Creative Director
Form, function and the visual world

As Creative Director, Heidi brings audience-centric design sensibility to each project, from top-level strategy and planning to the most minute content detail. With over two decades of professional design experience executing and managing print and web projects of all types, she understands visual marketing and its complexities from both client- and agency-side perspectives, and delivers sought-after results.

A proven visual communicator, Heidi consistently delivers compelling design and branding solutions in usable context for profit-driven businesses. Incorporating usability research and testing along with search engine optimization tactics, her messaging and design strategies achieve results: increased sales, lead generation and branding awareness. Heidi is passionate about hands-on involvement and collaboration, coordinating integration of "front end" design with "backend" programming from concept to delivery.

Before joining Arrow, Heidi served as in-house Creative Director for Verio/NTT, a top-ranked, multi-national Web hosting and internet access provider. Exceeding annual ecommerce revenue goals from their multiple corporate Web sites, Heidi attributes her team’s online revenue success to creative messaging mapped tightly to ROI-driven (return on investment) marketing goals. She also set and maintained corporate branding and style guidelines for all web and print to ensure 360-degree branding across all customer touch-points.

In prior years, Heidi was an agency-side professional in traditional graphic design, art direction, corporate image development, marketing and communications, serving the wine and hospitality markets, as well as medical, retail and manufacturing industries.

Heidi holds Web Usability Certification from Human Factors, Inc., studied Industrial Design at UC Davis, and Advertising and Design at the Academy of Art University in San Francisco.