Daniela Richardson – Designer

Define the creative strategy for the company and execute concepts through various media channels
Identify and manage freelance photographers and videographers to support company creative
Created and maintain brand & style guidelines to drive consistency internally and across all channels
Lead the redesign of company website and manage the site changes ongoing, manage social engagement
Provide direction and leadership for all creative for company events
Trade show management: including procuring all services (hotel, set-up/tear-down, transportation, videography, press releases, photography, etc.), as well as provide all creative, scheduling of booth personnel, and general on-site management
Developed strategic partnerships with merchandising vendors (created a company store) and print vendors
Design and produce marketing collateral for both recruiting and employee engagement

Responsible for overall design and branding of company and material
Built, influenced, and directed a team of artists and designers in print, video, and digital areas
Partnered with executives to define strategy and build creative concepts on budget and on-time
Oversaw creative direction for company events producing collateral for various media channels
Directed and designed advertising and direct mail campaigns through collaboration with marketing and sales to achieve higher client on-boarding
Implemented project tracking system and managed all projects to align with organizational goals and nancial objectives.

Provided direction and leadership to a creative staff of designers, interns, and freelancers
Designed and implemented brand strategy guidelines & marketing collateral for clients
Working with marketing and editorial, designed and produced press kits that helped align messaging and branding for authors
Collaborated across departments to understand client needs, assigned and managed production schedules and directed design of client book covers and interior layouts to meet those needs
Monitored design industry standards and implemented new technologies as needed

Designed and directed book cover designs
Managed creative meetings and strategy sessions with internal departments and external clients
Partnered with marketing and internal business stakeholders to identify and understand marketing strategies, goals, and branding opportunities for books
Successfully directed a 2 year research and redesign of the For Dummies brand, resulting in a more targeted and up-to-date look and feel
Established, implemented, and maintained the For Dummies branding guidelines providing clear documentation for proper use of all brand elements through all mediums (print, digital, video)
Provide creative direction to maintain the For Dummies brand world-wide
Worked with clients to provide designs, consultations, and direction for numerous retail products licensing the For Dummies brand
Managed internal designers, production artists, and freelancers; assigning, prioritizing, and managing over 300 projects/month
Reviewed and approved all graphics and copy material from design stage through production including maintaining relationships with external agencies and vendors