KENDAL
2K25
./ portfolio
2K25
./ portfolio
Strategic Creative Leader.
Building Brands & Teams That Drive Business Growth
Strategic Creative Leader Building Brands & Teams That Drive Growth
RICHER
I've spent over 15 years leading creative strategy and brand development for high-growth SaaS companies including Celigo and Givelify, as well as major brands like JP Morgan Chase, Bayer Pharmaceutical and Sherwin-Williams. My work has earned GDUSA, ADDY, AIGA and AAF recognition, with results that consistently exceed business goals.
I've spent over 15 years leading creative strategy and brand development for high-growth SaaS companies including Celigo and Givelify, as well as major brands like JP Morgan Chase, Bayer Pharmaceutical and Sherwin-Williams. My work has earned GDUSA, ADDY, AIGA and AAF recognition, with results that consistently exceed business goals.
I've spent over 15 years leading creative strategy and brand development for high-growth SaaS companies including Celigo and Givelify, as well as major brands like JP Morgan Chase, Bayer Pharmaceutical and Sherwin-Williams. My work has earned GDUSA, ADDY, AIGA and AAF recognition, with results that consistently exceed business goals.
Creative excellence.
Proven Results.
Creative excellence.
Proven Results.
Creative excellence.
Proven Results.
My approach evolved from creative leadership at agencies like Publicis Sapient and Global Prairie, to in-house roles that allow for greater immersion into a brand, industry, and audience. It's these insights that help me develop strategic solutions that go beyond campaign work to drive lasting, measurable impact.
I thrive at the intersection of brand strategy, design craft, and operational excellence – particularly in SaaS and tech environments like Celigo, where I've built scalable systems that increased team output by 238% while elevating quality to award-winning standards and exceeding targets.
Based and work on the North Coast
08:13 PM
(ET)
Featured Project
"Kendals’s exceptional creativity and project management skills, coupled with his ability to foster collaboration ... exemplifies dedication and excellence. Thank you Kendal."
James Whitemore, CMO
SELECTED PROJECTS
SELECTED PROJECTS
Celigo
AI-Powered Integration Assessment Tool
Strategic AI integration through human-centered design
Celigo
AI-Powered Integration Assessment Tool
Strategic AI integration through human-centered design
Celigo
AI-Powered Integration Assessment Tool
Strategic AI integration through human-centered design
Celigo
Celigo Rebrand
Redefining an enterprise iPaaS brand
Celigo
Celigo Rebrand
Redefining an enterprise iPaaS brand
Celigo
Celigo Rebrand
Redefining an enterprise iPaaS brand
Celigo (internal initiative)
Building Systems That Scale
Operational excellence through strategic process design
Celigo (internal initiative)
Building Systems That Scale
Operational excellence through strategic process design
Celigo (internal initiative)
Building Systems That Scale
Operational excellence through strategic process design
Givelify
Givelify Rebrand
Transforming a digital donation platform through heart-centered brand strategy
Givelify
Givelify Rebrand
Transforming a digital donation platform through heart-centered brand strategy
Givelify
Givelify Rebrand
Transforming a digital donation platform through heart-centered brand strategy
Bayer Pharmaceutical
Living with Hemophilia GTM Campaign
Bringing a new drug to market with humor and empathy
Bayer Pharmaceutical
Living with Hemophilia GTM Campaign
Bringing a new drug to market with humor and empathy
Bayer Pharmaceutical
Living with Hemophilia GTM Campaign
Bringing a new drug to market with humor and empathy
Core Capabilities
Core Capabilities
"Design is not just what it looks like and feels like. Design is how it works."
"Design is not just what it looks like and feels like. Design is how it works."
01 ——
Brand Strategy & Positioning
Developing differentiated brand strategies that support enterprise growth. I've led comprehensive rebrands that repositioned companies for new market segments, earned industry recognition, and delivered measurable business impact—including $500K+ in cost savings versus agency alternatives.
Brand positioning
Stakeholder alignment
Messaging frameworks
Change management
01 ——
Brand Strategy & Positioning
Developing differentiated brand strategies that support enterprise growth. I've led comprehensive rebrands that repositioned companies for new market segments, earned industry recognition, and delivered measurable business impact—including $500K+ in cost savings versus agency alternatives.
Brand positioning
Stakeholder alignment
Messaging frameworks
Change management
01 ——
Brand Strategy & Positioning
Developing differentiated brand strategies that support enterprise growth. I've led comprehensive rebrands that repositioned companies for new market segments, earned industry recognition, and delivered measurable business impact—including $500K+ in cost savings versus agency alternatives.
Brand positioning
Stakeholder alignment
Messaging frameworks
Change management
02 ——
Design Systems & Operations
Building scalable infrastructure that increases team velocity while maintaining quality. At Celigo, I created systems that increased output 238% and saved 380+ hours annually. Operations work isn't glamorous, but it's what separates teams that survive from those that thrive.
Figma-based design systems
Token architecture
Creative operations
Workflow Automation (Asana)
Process Optimization
02 ——
Design Systems & Operations
Building scalable infrastructure that increases team velocity while maintaining quality. At Celigo, I created systems that increased output 238% and saved 380+ hours annually. Operations work isn't glamorous, but it's what separates teams that survive from those that thrive.
Figma-based design systems
Token architecture
Creative operations
Workflow Automation (Asana)
Process Optimization
02 ——
Design Systems & Operations
Building scalable infrastructure that increases team velocity while maintaining quality. At Celigo, I created systems that increased output 238% and saved 380+ hours annually. Operations work isn't glamorous, but it's what separates teams that survive from those that thrive.
Figma-based design systems
Token architecture
Creative operations
Workflow Automation (Asana)
Process Optimization
03 ——
Creative Leadership & Team Building
Leading cross-functional creative teams that consistently deliver award-winning work on accelerated timelines. I build cultures of operational excellence where designers can focus on craft instead of coordination, and where data transparency enables better decision-making across the organization.
Team leadership
Cross-functional collaboration
Performance Management
Culture development
03 ——
Creative Leadership & Team Building
Leading cross-functional creative teams that consistently deliver award-winning work on accelerated timelines. I build cultures of operational excellence where designers can focus on craft instead of coordination, and where data transparency enables better decision-making across the organization.
Team leadership
Cross-functional collaboration
Performance Management
Culture development
03 ——
Creative Leadership & Team Building
Leading cross-functional creative teams that consistently deliver award-winning work on accelerated timelines. I build cultures of operational excellence where designers can focus on craft instead of coordination, and where data transparency enables better decision-making across the organization.
Team leadership
Cross-functional collaboration
Performance Management
Culture development
04 ——
UX & Strategic Design
Designing experiences that balance business needs, technical constraints, and human behavior. From AI-powered lead generation tools to marketing dashboards, I create solutions where UX strategy directly supports revenue goals—not just aesthetic improvements.
User experience design
Product design
Prototyping
User research
Journey mapping
04 ——
UX & Strategic Design
Designing experiences that balance business needs, technical constraints, and human behavior. From AI-powered lead generation tools to marketing dashboards, I create solutions where UX strategy directly supports revenue goals—not just aesthetic improvements.
User experience design
Product design
Prototyping
User research
Journey mapping
04 ——
UX & Strategic Design
Designing experiences that balance business needs, technical constraints, and human behavior. From AI-powered lead generation tools to marketing dashboards, I create solutions where UX strategy directly supports revenue goals—not just aesthetic improvements.
User experience design
Product design
Prototyping
User research
Journey mapping
05 ——
Digital Strategy & Growth Marketing
Connecting creative work to measurable business outcomes. Whether building PLG initiatives, marketing dashboards, or integrated campaigns, I ensure every creative decision supports clear KPIs and drives real results—not just engagement metrics.
Marketing strategy
Campaign development
Data visualization
PLG/Growth Marketing
Analytics (GA4, GSC, Looker)
05 ——
Digital Strategy & Growth Marketing
Connecting creative work to measurable business outcomes. Whether building PLG initiatives, marketing dashboards, or integrated campaigns, I ensure every creative decision supports clear KPIs and drives real results—not just engagement metrics.
Marketing strategy
Campaign development
Data visualization
PLG/Growth Marketing
Analytics (GA4, GSC, Looker)
05 ——
Digital Strategy & Growth Marketing
Connecting creative work to measurable business outcomes. Whether building PLG initiatives, marketing dashboards, or integrated campaigns, I ensure every creative decision supports clear KPIs and drives real results—not just engagement metrics.
Marketing strategy
Campaign development
Data visualization
PLG/Growth Marketing
Analytics (GA4, GSC, Looker)
proven impact
proven impact
0
+
+
AWARDS & Recognition
AWARDS & Recognition
GDUSA In-House Design Award, multiple Gold ADDY Awards, AAF Rising Star Award, and Cleveland ADDY recognition for work spanning brand strategy, digital experiences, and integrated campaigns
GDUSA In-House Design Award, multiple Gold ADDY Awards, AAF Rising Star Award, and Cleveland ADDY recognition for work spanning brand strategy, digital experiences, and integrated campaigns
0
%
%
Team Output increase
Team Output increase
Design team velocity improvement through operational systems and process optimization at Celigo—while maintaining quality standards that earned industry awards
Design team velocity improvement through operational systems and process optimization at Celigo—while maintaining quality standards that earned industry awards
$
$
0
K+
K+
Cost Savings Delivered
Cost Savings Delivered
Agency-equivalent value delivered in-house through strategic leadership, operational efficiency, and hands-on execution of the Celigo rebrand in 3-4 months vs. typical 6-9 month agency timeline
Agency-equivalent value delivered in-house through strategic leadership, operational efficiency, and hands-on execution of the Celigo rebrand in 3-4 months vs. typical 6-9 month agency timeline
0
+
+
Hours Saved Annually
Hours Saved Annually
Through continuous process improvements, workflow automation, and strategic tool adoption across all deliverable types—from e-books to video production
Through continuous process improvements, workflow automation, and strategic tool adoption across all deliverable types—from e-books to video production
0
+
+
Years Leading Creative
Years Leading Creative
In-house and agency experience spanning tech, SaaS, pharma, financial services, and consumer brands, from startups to Fortune 500 companies
In-house and agency experience spanning tech, SaaS, pharma, financial services, and consumer brands, from startups to Fortune 500 companies
But don't take my word for it...
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Great work, man. Great individual contributions. Great teammate. You're the Lebron of design.
David Zugnoni
Sr. Web Manager, Celigo
I am proud to recognize Kendal for his remarkable achievements. Kendals's exceptional creativity and project management skills, coupled with his ability to foster collaboration resulted in a top-tier user experience upgrade on celigo.com. Kendal exemplifies dedication and excellence.
James Whitemore
CMO, Celigo (now at Indeed)
Kendal's approach combined creativity with a rigorous, data-driven strategy. Collaborating with him was not only a profound learning experience but also a genuine pleasure. His contribution to our team has been invaluable. Kendal, thank you for the remarkable journey.
Arieh Movtady
Sr. Product Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo
Very impressed with how you're thinking about conversion... That's exactly what [our CEO] is expecting - clarity of work, visibility into metrics, and alignment with broader initiatives.
Rico Andrade
VP of Corporate Marketing, Celigo
This is flippin' awesome!! 👏🏻 Well done and thank you for the efforts here. We've needed this for years. Now we can actually see how our efforts are impacting traffic.
Kim Laughead
VP of Product Marketing, Celigo
I really enjoyed working under your leadership. One of the best teams ever in my career. And it's all because of you. I learned so much from you. Thank you so much for that. I will never forget it.
Tim Brocato
Sr. Designer, Celigo
Kendal has a unique talent for combining both creative and analytical skills. He has extensive experience in brand development, marketing, and data analysis, and his ability to marry these skills is truly impressive. His expertise enables him to identify opportunities and drive growth.
JW Kim
VP Design + Product, Givelify
Others would let me declare something ugly, and we'd move on. Kendal Richer is excellent at making sure we identify why a design doesn't appear to work. These discussions bring sound reasoning into something that could be very subjective. It is a skill I'm amazed at.
Malena Hernandez
Sr. Instructional Designer, Celigo
Your direction is truly remarkable. I can't recall ever receiving such comprehensive feedback. I appreciate the fact that you took the time to explain your thought process. As someone who thrives on information, your comments are immensely valuable as I learn your new brand.
Patrick DeVito
Designer, Celigo