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BRAND DESIGN LEAD | Blend
Present
• Develop and elevate Blend’s brand across multiple touch-points and channels including marketing, product, and sales enablement
• Design strategy, art direction, and execution for Blend IPO paid media campaign and employee experience
• Design strategy, research, and execution of mortgage feature add-on pricing bundles for investor and new logo audiences in partnership with PMMs and PMs
• Deconstruct and redefine agency engagement model, lead focus groups with cross-functional partners to identify gaps, optimize process and best practices
• Redefine paid media creative direction and oversee two agency partnerships
• Concept and execute creative for Forrester thought-leadership campaign
• Mentor and coach fellow designers and freelance contributors through strategy and creative visioning
SENIOR VISUAL DESIGNER | Atlassian
2020 - 2021
• Own, art direct, and design Jira Software IMC/paid ad campaign from ideation to implementation in partnership with product marketing and buyer experience
Results Campaign 800% above goal within 6 weeks, KR grew from 800K evals to 1.46M aggregate signups, ad spend increase 150% post-launch
• Concept and design DevOps microsite and solution tour in partnership with lead designer, marketing collateral (blogs, email, social), presentations, and net new hero and spot illustrations
• Develop DevOps brand and visual language within Atlassian look and feel
• Styleframe design for DevOps solution video and optimize production process
• Art direction and mentorship to designers and freelance creatives
ART DIRECTOR + CREATIVE STRATEGIST | Freelance [available for projects and collaborations]
2006 - Present
• Brand design, development, execution, and awareness
• Marketing campaigns, digital advertising, and corporate presentation development
• Strategic brand messaging and value positioning, external-facing content creation, and copywriting
• Photography, visual styling, and social activations
Clients include Salesforce, PayPal, Earnest, MasterClass, Allison & Partners, Best Western, Oakland Schools Foundation, Square Circle Global, and P.Mai
ART DIRECTOR | Kenna Security
2019 - 2020
• Reported to CMO, established brand vision and led strategic creative planning
• Rebrand development and hands-on execution across all mediums to align with new corporate positioning within 60 days
• Spearheaded implementation of brand guidelines, tone of voice, and style guides for internal adoption within 90 days
• Designed rebranded website, built scalable design system, produced brand video, managed all marketing assets, illustrations, and tradeshow booths
• Rebrand resulted in 1650% increase in homepage conversions, 166% increase in digital advertising CTR, and a 36% increase in webinar registrations
• Partnered with Product, Sales and UX teams for redesign rollout, collateral design, and best practices
• Created and managed creative request process, budget and freelance support
• Hired and managed contract designers and oversaw agency partnerships
VISUAL DESIGNER | Splunk
2018 - 2019
• Owned and art directed rebrand launch event which included President Obama as the keynote speaker, led experiential marketing, and presentation design
• Named as “one of the most sophisticated launches of the decade with flawless execution” by The Constellation Research Team
• Directed and project managed rebrand expressions across all mediums: OOH (AMER + EMEA), digital/print ad translations/localization, and activations
• Directed and concepted design for FY20 Sales Kick-Off, executed 500+ deliverables and C-level presentations
• Art directed and managed 5 photo shoots, including storyboarding, casting, and photo editing
CREATIVE PRODUCER | Vituity
2017 - 2018
• Design lead for corporate communications, brand marketing, and eight owned national events
• Managed internal and agency partners and creative resources for brand launch, execute brand roll out
• Led internal culture initiatives in collaboration with C-level stakeholders and cross-functional partners
VISUAL DESIGNER + SCRUM MASTER | Vituity
2015 - 2017
• Lead designer for 360° marketing campaigns, content, and persona development for 16 B2B audiences and speciality lines
• Design lead for patient and physician referral campaigns, trade shows, collateral, social media, meetings and events
• Art directed 8 off-site photo shoots and 4 video shoots for external and internal activations
• Agile methodology advocate across three marketing delivery teams, facilitated all agile meetings (sprint planning, stand-ups, retrospectives)
• Managed stakeholder/team capacities to ensure timely delivery and alignment
SENIOR VISUAL DESIGNER | Henge Docks
2014 - 2015
• Lead designer and creative production for brand, website, marketing collateral, product packaging
• Optimize visual communications and branded assets based on target market research
• Art direction and execution of lifestyle and product photography for web and print
• Tradeshow booth and collateral art direction/production management for CES and SXSW
VISUAL DESIGNER | IDG (Macworld & PCWorld magazines)
2013 - 2014
• Design print, iOS and Android editions of Macworld, and PCWorld magazines.
• Source and manage all freelance illustrators, animators, and photographers.
• Support design director to redesign Macworld and PC World.
SKILLS + TOOLS
Art direction, creative and content strategy,brand vision, brand guidelines, print, digital, web, design systems, photography creative direction, video art direction, storyboarding, content creation, copy writing and copy editing
Adobe Creative Suite: Illustrator, InDesign, Photoshop, AfterEffects, Sketch, Figma, InVision, Framer, Keynote, PowerPoint, Google Slides
Project management, process implementation, Agile methodology, Jira, Trello, Confluence, Asana
EDUCATION
Syracuse University
S.I. Newhouse School of Public Communications
B.S. Graphic Arts and Psychology minor, Summa Cum Laude
2006
San Francisco State University
PHR Certificate, Human Resources Management
2015
Northwestern University
Certificate, Content Strategy for Professionals
2018
AlterSpark Digital Psychology
Certificate, Psychology for Digital Behavior Change
2017
IDEO U Leading for Creativity
Certificate, Empowering Others to Tackle Challenges
2017
ENDORSEMENTS
“Yasmin is an absolute pro. Having worked with her in projects of all sizes, I can attest that she's a gifted designer and art director, calm and gracious under pressure, informed and informative, always finds quick and creative solutions to design crises, and--best of all for her clients--she makes other people's job easier by doing her own job so flawlessly. She had that all-important blend of openness and flexibility to the client's requirements, along with confidence in her own design expertise. She is an excellent thought partner for all brand related projects and I couldn't recommend her enough.”
— Candice Lee, Senior Program Manager, Marketing and Branding, Salesforce
“Yasmin is an incredibly talented creative executive who has a clear vision, guided by years of hands-on experience. She was able to rapidly concept out a whole new brand direction that maintained the core values and connection to our existing branding but bringing it to a new level of cohesiveness, polish, and execution. Oh, and she did all this within two months' time from joining the company while balancing numerous tactical projects.
Yasmin is one of the rare creatives that you can storyboard with for 30 minutes, she will bring valuable questions and new points of view, and then come back with an end product that exceeds expectations by all measures. I would not hesitate to recommend Yasmin for any design leadership role.”
— Daniel Mellinger, Director of Corporate Communications, Kenna Security
“Yasmin is the complete package as an Art Director. Not only is she an amazingly talented creative, but she also has great business acumen and can see the clear picture of what needs to be done to reach what audience. I always knew that when new projects were ramping up that between the two of us we'd ask all the right questions to fully understand what content (my part) and creative (her part) would work best to achieve the desired outcome. She is a pleasure to work with, I'd work with her again in a heartbeat!”
— Lisa Bilawski, Sr. Content Marketing Manager, Kenna Security
“Yasmin is amazing. She is definitely at the top of my list of people I would love to work with or collaborate with again. She was my Art Director on the many projects I worked on for Kenna Security and she is one of the most organized, put together Art Directors/Managers I have ever had the pleasure of working with. She managed multiple projects quickly and efficiently and all remotely. She is great at providing clear instruction and succinct art direction and I rarely even needed to ask any followup questions. Which in turn saved me a ton of time creatively and the company hours and money. I can honestly say she’s one of the most efficient people I’ve ever worked with. I wish all of my past, current and future clients (and myself) could have it together as much as she does. I was very impressed. Having been a Creative Director and still encompassing that role on some of my freelance work, she is my new measure for my own work. She managed a variety of projects for me ranging from videos to digital ads to print pieces and never missed a beat. She knows her stuff. And she communicates quickly and thoroughly.
In addition to her art direction, she’s an excellent designer and just an all around pleasant person to work with. She has that rare equally great right brain, left brain thing down that so many creatives struggle with. And on top of all of that, she has a great personality and sense of humor and is just all around easy to work with and collaborates well with others. She’s very level-headed under stress and tight deadlines, which is so important with any marketing role. Yasmine would make a great addition to any company and gives everything her all. She’s the kind of person that makes you want to be the best at what you do and is a great boss but also you’d want to hang out with her. Perfect balance of a great work ethic, organizational and people skills, talent and personality. Can't recommend her enough.”
— Angie Milosevich, Multimedia Designer + Creative Director
“Yasmin is a talented designer with phenomenal project management and communication skills. She is always able to capture and translate business needs and deliver a high quality project with a fine balance of content and creativity on time. She is team player and a leader who leads by example and is able to motivate others to do their best. I would highly recommend Yasmin for role where she can blend her skills, hard work, ethics, and out of box ideas as I know she would thrive in such an environment.”
— Dipti Patel-Misra, Ph.D., MBA, PCC, Founding Principal at Healthcare Actionable Insights