PORTRAIT
Rolf NelsonFounder & Principal

I LEAD DESIGN

I LEAD DESIGN

I LEAD DESIGN

I LEAD DESIGN

AT EVERY LAYER

AT EVERY LAYER

AT EVERY LAYER

AT EVERY LAYER

LAYER 01 / VISION

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

LAYER 02 / SYSTEMS

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

LAYER 03 / PEOPLE

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

// BASED

Portland, OR

// EXPERIENCE

20 years, 6 industries

// OPEN TO

Head of Design, Lead, Staff

Some design problems are execution problems. Some are strategy problems. Most are both.

Some design problems are execution problems. Some are strategy problems. Most are both.

I am a product design director with 20 years of experience sorting one from the other and building the systems, teams, and products to fix them. I've launched enterprise platforms from scratch, shipped work across six industries, automated redundant operations, and partnered with companies at every growth stage to turn ambiguous bets into outcomes that hold.

Available for Head of Design roles and fractional design leadership advisory engagements.

Design moves numbers

Design moves numbers

200%

200%

WHOLESALE ORDERS YoY

18%

18%

VISITOR SATISFACTION

78%

78%

TIME TO FIRST ACTIVATION

SEE FULL IMPACT

  • Sprint
  • Worldwide Express
  • RealPage
  • Fetch
  • Tone Locker
  • Fossil
  • Citi
  • Polaris
  • Cedar Fair

Future-Forward Leadership

Future-Forward Leadership

Regardless of the platform, current trends or business size, I use battle-tested thoughts, processes and methodologies help prepare you for what's to come.

Regardless of the platform, current trends or business size, I use battle-tested thoughts, processes and methodologies help prepare you for what's to come.

LEARN HOW I LEAD

contact

For project, speaking or brand collaboration inquiries -
please fill out this form and I will respond as soon as possible.

For project, speaking or brand collaboration inquiries -
please fill out this form and I will respond as soon as possible.