About Me

Donald Crossland

90 West Street Apt 10J
New York NY 10006
347 878 7797

Talented graphic design lead with 17 years experience in print and web design who is highly motivated, creative, and versatile. Especially skilled in creating and directing corporate and new business design. Experienced in innovating user experience for the web and multimedia applications. Adept leader with proven communication skills, creative vision and a proactive thinker with an entrepreneurial spirit. Strong track record of developing and enhancing brand image and awareness through traditional and new media creative and marketing, with an attention to strong ROI.

Core strengths include:

• Personnel/team leadership
• Brand design and development
• Website and user experience design
• Creating integrated advertising campaign
• Clear understanding of digital medium
• New media and social media
• Highly effective in deadline-oriented environment
• Project management and multi-tasking
• Written and verbal communication

Professional Experience

Took ownership of the website for a SaaS company which was the starting point and purchase point for Nomadesk software. Managed redesign of the site from the ground up to strengthen brand identity, improve company image, site architecture and user experience. Emphasis was given to explanation of complex offering of Nomadesk, which included copywriting overhaul and producing a video tour for the homepage.

• Web site redesign resulted in dramatic improvement of web metrics including a software download conversion rate increase from 2.7% to 6%.

• Integrated branding design into software interface, working with the software engineers to create consistent and intuitive user experience.
• Worked with CEO to meet the objectives of the business through creative concepts and integrated marketing strategy.

• Directed the creative for a comprehensive campaign including print and online advertising, social media and direct email.

• Company reached all sales goals for direct sales.
• Launched a branded blog, email newsletter and social media plan to generate new media buzz and connect with the tech community.

Creative Director 2005 to 2009
Contact Media, Phoenix, Arizona

Conceived and launched kontakt magazine, a regional publication focused on contemporary architecture, interior and industrial design. Created a visually appealing brand for a design-focused audience. Directed design to an upscale level to attract high-end luxury advertisers. Managed strategic and tactical operations of creative, editorial and sales staffs. Developed key strategic partnerships with sponsors and advertisers to build brand through acclaimed design related events.

• Doubled circulation and advertising revenue each year from 2005-2008 by building a strong brand identity and online presence to support the printed publication.
• Conceived and directed design of unique and innovative special edition covers for subscribers to increase subscription base from less than 1% to over 11%.
• Managed successful identity rebranding of kontakt magazine to kontaktmag.com in a transition from print to online magazine in late 2008 through redesign of website creative and architecture.
• Strengthened kontaktmag.com identity using branded email newsletters, social media, video podcasts, online applications and a brand-customized iPhone app.
• Created the brand identity for Phoenix Contemporary Design Fair (PCDF), an annual design show drawing local, national and international exhibitors and several thousand attendees, tripling size and revenue in three years.
• Established PCDF identity through branded website and comprehensive advertising campaign including print and online advertising, direct mail and social media creative.

Creative Director 2001 to 2005
zenzino | design, Los Angeles/Phoenix

Managed team specializing in online marketing, building brand awareness and print magazine design. Grew client base, improved customer relationships and maintained creative collaborations to provide support for in-house marketing of clients.

• Created corporate identities through website and collateral design and messaging.
• Strengthened clients’ overall brand identity and consistent messaging for national advertising campaigns through creative direction and media planning.
• Designed and produced several glossy print magazine titles monthly.
• Clients included Kenneth Cole, SKB, Samsonite, Ambir Technology, Rugged Notebooks,
  GFI Publishing and SNK Media.

Art Director 1998 to 2001
CNF Mobile Solutions, Inc., Scottsdale Arizona

Developed brand identity and marketing communications strategy with a multi-channel approach to support direct, enterprise and retail sales objectives.

• Reinforced branding through web site, packaging and collateral design consistency.
• Developed creative for national advertising campaigns and channel marketing efforts.
• Managed branding efforts for national and international trade shows including ComDex in Las Vegas, TechXNY in New York and CeBit in Hanover, Germany.

Education