With over 18 years as a professional designer I've helped build startups from the ground up, scaled design teams, and helped fortune 500 companies innovate their products and services. I have worked as an individual contributor, project lead, manager, and director. I've helped launch best-in-class digital apps, built B2B products, and direct-to-consumer products that have brought in Billions of dollars in revenue.
My leadership principles
Positivity is contagious.
I like to bring a positive and can-do attitude to the group because that's what I expect from my colleagues. Plus, no one wants to be around negative people. Go first.
Work with the best people you can
The best work of my career came when I have been surrounded with great people. If you see one, scoop them up. Your network makes the best work.
Collaboration brings the best work out a group.
Seek feedback, and iterate quickly. Workshop ideas and facilitate conversations that lead to action.
Always make improvements
Find bottlenecks and solve for them. Both internally and externally. Start small, and gain momentum over time.
Hire People that are better than you, and let them do their job.
No one likes a micro-manager.
I am a proud generalist and think like a craftsman
I practice product design, service design, human-centered design, design thinking, visual design, user research, prototyping, storytelling, woodworking, and meditation.
Work Experience
March 2023- Present
Associate Director, Experience Design - Digitas
I am currently an Associate Director of Experience Design at Digitas, helping improve the digital landscape of Memorial Sloan Kettering Cancer Center.
OCtober 2021 - March 2023
Senior Design Consultant - Vitali Design LLC
Design consultation to a range of clients and industries primarily focused on UX / product design, and brand strategy
Facilitate innovation and alignment workshops with executives and product managers
UX/UI Design, Design Systems, Scalable Design Staffing, Design Mentorship
Key Clients include:
Adobe, Sundance Catalog, Bonafide, Table Topics, Remote.it, Session Climbing, Calimist Wine Co.
March 2015 - October 2021
3 roles at Zenni Optical
April 2019 - October 2021
Director, Design and Brand Strategy - Zenni
At Zenni, I lead the Design Organization, including Brand and UX teams, while acting as the bridge between Product, Marketing, and Engineering. I helped drive our digital product vision and brand strategy across existing and new customer touchpoints.
Articles: Authority Magazine, Thrive Global
June 2017 - April 2019
Contracted Manager, User Experience - Zenni
During this time I worked on a 30 hour/week retainer while I was starting a side business
Managed a small team of UX/ UI Designers, including hiring and training
Program managed major site initiatives, and helped contribute to the product roadmap
Collaborated with development and product managers to create UX processes and best practices
MARCH 2015- June 2017
Senior UX/UI Designer - Zenni
Run user-experience tests and define actionable strategies for site improvements
Lead projects from wire-frame, through design and prototyping, to front-end development and launch
Art direction and UI production of campaign collections and kids portal
May 2017- April 2019
Co-founder / Design Director - Leverage UX
A few years into my employment at Zenni I decided that I wanted to focus some time building a side business focused on designing digital products in the Fin-tech space. I worked a couple of years on building this business and then went back in-house at Zenni to lead and scale the design team. I remain an advisor and board member of Leverage UX to this day.
October 2012- March 2015
Lead Art Director at The Engine is Red - TheEngineIsRed.com
Management of six-person design team including hiring and training
UX/UI and business strategy specialist
Project strategy, branding, and campaign execution for multiple national and international companies
Key clients include:
Medtronic, Enphase Energy, World Centric, Redishade, Guide Dogs for the Blind, Ganau, Mendocino Forest Products
December 2009 - August 2012
Art Director at The Nevada Commission on Tourism - TravelNevada.com
Web & application UI design
Print, web, and email marketing design and development
Commercial art direction
Photography & video production
July 2007 - December 2008
Production Artist & Designer at PMH Advertising - PMHadv.com
Production of print, web & commercial advertising
Product branding and implementation across digital and print platforms
Web design and development
Key Clients Include:
Target, Bud Select, Champion C9, Converse One Star, Shaun White, Go International
Mentorship and volunteering
November 2019 - January 2024
Design Leadership Forum Member- Invision
Our mission is to advance the practice of design leadership by fostering a community where the world’s best can learn from one another. We strive to make the Forum inclusive and relevant to those confronting the challenges of leading design teams.
Education
JUNE 2022
AJ&Smart
Workshopper Master Facilitation Training
I completed an extensive 8-week workshop building and facilitation course by AJ&Smart.
Credential ID - 1532-1135662
January 2022
ELVTR
Product Design Certification
I completed a 6-week online course on Product Design by Simone Ferraro (LinkedIn) delivered through ELVTR.
Credentials.
2016
IDEO + Acumen
Human-Centered Design Certification
The 7-week course provided an introduction to the methods and tools of human-centered design while tackling a real-world design challenge. Topics covered in the course included: human-centered design research methods, concept generation, and rapidly prototyping a solution to a poverty-related design challenge. Credentials
2003- 2007
The University of Minnesota, Duluth
BFA Majors: Graphic Design & Studio Art
Minor: Marketing
Awards and Accolades
2017
Transform Awards - With Zenni and Salt Branding
Gold - Best use of copy style/tone of voice
Gold - Best brand development project to reflect changed mission/values/positioning
Silver - Best rebrand of a digital property
Silver - Best implementation of a brand development project
Silver - Best creative strategy
Silver - Best strategic/creative development of a new brand
Bronze - Best visual identity in the retail sector
2015
Web Marketing Association Web Awards
Outstanding Hospitality Website - Timber Ridge Senior Living Community
Designers: Tony Vitali and Greg Horton
2014
Web Marketing Association Web Awards
Best Advertising Website - TheEngineisRed.com
Best Industry Website - GetRedwood.com
Best Industry Website, Runner Up - QKA.com
2013
AWWWARDS Honorable Mention and Site of the Day - Ganau.com
Designers: Ryan Walker, Tony Vitali and Mitch Kelly
2012
ADDY Award - Best 30 second Spot- Travel Industry
Creative Director: Todd Fishbaugher
Art Director: Tony Vitali
Production: Deep Roots Media and Corey Rich Productions