Resume

Wilfred ‘Bear’ Files

Brand Designer, Digital Strategist

A resourceful designer and branding consultant with over 20 years experience supporting marketing teams and managers. Accountable to business priorities, timeframes and project budgets. Expert at launching, promoting and measuring online initiatives, from concept to completion. Areas of expertise include:

  • Web design
  • Web development project management
  • Brand identity design
  • Graphic design/production
  • Online & offline advertising
  • Email marketing
  • Social media
  • Analytic analysis & reporting

Toolbox:

Photoshop, Illustrator, InDesign, WordPress, Drupal, HTML, CSS, Google Analytics, AdWords, Hootsuite, Dreamweaver.

Professional experience:

Employment 2015 to Present: Creative Services Manager at Accriva Diagnostics. Creating microsites, software UI, labeling & packaging, displays and special event theme design. Manage an internal production artist and outsourced designers. Collaborate with stakeholders companywide, provide strategic and tactical input to management, R&D and other departments in commercialization of new medical products.

Employment 1994 to 2015: Self-Employed dba Evolution Design, a full service design studio providing visual design, web design and development, print and environmental design, and social media consulting. Provided design consultation and digital strategy at the various stages of business development.

Client highlights:

Title Lock – Property fraud protection service. Designed an identity, custom website and web application, wrote content & sales scripts, designed sales collateral.

eyesFinder – Visual search technology software startup. Designed a website, social media visuals, sales sheets and campaign landing pages.

KASI Restaurants – Multi-unit fast casual ethnic food restaurant startup. Managed branding, advertising, social media, events, launched a theme-based website, designed print materials, in-store displays, vehicle graphics.

Santa Monica Seafood – A leading regional seafood processor and distributor. Established consistent branding for retail and wholesale divisions. Supported marketing initiatives from marketing, management and IT teams through creative, technical and marketing support services. Designed and managed development of a Drupal website, product guide web application, Ubercart ecommerce system and WordPress blog. Helped increase subscriptions and website visitor traffic by 250%. Launched and managed social media including Twitter (added and engaged with over 4,000 followers), 2 Facebook pages, Flickr and YouTube. Launched and managed a paid search campaign for national delivery program including landing page design and testing. Designed, implemented and tracked an email marketing campaign. Provided analytic analysis of all online initiatives.

Advantage Law Group – Employment law firm. Launched and managed a custom WordPress blog site including a mobile CSS and blog training. Optimized paid search campaign including landing page design and testing.

Aperio Technologies – Mid-size digital pathology company. Launched and managed an HTML product microsite. Designed their corporate website, working in conjunction with client’s developers. Designed and managed development of a new Drupal theme for a customer support microsite. Designed an email marketing template. Worked with managers and IT staff to add consistent design across all online marketing.

Alta Drywall – Commercial drywall company. Launched a website including animation and production of marketing & training videos.

Foster Thornton LLC – Professional fiduciary and estate and trust administration firm. Designed a logo, brochure, identity design and printing, and launched an HTML website. Later launched a replacement WordPress website. Made ongoing updates and provided hosting.

Souplantation & Sweet Tomatoes Restaurants – Mid-size fast casual restaurant chain. Creative direction, art direction, design and administration of nationwide ad campaign. Designed and implemented seasonal point of purchase displays, packaging, marketing programs, restaurant launch materials, and designed a new take-out concept. Hired freelancers and two employees to provide computer production and administrative assistance.

Heaviland Landscape – Regional landscape maintenance contractor. Launched and managed 2 HTML websites, produced an interactive marketing piece including custom script, audio production, photo editing and Flash. Designed print collateral and digital and print ads. Provided web analytics analysis and reporting.

Optical Micro Machines – Telecommunications technology products startup. Logo and identity design including standards manual. Design of magazine ads, sales collateral including digital templates and training, posters, signage, and trade show materials.

StepStone Real Estate Services – Commercial property management and real estate development firm. Launched 5  websites, designed logos, identity and signage.

OC Hosting – E-commerce developer and hosting provider serving motorsports clients including Yamaha. Designed 40 ecommerce websites including the Yamaha Golf Cars product site.

Paul Ecke Ranch – Grower and breeder of ornamental plants. Designed product logos, website buttons, magazine ads, direct mail, print catalogs, sales collateral, plant wrappers. Created an online plant marketing kit for wholesalers to download and customize. Optimized extensive image library for consistent online/offline use.

Genzyme Diagnostics – Rapid medical diagnostic testing products. Created direct mail campaigns, designed product packaging and sales collateral.

Employment 1999 – 2001:  THOMPSONIAN EMPIRE ADVERTISING, San Diego, CA Freelance art director, graphic designer and computer production artist. Worked closely with account and production teams to design and produce advertising projects in an exciting and fast-paced team environment.

Employment 1991 – 1994:  THINKTANK ADVERTISING, La Jolla, CA Graphic designer, art director, illustrator and computer production artist. Specialized in design and production of complex print projects under tight deadlines. Responsible for computer systems and network integration, press checks and vendor contact.

Education:

San Diego State University – B.A. Graphic Communications

Distinctions:

Winner, Yosemite Calendar Illustration Contest
Winner, Del Mar Fair Logo Design Contest
Committee Member of the Year, Carlsbad Chamber of Commerce
Spike of the Year Finalist, 50 Spike Award, Building Industry Association
Google Analytics IQ Individual Qualification

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