I am a design leader with over twenty years of experience translating brand identity into immersive, scalable retail environments. I guide cross-functional teams through all phases of the retail design process—from site feasibility and schematic design to construction documentation and rollout—ensuring brand integrity and operational alignment across big-box and specialty formats. I thrive on turning complex brand strategies into tangible experiences that engage customers and drive growth. My work spans Fortune 500s to startups, with a focus on ambient storytelling, fixture systems, and sustainable design. I am passionate about creating cohesive brand experiences that merge strategy with craft, delivering measurable impact for retail and hospitality environments.

Michelle Isroff

I am a design leader with over twenty years of experience translating brand identity into immersive, scalable retail environments. I guide cross-functional teams through all phases of the retail design process—from site feasibility and schematic design to construction documentation and rollout—ensuring brand integrity and operational alignment across big-box and specialty formats. I thrive on turning complex brand strategies into tangible experiences that engage customers and drive growth. My work spans Fortune 500s to startups, with a focus on ambient storytelling, fixture systems, and sustainable design. I am passionate about creating cohesive brand experiences that merge strategy with craft, delivering measurable impact for retail and hospitality environments.

Available to hire

I am a design leader with over twenty years of experience translating brand identity into immersive, scalable retail environments. I guide cross-functional teams through all phases of the retail design process—from site feasibility and schematic design to construction documentation and rollout—ensuring brand integrity and operational alignment across big-box and specialty formats. I thrive on turning complex brand strategies into tangible experiences that engage customers and drive growth.

My work spans Fortune 500s to startups, with a focus on ambient storytelling, fixture systems, and sustainable design. I am passionate about creating cohesive brand experiences that merge strategy with craft, delivering measurable impact for retail and hospitality environments.

See more

Language

English
Fluent

Work Experience

Design Director / Principal at Isroff Creative, LLC
January 1, 2020 - Present
Independent design consultancy delivering retail strategy, creative direction, and brand experiences for clients from Fortune 500s to startups. Led concept development, design strategy, and cross-disciplinary collaboration for projects including Scooters (Rubber & Road), Amazon Devices (SNG GRP), Diff Eyewear, Nestlé (WD Partners), Hotel Versailles & Kona Craft Kitchen (SketchBlue), Shipping Point, and more.
Design Leader, Brand Experience – Lifestyle at Nelson Worldwide
January 1, 2021 - December 31, 2023
Directed creative strategy and execution for national and global retail brands, coordinating internal teams and external consultants to deliver brand-aligned environments at scale. Oversaw concept development, schematic design, space planning, fixture strategy, and construction collaboration for large-scale programs.
Vice President, Design at JLL Design (formerly Big Red Rooster)
January 1, 2006 - January 1, 2019
Led multi-site retail design programs from concept through construction. Partnered with architects, vendors and construction leads to ensure rollout feasibility, brand integrity, and timely execution. Collaborated with client real estate and operations teams to evaluate site fit, access, zoning, and visibility.
Senior Designer at WD Partners
January 1, 2003 - January 1, 2006
Led restaurant and retail concept designs in U.S. and Kuwait. Developed visual merchandising and collaborated with architectural teams to deliver cohesive brand experiences.
Senior Designer at Partners by Design
January 1, 2000 - January 1, 2002
Led corporate HQ interior design for spaces ranging from 30,000–90,000 SF, contributing to design direction and project execution.
Retail Designer at Chute Gerdeman
January 1, 1994 - January 1, 2000
Contributed to boutique retail and restaurant design; helped launch Chicago office after establishing Columbus presence.

Education

B.S. Interior Design at University of Cincinnati
January 11, 2030 - February 10, 2026

Qualifications

Best 10x10, Exhibitor Magazine – Hush Puppies
January 1, 2020 - February 10, 2026
Design Firm of the Year, DDI Magazine & VMSD – JLL
January 1, 2019 - February 10, 2026
Design Firm of the Year, DDI Magazine & VMSD – JLL
January 1, 2012 - February 10, 2026
Design Firm of the Year, DDI Magazine & VMSD – JLL
January 1, 2006 - February 10, 2026

Industry Experience

Retail, Professional Services, Real Estate & Construction, Media & Entertainment, Manufacturing