Kristen DeFazio: Senior Designer & Art Director

Provided channel expertise and art direction for the Consumer Bank Creative team within the Brand department. Implemented an annual evergreen creative refresh cycle to combat in-market creative fatigue. Art directed always-on and special offer campaigns for bank products targeting tens of millions of prospective customers and generating up to $1-billion in deposits per campaign.

Specialized roles:

• Motion graphics subject matter expert (SME) and facilitator of a monthly animation workshop in 2023
• Social media, display ad, and online video campaign SME
• Illustration and photography exploration lead
• Host for team’s monthly creative and inspiration share

Planned monthly and yearly strategies for a regional sales team to promote brand awareness, products, and services to a B2B customer base. Marketing initiatives included in-person event promotion, webinar facilitation, and email campaign management.

Exceeded FY19 sales goal of $8.5 million with a 102% increase over FY18. Webinar attendance increased 73% from FY18 to FY19.

Notable contributions:

• Developed email template libraries for stronger cohesion across regional marketing.
• Proposed new, modernized physical product collateral.
• Led department-wide digital folder and DAM reorganization.
• Led flex-time task force to address concerns with associate accommodations.
• Facilitated training of new email marketing and video conferencing platforms.

Art direction & people leadership:

• Supervised and provided art direction for design interns, junior designers, and social media team members.
• Oversaw the development of creative projects, including print, digital, video, and social media campaigns.
• Provided branding and identity development, including logo design, typography, color, and visual guidelines.

Workflow efficiencies:

• Created digital file organizational system, digital and physical creative asset libraries.
• Designed and managed production of agency’s branded materials (ie business cards, pamphlets) and merch.
• Developed client onboarding strategies for creative services.
• Managed team feedback and QA processes for the creative department.

Client relations:

• Attended sales pitches to encourage buy-in and discuss services.
• Presented work to clients, explaining concepts and decision-making choices.
• Directed the development and execution of creative strategies for large-scale clients including: Meiji America, TENA US, Troy Granite, Herr’s, AHAA (American Hearing Aid Association), BMSI (Business Move Solutions Inc), and Smith Volkswagen.

Tyler School of Art / Temple University, Philadelphia, PA

Gold Key International Honor Society

Dean’s List

Class of 2014