becoming pure

pure is the brainchild of carrie kneitel, who founded the company in 2002. “building strong brands is my passion and good design equals good business,” she says. the company was an outgrowth of carrie’s philosophy that a successful brand bears a strong, simple look. as such, pure designs are never fussy or overwrought; the company delivers consistent, smart and clear messages. the sources of her inspiration can be found in everyday design -- anything from a flower to an issue of wallpaper magazine.

over the course of her decade-long career, carrie has helped develop the brand identity for scores of cutting-edge companies, including sony pictures’ moviefly, digital entertainment network (den) and launch media as well as that of the los angeles apparel designer edward an, where she was a founding partner.

carrie’s lifelong interest in fine art began as soon as she could pick up a crayon; after graduating from high school, she began studying painting in earnest. her paintings have been showcased in student exhibitions, as well as a one-woman show in northern california. carrie’s passion for music and sleeve design landed her at UCLA, where she studied graphic design and computer graphics. she also studied extensively with the queen of tasteful Web design, lynda weinman, at art center college of design. carrie still occasionally picks up the paintbrush and is currently working on a childrens’ book with her husband, writer erik himmelsbach.