Dale Donaldson

Cofounder/Head of Branding + Marketing | Kitty Badhands, LLC (E-commerce Fashion Brand) | June 2021 – Present

• Developed a comprehensive brand strategy from the ground up by defining the target audience, brand voice, and unique value proposition that led to a highly engaged community with over 35,000 followers.
• Created a complete visual identity for Kitty Badhands including logo design, color palette, typography, and a comprehensive brand style guide.
• Designed all digital and print marketing collateral, such as social media templates, email marketing campaigns, digital lookbooks, packaging, and promotional materials.
• Created a cohesive and compelling user experience by designing the UX/UI for the brand’s e-commerce website, resulting in an intuitive and visually engaging customer journey.
• Used high-level proficiency in Adobe Creative Suite (Photoshop, Illustrator, InDesign) to produce all in-house creative assets, significantly reducing overhead costs for external design agencies.
• Managed all aspects of photoshoots including concept development, model casting, location scouting, styling, shooting, and post-production.

Skills: Entrepreneurship | Brand Identity | Digital Marketing & Social Media Strategy | Art Direction & Photography | E-commerce Management | Adobe Creative Suite

Founder/Designer | Hotdog Omelet Creative Design (Freelance Studio & Consultancy) | June 2021 – Present

• Translated client visions into compelling brand identities by developing comprehensive brand packages including logos, color theory, typography, and style guides.
• Managed and executed a user research, website redesign, and e-commerce store migration project for pStyle from begining to end to create a user-centric experience for their diverse customer base.
• Designed and executed a wide range of digital and print assets including logos, marketing collateral, social media campaigns, merchandise, and album artwork.
• Juggled multiple concurrent projects while consistently delivering high-quality work on time and within budget for a diverse roster of clients.
• Directed, shot, and edited professional photoshoots for clients, providing high-quality imagery for use in branding, social media, and product showcases.

Skills: Client Relationship Management | Brand Identity & Logo Design | Project Management | Creative Consultation | Print & Digital Graphic Design | Adobe Creative Suite

Senior Graphic Designer | Long Trail Brewing Company | October 2014 – December 2021

• Directed the complete brand refreshes for Long Trail, Ottercreek, and The Shed breweries including new logos, color palettes, and packaging systems that increased market relevance and consumer appeal.
• Managed the end-to-end package design lifecycle for over 50 unique products, from initial concept and illustration to final print-ready mechanicals.
• Evolved the visual identity of the flagship Long Trail brand over seven years to adapt to changing market trends while maintaining its core brand heritage.
• Conceptualized, designed, and executed all visual assets for multi-channel marketing campaigns supporting new product launches, seasonal releases, and regional promotions.
• Developed a full suite of compelling Point-of-Sale (POS) materials—such as posters, tap handles, case cards, and shelf talkers—that directly supported the sales team and drove retail velocity.
• Led and mentored a small, high-impact creative team, managing the project workflow and delegating tasks to ensure all deadlines for the three brewery brands were met.

Skills: Package Design & Print Production | Brand Portfolio Management | Marketing & Campaign Strategy | Vendor Management & Pre-Press | Team Leadership & Collaboration | Adobe Creative Suite

Student Designer | Upright Education | November 2024 – May 2025

• Interviewed 20 different users to gather qualitative data and developed user personas by synthesizing data with affinity mapping to guide design decisions.
• Designed empathy maps and user journey maps in Figma to deeply understand user experiences and identify areas for improvement
• Built clear information architecture, wireframes, and interactive prototypes using Figma, iterating based on user feedback and usability testing.
• Crafted high-fidelity mockups with consistent visual styles, applying typography, color theory, and visual hierarchy principles.
• Performed usability tests to refine designs and collaborated with cross-functional teams, presenting findings and design rationale to stakeholders.

Skills: User Personas | User Interviews | Journey Mapping | Prototyping | Empathy Maps | Collaboration | Adobe Creative Suite | Figma & FigJam

UX/UI Design Certificate | Community College of Vermont | May 2025

• 480 hours of curriculum and design focused on UX/UI design, user testing, design thinking, and more. Studied complex UX/UI concepts solidified through weekly projects, lab exercises, and multiple projects.

Liberal Arts | Hudson Valley Community College | September 2001 – May 2003