KATHLEEN ROSENFIELD
CHALLENGE
CREATIVE
MASTERING THE
MY STORY
I’m a creative strategy and brand leader with more than 30 years of experience shaping enterprise brands and guiding integrated campaigns across global markets. I’ve led rebrands, built strategic frameworks and directed multidisciplinary teams to ensure creative expression aligns clearly with brand purpose and business objectives.
Grounded in deep design experience and disciplined brand positioning, I focus on defining the thinking that drives meaningful creative – bringing clarity, cohesion and resonance to every touchpoint.
I’m most energized by work that combines strategic clarity with authentic storytelling – especially when it contributes to lasting human impact.
Creative SKILLS
THE FOUNDATION BEHIND THE WORK
Branding
100%
Creative Strategy
100%
Design Vision
100%
Concept
100%
Presentation
95%
Aspiring Chef
94%
Creative Management
100%
Adobe Suite
100%
100%
Digital
95%
Trade Show & Events
100%
Photo Direction
100%
my Creative work
Career Overview
1994-PRESENT
Nonprofit Consultant
Creative Director & Strategist
Greater Minneapolis Area
Extensive creative design and marketing consultation for community non-profit organizations. Concept, strategy and
branding designed to establish agency identity, strengthen target market exposure and energize fund-raising network. Projects include print/digital media and overall communication strategy for outreach programs.
2014-PRESENT
Graco Inc.
Global Creative Director
Jan 2025 - Present
Lead global creative strategy and execution for all divisions of a $2.2B industrial manufacturer. Oversee in-house teams and agency partners across digital, video, and print, ensuring creative output aligns with brand standards, business objectives, and compliance requirements. Directed the launch and rollout of Graco’s global rebrand, delivering a unified visual identity across regions and platforms.
Branding Board Chair
2022 - Present
Appointed to lead Graco’s cross-divisional Branding Board, responsible for defining and governing brand standards company-wide.
Drive strategic alignment across business units, establish brand consistency across regions, and oversee implementation of brand
guidelines through collaboration with marketing, creative, and executive leadership teams.
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Creative Design Lead
2014 - 2024
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Responsible for elevating corporate branding, managing and improving output of in-house creative team and establishing strategic procedures with corporate marketing department. Directed the rebranding of Graco’s Magnum & Airlessco brands, including concept, design, presentation, and photo direction of rebranding shoots. Launched
the 25th Anniversary Campaign for Graco’s LineLazer – complete with VIP launch events, global campaign roll out and national trade show exhibits.
2015-2018
3G Marketing Group
Creative Director
Small Business Marketing
Creative Director and Principal dedicated to transforming how small and midsize business owners implement their local marketing efforts with higher quality materials and cost effective strategies. Along with two talented partners and a combined 60 plus years of expertise in national branding, creative and local area marketing, exceptional marketing solutions are made accessible to small and midsize business owners. By leveraging an extensive national network and pooling print costs, 3G Marketing Group offers an exciting and affordable alternative for the local business.
1994 - 2018
Short Design
Creative Design Director
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Retail – Corporate – Information Technology – Manufacturing –
Banking – Government
Proven success leading the concept, design, presentation and electronic production of a full range of marketing, advertising and product development materials. Creative Lead and Design Visionary steering the overall brand strategy, management of creative process and team collaborators. Professional, energized and client-facing management of all projects.
Extensive creative management and design of a full range of B2B, B2C, B2P branding, digital and direct marketing. Highly refined creative, concept and design skills. Expert level Adobe Suite skills. Excellent writing and overall communication.
Experienced in motion/video presentation creation as well as trade show concept/design. Accomplished photo art director leading creative concept, coordination and direction for studio and location shoots.Expert management of printers, partner agencies, vendors as well as freelance and staff contributors.
2004-2005
Skille Design
Senior Art Director
Retail – Food Packaging – B2B Advertising
Graphic design and production of B2B
marketing collateral and packaging for food, retail, banking and consumer goods. Photo art direction, comprehensive layout and copy writing experience. Presentation of creative concepts and coordination of work with freelancers.
1992
University of Minnesota
Bachelor of Science, summa cum laude
Applied Design (major), Illustration (minor)
Undergraduate Research Award in Design
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Minneapolis College of Art and Design -
Course work in design, drawing, painting, film/video
University of California, Riverside -
Chancellor’s Undergraduate Fine Art Scholarship