Hi, I'm Elsa Oroz, a Senior Graphic Designer and Creative Director specializing in corporate branding, creative direction, and strategic marketing design across print, digital, and packaging. I have extensive experience in the medical device industry, navigating FDA-compliant environments to deliver clear, scalable brand systems. I design with intention—crafting visuals that connect with audiences and elevate brand impact. From leading global campaigns at CooperVision to founding SELSA Studio, I guide concept development, production, and cross-functional collaboration to deliver cohesive brand identities and meaningful marketing collateral.…

ELSA OROZ

Hi, I'm Elsa Oroz, a Senior Graphic Designer and Creative Director specializing in corporate branding, creative direction, and strategic marketing design across print, digital, and packaging. I have extensive experience in the medical device industry, navigating FDA-compliant environments to deliver clear, scalable brand systems. I design with intention—crafting visuals that connect with audiences and elevate brand impact. From leading global campaigns at CooperVision to founding SELSA Studio, I guide concept development, production, and cross-functional collaboration to deliver cohesive brand identities and meaningful marketing collateral.…

Available to hire

Hi, I’m Elsa Oroz, a Senior Graphic Designer and Creative Director specializing in corporate branding, creative direction, and strategic marketing design across print, digital, and packaging. I have extensive experience in the medical device industry, navigating FDA-compliant environments to deliver clear, scalable brand systems.

I design with intention—crafting visuals that connect with audiences and elevate brand impact. From leading global campaigns at CooperVision to founding SELSA Studio, I guide concept development, production, and cross-functional collaboration to deliver cohesive brand identities and meaningful marketing collateral.

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Language

English
Fluent
Spanish; Castilian
Fluent

Work Experience

Founder & Creative Director at SELSA Studio
January 1, 2025 - November 11, 2025
Lead creative direction and design for eye care clients, from a specialty contact lens manufacturer to an optometry practice, crafting cohesive brand identities and integrated marketing campaigns. Oversee creative production, client relations, and business operations from concept to delivery.
Global Senior Graphic Designer at CooperVision | Global Marketing Communications
January 1, 2025 - January 1, 2025
Led the creative direction for major global initiatives, including CooperVision’s sustainability campaign, achieving an 85% adoption worldwide and ensuring brand consistency across regions. Collaborated with global stakeholders and cross-functional teams to develop strategic briefs and deliver cohesive content for product marketing, internal communications, and training materials. Created digital and print assets, including large-format graphics, corporate templates, and interactive POP displays, strengthening brand presence and customer engagement. Developed and refined brand guidelines, including logo standards and private label/house brand visual identity, ensuring consistency across all materials. Managed external creative teams and agencies, providing strategic direction to maintain brand standards and meet project deadlines.
Senior Graphic Designer at CooperVision Specialty EyeCare | Marketing - Americas
January 1, 2023 - January 1, 2023
Led design for multiple specialty contact lens brands, producing marketing materials to support sales doctor education & training materials, patient user instructions, and product promotion. Designed industry-leading trade show materials, including booth designs, large-format prints, promotional assets, and interactive marketing products, enhancing brand engagement and visibility in industry events. Developed technical training modules for practitioner certification, lens fitting guides, and patient care handling guides to enhance product knowledge, drive sales, and improve patient care. Integrated newly acquired lenses into the company’s brand portfolio, ensuring smooth branding alignment across all assets.
Co-owner & Managing Partner at Smart Disinfecting
January 1, 2023 - January 1, 2023
Launched and managed all aspects of the business, from branding to operations. Oversaw marketing strategy and built a complete brand ecosystem — including visual identity, digital presence, marketing collateral, and customer experience systems.
Graphic Designer/ Marketing Specialist at Paragon Vision Sciences
January 1, 2019 - January 1, 2019
Drove a 50% sales increase through strategic marketing and product positioning. Produced global marketing campaigns, including brochures, trade show materials, and interactive marketing materials, enhancing customer engagement at industry events.
Graphic Designer / Marketing Specialist at Paragon Vision Sciences
January 1, 2019 - January 1, 2019
Drove a 50% sales increase through strategic marketing and product positioning. Produced global marketing campaigns, including brochures, trade show materials, and interactive marketing materials, enhancing customer engagement at industry events.
Global Senior Graphic Designer at CooperVision | Global Marketing Communications
January 1, 2023 - January 1, 2025
Led the creative direction for major global initiatives, including CooperVision’s sustainability campaign, achieving >85% adoption worldwide and ensuring brand consistency across regions. Collaborated with global stakeholders and cross-functional teams to develop strategic creative briefs and deliver cohesive content for product marketing, internal communications, and training materials. Created high-impact digital and print assets, including large-format graphics and interactive POP displays, strengthening brand presence and customer engagement. Developed and refined brand guidelines, including new logo creation standards and private label/house brand visual identity, ensuring consistency across materials. Managed external creative teams and agencies, providing strategic direction to maintain brand standards and meet project deadlines.
Senior Graphic Designer at CooperVision Specialty EyeCare | Marketing - Americas
January 1, 2019 - January 1, 2023
Directed the visual design for multiple specialty contact lens brands, producing comprehensive marketing materials that supported complex sales doctor education and training initiatives. Designed high-visibility trade show materials, including immersive booth designs and large-format prints, maximizing brand engagement at major industry conferences. Translated technical product specifications into clear educational assets, developing practitioner certification modules, lens fitting guides, and patient care instructions to drive sales. Ensured seamless brand alignment and visual integration for newly acquired product lines into the existing corporate portfolio across marketing assets.
Co-owner & Managing Partner at Smart Disinfecting
January 1, 2020 - January 1, 2023
Launched and managed all aspects of the business, from branding to operations. Conceptualized and executed a complete brand ecosystem—visual identity, digital presence, marketing collateral, and customer experience systems.
Graphic Designer/ Marketing Specialist at Paragon Vision Sciences
January 1, 2017 - January 1, 2019
Drove a 50% sales increase through strategic marketing and product positioning. Produced cohesive global marketing campaigns, creating sophisticated collateral including brochures and interactive trade show materials that enhanced engagement at industry events.

Education

Bachelor of Science in Graphic Design at Arizona State University
January 1, 2013 - January 1, 2016
Associate of Arts Degree at Chandler-Gilbert Community College
January 1, 2010 - January 1, 2012
Bachelor of Science in Graphic Design at Arizona State University
January 1, 2013 - January 1, 2016
Associate of Arts Degree at Chandler-Gilbert Community College
January 1, 2010 - January 1, 2012
Bachelor of Science in Graphic Design at Arizona State University
January 1, 2012 - January 1, 2016
Associate of Arts Degree at Chandler-Gilbert Community College
January 1, 2010 - January 1, 2012

Qualifications

Add your qualifications or awards here.

Industry Experience

Healthcare, Life Sciences, Manufacturing, Professional Services, Media & Entertainment
    paper Sustainability Refresh

    This global sustainability refresh aligned CooperVision’s messaging and visuals under one unified, inspiring system.
    I led the creative direction — establishing the full visual language used across global teams. Every detail was crafted to reflect the company’s commitment to both people and planet.
    Translating a complex global sustainability strategy into a simple, story-driven visual system that could be easily adopted worldwide. The solution required:
    A regenerative visual framework
    Master hero imagery
    Initiative-specific visuals
    Full design toolkit covering all content types — while maintaining cultural relevance and brand alignment across diverse global markets.

    MY ROLE
    Led creative direction for the full Sustainability 2024 visual refresh.
    Designed the regenerative framework and master hero visuals representing the company’s commitments.
    Provided creative direction and developed visual guidelines, including: approved imagery, typography, text treatments, and general design system.
    Collaborated with internal teams who provided messaging, claims, and web copy, ensuring visual coherence across all content.
    Directed partner agencies producing video, digital, hand-painted graphics, and additional content.

    • RESULTS -
      The toolkit is now used globally by internal and external-facing teams. It has improved consistency in sustainability messaging, made complex data more visually digestible, and served as a flexible system adopted across platforms.
      GLOBAL ADOPTION - Toolkit adopted ≈90% company-wide
      COLLABORATION - Cross-functional collaboration between Sustainability, MarCom, PR, Digital, Regional teams & agency
      CONSISTENCY -nIncreased clarity and visual consistency in sustainability messaging