branding + ux design


Jacob Berchem is a forward-thinking designer working at the intersection of branding and user experience



Jacob Berchem currently leads user experience design and research at Springs Window Fashions. His work with industry leading brands Bali and Graber has earned recognition from Graphic Design USA. More importantly, he has championed and implemented changes that have repositioned the organization for success in an increasingly digital-driven marketplace.

As a freelance consultant, he has worked with a wide range of clients, from nonprofits, educational institutions to tech startups.

He earned a Bachelor of Fine Arts at the University of Wisconsin-Madison, with a dual focus on graphic design and computer science. In addition, he studied art history and serigraphy in Florence, Italy.



Berchem is a leader in the local, professional design community. As a coordinator for Design Like Mad for the past three years, he has connected Madison-area nonprofit organizations with professional designers and strategists during annual 24-hour design marathons. He has served as the lead coordinator of Design Like Mad since 2017.

He also volunteers with Better by Design, an annual conference dedicated to sharing new and proven approaches to solving problems with design, innovation and creativity.

He is an active member of Design Madison and AIGA, the oldest professional organization for design.

Wrapping up the 2017 Design Like Mad event

Wrapping up the 2017 Design Like Mad event



Springs Window Fashions
User Experience/Customer Experience Design Supervisor, August 2018—present
User Experience Designer, June 2015—August 2018
Web Design Intern, Summer 2014

Design Like Mad
Team Lead, 2017—present
Volunteer, 2014—2017



University of Wisconsin—Madison Art Department
Guest Lecturer, 2018


AReas of expertise

User Experience Design • User Interface Design Branding & Identity Research, Strategy & Positioning Art Direction Analytics Illustration Type Design Animation Project Management Team Management



Graphic Design USA In-House Awards (2016), Milwaukee Press Club (2015, 2016), Luc Devroye