Lisa is available for hire
Hire LisaLisa Paruch
Verified Expert in Design
Designer
Location
Los Angeles, CA, United States
Toptal Member Since
November 2, 2021
As a multidisciplinary design lead with over 20 years of experience, Lisa has worked with cross-functional teams on both the marketing and product sides. She has demonstrated leadership in branding, design system development, and end-to-end UI/UX product design. Clients agree that Lisa consistently brings keen visual judgment, a user-centered approach, and a genuine spirit of collaboration to every project.
Work Experience
Independent Design Consultant
2016 - PRESENT
Paruch Design
- Created the branding, design system, and end-to-end design, including user personas, sitemaps, wireframes, prototypes, and user testing for a new digital marketing product, while also setting up the sprint calendar and cycles for a nascent team.
- Led the UI/UX design as a consultant for a healthcare innovation lab.
- Conducted a five-product UXD competitive analysis that covered eight criteria, including marketing profiles, SWOT analysis, UI/UX, and performance reviews to identify and recommend new features for a client app.
- Led a design thinking workshop to successfully quell anxieties around change and rebrand an organization with a 50-year history and a passé brand identity.
- Shared design trends and best practices to provide thought leadership on design-related issues.
- Identified and developed working relationships with new creative collaborators and vendors and strengthened ongoing partnerships.
Technologies: Adobe Creative Suite, Adobe Experience Design (XD), Figma, Miro, Maze, UsabilityHub, Jira, Visual Design, Brand Guidelines, Brand Design, Brand Strategy, Content Creation, Branding, Graphic Design, Design, Event Branding, Marketing, Wireframing, User Stories, UI Design, UX Design, User Flows, Rapid Prototyping, Information Architecture (IA), Product Design, Responsive Web Apps, User Validation Testing, Validated User Research, Qualitative Research
Design Director
2017 - 2019
Happiest Baby
- Led the design direction and management from concept through production for projects including web, mobile app, social media, digital/print advertising, and marketing collateral.
- Applied user experience design tactics to redesign the homepage within the first six months to more than double the conversion rate.
- Produced wireframes and mockups for web and mobile apps, recommended A/B tests, and reviewed usability tests to measure the impact of potential design and content changes.
- Spearheaded the development of comprehensive brand guidelines to bring more visual and verbal consistency across applications and teams.
- Sourced talent, mentored designers, and managed creative contractors to ensure design priorities were met by deadline and within budget.
Technologies: Adobe Creative Suite, Zeplin, Asana, Wrike, Microsoft Office, Visual Design, Brand Guidelines, Brand Design, Content Creation, Branding, Graphic Design, Design, Event Branding, Marketing, Wireframing, User Stories, UI Design, UX Design, User Flows, Information Architecture (IA), Responsive Web Apps, User Validation Testing, Validated User Research
Senior Graphic Designer | Art Director
2012 - 2016
Cedars-Sinai Medical Center
- Joined the hospital as its first in-house design lead and directed the design of visual communication and marketing collateral that achieved $1+ million in donations annually, consistently over four years.
- Mentored teams on design for the hospital's "MD/RN Patient Experience Innovation Challenge."
- Led a multidisciplinary team to concept, design, and build a 125-foot permanent exhibit on the hospital's history.
- Streamlined design processes for fundraising collateral to reduce production hours and costs by half.
- Trained project managers and built internal processes to facilitate in-house design capabilities better.
Technologies: Adobe Creative Suite, Visual Design, Brand Guidelines, Brand Design, Branding, Graphic Design, Design, Event Branding, Marketing, UI Design, UX Design, User Validation Testing, Validated User Research
Freelance Art Director | Designer
2010 - 2012
Various Company Contracts
- Art-directed and designed branding and advertising as a freelance healthcare marketing specialist at top healthcare agencies in NYC, including GSW, Health4Brands Chelsea, and Chandler Chicco Agency.
- Created boutique brand identities for small businesses.
- Developed marketing materials and ads from concept to completion for independent clients across a range of industries.
Technologies: Adobe Creative Suite, Visual Design, Graphic Design, Design, Marketing, User Stories, UI Design, UX Design, User Flows, User Validation Testing, Validated User Research, Qualitative Research
Senior Art Director
2008 - 2010
Cline Davis & Mannn
- Art-directed an interactive game design to educate newly diagnosed diabetics on disease and lifestyle choices that could help their condition.
- Conceived and designed multi-channel healthcare promotional and educational marketing.
- Directed junior art directors and graphics staff to execute projects to completion and managed the daily workflow and brand execution for cardiovascular and diabetes accounts.
Technologies: Adobe Creative Suite, Visual Design, Brand Design, Branding, Graphic Design, Design, Marketing, UI Design, UX Design, User Flows, User Validation Testing, Validated User Research
2D Designer
2006 - 2008
Ralph Appelbaum Associates
- Worked on graphics and exhibit design for the Grand Teton National Park Visitor Center, Thomas Edison National Historical Park, and the U.S. Capitol Visitor Center at one of the world's largest museum exhibit design firms.
- Conceived and designed a bilingual promotional book for the Corpus Christi Museum of Science and History.
- Developed and designed a brand identity and marketing campaign for Canoa Ranch Conservation Park.
Technologies: Adobe Creative Suite, Visual Design, Branding, Graphic Design, Design, Event Branding, UI Design, User Validation Testing, Validated User Research
Designer
2005 - 2006
Kiehl's
- Designed graphics for web and print for Kiehl's, an independent natural skincare and cosmetic brand retailer now owned by L'Oréal.
- Explored new packaging designs and adapted labels for global markets.
- Conceived and mocked up store window displays for product launches and featured sales.
Technologies: Adobe Creative Suite, Visual Design, Brand Design, Branding, Graphic Design, Design, Event Branding, Marketing
Graphic Designer
2004 - 2005
And Partners
- Designed an award-winning annual report for VF Corporation, a clothing conglomerate.
- Created the covers and full layouts for multiple issues of a science institute magazine.
- Designed book covers, print ads, and direct mail pieces for a range of clients.
Technologies: Adobe Creative Suite, Visual Design, Branding, Design
Design Intern
2003 - 2003
Pentagram Design
- Interned at Pentagram, NY, on Michael Bierut's team after winning a design sprint competition hosted at my school.
- Developed and designed a range of print projects, including postcard invitations, event posters, and marketing materials for various clients as assigned.
- Obtained my first professional freelance gig, a 600+ page book titled "The Landmarks of New York City" after being referred by the team.
Technologies: Adobe Creative Suite, Visual Design, Branding, Design
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