Joel Kelly.
joel.design
joel@joel.design
262 352 1470
Milwaukee, WI
Senior Digital Designer
Senior designer with sixteen years across brand, web, ecommerce, email, and campaigns, including five on Dyson’s North American team. Combines visual direction and reusable design systems with front-end builds, original video, and practical AI-assisted production.
Experience
Independent DesignerIndependent practiceAug 2017 — Present
- Design brand systems, websites, print, and video for agency and direct clients. Founded Tosa Marketing in 2026.
- Carry projects from concept and visual direction through responsive front-end builds, production files, editing, and launch.
- Built the Authority Suite: independent publications with interactive tools, product reviews, newsletters, and shared publishing systems.
- Integrate AI into development, image and video production, and publishing, with creative direction and quality review throughout.
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 Designer / Web DesignerRexnordDec 2016 — Aug 2020
- Designed and helped build Rexnord's first ecommerce platform. Promoted to Lead Digital Designer in March 2019.
- 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 DesignerBuySeasonsNov 2013 — Jan 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