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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 & Designer2026 — Present
Joel.Design
  • Run an independent studio doing brand, web, and automation work for small businesses. Design, build, and ship.
  • Use AI tools (Claude, ChatGPT, Gemini) as core parts of the workflow. Faster output, same quality bar.
  • Built the studio site as a working portfolio: custom layout, interaction design, and content system.
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 DesignerMar 2019 — Aug 2020
Rexnord
  • 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.
  • Produced wireframes, prototypes, interface concepts, and supported usability testing across retail and product experiences.
Web DesignerDec 2016 — Mar 2019
Rexnord
  • Designed and helped build Rexnord's first ecommerce platform, contributing to a 103% traffic increase over two years.
  • Built a gated customer resource library with educational content, infographics, and lead-generation flows.
  • Created landing pages and marketing campaigns using Salesforce Pardot.
Web DesignerFeb 2015 — Dec 2016
Direct Supply
  • Designed web and digital assets across multiple product lines in a high-volume ecommerce environment.
  • Collaborated with copywriters, UX partners, developers, and creative directors to deliver branded digital experiences.

Earlier Experience & Freelance

Remote Design ContractorBarracuda PhishLine
2017 — Present
Product DesignerHum
2021
Graphic / Web DesignerBuySeasons
2013 — 2015
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.