Leif Eric Arneson
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About
Transformative design solutions that help brands find their true voice. That’s what I do…
Solving their “Why” on shelf, why go to market, to stand apart….to define and guide the development of brand strategy and visual identity throughout the creative lifecycle, from
concept to delivery. At its core, my design aesthetic is balanced – artistically expressed, academically grounded. I've always found inspiration through words and language, "seeing" unique visual identity and design system concepts first as narratives. These brand "narratives" evolve strategically to become transformational for companies while aligned with their core values. My quest is this journey...the journey to discover, reveal and visually express each brand’s true voice, true story, and true personality, through compelling ideas and design solutions that soar.
Over the years I’ve had the pleasure of solving business problems through collaborative design for an array of startup companies and Fortune 500 clients, all in need of innovative packaging design solutions or revitalized strategic branding and integrated identity design systems.
Leif received his B.S. degree in Managerial Economics and Business Management from the University of California at Davis, as well as a B.F.A. w/ honors in Graphics/Packaging Design from ArtCenter College of Design in Pasadena.
You can review the following promo links to get a quick glance at a variety of portfolio samples:
1. Visual Design/Web/Branding Design sampler
https://www.behance.net/gallery/Visual-Design-Web-Design-sampler/15749035
2. Brand Identity sampler
http://www.coroflot.com/larneson/Brand-Identity-sampler
3. Online portfolio can be viewed at http://www.leifarneson.com
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References available upon request
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Education
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professional training (various)SFSU Multimedia Campus2011 - 2013Adobe Edge, Dreamweaver, Advanced Illustrator, Advanced Photoshop, Apple Shake, Keynote, Powerpoint, Excel
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B.F.A. w/ honors Graphics+PackagingArt Center College of Design1985 - 1987Dale Brubaker Award (Landor Associates) John Wanek Creative Achievement Award (S&O Consultants) Martha Chandler Stipend Award (ArtCenter) Full Scholarship Portfolio Award (ArtCenter)
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Post baccalaureate Study Advertising & Graphic CommunicationSan Diego State University-California State University1983 - 1984
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B.S. Managerial Economics & Business managementUniversity of California, Davis1974 - 1979
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Experience
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CPG Packaging / 360 Brand Identity Design DirectorCAJun 2022 - Present (2 years 5 months)Transformative design solutions that help brands find their true voice. That’s what I do… At its core, my design aesthetic is balanced – artistically expressed, academically grounded. I've always found inspiration through words and language, "seeing" unique visual identity and design system concepts first as narratives. These brand "narratives" evolve strategically to become transformational for companies while aligned with their core values. My quest is this journey...the journey to discover, reveal and visually express each brand’s true voice, true story, and true personality, through compelling ideas and design solutions that soar. Let's work together.
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Head of Graphic Design | Creative DirectorBerkeley, CA2014 - 2022 (8 years)Client work: From soup-to-nuts. Brand Identity and Packaging design systems, Print, POS, Retail and Trade Show Merchandising systems, Events and Field Marketing, vehicle graphics, signage, visual web + mobile design, social media campaigns, essential brand swag, bike kit jerseys, CEO company-wide pptx presentations. 1000s of other projects still TBD...
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Senior Brand Creative Consultant2014 - 2014Led the re-branding of and designed new TiVo identity system, forward thinking modern vision for the future. All redesigned logo applications across hardware and equipment accessories, print collateral + email, packaging, web, social, and trade show exhibits for a cohesive launch across all marketplace and sales channels.
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Senior Design Lead / Creative DirectorEmeryville, CA2002 - 2013 (11 years)During his decade in-house Leif designed and collaborated on the majority of key identity and packaging system solutions for Clif Bar & Company. Beginning his tenure as Creative Director, Leif designed and led the refresh of the flagship Clif Bar brand, pioneering both the original “kraft-paper bag” brand cues and the “flavor-colored mountain hues” for all wrappers and secondary packaging, visually reinforcing the Company shift to sourcing certified organic ingredients.
Later, as Senior Visual Design Lead, Leif worked directly with founders Gary & Kit Erickson on numerous corporate-level projects, designing all the original wine label packaging system, building signage graphics, gourmet snack food packaging, the web look and feel and online shopping experience, and all print and point-of-sale materials for Clif Family Winery & Farm. Leif also designed the original brand identity system for VeloVino, setting the tone and design style for the current St. Helena-based wine-tasting and retail store destination. -
Creative Director / ConsultantBerkeley, CA2002 - 2003 (1 year)During his initial consulting role at CB&C, Leif worked directly with co-founder Gary Erickson and designed the cover, all inside pages and all folios and promotional pieces and collateral for “Raising the Bar,” the Adventures in Business book which chronicled Gary's story and vision for the company’s sustainable business practices as well as the unique white road journeys to remain privately held. Leif presented all book design spreads and key pages to the publisher's internal book design team in San Francisco.
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Partner / BrandingDanilo Black2001 - 2002 (1 year)Clients: Computerworld, World Book, CATO Institute
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Branding Creative Directorfrogdesign1999 - 2001 (2 years)Clients: Intershop, Living.com, Motorola, Symantec, Harmony Software, Wine.com, escalate, HomeSpace, Maytag
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Chief Creative Guy1996 - 2001 (5 years)Client work: AT&T, Ascend, Super VIA, Carolina Power & Light, CalPX, SUN Microsystems, Logitech, WANmaker, Beatnik, Beyond Predictable, Menlo Knights Baseball, Nominum, CourseCo, Clif Bar & Company, WGP, Whitefish Big Mtn. Resort, Green Bull Products, Ohio Lottery, OaSys, CLiC, TrueBrand, Alitalia, Northwest Airlines, Sequoyah Country Club, Addison, Beyond Predictable, Cato Institute, Filling the Gaps, Fine Arts Museums of SF
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Associate Creative DirectorCKS Partners1994 - 1998 (4 years)Clients: McDonald's, Sears Craftsman, Pacific Bell, MCI, Hewlett-Packard, Ascend, Walt Disney Home Video, Widmer Brothers, Beaulieu Vineyards, PG&E, Pixar, Taligent, Pennzoil, OnStar by General Motors, Owens-Corning.
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Graphic Design InstructorAcademy of Art University1994 - 1996 (2 years)Brochure+Catalogue Design
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Senior Design DirectorLandor Associates1990 - 1994 (4 years)Clients: Miller Brewing Company, Coca-Cola USA, McDonald's, Nestle Beverage, Hills Bros., Xerox, Seagrams, Del Monte Foods, Borden Snacks, Braun, Oral-B, Frito-Lay, Quaker Foods, Gatorade, Potlatch, Safeway, HEB, Sutter Home, Foster Farms, Dial, Radio Shack, Intel, Post Cereals, Target, Aviva Sports, Federal Express, Eveready Energizer, Delta Airlines, Taligent, Chevron, Weitek, Microsoft, Hiram Walker, The Fine Arts Museums of San Francisco
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Senior DesignerMark Anderson Design1988 - 1990 (2 years)Clients: US Sprint, Oracle, Xerox, SUN, FrameMaker, MAD, One of a Kind
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DesignerKeith Bright & Associates1987 - 1988 (1 year)Clients: National Car Rental, Ryder Trucks, Migent
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Industries
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Skills
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Elsewhere on the Web
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On Coroflot@leifarneson, member since 2014