Dennis Purcell
Creative Director · Clutch Design
Marina del Rey, CA
In My Own Words
I'm currently available for freelance or full-time senior level creative positions.
I’m an award winning LA based hands on creative director with 25 years of art direction and design experience with top-tier action sports, video games, entertainment, and consumer electronics brands. Museums, not for profits, and national campaigns such as Revlon Run/Walk have also been part of my client list. Creative solutions I worked on helped many established and emerging brands to evolve and in some cases to even grow in to sectors they did not plan originally.
I have great passion for innovative/conceptual thinking, good design, and developing strong brand identities. I am well versed in every aspect of communication design (i.e. print and digital advertising, packaging, website, P.O.P., logos, catalogues, trade show, apparel/clothing design) and creative direction including print, audio, video, photography, and art direction. In addition to being proficient in all design related programs and languages, I design/code/host/manage a large portfolio of client websites.
I have built teams, mentored young talents, worked both in-house brand & agency environments, and run my own creative studio for more than a decade. My work has won many awards, got published, and has been showcased in Pasadena Museum of California Art.
Work Experience
Creative Director
Clutch Design2008 – Present
Responsibilities: — Partner with clients to spearhead branding initiatives across all channels — Lead innovative, intelligent, and integrated creative solutions which evolve and grow brands — Provide creative vision and design for the development of print and online experiences — Lead creative development of integrated marketing campaigns for clients from concept to execution — Provide creative direction for photography, videography, naming, packaging and trade show design — Guide new business development efforts and set company strategy — Recruit and mentor creative talent Clients: Slednecks, Parabellum, The Museum of Tolerance, Schawk! (Herbalife), Pelican Products, Concord Records, Entertainment Industry Foundation, Messermeister, Pyramat Video Game Chairs, Dine Advertising Recognition: 2009 - LogoLounge Master Library – Multiple Logos 2008 - Best of Business Card Design 8 – JNR8 Advertising’s Business Card & Identity
Design Director
Kanex2014 – 2017
Kanex, a leader in Apple accessories, had goal of enlarging its retail footprint and wanted a brand identity and packaging review. I was brought on to board to execute our findings and eventually evolve the brand package system to be Apple store compliant as well as competitive across big box retail partners. The successful rebrand won multiple international product replacements for the company and exceeded their goals. Responsibilites: — Developed & designed approved Apple Store retail packaging — Sourced outside vendors and negotiated terms to fit internal budgets — Managed junior designers and marketing team to meet marketing timelines — Designed trade show booths for both for CES and InfoComm — Managed packaging rebrand effort across all retail and online channels — Coordinated design team and external web firm to meet internal timelines during web redesign — Negotiated vendor contracts to maximize annual marketing budget
Creative Director
Slednecks Inc.2006 – 2007
— Transitioned Slednecks video following to outerwear and casual wear customers — Doubled sales by implementing new online marketing strategies — Designed 4 issues of the leading snowmobile publication Slednecks Magazine — Designed casual wear lines including: wovens, tanks, tees, hats and beanies — Developed and designed outerwear collaborating with team riders — Designed and programmed STV (Slednecks TV) a streaming flash video channel — Designed a new corporate logo to be used throughout product and branding materials — Design tech packs with seasonal outerwear's designs
Creative Director / Owner
DPD Studio2000 – 2007
Responsibilities: — Partner with clients to develop marketing strategies — Provide creative vision and design for the development of print and online experiences — Provide award winning solutions to clients for identity and package design — Guide new business development efforts and set company strategy — Recruit and mentor creative talent for success Clients: Fox Racing, Slednecks, Busta Rhymes, Sony, Activision, Pyramat, Concord Records, Yellow Brick Records, Cornyn+Partners Advertising Recognition: 2006 - LogoLounge Vol. 2 - DPD, C Spot Run, and The MOT logos 2005 - Exploring Typography Book - Busta Rhymes Poster 2005 - Exploring Package Design Book – Vtech Cordless Phone Packaging 2005 - LogoLounge Vol. 1 - Manitou, Fox McGrath, CoolBoarders 3 logos 2004 - AltPick Awards, 1st Place for Poster Design - Busta Rhymes 2004 - AltPick Spotlight Interview for Graphic Designer 2003 - Pasadena Museum of California Art - Exhibited Multiple Logos 2003 - AIGA Los Angeles
Senior Art Director
Cornyn + Partners Advertising1998 – 2000
Responsibilities: — Lead the creative team from development of conceptual ideas to execution — Responsible in development of integrated ad campaigns across all channels — Coordinated with client and creative teams assuring to meet client expectations — Conducted successful focus group research to test multiple print ad solutions — Lead creative team in rebrand effort for leading consumer electronics brand — Developed multiple B-to-B and B-to-C print ad campaigns for leading global brands — Lead new brand development on tech startup initiatives Clients: MTV Networks, Eidos, Foxy Vegetables, Psygnosis, Streetspace, Vtech, RadioShack Recognition: 1999 - San Francisco Show 13 - Self Promotion Award for Cornyn + Partners Holiday Mailer 1999 - Adweek - Foxy Vegetables Billboard Campaign 1999 - Advertising Age - Foxy Vegetables Billboard Campaign
Lead Graphic Designer
Fox Head, Inc.1995 – 1997
— Designed Shift brand identity and 1st Shift launch advertising campaign — Designed multiple consumer advertising campaigns for Fox Racing — Developed cohesive packaging system for over 120 unique products — Designed multiple motocross and mountain bike product identities — Designed and collaborated on multiple MX, BMX and MTB products — Created graphic concepts for tee shirts, hats, and other casual wear — Art directed on location and designed Fox Racing calendars — Executed ideas from initial concept to print ready art meeting tight deadlines — Designed products from initial concepts through tech packs
Graphic Designer
Frandsen Design1995 – 1995
— Coloring Simpsons book publications for Bongo Comics — Designed print ads for Warner Bros. music — Designed print ads for Radio & Records
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