Monique VanAssche-Dermer
With over 30 years in branding and design, Monique VanAssche-Dermer is the founder and principal of Mad Studio, a Denver-based, woman-owned creative agency known for building bold, confident brands that drive growth and lasting impact.
Raised in Michigan by entrepreneurial parents in a large family of artists and engineers, Monique learned early that anything was possible. Her teachers and coaches challenged her to think deeply, aim higher, and find strength in teamwork and feedback. A scholarship to the Columbus College of Art & Design set her on her professional path, where her work earned numerous awards and recognition. Those early influences, paired with a natural curiosity and love of art, set the foundation for a career built on exploration, innovation, and heart.
Monique began her career in Chicago, designing for powerhouse names like General Mills, Kellogg, and G. Heileman Brewing Company before her entrepreneurial spirit — and love of the outdoors — brought her west to Colorado. At The Integer Group, she managed creative teams and helped shape work for Molson-Coors, Universal Studios, Coca-Cola, and more. Inspired by that experience, she founded Mad Studio, where one of her first and proudest accomplishments was being part of the team that launched Smashburger from a single idea into an international brand, blending creative instinct with a sharp understanding of market potential.
As a strategist and creative director, Monique combines fearless curiosity with a pragmatic eye for growth. Her leadership style is fun, transparent, inquisitive, thorough, purposeful, and collaborative—rooted in trust, positivity, and a genuine love of partnership. She builds lasting relationships with clients and colleagues alike, creating the kind of calm, upbeat energy that brings out the best in every collaboration. Clients trust her to cut through the noise, lead with insight, and build brands that are as intelligent as they are inspiring.
Of all her accomplishments, Monique is most proud of the culture she’s built at Mad Studio, a 22-year-strong creative agency powered by exceptional talent, sharp strategy, and an unshakable sense of fun. The team’s drive, imagination, and character continually fuel her, making Mad Studio not just a place of work but a space of shared inspiration, challenge, and growth.
Monique has guided brands across industries, from Vail Resorts to emerging start-ups, always with the same goal: to create work that connects with people, shifts perception, and strengthens business performance. She’s also an active member of the Women Presidents Organization (WPO) and a mentor with Naturally Colorado, championing women leaders and conscious entrepreneurs.
Driven by a lifelong sense of adventure, Monique approaches both work and life with the same philosophy: leap first, learn fast, and never stop exploring. That mindset, born from a childhood of art, competitive sport, and curiosity, and honed through backpacking the world before smartphones, continues to shape how she leads, learns, and connects with people. Her travels have deepened her understanding of culture and human nature, teaching her that creativity and kindness transcend language and place.
As a business owner and parent, Monique values the flexibility and perspective that entrepreneurship has brought to her life. Balancing family and leadership has strengthened her empathy, sharpened her priorities, and fueled her belief that creativity thrives when life and work stay meaningfully connected. Outside the studio, she recharges with family and friends, chasing sunshine (“I’m solar powered”), snowboarding, catching live music, or finding balance through yoga. Whether exploring the far corners of the earth or finding beauty close to home, she’s always uncovering new sparks of inspiration, because for Monique, creativity isn’t just part of the process; it’s a way of life.
• Columbus College of Art & Design - BFA
• Recipient of numerous design and industry awards for creativity, leadership, and brand innovation.
• Women Presidents Organization
• Naturally Colorado,
• AIGA
• ADFED
• Mentor, Naturally Boulder
Pro bono branding partner for local social enterprises
Supporter, Denver Art Museum & MCA Denver
What do you attribute your success to?
My success comes from a mix of curiosity, courage, and connection. I’ve never been afraid to jump in, ask questions, and try something new. But what truly fuels my work is collaboration and community. The people I’ve met along the way, clients, mentors, my team, and my family, have shaped how I lead, create, and continue to grow.
What’s the best career advice you’ve ever received?
The best advice I ever received was to leap before you’re ready. It’s easy to wait until everything feels perfect, but growth rarely happens in comfort. That mindset, trusting my instincts, taking chances, and learning as I go, has shaped every stage of my career and led to some of my proudest work.
What advice would you give to young women entering your industry?
Stay true to your creative instincts and your values. There will always be trends and loud voices in this industry, but your greatest strength is your point of view. Lead with curiosity and kindness, ask questions, listen well, and keep learning. And don’t be afraid to take up space. You belong here.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges and opportunities in branding and design today is the pace of change. Technology, AI, and shifting consumer expectations are transforming how brands show up in the world. The opportunity lies in staying human through it all. The tools may evolve, but what still matters most is empathy, storytelling, and connection. The brands that will stand out are the ones that lead with authenticity and purpose, not just innovation.
What values are most important to you in your work and personal life?
Creativity, curiosity, and kindness are at the core of everything I do. I believe good work, and a good life, come from listening deeply, learning continuously, and leading with empathy. In both design and relationships, I value collaboration over ego and joy over perfection.