KATHLEEN ROSENFIELD
CHALLENGE
CREATIVE
MASTERING THE
MY STORY
I'm a creative design director and brand leader with over 25 years of experience shaping visual identities, architectural environments, exhibitions, integrated campaigns, and meaningful audience experiences.
Throughout my career, I've led enterprise rebrands, directed multidisciplinary creative teams, and developed cohesive design experiences across physical and digital environments. My work brings together strategic clarity, visual storytelling, and a deep appreciation for composition, form, and emotional resonance.
Grounded in fine art and design, I believe exceptional creative work balances thoughtful strategy with strong aesthetic judgment and disciplined execution.
I'm most energized by opportunities to create work that connects with people—through design that is purposeful, visually compelling, and memorable.
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
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Career Overview
Jan 2026-Present
Rosenfield Brand
Design Advisory
Minneapolis, MN
Senior Creative Director & Founder
Founded an independent creative design advisory drawing on decades of experience in brand strategy, integrated design, and executive creative leadership.
Partner directly with organizations to develop and evolve visual identities, strengthen brand positioning, and create cohesive design experiences across physical and digital environments. Expertise spans enterprise brand systems, environmental and experiential design, integrated campaigns, photography, and visual storytelling.
Provide strategic guidance and hands-on creative direction, bringing together thoughtful design, strong aesthetic judgment, and disciplined execution. Work collaboratively with internal teams and external partners to translate complex objectives into clear, compelling creative solutions that connect with audiences and elevate the overall brand experience.
2015-2018 I 3 Years
3G Marketing Group
Minneapolis | Denver
Creative Director & Principal
Small & Midsize Business
Marketing Communications
Led creative direction and integrated design for a firm delivering accessible, high-quality marketing solutions to small and midsize businesses.
Collaborated with senior marketing professionals to bring national-brand expertise to regional markets, developing cohesive visual communications, brand positioning, and targeted campaigns tailored to local business needs.
2014-2026 I 12 Years
Graco Inc.
Minneapolis, MN
Global Creative Director
Branding Board Chair
Creative Lead, Contractor Division
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Led enterprise creative strategy and design for a $2.2B global organization serving North America, EMEA, APAC, and Latin America. Directed integrated creative programs across brand identity, campaigns, digital, environmental design, and experiential communications.
Chaired Graco’s cross-divisional Branding Board, establishing global visual standards, messaging frameworks, and creative systems to ensure consistency across international business units.
Directed a multi-year global rebrand and major initiatives, including Graco’s 100th anniversary, modernizing visual identity and brand experiences across physical and digital environments.
Led the visual design of major architectural and environmental projects, including the Koch Center’s main lobby, visitor experience, wayfinding, and permanent Patent Wall installation. Directed large-scale trade shows, immersive product launches, and global sales events.
Led and mentored multidisciplinary creative teams, writers, and agency partners, providing hands-on art direction, editorial guidance, and creative leadership from concept through execution.
1994-2018 I 24 Years
Short Design
Minneapolis, MN
Founder & Creative Design Director
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Retail | Corporate | Information
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Technology | Manufacturing I
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Banking | Government
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Founded and led a multidisciplinary creative design studio delivering brand identity, integrated campaigns, photography, environmental design, and visual communications for national consumer, corporate, and nonprofit clients.
Served as a long-term creative design partner for major brands, including Supercuts across 2,500+ locations, directing national campaigns, photography, retail environments, packaging, and integrated brand experiences.
Directed large-scale exhibition and environmental design, including Regis Corporation's ICSC trade show presence, curating photographic collections and establishing visual composition, sequencing, and imagery across immersive branded environments.
Partnered with executive leadership and multidisciplinary creative teams to develop cohesive visual and editorial communications, providing hands-on art direction, copywriting, and design leadership from concept through execution.
Select Clients: Graco, Supercuts, Target, Regis Corporation, 3M, Paul Mitchell, U.S. Bank, Federal Express, Land O’Lakes, St. John’s University, and others.
EDUCATION
University of Minnesota
Bachelor of Science, summa cum laude
Applied Design (major), Illustration (minor)
Undergraduate Research Award in Design
Additional coursework in Art History
Minneapolis College of Art and Design
Course work in design, drawing,
painting, film/video
University of California, Riverside
Chancellor’s Undergraduate Fine Art Scholarship
Additional coursework in Art History
1994-Present
Nonprofit Consulting
Minneapolis, MN
Creative Director
Strategic Branding & Creative Leadership for Nonprofit Organizations
Provide strategic brand leadership, creative direction, and editorial guidance to nonprofit organizations, strengthening visual identity, donor communications, and mission-driven storytelling.
Partner with executive directors and boards to align messaging, design, and communications with organizational goals.
Develop brand standards, refine written content, and guide integrated campaigns that deepen audience engagement, expand visibility, and support fundraising initiatives through thoughtful design and responsible resource stewardship.
Currently serve on the Board of Directors of Pawsitive Perspectives Assistance Dogs (PawPADs), contributing creative and strategic expertise to strengthen organizational communications, brand consistency, and donor engagement
1987-1994 I 7 Years
Skille Design
Minneapolis, MN
Senior Designer | Art Director
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Built a strong foundation in design, advertising, and copywriting, working alongside accomplished creative directors and writers on national B2B and consumer accounts. Developed expertise in concept development, headline writing, visual storytelling, and the integration of words and imagery.
Contributed to integrated campaigns, packaging, and marketing communications, gaining hands-on experience in art direction, copy development, production, and client collaboration.
Learned the discipline of exceptional creative work from experienced professionals whose standards of concept and craft continue to influence my approach to design leadership.