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Will Cruz

An visual designer with the passion of creativity


Will Cruz - Visual & User Experience Designer

Design for me, is a lifestyle and passion rather than an occupation; each day is an opportunity to see and experience life as composition, shape, color, form and meaning.  My formal studies began in graphic design at The University of the Arts in Philadelphia after which I moved to New York City to design software and commercially-oriented graphic communications for SAP, TIAA-CREF, Deutsche Bank and the Federal Reserve Bank of New York, specializing in user interfaces, web-based media, printed materials and branding.


"Perfection is Achieved Not When There Is Nothing More to Add, But When There Is Nothing Left to Take Away" – Antoine de Saint-Exupery


SAP Co-Innovation Center

UX / Visual Designer

- Produce desktop, tablet and mobile interfaces.
- Design & manage projects from user research through design validation.
- Create personas, use cases, task flow, story boards & wire frames.
- Collaborate with customers, team members & stakeholders.
- Conduct Design Thinking Workshops.
- Co-create design solutions with customers.


SAP Labs

Visual / UX Designer

- Designed Fiori desktop, tablet and mobile interfaces.
- Generate visual assets for graphical user interfaces.
- Created interactive prototypes using C++, HTML5, CSS and Adobe Flash.
- Collaborate daily with geographically dispersed design team.
- Produced Flash based animations.
- Manage projects from user research through design validation.

Spike TV

Graphic Designer

- Designed: posters, flyers, billboards & video game advertisements.
- Devised concepts used in Ink Masters seen by 1.9M weekly viewers.
- Formulated designs for Scream Awards seen by 4.1M TV & on-line viewers.
- Developed designs & concepts for Spike TV’s new reality show Rat Bastards.
- Collaborated with art directors / photographers in the development ads.
• Client List: Video Game Awards, Auction Hunters, 1000 Ways to Die, Deadliest Warrior, Repo Games, Ink Masters, Bar Rescue and Rat Bastards.


Thomas Jefferson University

Graphic / Interaction Designer

- Expertise in designing for the medical, pharmaceutical & research industries.
- Designed: annual reports, posters, brochures, logos, Flash & web interfaces.
- Created work flows, wire frames, graphical layout of websites.
- Coded websites using HTML and CSS.
- Designed for 30 Dept. within Thomas Jefferson University & hospitals.
- Responsible for designing and producing 80 design projects.
- Art directed and managed design projects and photography shoots.
- Participated in event and portrait photography, arranged studio lighting.

D4 Creative Group

Graphic Designer

- Designed for Philadelphia’s top 10 advertising agency.
- Designed: high volume marketing direct mail, brochures and flyers.
- Generating concepts for marketing campaigns, TV & advertisements.
- Design production for multiple companies.
- Prepared files for digital and offset printing.
- Managed multiple design and production projects.
• Client List: Comcast, Charter Comm., Motorola, & Time Warner Cable.


P4 Health Care

Web Designer

- Designed layouts of web pages and programed using HTML & CSS.
- Create work flows and wire frames.
- Developed the information architecture of P4 Health Care and adjoining sites.
- Designed Flash and animated web banners.
- Increased P4 Health Care web traffic by an average of 300 monthly hits.

Creative Source Inc

Graphic Designer

- Designed: books, brochures, logos, web applications & marketing strategies.
- Print production and execute branding guidelines from multiple corporations.
- Commissioned to redesign Deutsche Bank’s View Point.
- Redesigned Tiaa-Cref 529 Savings Plan & used as a design standard.
- Promoted concepts, plans, marketing and design strategy to clientele.
- Designed over $120,000 in printed materials.
Client List: Tiaa-Cref, Deutsche Bank, The Federal Reserve Bank of New York, Girl Scouts, Local Initiatives Support Corporation, Municipal Water Finance Authority, Cotton and Continuum Health Partners.



Design Technology

Parsons The Newschool for Design

2013 / May

Grade : A

Focus in interaction design, computer computation and physical computing.

Bachelor of FineArts

The University of The Arts

2005 / May

Grade : A+

Focus in graphic and web design .


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