Rosyl Igcasenza

Rosyl Igcasenza

Art Director / Lead Designer / Video Strategist

Over the past 15+ years, I’ve honed my skills as a versatile creative professional, thriving in diverse settings from freelancing to in-house corporate and agency environments.

Over the past 15+ years, I’ve honed my skills as a versatile creative professional, thriving in diverse settings from freelancing to in-house corporate and agency environments.

My most recent roles are Art Director and Video Strategist at Spot On, a leading healthcare digital marketing agency. In these roles, I exercise my creative muscles by leading design teams, crafting compelling video narratives, and developing strategic designs that support clients’ marketing goals.

My most recent roles are Art Director and Video Strategist at Spot On, a leading healthcare digital marketing agency. In these roles, I exercise my creative muscles by leading design teams, crafting compelling video narratives, and developing strategic designs that support clients’ marketing goals.

I'm now eager to leverage my experience in a Lead Designer or Art Director role, where I can provide strategic direction, mentor junior designers, and elevate the creative vision for a team.

I'm now eager to leverage my experience in a Lead Designer or Art Director role, where I can provide strategic direction, mentor junior designers, and elevate the creative vision for a team.

When I'm not at my desk nudging pixels (accompanied by a cup of coffee and the occasional pastry or two), you'll often find me outdoors tending to the garden, exploring new culinary adventures in the kitchen, or getting lost in the intricate world of crafting miniatures. These activities help fuel my creativity and keep me inspired. 🌱🍳🪄

When I'm not at my desk nudging pixels (accompanied by a cup of coffee and the occasional pastry or two), you'll often find me outdoors tending to the garden, exploring new culinary adventures in the kitchen, or getting lost in the intricate world of crafting miniatures. These activities help fuel my creativity and keep me inspired. 🌱🍳🪄

Location: Orlando, FL

Heritage: Filipino

Education: Bachelor of Arts with a Specialization in Graphic Design, Dean's List

Enneagram: 1w9

Myers-Briggs: INFJ

Hobbies & Interests: arts and crafts, botanical gardens, nature, dinner parties, cooking classes, puzzles, travel, reading, health and wellness

Location: Orlando, FL

Heritage: Filipino

Education: Bachelor of Arts with a Specialization in Graphic Design, Dean's List

Enneagram: 1w9

Myers-Briggs: INFJ

Hobbies & Interests: arts and crafts, botanical gardens, nature, dinner parties, cooking classes, puzzles, travel, reading, health and wellness

Skills

  • Art Direction and Conceptual Design

  • Visual Design

  • Brand Development

  • Motion Design

  • Web Design

  • User Experience Design & Audits

  • User Interface Design

  • Print and Digital Media

  • Video Strategy and Production

  • Communication & Collaboration

  • Time Management & Project Management

Tools

  • Adobe Creative Suite:
    Photoshop, Illustrator, InDesign, XD, After Effects, Dreamweaver, Premier Pro

  • UI Design and Prototyping:
    Sketch, Figma, Framer

  • Project Management:
    Basecamp, Teamwork

  • Online Collaboration:
    Slack, Discord, MS Teams, Miro, Google Workspace, Bugherd

  • Content Management Systems:
    Webflow, Wordpress, HubSpot

  • Web Analytics:
    SEMRush, HotJar, Google Analytics

  • Cross-Browser Testing:
    LambdaTest, BrowserStack

Recent Experience

Recent Experience

rosyl.design
rosyl.design
rosyl.design

Freelance Creative Director & Designer, May 2013 - Present

Freelance Creative Director & Designer, May 2013 - Present

  • Empower small business owners and entrepreneurs to discover their brand identity through impactful and strategic branding.

  • Design and provide creative direction for small businesses, fostering connections with their target audience.

  • Bring brand visions to life by harnessing unique brand voices and crafting compelling content and visuals that showcase products and services.

  • Offer a comprehensive suite of services including branding and identity development, digital design, print and layout solutions, and custom artwork.

Spot On
Spot On
Spot On

Art Director, Remote, Apr 2022 - Jun 2023

Art Director, Remote, Apr 2022 - Jun 2023

In addition to continuing Senior Designer responsibilities:

  • Recruit, screen, and onboard new design team members.

  • Mentor and develop junior designers.

  • Maintain positive and productive vendor relationships.

  • Manage design projects to ensure successful completion.

  • Leverage creativity and data insights to produce engaging visuals that drive brand awareness, engagement, and conversions.

  • Conceptualize and art direct compelling video content aligned with client content marketing strategies.

  • Manage the entire video production process from concept to completion.

  • Optimize video content for various platforms to maximize reach and impact.

Senior Designer, Remote, Nov 2020 - Apr 2022

Senior Designer, Remote, Nov 2020 - Apr 2022

  • Design, develop, and execute inbound marketing solutions for business partners, supporting their business goals.

  • Leverage research, strategy, and optimized design to achieve desired marketing outcomes.

  • Collaborate effectively with Creative Director, fellow designers, internal teams, clients, and developers for seamless project delivery.

  • Provide pre- and post-launch support for high-quality digital products.

  • Expand skill set through completion of motion design and animation courses.

  • Spearhead the introduction of video production as a new service offering, enhancing the agency’s capabilities.

Hilton Grand Vacations
Hilton Grand Vacations
Hilton Grand Vacations

Senior Designer, Remote, May 2018 - Dec 2019

Senior Designer, Remote, May 2018 - Dec 2019

  • Specialize in digital media design, including UI, websites, microsites, landing pages, email marketing campaigns, and mobile apps.

  • Lead web initiatives and provided mentorship to designers in website, landing page, and email template creation.

  • Support business partners and 300,000+ owners across global markets (US, Asia-Pacific, Europe).

  • Collaborate effectively with business partners, senior managers, creative directors, and stakeholders.

  • Conceptualize mood boards and design print and digital collateral, ensuring brand consistency with HGV guidelines.

My values and how they shape my personal design philosophy

My values and how they shape my personal design philosophy

Creativity: I’m dedicated to crafting imaginative solutions both on and off the screen. I see myself as a visual problem solver, continuously analyzing user needs and market trends before sketching and iterating on concepts to ensure my designs are not only visually appealing but also effective in achieving the goals. For instance, in a recent project, I used a playful animation style to make a complex healthcare software more approachable for users.

Honesty: I strive to build trust with clients by deeply understanding their concerns and challenges. I believe in sharing the creative process openly, aligning our expectations early and often, and delivering authentic interactions that result in genuine connections and meaningful experiences for the end users. This transparency fosters an environment where feedback is valued, leading to a more successful final product.

Collaboration: In any project, I believe in the strength of teamwork. Trusting in the capabilities of my teammates ensures that we all reach the project’s finish line successfully. Building trust, fostering rapport, and ensuring alignment within the team paves the way for harmonious interactions with the client, leading to successful collaborations. As an Art Director, I would leverage this value to create a collaborative environment where everyone feels empowered to share ideas and contribute meaningfully.

Adaptability: There are times when my values may not entirely align with those around me or the clients I work with. In such situations, I view it as an opportunity for growth. I can gracefully adapt to the circumstances, maintaining a calm and professional demeanor to ensure the best outcomes. For example, when a client expressed concerns about a design direction, I actively listened to their feedback, presented alternative solutions that addressed their needs while staying true to the project goals, and ultimately reached a solution that everyone was happy with.

Growth & Learning: My commitment to personal growth drives me to become the best version of myself. I embrace lifelong learning, challenging the status quo, and expanding my skill set to evolve as a designer. In an Art Director role, I would not only strive to hone my own skills but also actively mentor junior designers, fostering a culture of continuous learning within the team.

Creativity: I’m dedicated to crafting imaginative solutions both on and off the screen. I see myself as a visual problem solver, continuously analyzing user needs and market trends before sketching and iterating on concepts to ensure my designs are not only visually appealing but also effective in achieving the goals. For instance, in a recent project, I used a playful animation style to make a complex healthcare software more approachable for users.

Honesty: I strive to build trust with clients by deeply understanding their concerns and challenges. I believe in sharing the creative process openly, aligning our expectations early and often, and delivering authentic interactions that result in genuine connections and meaningful experiences for the end users. This transparency fosters an environment where feedback is valued, leading to a more successful final product.

Collaboration: In any project, I believe in the strength of teamwork. Trusting in the capabilities of my teammates ensures that we all reach the project’s finish line successfully. Building trust, fostering rapport, and ensuring alignment within the team paves the way for harmonious interactions with the client, leading to successful collaborations. As an Art Director, I would leverage this value to create a collaborative environment where everyone feels empowered to share ideas and contribute meaningfully.

Adaptability: There are times when my values may not entirely align with those around me or the clients I work with. In such situations, I view it as an opportunity for growth. I can gracefully adapt to the circumstances, maintaining a calm and professional demeanor to ensure the best outcomes. For example, when a client expressed concerns about a design direction, I actively listened to their feedback, presented alternative solutions that addressed their needs while staying true to the project goals, and ultimately reached a solution that everyone was happy with.

Growth & Learning: My commitment to personal growth drives me to become the best version of myself. I embrace lifelong learning, challenging the status quo, and expanding my skill set to evolve as a designer. In an Art Director role, I would not only strive to hone my own skills but also actively mentor junior designers, fostering a culture of continuous learning within the team.

What it's like to work with me

What it's like to work with me

Michael Murphy

Director, Creative & Content Strategy

Hilton Grand Vacations

Rosy came to Hilton Grand Vacations as an intern and quickly proved to be extremely talented and creative and was easily the strongest design intern during my time at HGV. We knew pretty early on that we wanted her to eventually become a permanent part of the team. And we were thrilled when, after graduating, she accepted our offer to become a full-time team member. She continued to impress us with her creativity and her willingness to research and learn whenever we had a new challenge to address. She continues to stay current with the latest design trends and has become a very capable HTML coder—she’s the total package. And there isn’t a person who’s met her who doesn’t like her. She’s fun, friendly and easy to work with, and handles feedback and constructive criticism with grace and professionalism. Work with Rosy if you get the chance—you’ll be happy you did.

Rebecca DeLong

Junior Designer

Spot On

Rosyl was my manager during my time at Spot On, and I could not recommend her enough! She not only was a phenomenal UX and motion designer but a champion of every person she worked with – coworker, creative, client, and everyone in between. Her ability to maintain such high quality work while managing multiple project at once and also leading the creatives following in her footsteps is something I work hard to emulate. It is a pleasure to have gotten to work with her and even greater pleasure to know her.

Bright Light Digital Marketing

Rosy was an absolute pleasure to work with. She took the time to get to know and understand my vision for a logo. And her turnaround time was quick! I now have several versions of a logo that I can be proud of. I highly recommend working with Rosy for all of your design needs.

Hardik Vinchhi

Founder & Animator

Hardy’s Media

I had the pleasure of working with Rosyl on several explainer videos and I am consistently impressed by her professionalism, her clear vision for her videos, and her feedback. Rosyl was very clear about what she wanted from the videos, and she provided me with all the necessary information and resources. She was also very responsive to my feedback and suggestions, and she made sure that I was on track to meet her deadlines. She is also a great team player and is always willing to help out her team.

Lauren Zuckerman Blake

Account Specialist, Brand & Marketing

Hilton Grand Vacations

Rosy is one of the most talented designers I've ever had the privilege to work with. She's a wonderful partner for any project and will always come to the table with creative solutions. She's extremely detail oriented and is able to work through any project creatively and with precision.

Candy Rauber

Senior Designer, Photography & Design

Hilton Grand Vacations

I had the pleasure of working with Rosy within the Branding & Creative team at Hilton Grand Vacations. She was our go to digital designer who could always be counted on to deliver successful, on-brand creative. She is a wonderful co-worker and team player, always willing to jump in to help wherever and whenever needed. She is professional, talented, self-motivated and collaborative, she would be an asset to any team!

Carrie Torn

Enneagram Therapist @therapycarrie

Rosy made working with her a fun, yet seamless and easy process. Rosy was very personable and attuned to my needs. I came to Rosy with a vague idea of what I envisioned and Rosy was able to take my blurry vision and turn it into something that was perfect for my brand. I would highly recommend Rosy to anyone needing design services!!