KateCaulfield.com Design professional with over 20 years of experience across a broad spectrum of design, including web, product, print, advertising, and branding. I am a results-oriented Graphic and Web Designer with a proven track record of managing projects from conceptualization through completion. I have a proven ability to develop concepts that translate into designs that project the brand image while connecting with the target audiences. I am an innovative Graphic and Web Designer with advanced proficiency in a variety of design software, including Figma, Sketch, Adobe XD, Photoshop, Illustrator, InDesign, Adobe Commerce, Shopify, BigCommerce, WordPress, Squarespace and Microsoft Office. I am committed to developing brand awareness through the translation of design strategy, inventive thinking, and competitive intelligence into impactful designs that enhance brand engagement, customer experience, and unlock growth opportunities. I'm equipped with a keen attention to detail, exceptional multitasking and prioritization skills, as well as effective interpersonal and communication abilities, essential for excelling in a dynamic and fast paced environment. --- Employment and project experience **Design Director** – Rightpoint _May 2022 - September 2024_ **Creative Director** – Human Element _January 2017 - May 2022_ **Senior Visual Designer** – ITHAKA _August 2013 - January 2017_ **Art Director** – Hart Associates _July 2005 - August 2013_…KateCaulfield.com Design professional with over 20 years of experience across a broad spectrum of design, including web, product, print, advertising, and branding. I am a results-oriented Graphic and Web Designer with a proven track record of managing projects from conceptualization through completion. I have a proven ability to develop concepts that translate into designs that project the brand image while connecting with the target audiences. I am an innovative Graphic and Web Designer with advanced proficiency in a variety of design software, including Figma, Sketch, Adobe XD, Photoshop, Illustrator, InDesign, Adobe Commerce, Shopify, BigCommerce, WordPress, Squarespace and Microsoft Office. I am committed to developing brand awareness through the translation of design strategy, inventive thinking, and competitive intelligence into impactful designs that enhance brand engagement, customer experience, and unlock growth opportunities. I'm equipped with a keen attention to detail, exceptional multitasking and prioritization skills, as well as effective interpersonal and communication abilities, essential for excelling in a dynamic and fast paced environment. --- Employment and project experience **Design Director** – Rightpoint _May 2022 - September 2024_ **Creative Director** – Human Element _January 2017 - May 2022_ **Senior Visual Designer** – ITHAKA _August 2013 - January 2017_ **Art Director** – Hart Associates _July 2005 - August 2013_WWW…
KateCaulfield.com Design professional with over 20 years of experience across a broad spectrum of design, including web, product, print, advertising, and branding. I am a results-oriented Graphic and Web Designer with a proven track record of managing projects from conceptualization through completion. I have a proven ability to develop concepts that translate into designs that project the brand image while connecting with the target audiences. I am an innovative Graphic and Web Designer with advanced proficiency in a variety of design software, including Figma, Sketch, Adobe XD, Photoshop, Illustrator, InDesign, Adobe Commerce, Shopify, BigCommerce, WordPress, Squarespace and Microsoft Office. I am committed to developing brand awareness through the translation of design strategy, inventive thinking, and competitive intelligence into impactful designs that enhance brand engagement, customer experience, and unlock growth opportunities. I'm equipped with a keen attention to detail, exceptional multitasking and prioritization skills, as well as effective interpersonal and communication abilities, essential for excelling in a dynamic and fast paced environment. --- Employment and project experience **Design Director** – Rightpoint _May 2022 - September 2024_ **Creative Director** – Human Element _January 2017 - May 2022_ **Senior Visual Designer** – ITHAKA _August 2013 - January 2017_ **Art Director** – Hart Associates _July 2005 - August 2013_…KateCaulfield.com Design professional with over 20 years of experience across a broad spectrum of design, including web, product, print, advertising, and branding. I am a results-oriented Graphic and Web Designer with a proven track record of managing projects from conceptualization through completion. I have a proven ability to develop concepts that translate into designs that project the brand image while connecting with the target audiences. I am an innovative Graphic and Web Designer with advanced proficiency in a variety of design software, including Figma, Sketch, Adobe XD, Photoshop, Illustrator, InDesign, Adobe Commerce, Shopify, BigCommerce, WordPress, Squarespace and Microsoft Office. I am committed to developing brand awareness through the translation of design strategy, inventive thinking, and competitive intelligence into impactful designs that enhance brand engagement, customer experience, and unlock growth opportunities. I'm equipped with a keen attention to detail, exceptional multitasking and prioritization skills, as well as effective interpersonal and communication abilities, essential for excelling in a dynamic and fast paced environment. --- Employment and project experience **Design Director** – Rightpoint _May 2022 - September 2024_ **Creative Director** – Human Element _January 2017 - May 2022_ **Senior Visual Designer** – ITHAKA _August 2013 - January 2017_ **Art Director** – Hart Associates _July 2005 - August 2013_WWWW…
Available to hire
KateCaulfield.com
Design professional with over 20 years of experience across a broad spectrum of design, including web, product, print, advertising, and branding.
I am a results-oriented Graphic and Web Designer with a proven track record of managing projects from conceptualization through completion.
I have a proven ability to develop concepts that translate into designs that project the brand image while connecting with the target audiences. I am an innovative Graphic and Web Designer with advanced proficiency in a variety of design software, including Figma, Sketch, Adobe XD, Photoshop, Illustrator, InDesign, Adobe Commerce, Shopify, BigCommerce, WordPress, Squarespace and Microsoft Office.
I am committed to developing brand awareness through the translation of design strategy, inventive thinking, and competitive intelligence into impactful designs that enhance brand engagement, customer experience, and unlock growth opportunities.
I’m equipped with a keen attention to detail, exceptional multitasking and prioritization skills, as well as effective interpersonal and communication abilities, essential for excelling in a dynamic and fast paced environment.
Employment and project experience
Design Director – Rightpoint
May 2022 - September 2024
Creative Director – Human Element
January 2017 - May 2022
Senior Visual Designer – ITHAKA
August 2013 - January 2017
Art Director – Hart Associates
July 2005 - August 2013
Experience Level
Product Design
Expert
Logo
Expert
Magento
Expert
Icon
Expert
Pitch Deck
Expert
Freelance Gig
Expert
Figma
Expert
Email Design
Expert
Presentation Design
Expert
Branding
Expert
Big Commerce
Expert
Shopify
Expert
App Design
Expert
Social Media Design
Expert
UI
Expert
Web Design
Expert
WordPress
Expert
Postcard
Expert
T-shirt Design
Expert
Adobe Illustrator
Expert
Lettering
Expert
Infographic
Expert
GIF
Expert
Flyer
Expert
Catalogue
Expert
Brochure
Expert
Banner
Expert
AI Images
Expert
Advert Design
Expert
Adobe XD
Expert
Adobe Photoshop
Expert
Letterhead
Expert
Poster
Expert
Adobe InDesign
Expert
Language
English
Fluent
Education
BA Design at University of Notre Dame
August 2, 1998 - June 2, 2002Qualifications
Industry Experience
Software & Internet, Professional Services
Redesigning a Unified Customer Experience
Torani.com
katecaulfield.com/torani
Situation
Torani aimed to merge their brand and their commerce sites into a single cohesive platform using Adobe Commerce. This integration enhanced the customer experience by streamlining the navigation, allowing customers to easily explore Torani’s rich brand story and peruse their recipes and blog content, while accessing their wide range of flavored syrups for purchase. The new site featured an updated design that reflects Torani’s personality, improved product discovery tools, and a seamless checkout process, all while highlighting Torani's commitment to quality and creativity. This unified approach strengthened brand engagement and drove sales, making it easier for customers to connect with Torani.
My Role
I conducted workshops that helped shape the project scope and define design requirements. I defined the design direction and crafted strategies that aligned with the overall objectives. I played a pivotal role in managing client relationships, ensuring their vision and requirements were successfully integrated. I oversaw the design process, maintaining design standards and goals throughout. Additionally, I collaborated closely with cross-functional teams, working with various departments to ensure a unified and successful project delivery.
Activities
My team conducted workshops that engaged closely with key stakeholders, allowing us to gain a deeper understanding of the Torani brand and articulate design requirements and desired outcomes. These sessions facilitated open dialogue, ensuring that all voices were heard and that we aligned our vision with the brand's essence.
We developed multiple mood boards to explore and define the look and feel of the site, experimenting with color palettes, typography, and visual elements that resonated with Torani’s identity. This creative exploration helped set a clear aesthetic direction for the project.
Next, we detailed the customer journey through comprehensive wireframes, mapping out user interactions and ensuring a seamless experience from the home page through checkout.
We then fleshed out the page designs and a cohesive, scalable design system that could adapt to future needs while maintaining brand consistency. This system included reusable components, guidelines, and templates.…Torani.com
katecaulfield.com/torani
Situation
Torani aimed to merge their brand and their commerce sites into a single cohesive platform using Adobe Commerce. This integration enhanced the customer experience by streamlining the navigation, allowing customers to easily explore Torani’s rich brand story and peruse their recipes and blog content, while accessing their wide range of flavored syrups for purchase. The new site featured an updated design that reflects Torani’s personality, improved product discovery tools, and a seamless checkout process, all while highlighting Torani's commitment to quality and creativity. This unified approach strengthened brand engagement and drove sales, making it easier for customers to connect with Torani.
My Role
I conducted workshops that helped shape the project scope and define design requirements. I defined the design direction and crafted strategies that aligned with the overall objectives. I played a pivotal role in managing client relationships, ensuring their vision and requirements were successfully integrated. I oversaw the design process, maintaining design standards and goals throughout. Additionally, I collaborated closely with cross-functional teams, working with various departments to ensure a unified and successful project delivery.
Activities
My team conducted workshops that engaged closely with key stakeholders, allowing us to gain a deeper understanding of the Torani brand and articulate design requirements and desired outcomes. These sessions facilitated open dialogue, ensuring that all voices were heard and that we aligned our vision with the brand's essence.
We developed multiple mood boards to explore and define the look and feel of the site, experimenting with color palettes, typography, and visual elements that resonated with Torani’s identity. This creative exploration helped set a clear aesthetic direction for the project.
Next, we detailed the customer journey through comprehensive wireframes, mapping out user interactions and ensuring a seamless experience from the home page through checkout.
We then fleshed out the page designs and a cohesive, scalable design system that could adapt to future needs while maintaining brand consistency. This system included reusable components, guidelines, and templates.WW…
Shopify Redesign to Personify the LSF Brand Experience
loveshackfancy.com
katecaulfield.com/loveshackfancy
Situation
LoveShackFancy retail stores offer an enchanting, immersive shopping experience. Each store location is artfully curated to exude the romantic charm of a European market. This whimsical aesthetic ties into a unifying brand theme of movement, with the belief that a dress is your best dancing partner. While this charm shined through in their physical stores, there was a noticeable gap with their online store. Additionally, their ability to personify their brand and tell the story of each collection and product was limited.
My Role
As the Design Director, I crafted and executed design strategies that steered the project in alignment with overall objectives. I played a pivotal role in managing client relationships, ensuring their vision and requirements were successfully integrated. I oversaw the design process, ensuring that design standards and goals were consistently met. Additionally, I collaborated closely with cross-functional teams, working with various departments to ensure a unified and successful project delivery.
Activities
We conducted on-site and virtual workshops, engaging closely with key stakeholders to gain a deeper understanding of the brand, and what we wanted to achieve.
While LoveShackFancy wanted a customized theme, we explored a more feasible route that married their needs with a pre-built theme that could be customized further down the road. This allowed us to build the features they wanted with a bespoke design, but in a more cost and time-efficient way.
Ultimately, our work succeeded in creating a website that captured the in-store LoveShackFancy experience to digital.
Solution
With a focus on personifying the LoveShackFancy brand and illuminating the narrative behind each collection and product, we took a multifaceted approach to bring this vision to life:
Bringing the brand to life through video: Video was seamlessly integrated throughout the site, inviting customers to immerse themselves in the lifestyle of the LSF girl while animating the graceful movement of their garments.
Streamlined navigation: To accentuate the spotlight on new collection launches and ensure scalability as the business evolves, we simplified the site's navigation. This also provided the flexibility to introduce additional product categories as needed.
Increased flexibility with configurable CMS blocks: A library of adaptable CMS blocks was designed to empower LSF, granting them creative control to adjust and create their own page layouts.
Highlighting design details with Product Listing Page (PLP) enhancements: Larger product tiles were introduced on the PLP, enabling customers to view important product details at a glance.
Refinements to the Product Detail Page (PDP): On the PDP, we continued to narrate the story of each product while showcasing its distinctive features. This was complemented by a thoughtful design rationale and a concise description.…loveshackfancy.com
katecaulfield.com/loveshackfancy
Situation
LoveShackFancy retail stores offer an enchanting, immersive shopping experience. Each store location is artfully curated to exude the romantic charm of a European market. This whimsical aesthetic ties into a unifying brand theme of movement, with the belief that a dress is your best dancing partner. While this charm shined through in their physical stores, there was a noticeable gap with their online store. Additionally, their ability to personify their brand and tell the story of each collection and product was limited.
My Role
As the Design Director, I crafted and executed design strategies that steered the project in alignment with overall objectives. I played a pivotal role in managing client relationships, ensuring their vision and requirements were successfully integrated. I oversaw the design process, ensuring that design standards and goals were consistently met. Additionally, I collaborated closely with cross-functional teams, working with various departments to ensure a unified and successful project delivery.
Activities
We conducted on-site and virtual workshops, engaging closely with key stakeholders to gain a deeper understanding of the brand, and what we wanted to achieve.
While LoveShackFancy wanted a customized theme, we explored a more feasible route that married their needs with a pre-built theme that could be customized further down the road. This allowed us to build the features they wanted with a bespoke design, but in a more cost and time-efficient way.
Ultimately, our work succeeded in creating a website that captured the in-store LoveShackFancy experience to digital.
Solution
With a focus on personifying the LoveShackFancy brand and illuminating the narrative behind each collection and product, we took a multifaceted approach to bring this vision to life:
Bringing the brand to life through video: Video was seamlessly integrated throughout the site, inviting customers to immerse themselves in the lifestyle of the LSF girl while animating the graceful movement of their garments.
Streamlined navigation: To accentuate the spotlight on new collection launches and ensure scalability as the business evolves, we simplified the site's navigation. This also provided the flexibility to introduce additional product categories as needed.
Increased flexibility with configurable CMS blocks: A library of adaptable CMS blocks was designed to empower LSF, granting them creative control to adjust and create their own page layouts.
Highlighting design details with Product Listing Page (PLP) enhancements: Larger product tiles were introduced on the PLP, enabling customers to view important product details at a glance.
Refinements to the Product Detail Page (PDP): On the PDP, we continued to narrate the story of each product while showcasing its distinctive features. This was complemented by a thoughtful design rationale and a concise description.WW…
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