I am a Senior Designer with 15+ years of experience developing concept-driven, multi-channel campaigns across print, digital, social, and OOH—and I’m especially drawn to work that pushes beyond the expected. Across my career, I’ve partnered closely with copywriters, strategists, and cross-functional teams to translate briefs into clear, compelling creative concepts. I’m motivated by building ideas that are not only strategically grounded, but creatively ambitious—work that resonates with audiences and holds up across every touchpoint. Most recently at AllShores, I worked on concept development and execution for integrated campaigns across web, email, print, and social—shaping creative that aligned with both business goals and audience insight. I regularly presented and sold creative direction to stakeholders, guiding work from early ideation through to final execution while navigating complex, multi-stakeholder environments. Previously at SaltWire, I led a design team while creating and delivering B2B campaigns and executive-level presentations. I worked closely with writers and strategists to refine messaging, strengthen campaign narratives, and ensure a cohesive voice across channels. A core part of my approach is staying connected to culture—drawing from trends in design, media, and emerging technologies to inform ideas that feel current and relevant. I’m actively exploring AI tools as part of my creative process, using them to support concept and professional development. I’m energized by collaborative environments where ideas are challenged, refined, and pushed further—and I’d love to contribute to a team that values bold thinking and creative risk-taking.

Ashley Caldwell

I am a Senior Designer with 15+ years of experience developing concept-driven, multi-channel campaigns across print, digital, social, and OOH—and I’m especially drawn to work that pushes beyond the expected. Across my career, I’ve partnered closely with copywriters, strategists, and cross-functional teams to translate briefs into clear, compelling creative concepts. I’m motivated by building ideas that are not only strategically grounded, but creatively ambitious—work that resonates with audiences and holds up across every touchpoint. Most recently at AllShores, I worked on concept development and execution for integrated campaigns across web, email, print, and social—shaping creative that aligned with both business goals and audience insight. I regularly presented and sold creative direction to stakeholders, guiding work from early ideation through to final execution while navigating complex, multi-stakeholder environments. Previously at SaltWire, I led a design team while creating and delivering B2B campaigns and executive-level presentations. I worked closely with writers and strategists to refine messaging, strengthen campaign narratives, and ensure a cohesive voice across channels. A core part of my approach is staying connected to culture—drawing from trends in design, media, and emerging technologies to inform ideas that feel current and relevant. I’m actively exploring AI tools as part of my creative process, using them to support concept and professional development. I’m energized by collaborative environments where ideas are challenged, refined, and pushed further—and I’d love to contribute to a team that values bold thinking and creative risk-taking.

Available to hire

I am a Senior Designer with 15+ years of experience developing concept-driven, multi-channel campaigns across print, digital, social, and OOH—and I’m especially drawn to work that pushes beyond the expected.

Across my career, I’ve partnered closely with copywriters, strategists, and cross-functional teams to translate briefs into clear, compelling creative concepts. I’m motivated by building ideas that are not only strategically grounded, but creatively ambitious—work that resonates with audiences and holds up across every touchpoint.

Most recently at AllShores, I worked on concept development and execution for integrated campaigns across web, email, print, and social—shaping creative that aligned with both business goals and audience insight. I regularly presented and sold creative direction to stakeholders, guiding work from early ideation through to final execution while navigating complex, multi-stakeholder environments.
Previously at SaltWire, I led a design team while creating and delivering B2B campaigns and executive-level presentations. I worked closely with writers and strategists to refine messaging, strengthen campaign narratives, and ensure a cohesive voice across channels.

A core part of my approach is staying connected to culture—drawing from trends in design, media, and emerging technologies to inform ideas that feel current and relevant. I’m actively exploring AI tools as part of my creative process, using them to support concept and professional development.

I’m energized by collaborative environments where ideas are challenged, refined, and pushed further—and I’d love to contribute to a team that values bold thinking and creative risk-taking.

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Language

English
Fluent

Work Experience

Senior Designer at ALLSHORES (Formerly BF&M)
January 1, 2024 - March 1, 2026
Spearheaded creative and operational oversight for Island Heritage Charity Drive across multi-channel assets, including on-ground support and live radio telecasts. Developed the annual theme and deliverables for the BF&M Breast Cancer Walk, producing apparel and signage for 2,000+ participants. Served as a pivotal creative resource during BF&M/Argus merger and Allshores rebrand, executing high-volume rollout across international sub-brands with 100% brand presence. Led the design of health renewal kits, creating a modular framework that streamlined production and ensured consistent, multi-brand delivery across international sub-groups post-merger.
Art Director at SALTWIRE (Formerly The Chronicle Herald)
March 1, 2023 - December 1, 2023
Spearheaded the strategic transition of The Chronicle Herald into SaltWire, pivoting a legacy brand for digital-first audiences while maintaining 100% reader trust. Developed brand platform for new B2B service offerings with a scalable design system that repositioned services and supported new regional revenue streams. Managed internal design team to maintain visual excellence across 20+ Atlantic Canadian publications, implementing streamlined workflows to reduce production friction and ensure 100% brand consistency.
Senior Designer at HALIFAX PUBLIC LIBRARIES
August 1, 2017 - March 1, 2023
Led annual creative direction and production of African Heritage Month in collaboration with a community advisory board, developing a campaign that maximized participation. Championed the library’s visual identity rollout, scaling the brand across hundreds of applications and establishing an AAA-accessible experience. Partnered with community members to create campaigns for climate change, housing, and food literacy, translating complex data into accessible campaigns that increased engagement. Produced motion graphics and video content, transforming static initiatives into dynamic storytelling that expanded digital reach.
Senior Designer & Account Manager at THINK MARKETING
October 1, 2015 - August 1, 2017
Spearheaded Halifax Yoga’s rebrand from research to execution, delivering a cohesive system across identity, environmental signage, and apparel. Collaborated with developers to redesign the YWCA website, translating mission into a responsive, user-centric digital experience. Revitalized the 3SIXTY Bar & Lounge identity with premium assets and environmental signage that elevated the guest experience in a high-traffic venue.
Designer at TRAMPOLINE BRANDING
March 1, 2012 - October 1, 2015
Designed UI/UX for social gaming platforms, including Cineplex’s Peel & Pop and Moose Light’s Code of the East campaigns. Developed high-level packaging concepts and produced materials for Cineplex, Acadian Maple, and Shipbuilders Cider. Executed a high volume of ads and stationary for Saint Mary’s University within stringent brand guidelines. Created logos for Mezza Lebanese Kitchen and Autism Nova Scotia, translating creative direction into market-ready marks. Produced print and digital collateral for Irving Oil community initiatives (Fuel the Care, Gear Up to Give, North Atlantic Right Whale Conservation).

Education

Graphic Design at NSCC
January 1, 2004 - January 1, 2006
Diploma in Graphic Design at Nova Scotia Community College
January 1, 2004 - January 1, 2006

Qualifications

RGD In-House Design Awards
January 1, 2019 - May 13, 2026
ICE Awards – Merit
January 1, 2019 - May 13, 2026
ICE Awards – Merit
January 1, 2017 - May 13, 2026
ICE Awards – Merit
January 1, 2015 - May 13, 2026
ICE Awards – Silver
January 1, 2013 - May 13, 2026

Industry Experience

Media & Entertainment, Education, Non-Profit Organization, Professional Services, Government
    paper African Heritage Month In-Branch Display

    Led the creative direction and end-to-end production for this award-winning installation, transforming a complex historical timeline into a high-impact visual narrative. By balancing bold typography with a structured archival display, the project established a cohesive system bridging digital storytelling with tactile physical experiences. Execution involved close collaboration with branch leadership and programming teams to deliver an immersive, educational environment.

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