DESIGN
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SEE
Design earns its value in execution.
Michelle Vipond
Senior Brand Designer / Art Director
Creative Systems Builder
Execution Partner
Good design is easy to recognize. Delivering it consistently is harder. That’s where my work comes in.
I partner with teams and brands to translate vision into design systems and execution that holds together under real-world pressure, so what ships, scales, and evolves stays true to what the brand stands for.
Headl
Retail moves fast—and it moves at scale. For Best Buy, that meant creating a holiday design system that could flex across moments like Halloween and peak Holiday without losing clarity, consistency, or brand integrity.
I contributed to early Holiday concepting, then led the development of the Holiday Style Guide—owning the system itself. That foundation later enabled the Halloween execution, which I developed by applying and extending the system to support rapid, multi-channel rollout while staying true to the core brand.
SELECTED WORK
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Best Buy
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Famous Dave's
Bar-B-Que
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Davanni's
Pizza & Hot Hoagies
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North Shore Federal Credit Union
Brand Strategy Development
Market Research
Analyzing industry trends and competitors to position your brand effectively.
Brand Messaging
Crafting a consistent voice and tone that resonates with your target audience.
Mission & Vision Statements
Defining your brand's purpose and long-term goals.
Visual Identity Design
Brand Guidelines
Establishing rules for logo usage, color palettes, typography, and imagery.
Collateral Design
Applying your visual identity across all marketing materials.
Rebranding Services
Brand Refresh
Updating your existing brand elements to stay current and relevant.
Complete Overhaul
Redefining your brand from the ground up to align with new objectives or market shifts.
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Logo & Identity Design
Custom Logos
Crafting memorable logos that encapsulate your brand essence.
Brand Style Guides
Establishing consistent visual standards for all your marketing materials.
Marketing & Promotional Materials
Print Materials
Creating graphics for websites, social media, and email campaigns.
Digital Assets
Designing brochures, flyers, posters, and business cards.
Advertising Materials
Developing eye-catching ads for both print and online platforms.
Packaging Design
Product Packaging
Designing packaging that attracts attention and communicates product benefits.
Label Design
Creating labels that comply with regulations and enhance brand appeal.
Infographics & Data Visualization
Corporate Reports
Turning complex data into engaging visuals.
Educational Materials
Designing graphics that facilitate learning and retention.
Custom Website Design
Responsive Design
Ensuring your site looks great on desktops, tablets, and mobile devices.
Content Management Systems (CMS)
Implementing platforms like WordPress or Wix for easy content updates.
User Interface (UI) & User Experience (UX)
Designing layouts that are easy to navigate and engaging.
Website Redesign & Optimisation
Performance Enhancement
Improving site speed and load times.
SEO Optimization
Implementing best practices to improve search engine rankings.
Content Refresh
Updating website content to better reflect your brand and offerings.
E-commerce Development
Online Store Setup
Building secure and user-friendly online shopping platforms.
Payment Gateway Integration
Implementing secure payment options like PayPal, Stripe, etc.
Product Management
Setting up systems for easy addition and management of products.
