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Joel Kelly.
joel.design
joel@joel.design
262 352 1470
Milwaukee, WI
Independent Designer & Builder
Digital designer and builder with 10+ years creating websites, digital systems, ecommerce experiences, and customer-facing design. Founder of an independent studio focused on helping businesses improve how they look and work online through design, front-end implementation, and practical AI-assisted workflows.
Design SystemsBrand DesignWeb DevelopmentEcommerceAI WorkflowAutomation

Experience

Founder & Designer2015 — Present
Joel.Design
  • Independent design practice covering brand identity, custom web, and AI-assisted automation work for small businesses and creative clients.
  • Owns end-to-end project delivery across concept, brand expression, layout, front-end implementation, and deployment, using Next.js, TypeScript, and modern CSS.
  • Selected commissions: Barracuda PhishLine (security-training campaign systems, since 2017), Hum (product design, 2021), BlueQ (apparel and merchandise design).
  • Additional brand-identity work across hospitality (restaurants and a nightclub), entertainment (musicians, podcast, streaming media), real estate (residential staging), and retail (used furniture).
Digital DesignerMay 2021 — Mar 2026
Dyson
  • Owned and executed digital design across Dyson.com (AEM), CRM/email, Amazon, display, and third-party retail for product launches, promotions, and evergreen customer experiences.
  • Localized and adapted global campaign toolkits from Dyson UK for U.S. and Canadian markets, translating launches into region-specific web, email, and retail assets.
  • Designed customer-facing digital experiences including homepage updates, landing pages, promotional modules, retailer storefronts, and enhanced gallery systems.
  • Built scalable Figma / Adobe XD libraries, templates, and reusable asset systems that improved consistency, speed, and handoff across campaign and retail workflows.
  • Supported high-volume CRM/email production, partnering with copywriters and developers to deliver polished, localized communications.
  • Produced and QA'd web creative in Adobe Experience Manager, validating performance across mobile, tablet, desktop, and large-screen breakpoints.
Lead Digital DesignerDec 2016 — Aug 2020
Rexnord
  • Designed and helped build Rexnord's first ecommerce platform, contributing to a 103% traffic increase over two years.
  • Helped concept and execute a corporate rebrand across digital touchpoints, including four interactive touchscreen experiences for the new HQ.
  • Designed the Smart Product Portal, a configurable interface using QR codes and IIoT systems for real-time product tracking.
  • Built a gated customer resource library with educational content, infographics, and lead-generation flows.
  • Produced wireframes, prototypes, interface concepts, and supported usability testing across retail and product experiences.
  • Created landing pages and marketing campaigns using Salesforce Pardot.
Web DesignerFeb 2015 — Dec 2016
Direct Supply
  • Designed responsive web and email assets across multiple product lines in a high-volume healthcare ecommerce environment.
  • Created campaign-driven landing pages and product showcase modules, partnering with copywriters and creative directors to maintain brand consistency across launches.
  • Designed and adapted email templates that performed across legacy email clients and mobile devices in high-volume CRM production.
  • Collaborated with UX partners and developers to translate complex product information into clean, scannable digital experiences.
Graphic & Web Designer2013 — 2015
BuySeasons
  • Led the full visual redesign of Celebrate Express, including new logo system, ecommerce site experience, and email design from reusable templates through final campaign creative.
  • Designed national seasonal campaigns spanning Halloween, holidays, and party-supply launches across web, email, and print collateral.
  • Produced high-volume product marketing assets including banners, lifestyle compositions, and category landing pages across multiple ecommerce properties.
  • Worked across brand expression, layout, and front-end-ready handoff for a fast-moving retail calendar with frequent launches and promotional cycles.

Earlier Experience & Freelance

Contract DesignMilwaukee Tool, Kohl's Corporate
Earlier
Core Skills
Design
Design Systems, UI/UX, Brand Identity, Responsive Web, Interaction Design
Code
HTML, CSS, JavaScript, React, Next.js
Strategy
Ecommerce, CRO, Analytics, Information Architecture
Tools & AI
Figma, Adobe Creative Cloud, Claude, ChatGPT, Make, Zapier, Notion, DaVinci Resolve
Toolkit
FigmaClaudeHTML / CSSAdobe CCChatGPTGeminiMake.comZapierNotionDaVinci ResolveHiggsfield AI
Education
University of Wisconsin, Eau Claire
Bachelor of Arts — Graphic Design
Notable
Built scalable design systems and reusable component libraries across web, email, and retail channels.
Supported launch localization and customer-facing digital execution for Dyson North America.
Combines design, front-end fluency, and AI-assisted workflows to move quickly from concept to production.
Approach
Sharp design. Useful systems. Real output.