William Carroll
Verified Expert in Design
Designer
Toronto, ON, Canada
Toptal 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.
Portfolio
The Toronto Star - Website Redesign
World Vision - Cart Improvements
SPG and LiveCMS
W Hotels - Cross-Platform Rebranding
Bank of America - ATM and Online Advertisments
Sheraton Chicago - Parallax Microsite
Work Experience
Freelance Designer | Consultant
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.
Senior Product Designer
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.
UX/UI Designer and Brand Consultant
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.
Art Director
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.
Senior Designer
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.
Art Director
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).
Senior Designer
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.
Graphic Designer
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.
Education
Diploma in Graphic Design
Durham College - Oshawa, ON, Canada
Skills
Tools
Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Sketch, InVision, Zeplin, Pencil & Paper, Adobe CC, Microsoft Office, Usertesting.com, Flinto Prototyping, QuarkXpress, Adobe Experience Design (XD), Principle, Adobe Creative Suite
Platforms
Windows, MacOS, iOS, Android, Figma
Industry Expertise
Advertising, Technology, Hospitality, Banking & Finance, Media
Languages
HTML, CSS, JavaScript
Other
Graphic Design, UI Design, UX Design, Print Production, Digital Production, Visual Design, Mobile Web, Responsive Design, Branding, Design Systems, Waterfall Methodology, Web Design, Product Design, Interactive Design, Responsive Web Design (RWD), User Interface (UI), User Experience (UX), Wireframing, Design, Logo Design, Environmental Design, Adobe Acrobat Pro, Typography, Illustration, Digital Advertising, Tradeshow Design, User Research, Mobile Apps, Art Direction, Agency, Boutique, Agile, Lean, Prototyping, Brand Development, Brand Design, Web App UI, Content Management Systems (CMS), Design Leadership, User Flows, Creative Strategy, Mobile Design, eCommerce, Personas, User Personas, Responsive Layout, UX Research, Customer Interviews, User Testing, Responsive Web Apps, Information Architecture (IA), Advertising Design, Marketing Design, Social Media Design, Office 365
Experience
- Graphic Design - 20 years
- Interactive Design - 20 years
- UI Design - 20 years
- Brand Development - 20 years
- Environmental Design - 10 years
- Responsive Design - 8 years
- UX Design - 8 years
- Art Direction - 6 years
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