Professional History

Resumé

I moved to Central Florida in August of 1986. Tired of the cold gray winters, I transferred from a school in Philadelphia to Rollins College in Winter Park.

Within a week of my arrival, I found a job as an illustrator with Florida State Distributors - a souvenir vendor in South Orlando. In this job, I got my first experience meeting with clients and understanding their needs. I designed full-wrap decals for ceramic mugs which were sold at theme parks in Central Florida.

I graduated in 1988 from Rollins with a B.A. in studio art and found myself without any computer skills, which were becoming an employment requirement in my field. In 1988 Macintosh and desktop publishing were showing promise of becoming a viable tool for design and most companies wanted their entry level employees to have some experience. I was an artist... I hated computers and I had planned to make a career of avoiding contact with the confounded devices!

In what was becoming a pattern of good fortune, I answered an ad for an artist with Crofton Publications. Susana Crofton had created a successful home business writing and designing newsletters on a Macintosh SE. For those who don't remember, this was a funny-looking box with a nine inch screen, one Mb of RAM, a speed which was probably not fast enough to be measured in MHz and a price tag which required a second mortgage. But, wow! I had no idea you could do this stuff on a computer!

Susana liked my illustrations, and she had taught herself to do desktop publishing so she believed I could too. She gave me a part-time job and an opportunity which has been a cornerstone of my success. When I began designing newsletters on that Mac SE, we were providing camera-ready laser prints to the printer for traditional prepress. Within a year, we had learned of a new imagesetting process in which composite film could be produced directly from our Pagemaker files. This new technology was rapidly changing everything in the graphic design and printing industries.

In 1990, I was hired as art director for Mid Florida Press. I set up a desktop publishing department and purchased the state-of-the-art equipment (at that time a Mac IIci with a huge color monitor). I learned the ins and outs of the printing business... a valuable experience which I still think is important for young designers to have. I also gained valuable experience working directly with clients. And I took every opportunity to push the envelope with the developing design technology. When Adobe released the first version of Photoshop and my employer couldn't justify purchasing it, I bought it with my own money. I was on a roll!

My career really blossomed in 1991 when I became director of print production for a national public relations firm in Winter Park. Marketing Resources Group was a full-service PR and government relations firm working primarily with the boating industry. During my four years as a part of the MRG team, I helped create public awareness campaigns for the Personal Watercraft Industry Association, National Safe Boating Week, the U.S. Coast Guard, Miller Brewing Company, National Fishing Week, etc.

In March of 1991, I was hired to train the staff of a newly-established desktop publishing department at Winter Park Memorial Hospital. Deb Watson, then director of community relations for the hospital had been a client of Mid Florida Press and has since become the most instrumental person in helping me create a successful business. The new in-house design department at WPMH became such a hit that they soon had more work than they could handle. I became a freelance designer for them.

At the end of 1994, MRG was winding down. Due to unfortunate personal circumstances, the owner decided to join forces with another company and use contractors for the video and print production projects. My freelance business was growing and it was time for me to take the leap.

January 1, 1995, I set out on my own - armed with a Mac Quadra 840 AV, a scanner and a tiny HP laser printer. I had a steady load of freelance work from the hospital and several nice contracts from my former employer. Since starting this business, I have continued to enhance my creative skills and remain current with the improving technology. It is my commitment to understand my clients' needs and put my creativity and professional expertise to work to provide the best solutions.

Keri Caffrey, Inc.

January 1995 - Present

Own and operate a professional design studio with a national client base. Responsibilities include:

•  working with clients to determine appropriate design products to meet their marketing needs;

•  designing and executing newsletters, advertisements, brochures, annual reports, training manuals, on screen presentations, etc.;

•  overseeing pre-press, printing and production of projects;

•  managing employees and contract workers;

•  and all the miscellaneous administrative madness of running a business.

Marketing Resources Group

January 1991 - December 1994

Director of Print Production:

•  Helped to create public awareness and safety campaigns for clients in the boating industry.

•  Responsible for the design and production of print PSAs, press kits, brochures, training manuals, etc.

Winter Park Memorial Hospital

March - December 1991

Desktop Publishing Consultant:

•  Advised on best equipment and configuration to create an efficient and productive in-house design department.

•  Trainied staff in the use of new equipment and desktop publishing techniques.

•  Worked with in-house designer as creative advisor.

Mid Florida Press

January - December 1990

Art Director:

•  Established and managed art department for small print shop.

•  Worked with clients to design brochures, newsletters, flyers, etc.

•  Worked with pressman and prepress specialists to get the best results from desktop publishing output.

Crofton Publications

August 1988 - January 1990

Illustrator/Designer:

• Illustrated, designed and produced newsletters.