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Principal

Currently seeking Full-Time employment with a solid team!

Multidisciplinary, senior level graphic web designer with over 14 years experience. Fueled by a genuine passion for creative design and marketing with an expertise and background in graphic design as strong as it is digital. Seeking opportunity to further career in the action sports, lifestyle, tactical, retail, apparel, and motorsports industries.

Personal brand and creative portfolio displaying all work from freelance to employment. Projects include all visual communications from graphic design to digital content, branding and everything in between.

Driven by purpose. Part of an amazing, humble team of designers and people with common mission and passion working on eCommerce and 5.11 brand initiatives across departments to determine areas of focus to help increase sales through targeted product marketing and facilitate in ultimately helping the end user/customer via quality of online presence and connecting them with purpose-built gear. Leverage the direct insights of end user feedback and brand advocates in Law Enforcement, Fire, EMS, and Military. Coordinate closely with senior leaders, corporate marketing, creative services, and marketing teams to solidify brand creative and consistency as one voice both domestic and globally as a company whether web or offline properties. Spearhead eComm team in complete re-design and overhaul of out dated 5.11 website from home, product, and category pages through to the cart, bringing design and function up to speed and beyond. Responsible for this and re-branding process immediately from inception of hire through to evolution of website. Instrumental in continuously defining and evolving the 5.11 brand, visual narrative, online experience in design interface, graphics, usability, and with creative strategies, concepts, campaigns, innovative GWPs, story telling/imagery, messaging to increase sales and demand for both brand/product. Translate the heritage, mission, purpose, DNA, and the “why” of the company into every aspect possible as the leader in the tactical industry. Not just to the end user online but to end user in context of who 5.11 serves and how it affects their life as well as the lives of those being protected. Incorporate every detail of these elements into role and duties on the team to consider what benefits the team, company, and customer. Foster both precision and accuracy in all aspects on the team and corporately. Develop and promote brand awareness beyond core segments of first responders (professional) to adventure and outdoor oriented market (consumer) and build/drive traffic both online and offline. Always hone any user experience with 5.11 and stay true to their ethos, vision, and direction, immersing the end user in the meaning and roots of the company and industry when they use a 5.11 product and being able to trust it when on duty or training, whether in service or civilian use. Develop solutions that meet creative challenges and business needs while aligning with brand standards. Managed and lead multiple creative digital/print creative projects; website design and layout, UI/UX, responsive design, landing pages, hero graphics, company emails (corporate, retail, dealer and marketing), broad range of digital banner ads (display, social, targeting, marketing, etc.) both in design and type, magazine ads, point of sale, murals, posters, t-shirt designs, original illustrations, original moral patch designs/illustrations (establish, oversee and lead artist on three year Patch of the Month program), patch technical sheets, logos/lockups, assist in photoshoots, support marketing initiatives, and production. Collaborate with web development team and outside agencies on overall website and eComm platforms. Exercise 5.11 core of TRAC (Trusted, Responsive, Accountable, Committed). Stay current with trends, research (both design and industry) and competitive analysis. Use clear value proposition, create online and offline journey that draws traffic to website that generates revenue with sales, click-through conversions from ad to check out.

Web Graphic Designer

Creative strategy and execution of products and creative content including print advertising, banner ads and marketing campaigns, emails, sales skins, complete web site design and re-design from wireframes to production, identity and branding/re-branding. Collaboration with managers, executives and departments including product, sales, marketing, engineering and development. Lead creative team from concept and art direction to end product. Maintained strict deadlines while preserving quality and detail. Managed relationship with FOX Sports Broadcast team on integration of graphics into products in translation of on-air to online, insuring design and brand consistency within the FOX Sports system. Online, increased page views and generated traffic with multiple products with creation of cutting-edge design, extensive product strategy, UI/UX and dedication to audience research. Offline, acquired new and existing product audience through conceiving and developing print campaigns and logos while insuring the creative strategy supported marketing strategy. Products include: Fantasy, NASCAR, MLB, NFL, CFB, NBA and those that align to FOX Sports Digital properties such as FOX Sports NEXT (Scout.com), SPEED, FUEL TV, and regional sites. Spear-headed complete re-design and overhaul of NFL and MLB GameTrax products, FOXSports.com re-design, Sports Scoring product, FOX Sports Digital Single-Sign-On, Auto Racing, Superbowl video hub, video channels product and much more.

Senior Designer

Web design integration and print design of communications and branding for over 20 publications for the automotive, security, beauty industires and B2B media. Design lead on creative media for all magazine and publication websites covering five markets as well as external clients including: Flash and static creatives for online advertising including banners, rich media, landing pages, proposals, email marketing creatives, and professional web sites with SEO and user interactivity in mind. Collaborating with clients and marketing managers to gather project requirements and translating into creative solutions. Taking projects from concept to completion and provide developers with well-organized and clean designs. Clients include: Ford, Mazda, GM, Audi, Chrysler, Hankook, Toyota, Nissan and more.

Creation of Flash microsites, web banners from animated gifs to rich media, HTML emails, site maintenance, landing pages, brochures, postcards, keyart, standees, identity and Flash animations. Properties include: NBC Universal On Demand & PPV, Disney Pixar, CopWare, and Water Channel. Designed Disney Pixar’s CARS DVD site comps. Print, Flash online marketing, Flash microsite work for Jerry Springer,  Blind Date, 5th Wheel, and major motion pictures such as The Fast and the Furious: Tokyo Drift, Inside Man, and King Kong.

Designer

Responsible for design of external clients and internal projects. Duties include packaging, brand identity, Flash interactive creative, web design and development, illustration, and graphic design. Lead creative and art direction from concept and production to completion for design of major print, identity, murals, magazine ads as well as product brochures for Meggitt / Whittaker Aerospace.

Find out detailed information about Richard Hetrick, Principal in Torrance, CA

Richard Hetrick: Principal in Torrance, CA

Richard Hetrick

Visual Foundry

5.11 Tactical

Fox Sports Interactive

Bobit Business Media

Tuesday Creative

The Design Equation

Southern California Regional Occupational Center

The Art Institute of California

The Art Institute of California

The Art Institute of California