Extensive design, UX and brand management experience
Experienced, effective creative team leadership and mentorship
Articulate communicator and effective partner
Exceptional professional and academic credentials
AT&T / Principal, UX Design, Digital Design & User Experience / 06.2014 – present
Implemented and managed the digital design system, design standards, and UX best practices; Directed and reviewed digital marketing programs by internal and agency partners; Engaged with stakeholders across AT&T to drive design excellence and alignment with AT&T digital standards and best practices.
Led standards team in defining and developing a unified digital design system and content strategy for unifying AT&T digital design standards.
Directed UX programs and initiatives for AT&T UX Center of Excellence to establish UX best practices, training, and raise the level of UX and design expertise across the organization.
Responsible for creation and execution of digital design training programs and curricula for the Digital Design System and Design Library. Served as design ambassador to promote and build awareness of digital design standards, tools, and best practices to both internal and external teams.
Creative direction and design for numerous executive events, such as the AT&T Technology Kick-off; deliverables included video, print, and digital as well as event display booth.
AT&T / Creative Director, Creative eXperience Team / 01.2012 – 06.2014
Reporting to the Executive Director, directed creative, strategy, and UX for digital marketing programs; Reviewed and approved digital marketing programs created by agency partners; Collaborated with business partners, Brand, and other internal teams on strategic and marketing initiatives.
Led and managed a multi-disciplinary creative team of 30+ designers and writers supporting display advertising, digital & social marketing programs, and new product launches.
Built agency oversight team for design review and approval of digital marketing and advertising programs. Developed training, best practices, and documentation to ensure alignment with digital standards, brand and design best practices.
Defined and developed AT&T digital principles and Global Language for User Experiences (GLUE) documentation to build alignment on design philosophy across all digital experiences.
Created campaign strategy playbooks for marketing campaigns documenting creative concept, brand elements, templates and creative examples, and all digital assets.
Led audit and assessment of all AT&T digital standards and guidelines to build a unified design system for managing digital assets, patterns, code and documentation.
Kendall Ross Brand Development & Design / Principal and Creative Director / 06.2000 – 12.2011
Directed the strategic and creative development of brand design programs for regional, national and international retail clients; Created an award-winning portfolio of brand identity, packaging and advertising for consumer, specialty, and luxury brands.
Managed growth and direction of design agency; built, lead, managed and mentored design team.
Established and maintained operational, marketing, creative and strategic benchmarks.
Built online digital asset and project management tool allowing clients to review and monitor their projects.
Created and led business pitches, developed design concepts and strategy and helped established relationships and rapport with clients; presented agency work and capabilities at industry and design events.
Led business development, marketing, and major client relationships; served as key client partner ensuring account growth and client satisfaction.
My work has been recognized by many design and brand organizations such as the American Institute of Graphic Arts, and Design Management Institute, as well as featured in Package Design Magazine, CA, Retail Ad World and Trends.
Notable awards include:
2011 Bronze Pentaward Luxury Packaging — Doubleback Wines
2010 National Retail Hardware Association Gold Award — Wells Lamont packaging and merchandising program
2009 ReBrand 100 Global Award — Innervibe brand design and packaging
2007 Package Design Makeover Challenge Winner
2016 Into the Woods Creative Conference
2014 Digital Design & Web Innovation Summit — Enabling Design Pivots
2014 In-house xChange keynote presentation — Establishing Design Culture at AT&T
2008 Global Shop08 — Principals that Connect Products to People
2007 Package Design Annual Conference — The Portlock branding and package design story
2007 Direct Marketing Annual Conference — Avoiding the Magpie Effect
2007 Center for Citizen Initiatives — Connecting with Customers: Market, Tools, and the Customer
2007 Packaging Strategies — Consumer Connectivity
2007 Spokane Advertising Federation — Retail Brand Insights
2005 AIGA Colorado, Reality Check — Design Trends and Cautionary Tales
Design: Adobe Creative Suite, Keynote, MS Office Suite
UX: Sketch, Zeplin, Adobe Xd
Project Management: JIRA, Asana, Box
Rhode Island School of Design / Master of Fine Art, summa cum laude / 1996
Thesis studies focused on signs, symbols and mark-making; the influence of the hand and tools on the formation of meaningful marks and how typographic structure influences and affects meaning and communication. Participated in seminars and workshops with Jan Van Toorn, Malcolm Grear and Nancy Skolos; Served as art director for Visible Language, a scholarly design research publication.
University of Washington / 1990
Bachelor of Fine Art, Graphic Design
Studies emphasized visual problem solving, programmatic design, identity systems, visualization, information theory, typography, exhibit and publication design. Participated in design seminars with Nihon College of Design and served as student assistant to the program.
Bachelor of Art, Japanese Language & Literature / 1990
Studies emphasized Japanese proficiency in addition to analyzing and interpreting Japanese literature to understand the history, culture and context of these works.
Nihon Diagaku, School of Art, Tokyo / Fine Art Exchange Program / 1984
Participated in year-long exchange program studying Japanese, art and design.
Professional & Service Affiliations
American Institute of Graphic Arts
Member, Board Member & Vice-President (1999 – 2003)
Co-director, Into the Woods creative conference
Design Management Institute
Fred Hutchinson Cancer Research Center
Committee Member, Climb to Fight Cancer
Board Member (2016-2017)