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hi, i'm cindy

hi, i'm cindy

Creative Director

Brand Strategist

Graphic Designer

about
 

I believe great branding is both iterative and fluid. Sometimes you nail the visual identity and build strategy around it. Sometimes a strategic insight sparks the perfect creative direction. Sometimes you just know what feels right and work backwards to figure out why. The most impactful brands are built from the inside out with strategy and instinct working together.

Basically, I turn ideas into brands that connect. Not just logos. Systems, stories, brands built from strategy and instinct that lodge themselves in people's minds like beautiful parasites of commerce.

Also: I once designed signage about animal poop and farts for a nature center. It was educational. It was tasteful. It was, frankly, my magnum opus. Ask me about them. I keep the files ready.

  • Experience: 10+ years
  • Residence: USA
  • E-mail: cindyrochlen@gmail.com

Works

Abbott Creative Strategy
CareerBuilder Creative Strategy
Sakura Sushi & Grill Brand Identity
Elead Marketing Campaign, UI/UX
I.A.C.E. Creative Strategy
Boldly Brand Identity
BetterWork Media Group Creative Strategy, UI/UX
Forma Architecture Brand Identity
Windy City Harvest Brand Identity

Experience

2015-Present
Freelancer

Coordinate, strategize, and produce marketing visuals and user experience designs for a wide range of brands

2016-2018
Sr. Art Director - CareerBuilder

Oversaw five designers across both B2B and B2C channels. Implemented design integrity and brand consistency standards across departments

2013-2014
Jr. Art Director - Upshot Agency

Monitored and executed the production of printed, CPG, and digital design projects for multiple fortune 500 clients

2009-2012
Sr. Graphic Designer - The Onion News

Handled and coordinated multiple editorial, advertising and production timelines

Education

In Progress
Columbia Business School Executive Education

Digital Marketing: Customer Engagement, Social Media, Planning & Analytics 

2003-2007
University of Illinois at Chicago

Bachelor of Fine Arts in Graphic Design

THE STUFF I’M HIRED TO OWN

  • Positioning that makes people get it fast
    50%
  • Identity systems with range (serious when needed, loud when it counts)
  • Launches that don’t fall apart across web/social/email/print
  • Creative direction that keeps teams aligned and output sharp
  • Toolkits + governance so the brand doesn’t get “redesigned” every quarter
  • Understanding how to flex a brand without fracturing it so creative isn't stuck in rigid brand jail

How I work

  • Tight briefs, fast alignment, fewer revisions
    90%
  • Clear feedback loops + ruthless prioritization
    95%
  • Hands-on direction with high standards
    95%
  • Build systems that make the work easier to maintain, not harder
    75%

Kind Words

cindyrochlen@gmail.com