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  • Bennett Syverson

    Creative Director / Marketing Professional

    Madison, WI

Making complex information and ideas memorable in a unique and impactful way using research, strategy, branding, design, messaging, images and color. Driving market engagement and interaction through calls to action and targeted messaging. More than 20 years of experience creating memorable brand strategies, innovative marketing plans, strategic planning, integrated advertising campaigns. Effective direction and agile project management techniques. Direct illustrators, photo shoots, website development, electronic media. Coordinating and building team collaboration.

Work Samples

  • Consumer Packaging

  • Catalog, brochure design and art direction

  • Website Design

Work History

  • Creative Director

    • Ady Avantage
    • Madison, WI
    • Feb 2009 - Present (8 years 10 months)

    Research and marketing firm that specializes in work for economic development organizations, business-to-business and manufacturers. Services include: VOC research, target industry analysis, brand strategy, strategic planning, marketing plans, growth strategies, branding design, marketing campaigns, website development, social media, direct mail.
    Conduct and interpret research to find what is unique, true and hard to duplicate about places, manufacturers, services, products then create brand strategies and marketing plans that communicate those benefits. Use Agile Project Management techniques to supervise work flow to graphic designers, illustrators, public relations professionals, copywriters, photographers and videographers. Use various techniques to engage and mentor staff.
    Select branding projects include:
    QAL Medical, medical device manufacturer. Complete branding guidelines including naming and sub-branding new product line of continuous passive motion (CPM) devices.
    The Wisconsin Manufacturing Extension Partnership (WMEP) which led to a completely refreshed and contemporary look professionally recognized by multiple design and website awards and extremely positive feedback by the client.
    The Howard Company, positivity recognized by national food retail marketing clients, awards for design and integrated brand marketing campaign.
    Select campaigns included:
    Testimonial campaign to educate businesses about self-funded health-care solutions.
    Marketing large, unique buildings, upon announcement of intent to vacate, in order to attract business and future employers who would be a good fit.
    Ongoing social media activity to keep client top of mind with target audience and drive interaction through selected channels.

  • Art Director

    • Spectrum Brands
    • Madison, WI
    • May 2003 - Nov 2008 (5 years 6 months)

    Supervised a team that updated and unified a fragmented brand strategy. Provided direction and leadership for Rayovac packaging, point of sale, B2B advertising, catalog production including: copywriting, photography, illustration, art production and final print production.
    In three years, reduced outside vendor operating costs by $979,600 by improving work flow, more efficient use of existing technology and techniques, better utilization of existing staff.
    Built an in-house digital photo studio saving $30,000 in the first 4 months of use.
    Created and implemented a highly successful, aggressive new market position and brand statement for the Rayovac Alkaline brand. Results lead to large gains over one of the top two battery companies (Energizer). A 7.5% increase in retail sales growth in a flat to declining market with three strong, national competitors.

  • Creative Resource Director

    • Gunter Advertising
    • Madison, WI
    • May 1999 - May 2003 (4 years)

    Creating and supervising branding and identity creation, promotions, direct to consumer communications, direct mail, advertising campaigns, point of sale merchandising, consumer product package design.
    Working directly with clients, directing photographers, illustrators, production designers, printers and vendors both international and domestic.

  • Graphic Designer

    • Fiskars, Inc.
    • Madison, WI
    • May 1992 - May 1998 (6 years)

    Designing and producing merchandising, point of purchase display design, innovative consumer product packaging graphics and packaging structure. New product ideas, development and industrial design.
    Worked with blister/clam shell vendor to introduce innovative try-me packages.
    Directly responsible for private label Sears Craftsman lawn and garden packaging refresh and implementation across all SKUs in twelve foot planogram including, point of sale graphics, educational graphics, inventory labeling. This work lead to Fiskars being named, ‘Sears Vendor of the Year” in 1996.

Education

  • Madison College

    • Certificate Adobe InDesign
    • 2016 - 2016

    Intermediate Adobe InDesign class.

  • Central Lakes College

    • Certificate of hours Commercial Art and Computer Graphics
    • 1984 - 1986

    Commercial Art & Computer Graphics Associate Degree equivalent from Central Lakes College, Staples, Minnesota.

Specialties

Awards

Print Regional Design Annual IEDA Gold Award Many ADDY awards, local and district Many GDUSA awards National Agri-Marketing Best of Show awards Featured in several books published by HOW: Idea Revolution Festive: The art and design of promotional mailing.

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