loading...

hi, i'm cindy

hi, i'm cindy

Art 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 operate at the intersection of strategy and art.
 
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 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
Fractional (Full-Stack) Creative

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

  • Brand Identity & Consistency: The look, feel, and story across every touchpoint.
    50%
  • Creative Process & Output: Quality control on all advertising, marketing, and design assets.
  • The Creative Budget: Allocating resources for maximum impact.
  • Creative Direction & Management: Keeping teams aligned and output sharp.
  • Toolkits + Governance: So the brand doesn't get "redesigned" every quarter.
  • Brand Flexibility: Knowing how to flex a brand without fracturing it. No rigid brand jail.
  • Long-Term Brand Strategy: Aligning creative initiatives with future corporate goals.
    90%
  • The Creative Team: Hiring, training, and inspiring the people doing the work.
    90%

How I work

  • Creative Discernment: Trained eye for high-potential concepts. Will kill the darlings so only the best work ships.
    90%
  • Strategic Vision: Define the creative direction and ensure brand consistency across every channel.
    95%
  • Bridge Business & Creativity: Translate marketing objectives into creative briefs that resonate emotionally and drive ROI.
    95%
  • Guide & Curate Teams: Lead cross-disciplinary teams so diverse inputs stay aligned with the core vision.
    75%
  • Sell the Vision: Present, pitch, and defend concepts to stakeholders, clients, and execs.
    90%
  • Stay Ahead of Trends: Research new tech, design trends, and consumer behavior to keep the brand relevant.
    90%

Kind Words

cindyrochlen@gmail.com