I'm Keith Lockwood, a senior brand and creative design leader based near Calgary, with many years of experience turning bold ideas into compelling brands, products, go-to-market campaigns, and experiences. I help brands win by crafting omni-channel storytelling, and engaging creative design that resonates with their target demographics. I specialize in brand design, product development, retail packaging and point of sale, websites, social media and email marketing, and destination/experiential design. I collaborate closely with cross-functional teams to make the complex simple and the difficult easy, delivering outcomes that drive awareness, adoption, and revenue.…

Keith Lockwood

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I'm Keith Lockwood, a senior brand and creative design leader based near Calgary, with many years of experience turning bold ideas into compelling brands, products, go-to-market campaigns, and experiences. I help brands win by crafting omni-channel storytelling, and engaging creative design that resonates with their target demographics. I specialize in brand design, product development, retail packaging and point of sale, websites, social media and email marketing, and destination/experiential design. I collaborate closely with cross-functional teams to make the complex simple and the difficult easy, delivering outcomes that drive awareness, adoption, and revenue.…

Available to hire

I’m Keith Lockwood, a senior brand and creative design leader based near Calgary, with many years of experience turning bold ideas into compelling brands, products, go-to-market campaigns, and experiences. I help brands win by crafting omni-channel storytelling, and engaging creative design that resonates with their target demographics.

I specialize in brand design, product development, retail packaging and point of sale, websites, social media and email marketing, and destination/experiential design. I collaborate closely with cross-functional teams to make the complex simple and the difficult easy, delivering outcomes that drive awareness, adoption, and revenue.

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Language

English
Fluent

Work Experience

Founder at Loft Retail / Whoville
November 1, 2009 - Present
Founded LOFT/Whoville, an integrated creative marketing agency. Built cross-functional teams of designers, copywriters, production artists and marketing managers, and led go-to-market programs for diverse clients in the U.S., Canada and beyond. Revitalized owned-brand businesses with refreshed branding, product development, and retailer-facing marketing assets; established workflows and brand pipelines that connected whitespace to successful product solutions.
Chief Marketing & Creative Officer at Gator Magnetics
February 1, 2020 - September 1, 2023
Identified the consumer market opportunity for an innovative magnet technology; developed product positioning and assortment; crafted all branding elements including brand language, packaging, website, social media, email marketing, and advertising strategy; created retailer pitches; led a Kickstarter campaign achieving 325% over goal.
Fractional Head of Marketing at Air Selfie
March 1, 2017 - January 1, 2021
Collaborated with sales to identify retail white space opportunities in outdoor, luggage and backpack categories; conceived Verrazano Luggage brand (name, logo, packaging, POS); developed all marketing materials and online presence; secured Target placements and helped drive a $35M business.
Head of Marketing & Design at Helvetica Brands USA
March 1, 2012 - March 1, 2015
Concepted and created Granary Road, an Active Learning Park, Public Market and Aquaponics Greenhouse; delivered brand name, logo, messaging, exhibit and facility design; website, social media, email, print and digital advertising; outdoor advertising and rail wraps.
Head of Marketing, Facility Design & Creative at Granary Road
March 1, 2015 - December 1, 2017
Led marketing and design for Granary Road; built brand assets and campaigns; oversaw exhibit and facility design; expanded audience through digital and on-site initiatives.
VP of Research, Product Development & Creative at Griffin International
December 31, 2001 - September 30, 2007
Led a team of designers, production artists and copywriters; built brand-building and promotional programs for food-centric clients; helped launch multiple new fast-food products into the convenience channel; participated in ownership decisions.
Creative Director at Compass Marketing
October 1, 2007 - September 1, 2008
Leveraged consumer insights and trend analysis to help retailers grow incremental revenue through new product categories and promotions; developed a Holiday Gift Giving Program for Best Buy; contributed to retail partnerships and promotional campaigns.
Partner, Creative Director at Frontend Marketing
May 1, 1998 - January 1, 2002
Led a team of designers, production artists and copywriters; built brand-building and promotional programs for food-centric clients; helped launch multiple new fast-food products into the convenience channel; participated in ownership decisions.
Partner/Creative Director at A La Carte Food Marketing
June 1, 1996 - May 1, 1998
Directed campaigns for Fortune 500 brands including 3M Thinsulate and Scotch, Green Mountain Energy; led branding, product promotions and merchandising to support fast-food product launches in convenience channels.
Creative Director at Cullinan Advertising & Marketing
May 31, 1996 - April 30, 1998
Directed creative campaigns for a diverse client roster; led teams across branding, advertising and marketing initiatives.

Education

Bachelor of Arts in Advertising & Communication at Winona State University
January 11, 2030 - May 13, 2026
Associate Degree in Graphic Design at Western Wisconsin Technical Institute
January 11, 2030 - May 13, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Consumer Goods, Professional Services, Media & Entertainment, Manufacturing
    Good to Grow Brand Development, Packaging, POS, & Retail Deck
    The inventors of an innovative new plant food came to me looking for all aspects of a go-to-market strategy including market positioning, brand name and logo, packaging, retail merchandising, and marketing materials including an investor deck and retail pitch deck. The result was a cohesive, premium design language that speaks to the demographic, pops at retail and delivers a high perceived value with clear and concise messaging hierarchy. webdesigner…
    Granary Road
    Granary Road has quickly become one of the most popular family destinations in Alberta and western Canada. Developing every aspect of the brand, facility and launch marketing was an opportunity where brand development meets worldbuilding. From concept development to name generation and brand design, from over-the-top playground design to educational content development for the Active Learning Park and indoor Discovery Centre site plan to fun and relevant video game design, from the marketplace architecture to interior market design to souvenir product design and from website development to social media and e-mail marketing to print and outdoor advertising including an exciting light-rail train wrap I created literally every aspect of Granary Road down to the last detail. And families love it! graphicdesigner branding webdesigner designer…
    Adidas Smart Wearables & Smart Ball
    When Adidas wanted to break into the North American smart sports gear and wearables market at Best Buy they asked me to develop the brand positioning, packaging, point-of-sale kiosk, and retail pitch deck. The result was an exciting, upscale design language that established Adidas immediately as a player in the highly competitive smart sports space. Each package has a wonderful unboxing experience and bold, inviting graphics that screams "Winner!" graphicdesigner branding designer…
    Verrazano Luggage & Backpack
    I created everything for the Verrazano branded line of luggage and backpacks that were sold exclusively at Target Stores. I developed the brand positioning, did the brand name generation, created the logo, designed the luggage and backpack product, developed the retail pitch decks, and designed the spin-open hangtag packaging. logo graphicdesigner branding webdesigner designer…
    Gator Magnetics
    This client came to me with an amazing magnetic technology IP that allowed small, thin magnets to have astounding strength. I developed a line of garage and workshop magnetic hooks that hold up to 45lbs to help people expand their storage areas onto steel tool boxes, cabinets, shelves, and more. Beyond the product development I also devoloped the brand positioning, generated the brand name, designed the logo and created the packaging, point-of-sale displays, retail pitch decks, and launch website. At Gator's inaugural National Hardware Show the brand won the coveted Retailer's Choice award and now 4 years later will hit $10 million in sales. graphicdesigner branding webdesigner designer…
    OrganicKidz
    The founder of OrganicKidz is the inventor of the world's first stainless steel baby bottle that revolutionized the baby feeding category. As a start-up entrepreneur she built a business with a very steady growth trajectory in the baby specialty store channel, but when she wanted to go prime time and partner with Target Stores she turned to me to develop a dual brand design language channel management strategy. I created a warm uncoated craft packaging line for the upscale mom and pop baby store channel and a beautiful but more impactful brand design for the highly competitive big box stores like Target and Babies-R-Us. With these two dramatically different design languages the OrganicKidz brand could live in both channels with slightly different products and very different price points without push back from retailers or parents. I also develop channel specific catalogs and marketing materials and print and digital advertising for the OrganicKidz brand. Possibly my biggest accomplishment for this young company was designing a sustainable bamboo baby bottle drying tree that won a much coveted RedDot Design Award. logo graphicdesigner branding webdesigner designer illustrator…
    Fair Hills Resort
    I started designing for this award-winning family owned and operated resort almost 20 years ago. Over the years I've developed the logos for their expanding properties, created many imaginative multi-fold brochures, and designed dozens of print/digital ads, and outdoor boards. This year they celebrated their 100th year anniversary and I designed the logo they'll use in advertising and merchandise. They are a great small client that illustrates that while I work gigantic brands and companies I also love to work with independent companies that trust me with their legacy brands. logo graphicdesigner branding designer…
    115 Worldwide
    I developed this logo mark for a global investment firm that was looking for a clean, highly professional identity that was still unique and with character. logo graphicdesigner branding designer…
    Village of Longview Identity
    I developed this classic western looking logo for an iconic cowboy village in the foothills of the Canadian Rockies that is a popular tourist destination. logo graphicdesigner branding designer…