Rita Fernandez
San Francisco Community Lead

Rita is a Senior Strategist at brand and design shop Character, where she helps start-ups and established brands find or re-connect with their purpose and consumer voice.  

Rita’s design and innovation trajectory crosses international borders. Starting her career amongst Barcelona’s design and architecture leaders, she went on to pursue a career in strategic design and innovation in London, working closely with global brands to translate consumer insights into opportunities for new product development, positioning and activation at C Space and Happen. Prior to joining Character in San Francisco, Rita was a Senior Strategist at Jump Associates, an innovation and growth strategy firm that helps companies prepare for the future through radical consumer empathy.

Rita is a researcher at heart and loves understanding the contradictions, layers and complexities that exist within each of us. She is most proud of the work she’s done that has enabled her clients to see their customers in a new way, be it through ethnographic research or engaging storytelling.

As a fairly recent San Francisco transplant, Rita loves to spend her free time exploring Northern California. A lover of nature and the outdoors, she aims to fill as many weekends as possible with hikes and backpacking trips.