Making Meaningful Experiences

Who Viking Lab is, and why we do what we do

Viking Lab is a design practice which helps organizations conceptualize, create, and deploy interactive experiences. We believe that nearly every facet of modern life is designed, and as designers we have a responsibility to ensure that our work is invisible, equitable, and collaborative.

Our Philosophy

We believe in collaboration and curiosity. Those two words are in our logo and are our compass in our everyday design practice. It keeps egos tame and unifies all intentions into a single goal: creating awesome work. Through collaboration, we can assemble all parts of design and development, we can see the value of what others have done and grow it, and we can work with our clients and their clients to make better experiences. Curiosity makes us question our work and test it. It makes us not fall in love with our first attempt, but to ask hard questions, make thoughtful decisions, and start all over again if necessary.

Our Process

We love when clients approach us with a rough idea. No matter if it is for a new brand, a user interface, or a social media app, we start the same way: oversized post-its, smelly makers, and lots of coffee. We understand that every client has its unique set of challenges, so it is very important for us to spend a lot of time defining the problem and formulating the right questions. We sketch freely, design rigorously, and test early and frequently. However, we don’t solely rely on data. We also trust our instincts and strive to have a healthy right/left brain balance. And, we also love what we do.

The Team



Anthony started at Classified Ventures (,, Homefinder), building out real estate portals for institutions like Chicago Tribune, Washington Post and Los Angeles Times. In April of 2006, he moved to NYC to be User Experiece Manager for His team successfully redesigned nearly the entire product, increasing owner-responses +100% and fee-based listing placements almost 20%. In March of 2009, with two partners he launched online vintage fashion marketplace to a lot of praise and buzz, including Time Out, Daily Candy, and Refinery29. From 2011-13, he collaborated with the Parsons Institute for Information Mapping (PIIM) to work on technology projects for Macmillan Publishing, Raytheon, and the US Army’s Telemedicine & Advanced Technology Research Center (TATRC). He founded Viking Lab in March 2011, and is excited to share what he’s learned with his clients. Anthony holds a degree in Human-Computer Interaction from DePaul University in Chicago, and lives in Brooklyn, NY.


Creative Director

Catalina begin her career as a graphic designer who was specifically interested in brands and identity systems. She worked at LeadDog Marketing Group with clients like the New York Times, Shell, NYC Department of Transportation and the Oprah Magazine among others. She led teams who translated brands into diverse products that ranged from environmental designs to motion graphics and other digital platforms. She later joined Viking Lab where she assumed the role of Creative Director, combining her design experience with a brand strategist role. Catalina has an MFA from Pontificia Universidad Javeriana in Bogotá, Colombia. She completed the School of Visual Arts Masters in Branding, where she worked on project for the MoMA, Major Leaugue Soccer, and the United States Postal Service.

Catalina has a healthy obsession with typography, and she loves to ride her bike whenever the weather is kind.


Lead Developer

Jonathan has been designing and developing websites and applications since 1999, when he got his start at a small, high-end marketing company, Design Design Communications. A classic designer-gone-code, he developed a passion for front-end development, and now specializes in a variety of technologies including: HTML5, CSS/Sass/LESS, responsive layout, JavaScript, JSON, XML, SVG graphics. He prides himself on his ability to create clean and lightweight markup, unobtrusive scripts, and cross-platform, browser-friendly, standards compliant web pages. In 2004, Jonathan first teamed up with Anthony Ina at Classified Ventures, where the two collaborated on a number of major e-commerce websites, including,, He later played a key role in the successful overhaul of, and the launch of fashion startup Over the years, Jonathan has earned a reputation as a workhorse and a perfectionist. He holds a degree from DePaul’s College of Computing and Digital Media.


Design Lead

Sayoko Yoshida is a multidisciplinary designer with a solid graphic, information, and interactive design background. She is dedicated to creating effective GUI, user interaction, and experience design. Sayoko has expertise in the fields of: healthcare, emergency response, education, and media integration for both commercial and government agencies. A representative list of those clients and partners includes: The Department of Defense, Macmillan Publishing, Raytheon Corporation, ESRI, and Columbia University. She holds BABA in Policy Studies from Kwansei Gakuin University in Japan, both BFA in Communication Design and MFA in Design and Technology from from Parsons The New School for Design, New York. After her nine-year career at Parsons Institute for Information Mapping as a design lead, Sayoko joined Viking Laboratory.



SeungWon Hur received his BFA in Communication Design from Parsons The New School for Design where he found his passion for information design. He recently worked as an information designer at Parsons Institute for Information Mapping (PIIM) where he designed Graphical User Interface (GUI), academic journals, websites, and promotional materials. He has also created information graphics for clients such as Billboard, ARTstor, and Forbes.

Johnnie Cash

Chief Morale Officer

Johnnie Cash joined Viking Lab since the very beginning, and serves as its Chief Morale Officer. His core competence is outdoor spherical object retrieval. As a generalist, he also plays key roles in personal safety risk mitigation, companionship, comic relief and welcomed diversions. He got his start on the Upper East Side of Manhattan, where he was found in an abandoned apartment. He subsequent found himself on death row, where he was rescued by a kind soul from Social Tees in the East Village. In 2010, while studying abroad in Williamsburg, he teamed up Anthony Ina to found Viking Lab. Johnnie has an Associates Degree from Brooklyn Terrier University, where he was Magna Cum Laude and received special recognition for his agility.