Chicago, Illinois, United States
Good design is good business. Working with a small team at the ADA, bringing the story of the ADA – and its members – to light through strategically-informed design. View select projects at https://richellec451.myportfolio.com/
Selected work: https://richellec451.myportfolio.com/work • Lead & maintain brand building for affiliates and external partners, focusing on brand storytelling and strategic creative development • Creative lead for non-dues revenue marketing (hands-on and creative direction), working with internal stakeholders and external partners • Initiate creative strategy for in-house ADA Agency team (creative, video, multimedia), co-developed with SEO/SEM and integrated marketing team – driving creative decision making based on data and insights • Directing photo shoots, field producing video • Develop and manage small team of direct reports and freelance/contract designers • Research and implement appropriate GenAI tools to improve efficiency and workflow
• Created and maintained strong relationships with internal marketing managers • Lead visual rebrand of ADA Annual Meeting to SmileCon • Lead branding and marketing design for dental tech start up ADAPT (ADA Practice Transitions) • Supported Creative Director in advocating and maintaining brand standards across organization • Created tools for non-designers, enhancing brand compliance across the organization • Developed an ADA Staff brand for internal communications • Lead implementation, socialization and training for new martech tools, including first-ever DAM and project management tools • Hired and managed temporary and contract designers including first-ever design internship program • Provided creative direction for on-site/remote photo shoots
• Hands-on design work for over 140 internal clients in fast-paced environment • Created multi-channel marketing materials for both B2B and B2C (industry and member facing) marketing • Fielded branding requests for ADA sub-brand Give Kids A Smile® • Developed sub-brand ADA HPI (Health Policy Institute) branding and lead all work related to that sub-brand • Managed temporary staff
Originally inspired by social and event design, Girl Metro has evolved to become a boutique design studio focused on creative solutions that help clients tell their stories in a strategic, visually compelling way. Branding, identity, and development of client voice (visual and editorial), creative direction from concept through execution for campaigns and tactics, print procurement, strategic campaign development and execution are areas in which Girl Metro specializes.
• Handled concept and design for interactive and marketing efforts • Balanced clients’ needs and wants with overall branding strategies to ensure effective, creative solutions in the early days of online marketing
• Creation of concepts and design for interactive and traditional print marketing efforts • Balanced clients’ needs and wants with overall branding strategies to ensure effective, creative design solutions in compliance with client brands • Requested quotations, negotiated and purchased printing, photography and illustration, maintaining vendor relationships • Art directed photoshoots and assisted Creative Director in creation of corporate video and audio