PORTRAIT
Rolf NelsonFOUNDER & PRINCIPAL

I LEAD DESIGN

AT EVERY LAYER

The strategy before the work. Finding the bet worth taking, the audience worth aiming at, the constraints worth defending

The infrastructure after it. Design systems, decision frameworks, and the operating model that keeps a team shipping.

The team in between. Hiring, coaching, and protecting designers so they can innovate and excel in craft.

SEE THE WORK

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EXPERIENCE

20 years, 6 industries

Available for

Design leadership and
Fractional engagements

0→1
Founding designer • Native mobile
ToneLocker · 2024 — 2025

Some design problems are execution problems.
Some are strategy problems. some are neither.I am a design leader with 20 years of experience sorting one from the other and building the systems, teams, and products to fix them

Some design problems are execution problems.
Some are strategy problems. some are neither.I am a design leader with 20 years of experience sorting one from the other and building the systems, teams, and products to fix them

  • Sprint
  • Worldwide Express
  • RealPage
  • Fetch
  • Tone Locker
  • Fossil
  • Citi
  • Polaris
  • Cedar Fair
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Tone locker launch screen
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Tone locker home screen
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Tone locker profile screen

Future-Forward Leadership

I've built design functions from zero at Fetch, led efforts that contributed to multi-billion dollar acquisitions and mergers, and advised broad verticals from insurance to fintech, and ad-tech

LEARN HOW I LEAD

amorphous blob, able to be tossed by click and drag
amorphous blob, able to be tossed by click and drag

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