Dale Donaldson

Cofounder/Head of Branding + Marketing | Kitty Badhands, LLC (E-commerce Fashion Brand) | June 2021 – Present

Developed a comprehensive brand strategy from the ground up by defining the target audience, brand voice, and unique value proposition that led to a highly engaged community with over 35,000 followers.
Created a complete visual identity for Kitty Badhands including logo design, color palette, typography, and a comprehensive brand style guide.
Designed all digital and print marketing collateral, such as social media templates, email marketing campaigns, digital lookbooks, packaging, and promotional materials.
Created a cohesive and compelling user experience by designing the UX/UI for the brand’s e-commerce website, resulting in an intuitive and visually engaging customer journey.
Used high-level proficiency in Adobe Creative Suite (Photoshop, Illustrator, InDesign) to produce all in-house creative assets, significantly reducing overhead costs for external design agencies.
Managed all aspects of photoshoots including concept development, model casting, location scouting, styling, shooting, and post-production.

Founder/Designer | Hotdog Omelet Creative Design (Freelance Studio & Consultancy) | June 2021 – Present

Translated client visions into compelling brand identities by developing comprehensive brand packages including logos, color theory, typography, and style guides.
Managed and executed a user research, website redesign, and e-commerce store migration project for pStyle from begining to end to create a user-centric experience for their diverse customer base.
Designed and executed a wide range of digital and print assets including logos, marketing collateral, social media campaigns, merchandise, and album artwork.
Juggled multiple concurrent projects while consistently delivering high-quality work on time and within budget for a diverse roster of clients.
Directed, shot, and edited professional photoshoots for clients, providing high-quality imagery for use in branding, social media, and product showcases.

Senior Graphic Designer | Long Trail Brewing Company | October 2014 – December 2021

Directed the complete brand refreshes for Long Trail, Ottercreek, and The Shed breweries including new logos, color palettes, and packaging systems that increased market relevance and consumer appeal.
Managed the end-to-end package design lifecycle for over 50 unique products, from initial concept and illustration to final print-ready mechanicals.
Evolved the visual identity of the flagship Long Trail brand over seven years to adapt to changing market trends while maintaining its core brand heritage.
Conceptualized, designed, and executed all visual assets for multi-channel marketing campaigns supporting new product launches, seasonal releases, and regional promotions.
Developed a full suite of compelling Point-of-Sale (POS) materials—such as posters, tap handles, case cards, and shelf talkers—that directly supported the sales team and drove retail velocity.
Led and mentored a small, high-impact creative team, managing the project workflow and delegating tasks to ensure all deadlines for the three brewery brands were met.

Student Designer | Upright Education | November 2024 – May 2025

Interviewed 20 different users to gather qualitative data and developed user personas by synthesizing data with affinity mapping to guide design decisions.
Designed empathy maps and user journey maps in Figma to deeply understand user experiences and identify areas for improvement
Built clear information architecture, wireframes, and interactive prototypes using Figma, iterating based on user feedback and usability testing.
Crafted high-fidelity mockups with consistent visual styles, applying typography, color theory, and visual hierarchy principles.
Performed usability tests to refine designs and collaborated with cross-functional teams, presenting findings and design rationale to stakeholders.

About