With over 30 years of hands-on creative experience, I’ve built deep expertise in print design across many industries and formats. I’ve created everything from catalogs and brochures to posters, signage, and branding materials—always ensuring they’re visually consistent and strategically aligned.
I’ve worked closely with teams, led photo shoots, and mentored designers to bring polished, effective campaigns to life. Whether crafting memorable brand experiences or managing large seasonal rollouts, I focus on smart, impactful design that works beautifully and delivers results.
I led the creation of multiple product catalog cover versions, overseeing every stage, from initial concept development and photoshoot direction to design, layout, print production, and final approval.
One of our most memorable catalog cover concepts was the Kolutas catalog, a humorous, tongue-in-cheek creation that showcased a mix of products, from garden gnomes to fart machines. Designed as a gag catalog, it was a playful departure from our traditional catalogs.
Created product specification sheets for both B2B and B2C audiences, ensuring clear communication of features, benefits, and technical details tailored to each customer segment.
Northern developed fresh gift card concepts annually, tailored for occasions like Christmas, Father's Day, and general use. Each year, we introduced new designs to keep our creative relevant.
Developed brochures to promote our tech support services, highlighting services from installation to repair. These materials aimed to increase customer awareness of a valuable service that many were previously unaware we provided.
Northern Tool + Equipment had the opportunity to work with several celebrities, including Richard Petty. Our collaboration focused on automotive-related products, where we partnered with him to develop and promote items aligned with his brand and expertise in the field.
While at Best Buy, I served as the Lead Designer for the Best Buy for Business division. In this role, I was responsible for concept development, directing photoshoots, and crafting final designs in Photoshop. My work aimed to convey the brand as a reliable partner for small businesses, offering solutions tailored to their unique needs.
Taking the Best Buy for Business small business helper into other concepts.
Best Buy frequently promoted artists and their latest music releases, including iconic performers like Elton John. Working on in-store signage for these campaigns provided a unique opportunity to engage with their brand and better understand their creative identity.
During my time at Lifetouch Photography, I collaborated directly with Target and JCPenney Photo Studios to develop compelling marketing materials. I managed the entire creative process, from initial concept and photoshoots to final design and print-ready files. These materials included direct mail pieces, point-of-purchase (POP) displays, and free-standing inserts (FSIs).