AIGA Guest Panelist

 

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 • Amwins • Amazon • Coinstar • Direct TV • Facebook/Meta • Fisher Investments • Microsoft • Redbox • Seattle University • University of Washington • Verizon • Wacom • Wells Fargo

Charities

CARE International • Feeding America • Mercy Corps • Seattle’s Union Gospel Mission • Special Olympics • World Vision

Resume

WORK EXPERIENCE

Director, Production Design and Creative Services | TEKsystems Digital/One North — Microsoft, Facebook/Meta, Amazon, Bellevue, WA | Nov. 2017 - February 2022

Highlights (Microsoft Custom Creative Studio):

  • Created studio from the ground up (remote, local, national and international)

  • Developed strategies to manage digital workflow and resources to meet deadlines

  • Mentored and coached team members, identified training needs and supported their development

  • Reported on KPI's, project milestones, and analytics

  • Ensured contract compliance and customer satisfaction

  • Collaborated with sales to grow digital practice for other clients via RFP’s

  • Case Study describes Microsoft Program:
    https://www.teksystems.com/en/insights/success-stories/microsoft-creative-design-production-studio

  • Additionally built and led 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, La Conner, WA |  ongoing

Ongoing creative consultancy and design for technology, healthcare, education and non-profit organizations.

Assoc. Creative Director |  Kaiser Permanente, formerly Group Health, Seattle, WA |  Nov. 2016 - June 2017

Contract role to rebrand Group Health to Kaiser Permanente of Washington. Included websites, digital displays, brand guidelines, sales materials and events. Both hands-on design and creative direction responsibilities.

Creative Director |  Coinstar |   Bellevue, WA |  March 2014 – October 2016

Outerwall was the publically-traded parent company over Redbox®, Coinstar® and Gazelle®. It has since split up into individual companies.

Provided creative direction for an internal creative team and freelancers. I managed designers, copywriters, web developers, UX/UI designers, animators, motion designers and any outsourced creatives. 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. Partnered with marketing on agency contracts. Supported the launch of Coinstar's international expansion into Western 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, WA |  Mar. 2007 – May 2013,
Group Health, Seattle, WA |  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, WA |  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, WA |  Dec. 2002 – June 2005

I developed a specialized gift product that was sold in retail stores, national catalogs, and online. Brought 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 retail stores.

Art Director |  Merkle (The Domain Group) Seattle, WA  |  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, After Effects. Good understanding of HTML and CSS.

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, AZ
University of Alaska, Juneau, AK

 

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.