Experience / Career Document
Ross Boag
Senior Brand, Graphic & Digital Designer
Brand Systems / Campaign Design / Digital Signage / Web Design / AI-Assisted Workflows
12+
Years
34
Blue Chip Brands
6
Sectors
500+
Clients
Professional Profile
Senior brand, graphic and digital designer with 12+ years of delivery across agency studios, in-house marketing teams and specialist screen environments.
I work at the point where visual impact, message clarity and production reality all have to line up. Campaign assets, screen content, interfaces and brand systems built to hold up under pressure.
My background spans automotive, hospitality, hotels, food and beverage, spirits, healthcare, travel, retail, sport and corporate environments — with work for brands including Coca-Cola, Volvo, Hilton, Holiday Inn, Hotel Indigo, Lotus and Rangers FC.
Alongside senior screen and interaction work at Add Vision, I develop AI-assisted workflows, web prototypes and interactive systems that increase production speed without diluting creative judgement.
Education
HNC Graphic Design
Progressed directly into an agency role at Lateral Line Creative Services and quickly moved into higher-responsibility commercial project work.
Specialism
Senior Graphic, Digital and Commercial Screen Designer
Capability Stack
Software
01 / In-House
Senior Graphic Designer
Lead advertising and marketing design across commercial screen systems, interactive touchpoints and high-frequency content programs for retail, hospitality, corporate and visitor environments.
Screen / Interaction / Systems
Commercial Screen Content
- —Direct end-to-end screen content for live commercial environments where readability, pacing and message hierarchy support campaign performance.
- —Design high-turnover content suites including menus, promotions, campaign bursts and information-led screen sequences.
- —Build reusable layout logic for multi-screen and multi-site rollouts without visual drift.
- —Translate business objectives into clear screen communication that can survive real viewing distance and dwell-time constraints while protecting brand intent.
Interactive & Experiential Projects
- —Led design and delivery of interactive touchscreen systems for public-facing spaces.
- —Designed shopping-centre wayfinding UI with map hierarchy, route clarity and touch-first navigation.
- —Created visitor-centre interactive experiences focused on discovery and engagement flow.
- —Defined UX structure, interaction patterns and screen behavior for mixed-attention environments.
- —Optimised interfaces for high-footfall usability, accessibility and first-touch confidence.
Technical Execution & Innovation
- —Prototype and validate interactive concepts directly in modern front-end tooling.
- —Apply systems thinking to layout rules, navigation behavior and scalable component decisions.
- —Use VS Code and GitHub Copilot to accelerate production while maintaining design quality control.
02 / In-House
Graphic Designer / Photographer / Videographer
Delivered multi-channel brand, advertising and marketing output, plus photography and video, inside a fast-moving national healthcare organisation.
- —Delivered campaign design across print, digital, email, social and in-clinic touchpoints.
- —Supported brand consistency across promotional and internal communication streams.
- —Produced and edited video content including patient testimonial and marketing conversion-focused assets.
- —Created clinic screen content for real-world display systems and waiting-room environments.
03 / Agency
Graphic Designer / Creative Lead Projects
Delivered agency advertising campaigns and production-led brand work across automotive, hospitality, drinks and retail, progressing from junior execution into senior project responsibility.
Agency Brand Delivery
- —Delivered commercial design for brands including Coca-Cola, Volvo, Lotus, Hilton, Holiday Inn, Hotel Indigo, DoubleTree, Hampton and Marco Pierre White Restaurant.
- —Progressed from studio support into direct client-facing project responsibility.
Campaigns & Commercial Design
- —Designed campaign systems across automotive, hospitality and retail briefs with strong commercial and marketing intent.
- —Produced press, brochure, flyer and collateral suites for major hotel groups and regional business campaigns.
- —Led monthly campaign output for Belmont Motor Group, including seasonal launches and event-led promotions.
- —Contributed to major January sales positioning work in a highly competitive dealer market.
Brand & Environment Work
- —Designed Coca-Cola factory-floor environmental graphics, applying brand language at large physical scale.
Digital, Photography & Video
- —Designed and built a classic-car sales website balancing visual appeal with practical usability.
- —Photographed a Volvo showroom launch with imagery used in press coverage.
- —Produced video work including a major UK airport health and safety film.
- —Created promotional photography and video assets for hospitality and event-led campaigns.
Client & Delivery
- —Managed delivery from brief to production handoff with clients, printers and media partners.
04 / Freelance
Freelance Graphic Designer
Delivered freelance and agency support across fast-turnaround advertising campaigns, production artwork and customer-facing retail materials.
- —Delivered freelance work across both walk-in client services and agency support environments.
- —Designed menus, PVC banners and promotional material for fast-paced customer-facing contexts.
- —Worked directly with clients to sharpen message hierarchy, promotional clarity and perceived quality.
- —Produced agency-side work delivered for Glen's Vodka, Rangers FC, Loch Lomond Whisky Group and fashion clients.
- —Handled retouching and final artwork preparation for reliable print output.
- —Balanced freelance delivery alongside full-time roles, demonstrating consistency and commercial discipline.
05 / Independent
AI Design Systems & Interactive Development
Independent R&D in AI-assisted design systems, interactive prototypes and scalable production frameworks for commercial advertising and marketing content.
- —Developing AI-assisted systems for generating production-ready visual output at speed.
- —Building structured layout and typography logic to keep quality consistent at scale.
- —Testing workflows that transform lightweight inputs into resolved campaign-ready compositions.
- —Applying systems thinking to multi-screen content and repeatable automated production.
- —Prototyping and validating with VS Code and GitHub Copilot.
Where I add the most value
01
Brand & Graphic Designer
Campaign-led thinking, strong hierarchy and real production experience across major brands in demanding, high-output environments.
02
Screen + Interactive Specialist
Digital signage, public interfaces, wayfinding logic and content systems designed for live commercial environments.
03
AI + Web Systems Builder
Design judgement combined with prototyping ability and a practical approach to scalable, AI-assisted production.