For over 15 years, Roanna Clark Aalto has been turning client’s visions into strategic online and print design solutions. Delivers sophisticated creative based on a powerful combination of graphic design, marketing and usability insight.
-Creative direction & facilitation
-Brand development & management
-Integrated marketing campaigns
-Web & mobile sites
-Posters, brochures & press kits
-Email & digital advertising
-Trade show booths
-User requirements & analysis
-Wire frame, storyboard, task flow & persona development
Creative Consultant, Vancouver, 2006 - present
Provides creative strategy, graphic design and interaction design services. Clients include Academy of Learning, Algo Communication Products, BC College of Teachers, Black Press, Delta Controls, Digicoyote Software, Samsung, Steel Jack Music Group, Tower Communications, and Wee Travel.
-Revamped the national website for Academy of Learning, resulting in increased brand awareness and enrolment inquiries. Dramatically improved the user experience with an intuitive information architecture, user-focused interface and engaging imagery. Increased the efficiency of site maintenance via a content style guide and page templates.
-Designed a user-targeted press kit to promote Samsung’s series of flat screen televisions to European markets. Created an easy-to-read layout and clean design to deliver product details to journalists with impact and efficiency. Produced variations to cater content to different audiences. Delivered the design on time and on budget despite a tight timeline and numerous copy edits.
-Rejuvenated Delta Control’s online presence to make them stand out from global competition. Highlights of the redesign include a new task-based information architecture, improved case study directory, product research & comparison tools and increased visibility of promotional messages. The new page templates, style guide and content management system facilitated content maintenance and ultimately the expansion of the site to include several versions targeted to different countries.
TELUS, Vancouver, 2001 - 2010
TELUS is a leading national telecommunications company in Canada.
Creative Director & Graphic/ Interaction Designer, 2004 - 2010 Information Technology & Collaboration Solutions Division
The Information Technology & Collaboration Solutions group at TELUS developed websites, mobile sites and applications for TELUS’ corporate clients. Recent clients included the 2009 World Police & Fire Games, Acklands-Grainger, Armstrong Group, BC Lottery Corporation, and Intrawest’s Whistler Blackcomb Resort. Responsibilities included creative & art direction, graphic design, information architecture & interaction design.
-Increased the range of service offerings of the user experience team. Researched best practices for new technologies & interface models (e.g., touch screens, mobile devices, social media, Microsoft UX guidelines, etc.). Compiled reference materials, published content on an internal user experience blog and lead learning sessions.
-Drove creative strategy for sales presentations resulting in several new business wins. Created templates and illustration libraries and worked with sales teams to produce engaging multimedia presentations on tight timelines. Contributed to proposal content and participated in sales presentations.
-As user interface team lead, provided leadership for a team of designers, writers, usability specialists and interface developers. Conducted regular team meetings, provided coaching & mentorship, set goals and managed team performance. Recruited and provided creative direction for contractors on a project basis.
-Transformed BC Lottery Corporation into one of the team’s key clients. Lead creative sessions with the client, developed online brand presence, wrote creative briefs & style guides, and ensured consistency of design while working with contractors, the client’s web development team & their partners.
-Over the course of three years, designed and grew the online presence of the 2009 World Police & Fire Games, including the official website, blog, mobile site and more. Drove creative and content strategies for an engaging user experience. Revolutionised the efficiency of the games by conveniently delivering timely, relevant content to athletes and spectators from around the world.
Lead Designer, 2001 - 2003 TELUS Digital Marketing Group (formerly Columbus Group)
As part of the Digital Marketing Group, conceptualized and produced award-winning marketing campaigns integrating online advertising, websites, e-mail and more. Clients included Glaxo Smith Kline, Intuit, Tourism Vancouver, Tourism Whistler, Vancouver 2010 Olympic Bid Committee, Sierra Wireless, BC Lottery Corporation, TELUS consumer marketing & business marketing. Responsibilities included creative and art direction, design and brand management.
-Promoted innovation within the marketing group by introducing new rich media ad formats. Created an advertising resource centre on the team extranet, organized training and presented a seminar to clients. Received recognition with a Media Innovation Award from Marketing Magazine and a Lotus Award for Best Online Advertising Campaign.
-Compiled a contractor database, including sound designers, video production houses and photographers. Provided art direction to contractors and ensured projects were completed in a timely manner with a high level of quality.
-Developed tools to improve client communications while increasing team efficiency. Created a style guide for storyboards & composites and contributed to the development of project methodology.
NCompass Labs, Vancouver, 1996 - 2001
NCompass Labs developed web content management software, and was acquired by Microsoft in May of 2001. The NCompass Resolution Server was re-branded and launched as Microsoft Content Management Server in August 2001 and has since been merged with SharePoint 2007.
Art Director, 2000 - June 2001
Managed all aspects of the visual representation of the company, including corporate & product identities, promotional & advertising vehicles, and the product itself.
-Conceptualized the branded imagery for Microsoft Content Management Server. Designed for several marketing projects for the Microsoft launch, including trade show signage, print collateral and related content for microsoft.com.
-Lead the conceptualization of corporate branding and managed the brand across all communications. Selected and managed relationships with design agencies, established procedures, and ensured that all corporate communications provided consistent branding, stayed within budget and met high quality standards.
Senior Designer, 1996 - 2000
As the senior in-house graphic designer, provided design services to all departments of the company. Produced several types of graphic design projects from conception to completion, including print collateral, corporate & product identity packages, product packaging, advertising, trade show booths, merchandise, websites, rich media presentations, product demos, software interface design and more.
Canoe.ca, Toronto, 1995 - 1996
Canoe.ca was the first Canadian news web portal. At launch in 1996 Canoe contained over 25,000 pages and included such recognized publications as Maclean’s Magazine, Chatelaine, The Financial Post, Yahoo Canada, the Sun Newspapers and the official site for the Canadian Football League (CFL). Other branded online magazines produced on site were Canoe Money, Slam! Sports and Jam! Showbiz.
Art Director & Designer
Art directed the website from its inception, including the overall portal design and the design of the online versions of all publications hosted on the site.
-Oversaw the creation of all graphics and multimedia on the site, which was updated daily. Managed a junior designer and provided editorial staff with graphic production training.
-Designed and created the identities for Canoe online magazines including Jam Music, Slam! Sports and Canoe Money. This included design of product logos and the development of style guides for each.
-Working directly with clients and their advertising firms, conceptualized and developed Internet advertising campaigns, including banner ads and full page supplements. Clients included Energizer, Hewlett Packard and Sprint Canada.
Freelance Multimedia Designer, Toronto, 1994 - 1995
Clients included the Bulldog Group, the Weather Network, ElectraMedia, Wolfson Bell Productions, Mariposa and the Advantedge Corporation.
-Honours B.A. in Fine Art (Minor in Marketing/ Consumer Studies), University of Guelph
-Computer Graphics Graduate Certificate (Multimedia and Print Design), Sheridan College
-Design for Print and Print Production (Continuing education), Emily Carr Institute of Art and Design
-Nielson Norman Group’s Usability Boot Camp
-TELUS Leadership Program (including recruiting, performance management and coaching skills)
-Graphic Designers Association of Canada, Professional Member 2006 - present
-Vancouver User Experience (VanUE), Member 2008 - present
-International Internet Marketing Association, Member 2010 - present
-American Marketing Association, BC Chapter, Member 2010 - present
-Malaspina Printmakers Society, Member 1996 - present (Board Member 1999 - 2000, President 2000 - 2002)
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