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About Us
FOUNDED IN 2006 AND LED BY OWNER AND WRITER PATTI PURCELL, WRITING BY DESIGN’S MISSION IS TO HELP BUSINESSES COMMUNICATE WITH SMART, TARGETED LANGUAGE DESIGNED TO GET THE JOB DONE. WRITING BY DESIGN SPECIALIZES IN HELPING FORTUNE 500 COMPANIES DEVELOP LANGUAGE TO LAUNCH INNOVATIVE NEW PRODUCTS AND ASSISTS LOCAL AND REGIONAL BUSINESSES WITH A VARIETY OF EVERYDAY WRITING NEEDS. COPYWRITING TAKES ON A WHOLE NEW LEVEL OF SMART DESIGN.
Headshot of Patti Purcell, Writing by Design president

Patti Purcell

President, Crystal Clear℠ Communications

With a Bachelor’s Degree in Journalism and 25 years of marketing and advertising experience, Purcell provides clients with professional, business-minded solutions to copywriting assignments. Established in 2006, Writing by Design has worked with small businesses and Fortune 100 companies alike to help develop language for new product concepts, taglines, radio commercials, website content and more.

Read more about Patti’s background here.

 Headshot of Tara Bryant, director of Crystal Clear communications

Tara Bryant

Director of Crystal Clear℠ Communications

With a bachelor’s and master’s degree in business and more than 11 years of diverse marketing experience, Tara understands that clear communication is the key to customer satisfaction. Whether it’s consumer product goods, higher education, insurance, or healthcare, developing a solid strategy that leads to concise, targeted messaging creates a framework for successful projects and sustainable growth. Tara is experienced in writing copy, designing ads and recording radio spots, and is responsible for leading the Writing by Design team and its clients through each communications project. A native of several warmer climates, she hopes to fully defrost by mid-July.

Read more of Tara’s background here.

Headshot of Kayde Kempen, SEO and communications specialist

Kayde Kempen

Crystal Clear℠ Communications and SEO Specialist

Kayde Kempen joined the Writing by Design team in 2016 as a communications and SEO specialist and has a bachelor’s degree in journalism. She has written hundreds of blog posts and e-blasts, both for Writing by Design and its clients, is the lead content writer for Writing by Design’s website/SEO clients, and assists with press releases, concept writing, script writing and more.  Prior to joining WBD, she worked at the University of Wisconsin Oshkosh as an associate marketing manager where she served as a marketing project manager, writer, social media manager and web content specialist. 

Read more about Kayde’s background here.

 Headshot of Hayden Krueger

Hayden Krueger

Co-op Graphic Designer

Hayden Krueger is a senior cross-media graphics management major at the University of WisconsinStout with an emphasis in sales and marketing. He has print and digital graphic design experience, including product catalogs, trade show banners, product handouts, website design, product diagrams, presentations and magazine advertisements. Hayden has used Adobe Creative Suite products, including InDesign, Photoshop, Illustrator, Lightroom, and Acrobat Pro, Microsoft Office PowerPoint, as well as blueprint software such as AutoCAD and SolidWorks. His favorite type of design is retro gas station and automotive advertisements. 

Laurie

Laurie Tema-Lyn

Researcher/Facilitator – Practical Imagination Enterprises

Laurie has been a creative catalyst and qualitative researcher for 25 years. Her professional background includes being co-founder and Director of Consulting for IdeaScope Associates, was Associate at Synectics and VP/ Accounts Supervisor at Rapp & Collins, direct marketing agency. Laurie is a long-standing member of the Qualitative Research Consultants Association (QRCA), is co-chair of the Philadelphia Chapter, is a frequent presenter at national and local chapter conferences and is Editor-in-Chief of VIEWS.

Bruce Duhan photo_cropped

Bruce Duhan

Creative Director – Duhan Creative

Bruce was one of the of five founding partners and EVP-Chief Creative Officer of BEN Marketing Group, where he developed and led a creative team that consistently designed and produced award-winning marketing solutions for some of the best-known and most demanding multinational clients in the world, including Coca-Cola, Holiday Inn, IBM, DuPont, HBO and many others. BEN Marketing Group, a $60 million agency at its peak, was sold to Ogilvy & Mather Advertising, becoming part of its promotion and marketing activation division, OgilvyAction. A graduate of Pratt Institute, Bruce began his design career with Creative Playthings designing and creating toys and toy packaging. He was Senior Art Director with Pepsi-Cola Company for 10 years, creating corporate graphics, exhibits, POP, packaging and consumer promotions. He is a full Professor at Pratt Institute in the Communications Design Department and has taught Package Design and Graphic Design for many years, nurturing and mentoring young creative talent. Additionally, Bruce serves as the CMO for Slovenia Vodka, created by Chef Peter X. Kelly in partnership with actor, Bill Murray, to be “the culinary vodka,” the perfect vodka for pairing with exquisite dishes, use in the creation of these dishes and the creation of the most dramatic cocktails by chef mixologists.

Read more about Bruce’s background here.

Rich Sumwalt

Creative Director – Rich Sumwalt Creative

Rich has decades of experience in graphic art, design, photography and all things creative. He began his career as combat photographer for the United States Air Force during the Vietnam War where he covered missions and flew over battle-fought and enemy-held territories, capturing the emotions of war time through his camera lens. It was during this assignment that Rich developed his love for photography and telling a story with the visual arts. He then settled into corporate work as an art director for Ray-o-Vac, and then moved into the advertising agency world where he spent the majority of his career serving as Creative Director of two Wisconsin-based ad agencies. He has a keen eye for design and extensive experience in branding. His “out-of-the-box” thinking assisted teams with producing award-winning work throughout his career in the agency world.  Rich’s interest include food and wine, art, music, film, new technology, photography, fishing and hunting and traveling to international destinations. He currently resides internationally in the Caribbean,  spending time on both Margarita Island (off the northeast coast of Venezuela) and Panama, and continues to develop outstanding creative material for clients all over the world.

Read more about Rich’s background here.

 Harvey

Harvey Ehrlich

“Visual Illuminator” (aka, Graphic Artist)

Harvey Ehrlich brings a unique visual and evocative verbal component to strategic and product innovation. Whether functioning as a visual diarist, or making product and packaging concepts real, his special talent is to make pictures worth a thousand words and to make words worth a thousand pictures. His career as designer, illustrator and fine artist spans more than thirty years.

 

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