FOUNDERS | LOWERCASE

Stacy Chyla Bruce

Chief Experience Officer, UX Strategist, Co-Founder

I’ve always loved math, data, and coding.

So, I studied finance and kicked off my consulting career by diving into emerging app development tools and complex data.

But numbers alone didn’t tell the full story.

Earning my MBA at the University of Chicago, I studied Behavioral Science and Economics to understand how people make decisions and the role those insights play in shaping meaningful strategies.

“Thin” data caught my attention.

Early in consulting, I realized companies rely on “thin” data—which captures actions or outcomes that are easy to quantify and measure.

But thin data only shows what’s happening—not why.

I think of it like thin ice—offering a surface view across a lot of data but lacking the depth to deliver meaningful insights or the strength to support reliable strategies.

“Thick” data changed my approach.

Thick data is qualitative, contextual data that goes beyond what is happening to show why.

Thick data (people-centered insights) comes from observations, conversations, and stories from interviews and ethnographic research.

Because understanding how individuals think isn’t just helpful—it’s essential.

Success requires a creative leap.

To bring strategy to life, we see customers as individuals with motivations, expectations, hesitations, and emotions—not as one-dimensional thin data points.

I co-founded LOWERCASE to bridge the gap between strategy and design—helping clients take the creative leap to seamless customer and user experiences.

Experience and Education

I’ve had the privilege of working at top global management consulting firms, including ZS Associates and Accenture’s Worldwide Technology Headquarters.

University of Chicago Booth School of Business
— I earned my MBA with Honors, focusing on Behavioral Science and Economics.

Gies College of Business, University of Illinois at Urbana-Champaign
— I hold a BS with Highest Honors in Finance and earned Bronze Tablet University Honors for ranking in the top 3% of all graduating students at the University.

Speaking

I speak on customer and user experience, digital strategy, design thinking, and the business of design. Venues include:

Microsoft

AIGA Chicago

University of Chicago Booth School of Business
MS Design Thinking and Entrepreneurship at National Louis University

Tim Bruce

Chief Creative Officer, Design Strategist, Co-Founder

Unlike many aspiring designers in my field, I didn’t have to explain or justify my career choice to my parents.

My father was a package designer, and my mother was a painter. Design was the obvious choice.

Because of this, I dedicated myself to understanding everything else—English, history, science, art, ecology, archeology, food, and business.

Medical school was my backup if design didn’t work out.

Only after working a few years at two of the best design consultancies in London and Chicago did I realize that curiosity about everything else—not just visual fundamentals—is the foundation for great design.

Merging visual talent with creative thinking, process, and strategy elevates design beyond aesthetics.

I aspired not only to create but to solve problems, change minds, and make a lasting impact.

Throughout my career, I have learned to bridge creativity with business by focusing on the drivers behind decisions and shaping strategy into experiences.

Strategy matters, and so does the ability to express it meaningfully.

My work connects the dots between vision and impact—to help businesses unlock their creative potential and see design as a visual tool and a strategic force.

For clients, that means simplifying complex ideas, finding compelling stories, and discovering unexpected solutions. For students and fellow designers, it’s about instilling a mindset of curiosity, rigor, and resilience.

Whether navigating digital strategy or creating brand experiences, my aim is simple: to turn ideas into results.

Experience and Education

I’ve had the privilege of working at top design consulting firms, including VSA Partners in Chicago and Williams and Phoa in London.

Northumbria University, Newcastle Upon Tyne, UK

— Communication and Design Program, 1 year study abroad

University of Illinois Urbana-Champaign

— I hold a BFA with Highest Honors in Graphic Design. I graduated Summa Cum Laude as the Outstanding Senior in graphic design, received the James R. Shipley Endowment Award (for the top student in the College of Fine and Applied Arts), and earned Bronze Tablet University Honors for ranking in the top 3% of all graduating students at the University.

Speaking

I speak on creativity, innovation, digital strategy, design thinking, and the business of design. Venues include:

University of Chicago Booth School of Business

Northwestern University Kellogg School of Management

University of Illinois at Urbana Champaign

University of Illinois at Chicago

School of the Art Institute of Chicago (SAIC)

Dallas Society of Visual Arts

Columbus Society of Communicating Arts

South Shore Arts

AIGA Chicago

Learning from Legacy

Small Talks

Business of Design

Fresh Talent

American Society of Media Photographers

Eisner Museum of Advertising and Design

Teaching

I teach design and typography in the Visual Communications program at the School of the Art Institute of Chicago (SAIC).

Recently named “the most influential art college in the United States,” SAIC’s interdisciplinary approach to art and design gives students unparalleled opportunities to develop their creative and critical abilities while working with renowned faculty that includes many of the leading practitioners in their fields.

My faculty bio can be viewed at SAIC.

What my students have to say

“Excellent teacher.”

“The best professor I’ve ever had.”

“This class gave me a sense of purpose in design.”

“Tim pushed us to develop ways to consistently produce new ideas to solve the problem.”

“Tim teaches what you’ll typically learn once you have a job, but knowing now is much more valuable. More teachers need to teach students these strategies and this mindset now.”

“Of all the experiences I have had in the Visual Communication department… this class was the most fruitful.”

“Fantastic teacher—supportive and positive with great projects, constructive feedback, and great presentations.”

“One of the best Viscom teachers I’ve had. Tim does a good job of understanding (student) ideas and suggesting solutions without pushing his ideas on you.”

“You’ll gain the ability to think about design as a problem-solving process and learn to prioritize concepts over what looks best.”

“Tim gives amazing, relevant, helpful feedback.”

“Tim’s class is a must-take course at SAIC.”