Senior Content Strategist, Design/Art Director & Dutchology Assistant Editor
Central College
Apr 2018 – Present
As Senior Creative Strategist at Central College, I blend design, illustration, copywriting and digital strategy to tell the college’s story through campaigns that drive recruitment, deepen alumni engagement and strengthen donor relationships across institutional and athletic platforms. My work spans high-visibility print and digital design, admissions copywriting, custom illustration, motion graphics and art direction — ensuring brand consistency across social media, web, fundraising initiatives, environmental graphics and video. I pair creative direction with analytics and performance insights to guide digital advertising and campaign decisions, using data to refine messaging, optimize reach and make smarter strategic investments. I lead photo and video productions from concept through final polish, oversee large-scale publications and digital donor installations and manage print production and vendor partnerships to deliver premium results. Supporting executive leadership and the wider campus, I provide strategic creative services while mentoring interns and collaborating across teams to refine workflows and optimize performance. By combining craft, strategy, analytics and emerging AI tools, I create cohesive, forward-thinking visual experiences that elevate Central’s brand and meaningfully connect with its community.
Creative Lead
UnityPoint Health
August 2017 – April 2018
At UnityPoint Health, I developed and executed visual communication strategies that supported marketing initiatives across multiple departments, shaping brand-aligned content that strengthened both reputation and community connection. My work blended graphic design, creative direction and digital storytelling — leading photo and video projects from concept to final polish, managing print and digital campaigns and ensuring consistency across every visual touchpoint. I partnered closely with executive leadership to create communications for events, presentations, social media and web platforms, while contributing to analytics and optimization efforts. The goal was always the same: deliver thoughtful, strategic visuals that reinforced UnityPoint’s mission and created meaningful engagement.
Senior Creative Director
Brand Appeal
January 2013 – August 2017
As Senior Creative Director at Brand Appeal, I led concept development and campaign execution for a diverse client portfolio, translating business goals into thoughtful, high-impact creative. I partnered directly with clients to shape strategy, pitch ideas and maintain strong working relationships, while overseeing design and production across digital, print, mobile and large-format environments. My work included directing photo and video projects from storyboarding through post-production, managing social and digital campaigns and planning brand-forward events that created meaningful audience engagement. I collaborated closely with designers and associates to guide projects from concept to delivery, ensuring quality, brand consistency and measurable performance. Through creative leadership and hands-on execution, I helped clients bring their brands to life in ways that were strategic, polished and built to resonate.
Senior Graphic Designer
Mittera
September 2012 – January 2013
At Mittera, I delivered high-quality design solutions across print and digital media, supporting both new business development and established client relationships. My work ranged from conceptualizing in-house collateral and producing product magazines to designing email campaigns and large-scale environmental graphics, always balancing creativity with brand integrity and precision. I also produced a corporate advertising campaign for Hy-Vee, leading food styling and photography direction to create polished, brand-aligned visuals. Alongside design, I handled copywriting, editing and meticulous proofing to maintain accuracy and quality at every stage. Working with clients including Menards, Central College and the Iowa Cubs, I focused on delivering thoughtful creative that met tight timelines without compromising craft.
Senior Studio Designer
The Integer Group
November 2007 – September 2012
As a Senior Studio Designer at The Integer Group, I produced high-impact retail and marketing materials that balanced creative execution with production precision. Working closely with account teams, I translated client objectives into point-of-purchase displays, large-scale catalogs, promotional campaigns and environmental collateral designed to perform in real-world retail settings. I managed multiple projects independently, maintaining rigorous attention to detail, brand accuracy and production standards while consistently meeting tight deadlines — including proofing and press checks. Acting as a brand steward, I ensured every deliverable aligned with client specifications and vendor requirements, delivering polished final assets ready for execution. My work supported a diverse portfolio including Pella Windows & Doors, Iowa Tourism Office, Electrolux, Frigidaire, Michelin, BFGoodrich, Iowa Lottery, Carpet One Floor & Home, Scotts and Benjamin Moore — delivering work built to perform at scale.
MELODY VANDERLEEST 