About | Tzstudio

Hi! I'm Tzeitel Sorrosa.

Human-Centered Senior Art Director
and Graphic Designer

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About Me

I am a bold, risk-taking creative leader with extensive experience as a Senior Art Director and visual designer. I have led high functioning teams of designers, artists, and copywriters to enliven brands and connect companies to their core DNA by pushing boundaries, re-imagining the human connection, and striving to use digital and marketing platforms to communicate compelling and memorable, engaging narratives. I apply a holistic approach to graphic design utilizing design thinking and human-centered focused ideation techniques that delve deep into understanding audience pain points, needs, desires, and overall opportunity gaps.

Experience

May 2020 - Present

Mindoula – Silver Spring, MD

Freelance Art Director and Designer

Responsible for creating B2C support marketing materials for presentations including brand-centric custom illustrations and Mindoula client presentations.

February 2016 - May 2020

American Diabetes Association (ADA) – Arlington, VA

Art and Creative Director

Led a team of designers in amplifying the identity, presence, and influence of ADA. My role supported the Association’s mission through the creation of visually engaging, brand appropriate content and communications delivered through multiple platforms, including digital and print. Additionally, I led the branding and creative execution of the largest Scientific Sessions conference of diabetes research in the nation, with over 13,000 yearly attendees from around the world.

March 2013 - February 2016

American Association for the
Advancement of Science (AAAS) – Washington, DC
Associate Director of Creative Services

Led team of designers, copywriters, and web developers responsible for marketing the AAAS portfolio of high quality print and digital publications to the scientific community: Science Magazine, Science Signaling, Science Translational Medicine, and Science Advances. Provided creative direction for the development of print, digital, and promotional campaigns. Responsible for creative initiatives from ideation to production for AAAS member services and corporate. Responsible for the creative development and execution of all branded materials and campaigns in support of AAAS membership and subscription goals, public awareness campaigns, industry literature development and publication. In 2014 and 2015, won 10 MARCOM Awards for excellence in creative campaign executions, collateral and promotional initiatives, recognizing creative team’s success in growing membership, engaging audiences, and growing awareness for AAAS and its print and digital publications.

Education

Maryland Institute College of Art (MICA)
Master of Professional Studies, UX/UI Design, May 2020
Miami AD School
Computer Graphics Certificate Program, December 1995
Boston College
B.F.A. in Fine Arts. Major: Studio Arts, May 1995

Extracurricular

University of California, Los Angeles (UCLA) Extension
Advanced Adobe Illustrator II Instructor, Visual Arts Department
January 2017 - January 2021
University of California, Los Angeles (UCLA) Extension
Creativity and Innovation Instructor, Engineering and Technology Department
April 2013 - January 2016

Skills

Streamlined Design Process Management
Human-Centered UX/UI Design
Design Strategy and Ideation
Infographics and Client Presentations
Print, Video, Multimedia, and Illustration
Trade Show and Event Experiential Design
Adobe Creative Suite (Photoshop, Illustrator, InDesign, XD)
Keynote, HTML, MS Office, PowerPoint
Basecamp, Figma, Invision, Airtable, Miro
Fluent in English, Spanish; Coversational and written Italian
Hard-working with ability to inspire and motivate others

Fun Facts

I'm also a certified Raw Vegan Chef and love creating new chocolate sculptures and raw vegan recipes.
I recently learned how to create felt characters from scratch! Ask me about the latest character designs.
I love crafting ideas in my art studio, and learning how to bring these concepts to life.
I love documenting and narrating stories with my camera, iphone, and my Dji Mini drone! Checkout my aerial fly throughs on my YouTube channel.