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.
Experience
Founder & Designerjoel.design2015 — Present
- Operate an independent design practice supporting brand production, campaign creative, and marketing design for ongoing freelance clients across hospitality, entertainment, retail, and security training.
- Produce static design assets across print and digital channels using Adobe Illustrator, InDesign, and Photoshop, maintaining brand consistency and meeting deadlines across multiple simultaneous projects.
- Produce ongoing campaign creative, reusable email templates, and brand-system refreshes for security-training programs since 2017.
- Manage multiple simultaneous client engagements with consistent production output across print, digital, and brand-system work.
Digital DesignerDysonMay 2021 — Mar 2026
- 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 DesignerRexnordDec 2016 — Aug 2020
- 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 DesignerDirect SupplyFeb 2015 — Dec 2016
- 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 DesignerBuySeasons2013 — 2015
- 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