Principal and co-founder of the Perkins&Will XD Advisory Service, Sarah Wicker leads a multidisciplinary team of designers, strategists, and researchers who translate clients’ brands into memorable and engaging experiences. A deeply strategic thinker, she has an intrinsic drive to understand human motivation and connection to place. She believes that great design starts with understanding people, a belief backed up by more than 20 years in brand strategy, trend forecasting, human-centered design, and applied research.

Raised in Texas, Sarah has worked with developers, municipalities, and major brands around the globe. She is a frequent contributor to industry publications, a repeat speaker at ICSC, ULI, and AIA conferences, and—deepening her research into behavior and identity—she recently finished a master’s degree in psychology at Harvard University. Curious and energetic, Sarah finds guidance in empathy.