William Carroll

Designer in Toronto, ON, Canada

Member since June 12, 2020

William is a strategic thinker with 20 years of multidisciplinary experience in art direction, graphic design, illustration, branding, advertising, environmental design, and cross-platform campaign strategy. For the past 10 years, he has specialized as a digital product designer, collaborating on world-class, user-centric digital experiences for Starwood Hotels, World Vision, The Toronto Star, and more.

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Portfolio

Digital Design

The Toronto Star - Website Redesign
- Responsive Layout
- Product Design
- User Experience (UX)
- User Interface (UI)
- UX Research
- Customer Interviews
- User Testing
- Branding
World Vision - Cart Improvements
SPG and LiveCMS
- Responsive Web Apps
- Responsive Layout
- User Experience (UX)
- User Interface (UI)
- UX Research
- Branding
- Creative Strategy
- Art Direction
- Information Architecture (IA)
W Hotels - Cross-Platform Rebranding
Bank of America - ATM and Online Advertisments
- Advertising Design
- Digital Advertising
- Design
- Creative Strategy
Sheraton Chicago - Parallax Microsite
- Art Direction
- Creative Strategy

Employment

Freelance Designer | Consultant
2001 - PRESENT
Work Made Creative
- Created environmental design and branding for Saskatchewan Rough Riders' new Mosaic Stadium as a member of the CX team at The Look Company.
- Consulted on the design and visual branding of the customer experience strategy team. Collaborated in the brand refresh and website redesign for The Look Company.
- Partnered with local agencies such as Organic, Sid Lee, and others to support digital advertisements and responsive web experiences.
- Created and validated visual and UI designs for a fintech web app. Established a centralized design system in Figma to manage multiple brand identities. Worked directly with the product team to ensure accessibility and documentation of all work.
- Provided general branding and digital design services for startups and companies ready to develop a more prosperous brand presence. Clients included World Vision, Knowledge First Financial, The Look Company, Big Mountain Bike Adventures, and more.
Technologies: Figma, Adobe CC, Office 365
Senior Product Designer
2018 - 2020
Torstar Digital
- Designed web and app platforms for all Torstar properties.
- Handled user-centric design of editorial and brand system components. Actions included creating customizable grid systems and typographic scaling conditions to support multi-brand editorial and news products.
- Contributed to the development of visual brand direction for thestar.com and other Torstar properties.
- Redesigned the article page template for thestar.com and all white-label products.
- Engaged in the full project lifecycle from discovery to final delivery, including research, customer interviews, user testing, visual QA, and post-deployment support activities.
Technologies: Adobe Photoshop, Adobe Illustrator, InVision, Sketch
UX/UI Designer and Brand Consultant
2017 - 2018
AdBank
- Led brand research and development around existing logo equity and consultation with the marketing team.
- Created the visual design of the pre-launch website (old version) and directed the third-party front-end web development team.
- Designed conceptual UI layouts and other materials for the marketing team.
- Created brand system components for the use of the in-house design team and to future software applications.
- Designed illustrations and icons for pre-launch website designs.
Technologies: Adobe CC, InVision, Sketch
Art Director
2010 - 2016
Achiga
- Managed art direction, product design, graphic design, illustration, and branding.
- Designed websites for B2B and consumer-facing digital experiences.
- Designed the UX and UI of custom CMS SaaS tools used by the hospitality industry to manage marketing campaigns, product sales, and guest bookings.
- Re-branded all W Hotels web properties based on new design guidelines, including email templates and all web assets hosted on Live CMS 5.
- Designed and art-directed many Starwood and SPG local property sites, microsites, and booking portals.
Technologies: Content Management Systems (CMS), Microsoft Office, Adobe Creative Suite
Senior Designer
2009 - 2010
Organic, Inc.
- Ideated, designed, and produced multimedia advertising materials for Bank of America and Kimberly-Clark in collaboration with copywriters.
- Designed automated teller machine ads for the Bank of America.
- Brainstormed with extended creative teams on Bank of America NFL campaign projects.
- Designed and produced Adobe Flash web components and banner ads for multiple clients.
Technologies: Pencil & Paper, Adobe Creative Suite
Art Director
2008 - 2009
DepMedia, Inc.
- Served as the art director on large group projects.
- Designed and developed digital media. Provided general print design and illustrations.
- Created annual merchandise catalogs for Vanilla Moulding and other clients.
- Designed the branding and masthead for the Frozen Pond merchandise catalog (used for over 10 years).
Technologies: QuarkXpress, Adobe InDesign, Adobe Illustrator, Adobe Photoshop
Senior Designer
2004 - 2008
Box, Inc.
- Designed an environment and point of purchase display.
- Art-directed and designed annual catalogs for Honda and Vanilla Moulding.
- Art-directed and designed digital web experiences and animated banners for various small to medium size businesses.
- Handled large format print design and display production.
Technologies: QuarkXpress, Adobe Illustrator, Adobe Photoshop
Graphic Designer
2000 - 2002
Pivot Design
- Provided design, illustration, and production services.
- Designed marketing and other printed materials for Little York Bookstore and other clients.
- Served as a design contributor on award-winning flash websites for Pivot Design and partners at Brand Engineering.
- Created web experiences for companies like Labatts Canada, Ferrero Rocher, and others.
- Worked with the art director and the team to develop brand guidelines and materials for various companies and non-profit organizations.
Technologies: Microsoft Office, QuarkXpress, Adobe Illustrator, Adobe Photoshop

Education

Diploma in Graphic Design
1998 - 2000
Durham College - Oshawa, ON, Canada

Experience

UI Design20 years
Graphic Design20 years
Brand Development20 years
Interactive Design20 years
Environmental Design10 years
Responsive Design8 years
UX Design8 years
Art Direction6 years

Location

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Designer in Toronto, ON, Canada

Portfolio

Employment

Freelance Designer | Consultant

Senior Product Designer

UX/UI Designer and Brand Consultant

Art Director

Senior Designer

Art Director

Senior Designer

Graphic Designer

Education

Experience

Location