Holly Shoulders
Woodstock,IL
Summary
Senior art director and freelance designer with a background in creative strategy, branding, and cross-channel design. Leads projects from concept through delivery, partners with clients and cross-functional teams, and manages photo and video production, project workflows, and team development to deliver high-quality work on schedule.
Overview
28
28
years of professional experience
Work History
Freelance Designer
Little Yellow Lab Creative
Woodstock, IL
01.2021 - Current
- Exceeded client expectations year after year, by consistently delivering 100+ high-quality projects ahead of schedule, resulting in increased client retention and repeat business
- Collaborated with clients to define marketing and design vision, scopes of work, budgets, and timelines, creating innovative design packages that elevate branding and enhance marketing initiatives
- Oversaw all project aspects, including SOW creation, creative development, invoicing, and daily project management
- Developed strong client relationships with notable brands such as Medela, Marco Polo, Resmed, Medaxis, Natrox, Ortho Molecular, and Arcade
Senior Art Director, Americas
Medela LLC
McHenry, IL
01.2016 - 01.2023
- Elevated brand recognition and loyalty by effectively leading Studio M, Medelas Americas' award-winning, in-house creative team of designers, freelancers, and project managers to consistently deliver high-quality creative work for the Americas region
- Partnered with cross-functional teams to deliver high-quality creative solutions that aligned with overall strategy and brand. Achieved 100% on-time and on-budget product launches, campaigns, and asset completion, exceeding client expectations
- Directed photo and video shoot production from set creation to post-production, achieving multiple successes including a social educational video series with over 1 million organic reach and a 2% engagement rate
- Streamlined project requests and workflows by implementing Workfront, achieving 20% faster speed to market in a fast-paced environment
- Implemented a new in-house photo and video studio, saving thousands by eliminating outsourcing needs on small productions.
- Business impact: improved efficiency and cost savings
- Developed and mentored creative teams through training and cross-training opportunities, enhancing capability to meet high-quality design needs of the organization
Art Director
Medela LLC
McHenry, IL
01.2009 - 01.2016
- Directed all aspects of photo and video shoot productions from set creation, talent/location scouting, scheduling to post-production and file delivery
- Collaborated with cross-functional teams to develop visual concepts for print and digital media, ensuring alignment with brand guidelines
- Successfully managed 100s projects from concept to completion to ensure project timelines were met
- Coordinated with print suppliers on project estimates, packaging structure, die line development, new product mock-ups, proofs, and press checks for regional printing
Senior Graphic Designer
Medela LLC
McHenry, IL
01.2002 - 01.2009
- Collaborated with product marketing teams to create consistent brand messaging and design visuals across all channels
- Led post-production editing projects for instructional and product videos, enhancing overall quality and engagement
- Managed 100s of Medelas America’s assets in Medelas Brand Center (digital asset management), streamlining access and organization
Art Director
Peak Creative Media (PCM)
Denver, CO
01.1999 - 01.2002
- Art directed, designed, and executed print ads, direct mail campaigns, marketing collateral, event and billboard signage, website design, and brand identity for clients including Qwest Communications, Pulte Homes, Jr. League of Denver, and the GILL Foundation, enhancing client visibility and engagement
- Crafted visually engaging presentations and collateral that effectively captured target audience attention for PCM, driving client engagement and enhancing brand message delivery
- Managed external illustrators and photographers, ensuring a cohesive vision for creative execution while mentoring junior designers through the creative process and briefing requirements, fostering talent development and creative excellence
Education
B.A. - Fine & Studio Arts (Major), Communications (Minor)
Michigan State University
East Lansing, MISkills
- Art Direction & Design
- Creative strategy
- Brand development
- Project Management
- Production management
- Art direction
- Design strategy
- Visual communication
- Branding and identity
- Illustration
- Packaging design
- Visual narrative
- Adobe Creative Cloud
- Photoshop
- Illustrator
- InDesign
- After Effects
- Premiere Pro
- Figma
- Canva
- Communications
- Client consultation
- Team leadership
- Cross-functional teamwork
- Scope development
- Vendor relationships
- Brand development
- Workfront/Asana/Slack/Monday
- Microsoft Office Suite
- Google Suite
- Attention to detail
- Conceptual thinking
- Creative design layouts
- Color theory
- Typography expertise
- Content creation
- Video editing
- Photography
- Layout design
- Visual Presentations
- Feedback facilitation
- Analytical skills
- Multitasking
- Professional demeanor
- Teamwork skills
- Creative strategy
- Multitasking Abilities
- Scope development
Accomplishments
- Managed teams of 4+ designers, freelancers, and marketing managers; successfully completed an average of 500+ projects annually while meeting company initiatives and staying on time and on budget
- Implemented Workfront for our Marketing team which created increased productivity and efficiency through improved project management
- As part of a cross-functional team, my design team created condensed and user-friendly product instruction manuals that have resulted in $1 million in savings. This efficient approach, helped our company streamline its operations and increase its bottom line
- By transforming an unused conference space into a versatile photo/video studio and multi-purpose workspace, my team opened up new possibilities for small in-house productions while also achieving significant annual cost savings by keeping these projects in-house
AWARDS
Medela Core Behavior Award: WHO Compliance Team, Issued by Medela 2023-10, Silver Golden Bridge Award, Issued by Globee Business Award 2023-01, Ragans Employee Communications Awards Class of 2021, Issued by Ragan 2021-04, IHAIF In-house Creativity Award: Silver, Issued by IHAIF 2020-11, Integrated Campaign of the Year: Silver, Issued by Healthcare Marketing IMPACT Awards 2017-11, Best Multichannel Campaign (Small to Medium Product Size), Issued by Medical Marketing & Media (MM&M) Awards 2017-10
Timeline
Freelance Designer
Little Yellow Lab Creative
01.2021 - Current
Senior Art Director, Americas
Medela LLC
01.2016 - 01.2023
Art Director
Medela LLC
01.2009 - 01.2016
Senior Graphic Designer
Medela LLC
01.2002 - 01.2009
Art Director
Peak Creative Media (PCM)
01.1999 - 01.2002
B.A. - Fine & Studio Arts (Major), Communications (Minor)
Michigan State University