedication to research and critical thinking. Her design team’s work for an innovation hub within a Global Services Firm began with three clear goals: to attract new talent, grow the client pipeline and increase knowledge through storytelling. Amy empowered her team to create designs that conveyed the client mantra of New Applied Now by cultivating a startup environment within the larger brand. A high-touch, adaptable design, it encourages end users to reconfigure their spaces to support their innovative pursuits. The creative messiness is tempered by grounding design elements, unexpected details and thoughtful pops of color. The result is a high-performing purpose-driven workplace—a hub for creative teams—and a powerful communication tool.
Responsibility describes how Amy leads her teams by listening, upholds the client’s vision, and manages funds as if they were their own. When designing Vitol’s workplace Amy and her designers were challenged to combine a world-class trading arena with a high-profile contemporary art gallery. Inspired to curate views, she led the design team to modify the base building to maximize Vitol’s high-rise perspective of the city. She and her team also integrated the company’s private artwork collection to feel effortlessly bespoke, a quality that further strengthens the prestige of the brand. Amy’s smart and responsible approach yielded many accolades. Her team’s distinctive project garnered a 2016 AIA Award and was published in Architectural Record.
Recognition within the design industry is proof of a project’s merits, but Amy places more value on a different success measure: Impact. Often the projects with the highest degree of transformation register the most resonant outcomes. When HP Inc. approached PDR after its split with HP Enterprise, the executive team was not merely asking for more of the same. They called for a major workplace change from dark and detached to vibrant and connected. In line with their vision, Amy and her design team partnered with PDR leaders in Workplace Strategy, Architecture and Change Management to develop HP Inc.’s roadmap to reinvention. When the nearly 4,000 employees occupied their new space, the feedback was overwhelmingly positive with a greater opening-day response than any other workplace in HP history. From siloed to celebratory — that’s the impact of Amy’s design leadership.