Clients
Health
AARP
American Cancer Society
Dana-Faber Cancer Institute and the Jimmy Fund
Group Health Cooperative/Kaiser Permanente
Health Net
HMO Research Network
Seattle Children’s
St. Jude Research Institute
Stonebridge Life (subsidiary of Aegon)
VAX Northwest
Technology/Education/Financial
ADT
Amazon
Coinstar
Direct TV
Facebook/Meta
Fisher Investments
Microsoft
Redbox
Seattle University
University of Washington
Verizon
Wacom
Washington Mutual
Wells Fargo
Charities
CARE International
Feeding America
Mercy Corps
Seattle’s Union Gospel Mission
Special Olympics
World Vision
Resume
WORK EXPERIENCE
Creative Studios | TEKsystems Digital — Microsoft, Facebook/Meta, Amazon | Nov. 2017 - February 2022
Built creative teams to come alongside internal creative teams at Microsoft, Facebook and Amazon. Delivered high-volume digital assets for Fortune 100 companies.
Highlights:
Create studios from the ground up (remote and local, national and international)
Developed strategies to manage digital workflow and resources to meet deadlines
Mentor and coach team members, identify training needs and support their development
Report on KPI's and project milestones
Ensure contract compliance and customer satisfaction
Collaborate with sales to grow digital practice with RFP’s
Case Study describes Microsoft Program:
https://www.teksystems.com/en/insights/success-stories/microsoft-creative-design-production-studioAdditionally built creative teams for:
Meta (Facebook) — a fast-paced, high-volume team working on a variety of marketing materials including events, presentation design, websites, social, etc.
Expedia — co-partnered to develop UX team of 12
Amazon — custom team for design production projects
Owner | Michelle Kindall Creative, Seattle | ongoing
Ongoing consultancy business specializing in marketing for technology, healthcare, education and non-profit organizations.
Assoc. Creative Director | Kaiser Permanente, formerly Group Health | Nov. 2016 - June 2017
Contract position to rebrand Group Health to Kaiser Permanente of Washington. Included websites, pharmacy and exam room screens, marketing and sales materials and events. Both hands-on design and creative direction responsibilities.
Creative Director | Coinstar | March 2014 – October 2016
Outerwall is the parent company behind Redbox®, Coinstar® and Gazelle®. The $2 billion company was recently acquired by a private equity firm in October 2016.
Provided creative direction for an internal creative team and freelancers. I managed designers, copywriters, web developers, UX/UI designers, animators, videographers or any outsourced creative professionals. I partnered with key stakeholders in product marketing, engineering and consumer intelligence to fulfill business strategies that championed the brand across all marketing channels focusing on driving results and improving consumer experiences. Developed marketing to support the launch of Coinstar's international expansion into four new European markets.
Highlights:
Directed the development of all creative assets including websites, content, digital ads, style guidelines, icons, video and UI animation.
Ensured all projects remained on schedule and within budget by implementing new file management and tracking systems. Provided transparency of time and effort of projects through quarterly reporting
Used customer journey-mapping and user testing insights to evolve design strategy. Agile practices for web.
Art directed photo and video shoots.
Developed yearly roadmap for Creative Department that supported product initiatives, marketing alignment to business strategies and improved efficiency.
Mentored and developed creative team. Conducted performance reviews and provided training.
Associate Creative Director
Group Health Research Institute (GHRI) Seattle | Mar. 2007 – May 2013
Group Health, Seattle | contract freelance 2014
At GHRI, I supported more than 350 researchers, scientists and staff with grant revenue of more than $45 million per year. I built a creative studio from the ground up. I hired and supervised designers, web developers, writers, and photographers. I presented creative work to clients. I provided creative direction, art direction, and copy editing. My responsibilities were widespread: multi-channel recruitment campaigns for research studies, websites, e-newsletters, annual reports, infographics, and special event and trade show materials. I worked with scientific researchers inside and outside Group Health to help maximize recruitment, test strategies, and improve response.
Art Director | Formerly Known As (Rauxa Direct) Seattle| July 2005 – Aug. 2006
Rauxa is a direct response agency that serves large clients like Verizon Wireless, and the former Washington Mutual. I art directed, designed, and produced large campaigns for print, web and television; created two national, 60-second commercials for Stonebridge Life Insurance, and directed and designed Flash banners for Wacom. In under a year, won 7 new clients (RFP’s,) that resulted in millions of dollars in new revenue. I developed strategically-sound solutions that were implemented through multiple channels. As a strong conceptual, more senior art director, I mentored staff and supervised freelance designers and writers.
Owner| Seedling Gifts, Seattle | Dec. 2002 – June 2005
I started a specialized gift product that was sold in retail stores, national catalogs, and online. I developed all aspects of bringing this start-up company to market — research and development, production, advertising, distribution, and creation of a web store and SEO. The product was featured in local and national magazines as well as in stores.
Art Director| Merkle (The Domain Group) Seattle | June 1997 – Nov. 2002
Merkle is the largest privately-held customer relationship marketing agency in the U.S. It acquired The Domain Group in 2005. Domain was an international direct response fundraising agency that specialized in large non-profits. As an art director, I managed a creative team to create the overall visual tone of a campaign and drive giving. I supervised writers, designers and production artists, and presented creative work to clients. The company grew quickly and much of my time was dedicated to RFP's (acquiring new clients.)
INDUSTRY EXPERIENCE
AIGA Panelist, Seattle Wa
Served as a guest panelist for AIGA/Seattle. The panel featured creative leaders from EMP, SIFF, Slalom, Coinstar and Microsoft. The event was an insightful glimpse into leading in-house studios.
TECHNICAL
Adobe Creative Suite, Microsoft Office Suite, Project Management software, Flash, After Effects. Good understanding of HTML and CSS. I work with web developers and programmers regularly.
EDUCATION
B.F.A. in Communication Arts and Design
Virginia Commonwealth University, (VCU) Richmond, VA.
Additional education:
Studio Arts Center International, Florence, Italy
American University, Washington, D.C.
University of Arizona, Tucson
University of Alaska, Juneau
MY STRENGTHFINDERS TOP 5 THEMES:
The Clifton StrengthsFinder™ measures the presence of 34 talent themes. Talents are people's naturally recurring patterns of thought, feeling, or behavior that can be productively applied to their jobs. My Top 5 Themes are:
1. Communication
Those strong in the Communication theme generally find it easy to put their thoughts into words. They are good conversationalists and presenters.
2. Achiever
Those strong in the Achiever theme have a great deal of stamina and work hard. They take great satisfaction from being busy and productive.
3. Maximizer
Those strong in the Maximizer theme focus on strengths as a way to stimulate personal and group excellence. They seek to transform something strong into something superb.
4. Learner
Those strong in the Learner theme have a great desire to learn and want to continuously improve. In particular, the process of learning, rather than the outcome, excites them.
5. WOO (Winning Others Over)
Those strong in the Woo theme love the challenge of meeting new people and winning them over. They derive satisfaction from breaking the ice and making a connection with another person.