Sandra Alexander is a Connecticut-based designer, artist and entrepreneur. She is the Founder and sole proprietor of Dessa Lea Productions, a multi-faceted design and production studio offering unparalleled insight and a full range of services for a complete 360º brand experience. She has been the creative force behind brands for Fortune 500 companies, new product launches, advertising campaigns spanning television, print and online media, and interiors for residential and commercial clients.
Following a degree at Moore College of Art and Design, she got her start in publishing as a production designer for a Miami-based magazine, interfacing with local advertisers and national agencies. After returning home to the Philadelphia area, Alexander spent four years at an advertising agency, conceptualizing and designing collateral, corporate identity, packaging and trade show booths for clients such as Mitsubishi Fuso Trucks, Rohm and Haas Co., PP&L, Inc., and AMP/Tyco Electronics.
In 2001, Alexander became creative director / senior director of creative services at Comcast where she managed a team of art directors, writers and production staff. In this fast-paced, deadline-driven environment, Alexander provided tactical creative direction and production supervision for employee and customer touch points, facilitating creative services for all departments and divisions of the company. In addition, she curated a proprietary photographic library, developed materials to communicate brand guidelines to officers, affiliates and agencies, and governed multiple departmental budgets. While at Comcast, Alexander launched a national directed buy paper program to ensure quality and consistency and secured fixed pricing in a volatile paper market which resulted in annual savings and rebates of $500,000.
In 2006, Alexander founded Dessa Lea Productions and launched the Bucklette® which has garnered international attention. Beyond inventing and designing the product, she handled all aspects of the product’s startup including legal, manufacturing, sales and distribution. She developed the brand identity and marketing strategy, implemented the web presence, social media, video content, monthly newsletter, advertising, SEO and public relations efforts. Eventually, Alexander brought on a partner and created a spin-off line of jewelry and accessories.
A core passion for Alexander has always been the creative side of business. She has more recently pivoted from a product-driven business to taking on select freelance clients. Her projects have been as diverse as her client base — the design of a hair salon; the naming, identity, interiors, print and website for a fitness studio; the brand identity and marketing plan for a child psychologist starting her own practice; the 360º brand experience for a makeup line and retail location; full service design for new residential construction.
In 2015 after spending most of her life in Philadelphia, Alexander and her family moved to Stonington, Connecticut. Her dream of designing and building a home had come to fruition and a new chapter was beginning.