In essence, her job is to push for the big ideas. Rodriguez is a painter by training, and she credits her fine-art background with making her a natural storyteller. It’s a skill that’s helped her find success in a company known for strategy work as much as design. During ideageneration meetings, for example, Rodriguez presses for concepts that are not only smart and logical but also engaging and emotional. Working at Stone Yamashita gives her the opportunity to collaborate with clients for months and years at a time. She worked on a project with Gap, for example, that completely refocused the brand. In a 360-page book, the firm told the story of where the clothing retailer had been, why it existed, and what it really stood for. “It was giving them back a passion for what they did,” she says. “The book really became the definition of Gap.”

It was an odd twist of fate that originally pushed Rodriguez into graphic design. After studying fine art in the United States, she returned to her native Spain, and at 22, she was set to get married. But she called things off two days before the wedding, and her tough decision turned into an unlikely job offer. One of the female guests owned an advertising agency, and she told Rodriguez: “I was married at 19 and divorced at 20. I should have done what you did. Come work for me.” It was a chance opportunity that Rodriguez built into an impressive career.

After learning the basics, she returned to the U.S. and did type work for Carlos Segura in Chicago. From there she spent three years at VSA Partners then followed her husband to the San Francisco Bay area. Wired magazine was hiring at the time, and she spent four years as design director just after its purchase by Condé Nast. Two years ago Keith Yamashita gave her a call, and she’s worked with his company ever since. “I feel very passionate for the place where I work,” she says. “I am completely committed to making this place grow and engaging with clients the way we do.”

TOP: Two spreads from a 360-page brand book for GAP. As Rodriguez puts it, the book was “created to move the hearts and minds of every GAP employee to return the brand to greatness.” BOTTOM: This book articulates GAP Inc.'s new Forth & Towne brand for women over 35. It captures the brand's voice, look, feel, humor, and messaging.