About

Employment History

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Throughout his career, Bud has shaped brand identities for various organizations, ranging from startups to Fortune 500 companies. His experience encompasses both the for-profit and non-profit sectors, focusing on brand communications and environmental programs. Having worked on both the agency and client sides, he excels in creating emotionally resonant designs across brand identity, signage, consumer packaging, and web design—all while advocating for accessibility, sustainability, and community growth.

In 1993, Bud joined Mark Anderson Design in Palo Alto, California, where he contributed to the firm’s minimalist and impactful design philosophy. During the tech boom in Silicon Valley, he collaborated with startups and established companies, developing brand identity programs and marketing materials for the entrepreneurial community and Sprint’s communications team.

In 1996, Bud joined Lee McCoy Creative Center Mountain View, CA, known for its collaborative environment where the creative team pushed the boundaries of traditional design. He worked closely with production designers, writers, and illustrators creating materials for children’s learning products, packaging, and strategic marketing, including sales kits for Hitachi technology companies.

In 1997, Bud joined Michelfelder Design Group in Palo Alto, CA, a boutique agency that served the needs of tech companies. There, he continued his passion for brand identity, packaging, and corporate collateral as a consulting Art Director.

In 1998, Bud became an Art Director at CKS Partners in Cupertino, CA, where he embraced the firm’s multidisciplinary approach that combined design, marketing, and technology. His adaptability led to a promotion to Senior Art Director, allowing him to work on brand identity and with a rapidly growing internet team for notable clients such as Mattel.com, JCPenney, and Visa.

By 1999, Bud had directed brand identities for over 20 startups and international companies across various sectors, including IT, online banking, and retail. When USWeb merged with CKS, they created one of the era’s largest internet consulting firms, blending branding with digital strategy. Bud thrived in this environment, successfully engaging clients like AltaVista, Applied Materials, and Microsoft. He developed brand identities, usage guidelines, and launch materials, ensuring their implementation across digital media.

Bud played a crucial role in developing the brand identity for industry pioneers like AltaVista, where he rebranded their web services and created usage guidelines, launch communications, promotional materials, and signage. His impressive client list included AltaVista, Applied Materials, Bamboo.com, BigTray, Centerbeam, JCPenney, LipStream, Miadora, Microsoft, NordicTrack, Point.com, SeeBeyond, Xbox, and Zoomerang.

In 2000, after a merger with Whittman-Hart, USWeb/CKS rebranded as marchFirst, aiming to integrate management consulting with digital strategy. Despite facing challenges during the dot-com bubble and having a brief lifespan, Bud developed over 250 branding elements for Visa at the Salt Lake Olympic Winter Games, successfully establishing Visa as both a proud sponsor and a gracious host.

Though marchFirst’s lifespan was short, it played a key role in the digital revolution, integrating design, marketing, and technology consulting. Bud’s time there was a period of immense growth, helping to shape the digital landscape that would pave the way for the lasting giants of today’s internet-driven commerce. Clients included Microsoft, Sun-Java, and Visa.

In early 2005, Bud moved to North Carolina for a better work-life balance and joined the small creative team at HumanCentric where he continued working with a multidisciplinary team of Human Factors scientists, developers, and creatives.

Bud joined the Duke University Health Systems Office of Marketing and Communications as the lead branding designer where he designed the overarching brand identity for Duke Medicine, a new parent brand expression unifying research, education, and clinical care disciplines. He established the visual strategy for parent, subbrand, and affiliate partner relationships. The in-house team consisted of junior, and senior designers, creative directors, institutional staff, data analysts, photographers, writers, and managers. Together they produced over 1,000 print, digital, and environmental projects annually. 

In 2012, after restructuring at Duke Marketing and Creative Services, Bud launched Bud Northern Design, calling on his university connections. He provided tailored, strategic design services aligned with client goals, strengthened brand identities, and optimized project management to save time and reduce costs. By offering insights into market trends and consumer behavior, Bud helped clients make informed design choices that delivered cohesive, impactful brand experiences across digital and physical platforms, enhancing user engagement and overall impact.

Seeking a collaborative environment, and new challenges, Bud joined the small team at Unity Web Agency in 2018. As the design lead, he guided strategic conversations, solved business challenges, and fostered a positive team culture while upholding design best practices and quality standards. Bud led project kickoffs, identified customer needs, defined target audiences, and built relationships to secure stakeholder buy-in.

With a client mindset, Bud conducted ecosystem analyses and aesthetic surveys to evaluate design landscapes, align strategies, identify opportunities, and inspire fresh, innovative ideas. With a specialization in WordPress website design, Bud championed best practices, used modular frameworks to enhance design to development flow, and incorporated carbon-neutral methods to deliver efficient, client-focused solutions.

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Driven by the design process, Bud developed cohesive, user-centered experiences through creative strategy, sitemap planning, and adherence to UI/UX standards. His work consistently resonates with audiences, adding value for his clients through designs that blend creativity with strategic thinking.

Design is a powerful process that solves complex challenges by questioning boundaries while staying true to a brand’s essence. A curious approach opens fresh perspectives allowing innovative solutions that uphold the brand’s core identity. By blending creativity with strategic thinking, Bud consistently crafts impactful designs that resonate deeply with audiences and bring meaningful value to his clients.