PORTFOLIO
Alyssa
Derrick
Design
(325) 201-2000
alyssaderrick00@yahoo.com
Passionate and results-driven senior designer with a proven track record of shaping and elevating brand identities
with expertise in visual design, including digital and print media. Keen eye for design details and a strategic mindset
with customer-driven focus. I specialize in translating research, data, and target audience insights into compelling
visual narratives. I've successfully developed and managed both internal and external brand identities and
content/campaign assets, reviewed work from external vendors to ensure brand alignment, and created brand
guides for the enterprise.
Senior Graphic Designer and Creative Director
Brand & Design
STRATGEY
I’m a senior designer, brand strategist, and art director with fourteen years of professional experience.
Recent Creative Work
DIGITAL CAMPAIGNS
WEB DESIGN
BRANDING
Visual Idenitity Refresh:
The General Insurance
Revitalized the brand identity of a 60-year-old national company, The General by modernizing its visual presence and increasing brand recognition by 23%.
I lead the redesign of the company's logo, evolving it into a more modern and approachable mark while preserving the brand's recognizable identity. The refreshed design simplified and refined the visual elements for stronger versatility acrose digital and print applications, ensuring clarity at all sizes.
I heavily collaborated on the refresh of The General's charcter, guiding the crative direction and executive of new 3D renders that modernized the character while preserving its iconic personality. The updated visuals brought more depth, realism, and relatability to the mascot, ensuring ut resonated with today's audience and target market across commercials, digital and social platforms. Zthis refresh not only elevated brand storytelling but also strengtheded consistency and impact across marketing campaigns.
involved with the character refresh. We worked with animation vendor Psyop to give our character a glow up. I provide the art direction, body language, and poses.
Now, I am currently working on the new color palette that embodies our values and market presence in NSA insurance market.
DIGITAL CAMPAIGNS
WEB DESIGN
BRANDING
The General Careers Page
I led the end-to-end development of the company’s careers page, starting with collaborating closely with stakeholders to define the project’s objectives and design requirements. Taking the lead on the creative direction, I designed a visually engaging and user-friendly page that was aligned with the brand and optimized for user experience. I managed the entire project, coordinating timelines and ensuring cross-functional teams—such as HR, marketing, and development—were aligned and meeting deadlines. Once the designs were finalized, I worked closely with the development team, providing detailed design specifications and assets to ensure a smooth handoff. Throughout the build process, I maintained close communication with the development team to resolve any issues and conducted quality assurance reviews to ensure the final product was fully responsive, accurate, and met the initial goals of the project.
DIGITAL CAMPAIGNS
WEB DESIGN
BRANDING
Digital Campaign Creative
Over the past 5 years, I've created and managed dozens of digital campaigns both organic and paid media. I prioritizes brand standards, testing and analytics to make sure the best performing assets lead to policy sells.
As the department grown, I manage external vendors that creates assets for campaigns.
Email Design
Direct email sent to our target market
Additional Creative Work
Print Collateral
Direct Mailer sent to our target market
Creative Director
Led the photography shoot with brand ambassador
Mascot Development
Part of the VisID new character needed a matching mascot for activations
Creative for Activations
Creative lead on G League
Winter Showcase activation
Creative Lead For
Retail Remodels
Led the brand strategy and design
for 13 of our retail stores - interior and exterior remodels
Social Creative
Social creative for G League Winter Showcase 2025
Merchandise Creative
Manage merchandise vendor, order and creative for company's merchandise store
Print Creative
Manage and designed print assets for the company; business cards, operational envelopes, signage, etc.
Brand Guidelines
Developed the company's brand guides standards and manages the visual brand identity
Newspaper Design
Ui Design
Logo Designs
Creative Management | Brand Strategy | Brand Development | External Agencies Management | Workflow Management | Logo Design | Photography | Presenting Designs/Process to Senior Leadership| Project Management | Managing/Training | Research of Target Market | Creative Brief Development | RFP Development
My Resume
I’m a senior designer, brand strategist, and art director with fourteen years of professional experience.
TECHNICAL PROFICIENCIES
Design Tools: Adobe Creative Suite (Photoshop, Illustrator, InDesign, Lightroom and more), Abstract, Sketch, Figma, Pantone Connect, Procreate, Canva
Remote Collaboration: Zoom, Slack, Webex, Microsoft Office Suite (Word, Excel, PowerPoint, SharePoint, Outlook, Teams), Google Workspace
Project Management: Wrike, Smartsheet, Confluence, Monday.com, Salesforce, Trello, Asana, Basecamp, Jira
Industries Experience: Finance, software, real estate, district development, restaurant
GRAPHIC DESIGN (14+ YEARS) AND RELATED EXPERIENCE
SENIOR DESIGNER | The General Insurance, Nashville, TN / Remote Full-Time 06/2020-Present
Senior Content and Design Specialist, Jan 2024-Present Visual Brand Strategist, June 2020 – Jan 2024
Selected Activities and Achievements:
Led multiple successful creative campaign deliveries, set up an online merchandise store for the company, curated photo shoot structure with brand ambassador, helped complete the brand refresh, redesigned logo, helped redesign character render, color palette development, developed icon library, designed careers website page, emails, digital ads, and sales materials. Led the implementation of the brand refresh with departments throughout the enterprise.
Passionate and results-driven senior designer with a proven track record of shaping and elevating brand identities with expertise in visual design, including digital and print media. Keen eye for design details and a strategic mindset with customer-driven focus. I specialize in translating research, data, and target audience insights into compelling visual narratives. I've successfully developed and managed both internal and external brand identities and content/campaign assets, reviewed work from external vendors to ensure brand alignment, and created brand guides for the enterprise.
MARKETING MANAGER AND GRAPHIC DESIGNER | Austin Lane, Denton, TX / Full-Time
Marketing Manager, March 2019-April 2020 Marketing Supervisor, Dec 2017-March 2019 Graphic Design Specialist, Oct 2015 – Dec 2017
Lead two brands; software product and IT services, marketing strategy, maintain customer community, with yearly growth as an internal marketing team. Designs and manages all content and strategy for company website, digital campaigns, social accounts, software release notes, software technical documents, videos, software bi-annual conferences and press releases. Key Victories: led two successful multi-day educational conferences for software users, created new website, design the UI for software. • Created and designed marketing and communications for an 18-city block district in Dallas with $3 billion in revenue.
GRAPHIC DESIGNER | Harwood International, Dallas, TX
Alyssa Derrick, page 2 10/2015–04/2020
• Growth: helped open, marketing and design three restaurants, one high-rise condo, and two high-rise commercial properties.
• Developed and executed investor presentations, interior and exterior sign, including events, integrated digital marketing, partner marketing, edited photos, flyers, job postings, website copy, restaurant menus, and social media for 8 plus brands.
• Communicated weekly with C-Suite executives to convey objectives and project status.
• Clients include Rolex, Frost bank, Polsinelli, Emirates, Amegy Bank and more.
• Additional skills: Google Analytics, Adobe Creative Suite, WordPress, Squarespace.
• Key Victories: helped open or break ground on a total 7 projects/restaurants.
MARKETING MANAGER AND GRAPHIC DESIGNER | Stovall Realtor, Abilene, TX
10/2013–09/2014
• Created and designed marketing and communications for real estate firm with over twenty agents.
• Took all listing pictures then managed and posted to MLS.
• Created and managed all social media posts, marketing materials, billboards, and videos.
LICENSES, CERTIFICATIONS, AND AWARDS
SXSW Conference Attendee, 2024
How to Write a Creative Brief, Section, Nov 2023 Public Speaking, Section, April 2023
Section4 Certified Brand Strategist, Section, July 2021
In 2024, The General Brand Team won a Silver Effie for their work on "The Sound Studio"
Top Products of 2019 for ALMobile Grid Design
EDUCATION
Bachelor of Arts, Major: Graphic Design
Hardin-Simmons University, Abilene, TX Photography and Painting and Drawing
Senior Content and Design Specialist, Jan 2024-Present Visual Brand Strategist, June 2020 – Jan 2024
- Principle/ senior designer for company’s branding based on research, data, and target audience provided by Brand Manager.
- Developed and managed the visual brand identity internally and externally.
- Revitalized the brand identity of a 60-year-old national company, modernizing its visual presence and increasing brand recognition by 23%.
- Developed the company's brand guides for the Enterprise creative services team and supporting vendors.
- Manages the company's creative assets such as printing, files, brand standards, and merchandise needs.
- Led the digital assets creation for major campaign refreshes, which involved collaboration with a production
- agency.
- Led yearly photography shoot with Brand ambassador and managed vendor’s onsite shoot and editing, and final
- asset management.
Selected Activities and Achievements:
Led multiple successful creative campaign deliveries, set up an online merchandise store for the company, curated photo shoot structure with brand ambassador, helped complete the brand refresh, redesigned logo, helped redesign character render, color palette development, developed icon library, designed careers website page, emails, digital ads, and sales materials. Led the implementation of the brand refresh with departments throughout the enterprise.
Passionate and results-driven senior designer with a proven track record of shaping and elevating brand identities with expertise in visual design, including digital and print media. Keen eye for design details and a strategic mindset with customer-driven focus. I specialize in translating research, data, and target audience insights into compelling visual narratives. I've successfully developed and managed both internal and external brand identities and content/campaign assets, reviewed work from external vendors to ensure brand alignment, and created brand guides for the enterprise.
MARKETING MANAGER AND GRAPHIC DESIGNER | Austin Lane, Denton, TX / Full-Time
Marketing Manager, March 2019-April 2020 Marketing Supervisor, Dec 2017-March 2019 Graphic Design Specialist, Oct 2015 – Dec 2017
Lead two brands; software product and IT services, marketing strategy, maintain customer community, with yearly growth as an internal marketing team. Designs and manages all content and strategy for company website, digital campaigns, social accounts, software release notes, software technical documents, videos, software bi-annual conferences and press releases. Key Victories: led two successful multi-day educational conferences for software users, created new website, design the UI for software. • Created and designed marketing and communications for an 18-city block district in Dallas with $3 billion in revenue.
GRAPHIC DESIGNER | Harwood International, Dallas, TX
Alyssa Derrick, page 2 10/2015–04/2020
• Growth: helped open, marketing and design three restaurants, one high-rise condo, and two high-rise commercial properties.
• Developed and executed investor presentations, interior and exterior sign, including events, integrated digital marketing, partner marketing, edited photos, flyers, job postings, website copy, restaurant menus, and social media for 8 plus brands.
• Communicated weekly with C-Suite executives to convey objectives and project status.
• Clients include Rolex, Frost bank, Polsinelli, Emirates, Amegy Bank and more.
• Additional skills: Google Analytics, Adobe Creative Suite, WordPress, Squarespace.
• Key Victories: helped open or break ground on a total 7 projects/restaurants.
MARKETING MANAGER AND GRAPHIC DESIGNER | Stovall Realtor, Abilene, TX
10/2013–09/2014
• Created and designed marketing and communications for real estate firm with over twenty agents.
• Took all listing pictures then managed and posted to MLS.
• Created and managed all social media posts, marketing materials, billboards, and videos.
LICENSES, CERTIFICATIONS, AND AWARDS
SXSW Conference Attendee, 2024
How to Write a Creative Brief, Section, Nov 2023 Public Speaking, Section, April 2023
Section4 Certified Brand Strategist, Section, July 2021
In 2024, The General Brand Team won a Silver Effie for their work on "The Sound Studio"
Top Products of 2019 for ALMobile Grid Design
EDUCATION
Bachelor of Arts, Major: Graphic Design
Hardin-Simmons University, Abilene, TX Photography and Painting and Drawing
EMAIL
Email me for a list of my professional references!
I had the pleasure of collaborating with Alyssa on a web development project, and it was truly an exceptional experience. Alyssa's creative vision is not only trustworthy but also remarkably insightful. She efficiently executed the website development with precision, requiring minimal back-and-forth communication. I highly recommend Alyssa to any client seeking a seamless and efficient creative process. Her dedication and proficiency make her an invaluable asset to any project.
- Jace Covert
kind
“I wanted a very specific aesthetic for our logo design. Alyssa gave me options that I didn’t know I wanted! She looked at examples of what I liked and listened to what our company was and what our needs were for marketing. From there, she derived and designed EXACTLY what I wanted. I’m in love with our logo!
- Lauren Webb
“It was great experience working with Alyssa on the logo, site design and my web app. She’s fast, communicative and talented. I was blown away by the design she came up with. I will definitely be working with her in the future”
- Andrew Tolle
Alyssa's creative vision is not only trustworthy but also remarkably insightful. She efficiently executed the website development with precision, requiring minimal back-and-forth communication. I highly recommend Alyssa to any client seeking a seamless and efficient creative process. Her dedication and proficiency make her an invaluable asset to any project.
