I'M
Karen Richardson.
Art Direction
Motion Graphics
Print Design
DEMO REEL
01 PROFESSIONAL
MY KNOWLEDGE LEVEL IN SOFTWARE
AfterEffects
Illustrator
InDesign
Photoshop
02 PORTFOLIO
An internal cookbook with recipes submitted by colleagues for colleagues. All proceeds of the cookbook went to President's Choice Children's Charity.
Artwork used for MKO Conference materials
An internal cookbook with recipes submitted by colleagues for colleagues. All proceeds of the cookbook went to President's Choice Children's Charity.
03 Experience
2013-2018
Loblaw Companies Limited
Lead Creative Designer
​
Art direct and design the Loblaw corporate internal magazine “Loblaw Lowdown”.
Design and produce animations, print and interactive media for corporate initiatives. Determine the most effective vehicle for communication, conceptualize ideas, create workbacks and implement designs.
Design important projects that need an extra level of care, including the design of all signage at the National Kickoff Conference.
Colour correct and photo retouching of photography.
Maintain design standards by collecting branding guidelines for all company banners.
2011-2013
Loblaw Companies Limited
Design Specialist
Conceptualize, design, generate marketing materials for Loblaws, Real Canadian Superstore, Atlantic Superstore, Valu-mart, Zehrs, Your Independent Grocer, Maxi and Provigo.
Design P.O.P displays, bunker signs, overhead signs, shelf talkers, t-stands, direct mailers and all other in-store signage for seasonal, holiday or regular programs.
2018-2022
Loblaw Companies Limited
Creative Design Manager, Internal Communications
​
Manage a team of contract and freelance designers with various strengths. Hire and train new designers, as well as maintain a roster of freelancers.
​
Ensure materials are AODA compliant when necessary.
​
Create, support and manage all corporate marketing design initiatives within the organization while ensuring compliance, brand standards, and align projects to business goals and strategies. All while focusing materials on the end-user experience and target audience through creative solutions.
​
Incorporate and explore client suggestions while providing expert service and counsel to all divisions of the company, including Shoppers Drug Mart, Joe Fresh, President’s Choice Financial, market and discount grocery divisions.
​
Work collaboratively with other departments and subject matter experts to ensure client expectations are met or exceeded.
​
Act brand guardian by overseeing all internal creative and ensure works maintain a high level of creative excellence across all projects.
​
Develop and communicate creative concepts across multiple platforms including digital signage, print collateral, social media, motion graphics and video.
​
Communicate visual style and conceptual direction, pitch innovative ideas and customer-centered concepts to the team.
Create of storyboards to communicate concepts to clients before implementing designs.
​
Manage 20-25 projects at various stage of development while under pressure to meet strict production deadlines., while staying on time and on budget.
​
Commission artwork; negotiate costs, oversee completion of artwork, supervise photoshoots, review sketches and designs from freelancers.
​
Independently design important projects that need an extra level of care, including the design of all signage at the semi annual National Kickoff Conference and the Loblaw Companies Limited CSR Report.
2007-2011
Bell ExpressVu
2006-2006
Pure Med Spa
Designer
Create point of purchase displays, tradeshow displays, advertisements,
and direct mailers.
2022-Present
Loblaw Companies Limited
Senior Manager, Creative Services
​
Lead a multidisciplinary creative team of producers, editors, animators, and designers, overseeing the execution of over 400 high-impact projects annually across multiple platforms, with a focus on innovative digital storytelling to engage diverse audiences.
Develop and implement strategic creative direction, aligning with business objectives, brand guidelines, and audience-first digital communication strategies.
Drive cross-platform content production, including digital signage, video, design, events, and social media enhancing engagement and brand visibility.
Establish and maintain a project intake process that enhances analytics, optimizing resource allocation, capacity management, and project timelines.
Manage budgeting, vendor partnerships, and stakeholder relationships to deliver projects on time and within budget.
Collaborate with internal divisions - Shoppers Drug Mart, PC Financial, Joe Fresh, Supermarket, and Hard Discount divisions - to deliver audience-centered solutions aligned with corporate strategy and drive engagement.
Design and remediate AODA-compliant documents and train designers to ensure accessibility.
A strong emphasis on guiding and mentoring direct reports in goal setting and achievement, while fostering the development of their skills and knowledge.
Provide detailed analytics and performance metrics for videos and creative projects, enhancing data-driven decision-making.
Maintain and manage digital signage across the main head offices of Loblaw Companies Limited, ensuring alignment with the overarching digital communication strategy to deliver engaging, relevant, and timely content.
Create video content and event signage for multiple conferences throughout the year, ensuring that all materials are visually compelling, on-brand, and aligned with the strategic objectives of each event.
CONTACT
Need some design help?
I have a solid understanding of your business needs, and I can expertly execute designs to elevate your brand. Send me a message and lets talk!