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Award-winning Outdoor Writer, Creative Director, Illustrator, and Marketing Professional
Specializing in Sportfishing & Outdoor Recreation
Mount Dora, Florida

Passionate about life, family and friends. Love the outdoors and traveling to new places . . . rescue dog defender for life!

Welcome to my portfolio!

With more than 35 years of experience in the creative industry, I specialize in branding, social media, print/web design, team building and responsive digital media campaigns. My journey has been marked by a passion for Sportfishing & the Outdoor Recreation industries, bringing unique and engaging solutions to a wide range of international clients and national brands.

Professional Journey

Since 1993, I have been the driving force behind @OutdrzByDesign, delivering award-winning design, illustration services, and marketing development for clients ranging from large corporations to mid-size businesses. My work encompasses brand development, corporate identity, strategic digital media consulting, business planning and strategy.

Key Skills and Expertise

  • Brand Development: Crafting unique and memorable brand identities that resonate with target audiences.

  • UI/UX Design: Creating intuitive and engaging imagery for web and mobile platforms.

  • Digital and Print Media: Expertise in Photoshop, Illustrator, InDesign, and After Effects for high-quality visual content.

  • Marketing Strategy: Driving business goals with strategic planning, market research, and execution of marketing campaigns.

  • Team Leadership: Building and leading creative teams to exceed expectations and deliver exceptional results.

Expert level of proficiency in outdoor writing, Photoshop, Illustrator, InDesign and After Affects.

Critical Skills; Video Editing/Producing, Brand Development, Marketing Strategy, Graphic Design, Art Direction, Illustration, Logo Design, Product Marketing, Public Relations, Social Marketing, Responsive Email, Business Planning, Website Design, Print Design, Media Planning & Strategy, 3D & Animation.

Budget reporting and presentations using Acrobat, Microsoft programs and Google Docs.

Clients Past & Present

clients-past-and-present2B Fishing • ABC Bus, Inc. • Aluminum Building Systems (Sears) • Acme Tackle Company • America Live • Apple International • Armadillo Ballistic Storage Systems • Atom Plugs • ABB – ASEA Brown Boveri • Bell Ceramics • Beaver Dam Ice Fishing • Bead • Bridgeport Diamond Jigs • Bombshell Lures • Busch Light – Anheuser-Busch • Cardinal Homes • Castalia Outdoors • Central Florida Healthcare • Citizens Bank & Trust • Crocodile Bay Resort (Costa Rica) • Culprit Lures • Elliott Rods • Eurofish • Frostproof Historical Preservation Committee / Chamber of Commerce • General Elevator • Gessler Clinic • Kayoba Fishing • Keystone Realty • The Kirchman Corporation • Lake Wales Dental • Lew Childre Rods & Reels (Lew’s) • “Little Stinker” Catfish Lures • Lowe’s Home Improvement Distribution Center • Lures Online • Manufacturer’s Resources • Maruto Hooks (Japan) • Midday Constructors • Mid Florida Metal Roofing Supply • Neal J. Blaher Law Office • O’Hara’s Auto Restorations • Paladin Fishing (Germany) • Permanone Tick Repellent • Professional Repossessor Magazine • Purgo Environmental Services • Red’s Market Produce • Reef Runner Lures • Rescue Me Orlando • RipTide Lures • Rocky Mountain High Sport Glasses • Senninger Irrigation • Sea Guide Rod Components • Skinner Nurseries • Southern Exhibits • Two Brothers Innovations • Terry Fitness Division • Uncle Josh Lures • Triple Fish Lines • Tropicolor Mfg. Caribe / Cape Red Textiles / Delmar Vedelnis Distributing (Puerto Rico) • Universal Studios (Orlando) • Visit Florida • VMC Hooks • Walt Disney World • Warner Southern College • Warren & Sweat Tree Stands • Wheeled Coach Industries • White Aluminum • Woodies Rattlers

Notable Achievements

The Horace Carter Award

Florida Outdoor Writers Association (FOWA) 2016

Excellence in Craft Award - Florida Outdoor Writer Association

FOWA 2014 Corporate/Tourism Self Promotion, Website

Excellence in Craft Award

FOWA 2012 Corporate/Tourism/Self Promotion, Website

Excellence in Craft Award

FOWA 2011 Corporate/Tourism/Self Promotion, Website

Florida Public Relations Association Golden Image Awards

Fishing Secrets, Central Florida’s Polk County “Bass Capital of the World”

The Florida Print Awards

Printing Industries of Florida  “Best of Category,” Product Catalog

National OZZIE Award of Excellence

Folio Magazine (NYC) “Best Overall Design,” Product Catalog

American Advertising Federation Club

4th Dist. Am. Adv. Fed., Inc.  Gold ADDY, TV Commercial

Manufacturers Advertising & Marketing Industry Awards

MAMi  (9) “Best of Category” + “Best of Show” – Print Media

Industry Team
Product Awards

The European Fishing Tackle Trade Exhibition - Paris, France 2012

Commended “Best of Show Reel Category”

China Fish Trade Show - Beijing 2012

“Best of Category Reel & Lure” “Best of Show Reel”

China Fish Trade Show - Beijing 2011

“Best of Category Reel & Lure”

China Fish Trade Show - Beijing 2010

“Best of Category Fly Fishing Reel & Lure” “Best of Show Reel”

Sportfishing Expo

Tackle Times Daily News, Las Vegas, NV – “Best of Show Packaging” 

Licenses &

UI/UX - Introduction User Experience Design

Georgia Tech, Certified Course – October 2020

UX Foundations: Multi-device Design

LinkedIn – 2019

UX Research for Agile Teams

LinkedIn – 2019





“We are so incredibly humbled that for more than 4 years we have had billboards up in Central Florida! We have seen them in Orange, Brevard, Volusia & Seminole Counties. These billboards were created with love by Clear Channel Outdoor, Luma Photography, @OutdrzByDesign, Kathryn Dunn Oertel & Pam Richards. Together they wanted to help get our name out in the community and ultimately help us save more dogs. All talent, time, supplies & production were donated by these amazing people/companies.”


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