Featured Work

A selection of examples from my portfolio area

Scion Squadron Campaign
Nissan 370Z Campaign
Central 1 Extranet
R-Stuff Web Design

Portfolio Gallery

Interactive Ad Campaign
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Interactive Ad Campaign
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Email Marketing Campaign
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Web Design Project
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Internal Marketing Project

Marketing Insight Bank

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Interactive Marketing Project
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Website Design
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Website Design
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Advertising Campaigns

Castrol, Speedstick, EA and more..

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Childrens Book Illustration
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Editorial Illustration
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Games & Concept Art

Microsoft and Other..

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Print & Apparel Design
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Print Advertising Design
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Mobile Application Design

Smart, Orange & Vodaphone

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Expertise, Experience and Skill Categories

I Design and Craft Innovative Internet Strategy and Applications, Brands, Advertising & Marketing Campaigns.

Areas of Expertise

ServicesCreative and Art Direction

I have been an award-winning Creative Director for over a dozen years in both client and agency roles. My experience spans many business channels and media types including:

  • Brand and Brand Positioning
  • Social Media Marketing and SEM / SEO
  • Interactive Applications, Web and Flash
  • Mobile UI and Workflows
  • Direct Response including DRTV and Video
  • Print Design for Magazines, Catalogs, Collateral and more
  • Games including work on 5 Published Titles for Microsoft
  • Usability and User Experience Design

ServicesAnalytics & Usability Testing

I employ a complete arsenal of testing methodologies and techniques for both quantitative and qualitative metrics to ensure only the highest standards are achieved.

Aside from the usual Google Analytics, Adobe Omniture / Site Catalyst & server logs etc, I also conduct user testing, contextual interviews, card-sorting, focus groups, surveys and more.

ServicesWeb Design

I have designed websites and online applications ranging in size from single page brochure-ware sites to enterprise application suites and everything in between.

I have been involved in the design and development of websites since the mid-1990's. Most recently at Central 1, I oversaw design, usability and front-end web development for over 300 client credit unions and utility companies.

ServicesAdvertising & Branding

I have designed and delivered successful advertising campaigns for many Fortune 500 companies including AT&T, Ford, Toyota, GMC, Castrol, Carnival Cruises, Electronic Arts, Netflix and more.

I have a design degree from the Art Center College of Design in Pasadena, California as well as an MBA, so am able to craft solutions that get attention and increase ROI. I have proven experience successfully conceptualizing and delivering integrated interactive campaigns that strategically align with client objectives and audience needs.

ServicesManagement & Leadership

I have built and managed creative teams ranging in size from 3 to more than 50 persons and employ an effective balance of leadership and management techniques in this role.

I have a proven track record of positive motivation, team building and mentorship. I work to remove barriers, obstacles and demotivators while creating job enrichment opportunities, setting clear attainable goals, providing task significance and fostering a culture of close communication and collaboration.

ServicesSocial Media

I am expert in the creative use of social media to engage users, stimulate conversation and amplify marketing efforts in order to reach intended the audience and influence desired activity.

As the Director of Creative and User Experience at CarDomain Network, the largest social media site for auto-enthusiasts on the Web (2.2+ million members), I drove all aspects of visual design and usability for the community, e-commerce and advertising.


  • 06/05/2011 Childrens Book Project Completed

  • 05/25/2011 Julie B Branding & Website Design

  • 05/05/2011 Todd L Website Project Completed

  • 04/15/2011 Soccerbuddies.com Branding & Web

  • 03/20/2011 The invisible Project

  • 02/14/2011 Trip to Hawaii

Childrens Book Project Completed

I am soooo excited to have completed this book project and can't wait to see it out in all the bookstores!! As excited as I am about that, I'm equally fired up to begin work on the next one. I have a several different ideas roughly penciled out already and waiting in the wings to get started.

The process of creating each painting is at once relaxing, exciting, fulfilling and cathartic. Childrens book imagery is a wonderful medium for expression and imagination. You can work on many levels simultaneously - from simple to sublimely conceptual in order to reach many different types of readers. I want parents reading my book to their kids to get as much enjoyment from it as their children will. I have loved every moment of the project and only wish I had more time to work on it. I can't wait to start the next one!!

Julie B Branding and Design Project

This project was a lot of fun to work on and went through a few iterations along the way. In fact, it's still evolving a little as the client refines her business model and plans. Right now I still have a placeholder site up while she goes through this exercise.

Julie is an amazing yoga instructor and phenomenal human being with a great life story already packed into her relatively young life. She is an inspiration to everyone who meets her and I look forward to seeing where she takes her talents and career in the future. Designing a brand and website around her was challenging because she is such a complex multi-faceted person. One of the most enjoyable aspects of the design process was a photo shoot we conducted on the beach in Vancouver. It was a cold gray day and the light was flat so we ended up using her bright red boots for contrast. This turned out to be a brilliant move as they really add to the shots they're in. The photographer was my friend Karl Herrmann on loan from his career as well known cinematographer. He also happens to be one of the most accomplished still photographers you'll ever meet anywhere. Check out his coffee table book on Vancouver called Pacific Spirit sometime. It's gorgeous.

Todd L Website

News imageTodd is one of the most talented Art Directors working games that I've ever met. He's also one of nicest and funniest people you'll run across. Ask him to do his famous Christopher Walken impression some time (one of his many). He's more Walken than Chris W is. Totally uncanny. Todd and I first met working at Microsoft's AAS Games Group some years ago and have remained close friends ever since.

Anyway, Todd asked for my help to build him a portfolio website with a very quick turnaround. Todd has won awards for his UI designs used in games, but unfortunately doesn't code HTML himself. That's where I came in. We did some fast collaboration from afar since we're in different cities at the moment. It was like old times and we quickly got something up and live for him that did the job. It's fun to work with someone like Todd again after so long and pick up the same efficient workflows we used have back at Microsoft.

Soccerbuddies Project

News imageThe founders of this start-up project came to me with a wonderful idea for a social media website. They needed branding and design for a static marketing website they could roll out as a teaser prior to launch of the functioning product. I completed the design and built the site for them using standards compliant HTML and CSS. At this point they are holding on deployment until the full product/service is closer to completion. At this point I am unable to say more about the project, but hope to share screenchots soon. Look for this site in the future - it's going to be cool!!

The invisible Project

Okay everyone has these now and again - the super secret stealth project that you've signed an NDA for and hasn't seen the light of day so you have to keep your lips zipped and stay silent. This is one of those. The difference is that it's my own project and it's not ready for primetime yet. As I get time to work on it I hope to get it done and to a place where I can share it. Dontcha just love the irony??..

Trip to Hawaii

Nothing like a mid winter trip to fab Maui in order to replenish the ol' vitamin D reserves and nourish the pale gray soul that northwest winters are so good at producing. If you're on FB and in my network, you can see some of the pictures. Scuba and giant turtles!!

About Me

My skills

  • HTML(5) & CSS(3) (experience since 1998)
  • Adobe Photoshop CS5 (experience since 1994)
  • Adobe Illustrator CS5 (usage since 1998)
  • Adobe InDesign CS5 (usage since 2005)
  • Maya, SoftImage and 3D Studio Max (experience since 1996, but not used much recently)
Email or Call 206-669-3729
About image
About image
About image

Award-winning Interactive Creative and Design Director with a proven track record in virtually all media including Web, print, mobile, video, DRTV, games and brand.

I am also a successful illustrator, author, educator and guest lecturer. My work has appeared in numerous magazines, books, trade publications, websites, games and broadcast television. I have won many awards including six STC awards for work done while at Microsoft.

My education includes a BFA in Illustration and Design from the Art Center College of Design in Pasadena, California as well as an MBA degree from the City University of Seattle in Washington state. An eclectic skillset and experience allow me to successfully solve the trickiest creative problems using effectively aligned strategic, tactical and applied solutions.

Okay, all this professional stuff comes across as a little formal and marketing focused - which it is of course. However, there is a lot more to me personally and I'd like to share some of it here. I am also a passionate adventure sports enthusiast and former competitive water-skier. I have rock climbed and put up first ascents in many places around the globe, appearing in print for magazines, ads and catalogs. I once co-owned a clothing company where we designed and sold activewear and accessories focused on climbing. I am way into yoga, health and fitness. Other sports and activities that I enjoy include cycling, scuba, kite-boarding, snow skiing, golf, travel and studying foreign languages such as French and Italian. I still like to draw by hand, but recently completed all the illustration for my forthcoming childrens book on the computer using Photoshop and Corel Painter X1.

I drink a lot of coffee, but it's all decaf. I was born in Canada, but have spent most of my adult life in the USA and have dual citizenship. I like to learn new things constantly, but also love teaching and do so whenever I can. I'm proud of my former students and their successes. If you know me well, you have probably heard some audio samples from my large repertoire of celebrity cow impressions. You really have to hear some to know what I'm talking about.

  • As Creative Director, Dale provided excellent work, discipline and team spirit; a true gem on our team! His ability to combine creativity and management were exceptional.

    - German Burtscher, SVP Sales, Ontempo -


Please send me a message!

Find Me

Please feel free to contact me via email or phone in either the USA or Canada. I will try to return all calls and messages as soon as possible. Note - type in the number "7" to complete the contact form as proof you're not a bot (2 + 5 = 7).

PO Box 1190
Point Roberts, WA.
USA 98281
USA:206-669-3729 Canada:778-686-2126 E-mail:dalec02@gmail.com