It's In Our DNA
Rebranding and website design for a private equity company with a history of excellence
From the beginning, Kelso’s rich heritage has been about aligning interests to create partnerships. Alignment and partnership continue to drive Kelso. We created a website with the theme “it’s in our DNA” to reinforce that commitment. The feel of the photography reflects the personality and collaborative culture of the firm. It’s all tied together by a timeline of DNA strands that show the company’s history.
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ABOUT
PAUL'S STORY
Hi my name is Paul Kruger. I'm a multidisciplinary creative lead and art director based in NYC. I'm also a born a raised New Yorker, but I'm the only one still here. Everyone else moved to LA.
I attended to Laguardia for high school for Art, and then went on to study this amazing craft at SVA, The School of Visual Arts. I've worked at boutique shops for most of my career and have had the opportunity to work closely with many health/pharma, auto, electronics, liquor, finance and B2B clients to name a few.
My verbal and presentation skills are solid and I enjoy presenting. I have extensive experience in TV, Print and Digital. But I really love creating that great idea, and spinning it out into a 360° and interactive campaign with a guerrilla edge and making advertising fun for the consumer again.
WORK PHILOSOPHY:
Bridging the gap between art direction
and “bigger logos”
It's our job as creatives to research, learn and create.
It's also our job to listen, to the consumers and to the clients, as they have a unique insight and the perspective of their business that we may may be different from ours.
However, it is also our job to guide them away from the mundane. Push away from the easy paths and of course the wrong paths.
That balance has to be reached with nurturing, compromise and delicate diplomacy.
That is the real art of this amazing craft.
EXPERIENCE
EXPERIENCE / FULL TIME
DELLA FEMINA ADVERTISING
Creative Director 2019 - 2023
Oversaw creative teams. Lead digital and social creative strategy. Managed creative presentations and new business pitches.
Associate Creative Director 2010 - 2018
Lead junior teams. Created campaigns for a wide range of clients including Frangelico Liquor, Starkist Tuna, ShopRite, healthcare systems like Atlantic Health and Catholic Health and various wine and spirit portfolio brands of Frederick Wildman.
Art Director 2005 - 2009
Worked with a wide variety of clients including Toshiba, Honda, Frangelico, Purdue Pharma, Valley National Bank and many more, creating full 360° campaigns of TV, OOH, print, digital and social.
HASSENSTEIN DESIGN
HEITNER WEISS ADVERTISING
Art Director 2004 - 2005
Design work based in package design, setting up complex 3D concepts and mechanicals.
HEITNER WEISS ADVERTISING
Junior Art Director 2002 - 2004
Worked on campaigns, concepts & layout for Alizé Liquor, Denon sound, & Vedura Diamonds.
UNITEL INTERACTIVE
Intern / Junior Art Director 1996 -1998
Created an interactive PR demonstrations. Worked on image retouching, color separation.
EXPERIENCE / FREELANCE
Fifteen Degrees - Worked on 360 new business pitch for a destination client
Wieden & Kennedy - Created artwork for guerrilla advertising project for the SVA account.
Think 360° - Created online rich media banners & other fun interactive components.
EDUCATION
SVA (School of Visual Arts )- New York, NY. B.F.A. Major: Graphic Design and Advertising, including Sal Devito in his agency, Devito-Verdi.
PUBLICATIONS / AWARDS
SCVA Cardio Vascular Award for Atlantic Health - Gold & Silver
OTC Award (Over The Counter Pharma) for Colace TV - Merit
Advertising Week Futures Competition 2006 - Taught H.S. Students about Advertising.
Graphis 2003 New Talent Client, Miracle-gro.
One Show 2002 - Young Creative Competition.
SKILLS
Indesign, Photoshop, Illustrator, Photo Retouching, Social Media, Sketchup 3D Modeling, Creatopia Html5 Banners, CapCut Video Editing, Wix Website Design, Presenting / Public speaking, Carpentry.