Shari Bayer rings in the new year with a brand new season of All in the Industry!. She's joined by Carla Siegel to talk about design and branding in the hospitality industry. With a Communication's Design degree from Syracuse University and a Culinary Arts Diploma from the Institute of Culinary Education, Carla's background includes tangible graphic design experience in addition to both front- and back-of-house restaurant training. After working in the publishing industry and graduating from culinary school in 2005, Carla transitioned into the food world, accepting a position in event management and marketing for a small food focused venue in Manhattan's Soho neighborhood. In 2007 Carla joined Daniel Boulud's growing restaurant management company, The Dinex Group, assisting with special events, public relations and graphic design. Today, Carla oversees all branding, design and photography needs for Boulud's 14 restaurants worldwide, bringing a unique combination of creativity, culinary knowledge, operational experience, communications skill and public relations savvy to her work. This program was brought to you by Whole Foods Market.

"It's really inspiring to work for somebody [Daniel Boloud] who's not just focused on the food but on every detail." [09:00]

"A lot of people in the design industry can tell you how hard it is to brand yourself. It's easier to help others in that way." [13:00]

--Carla Siegel on All in the Industry