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Art and design have been part of my DNA since childhood—I was that kid who loved to draw. Following my passion, I honed my skills at Sheridan College in Illustration, then expanded my expertise in Advertising and Graphic Design at Humber College.

My professional journey began at Bates Canada as an Art Director intern, and shortly after, I joined V&B (later Arnold Advertising). There, I worked on iconic brands like United Way (winning two Cassies), BMO (leading the rebrand from Bank of Montreal), Volkswagen, and McDonald’s. These formative years solidified my skills as both a designer and a leader.

Driven by entrepreneurial spirit, I co-founded Fat Free, a boutique agency in Toronto where we embraced a hands-on approach, managing all creative work ourselves. Our efforts won new clients such as Aegon, Telus, Red Cross, and Teamsters Canada, and earned awards and recognition in Marketing Magazine and Archive. As the agency shifted focus, I transitioned to an in-house Graphic Design role at Dundee Wealth, where I won acclaim for an innovative RRSP Survival Kit campaign supporting financial advisors with creative tools and branded swag.

I then stepped into a pivotal role as Senior Art Director, founding the Canadian Creative Department for Cheil Worldwide—Samsung’s agency of record. There, I led creative development for diverse divisions, producing campaigns like the 2010 Winter Olympic Integrated Campaign, the ‘Express Yourself’ Mobile campaign, and the ‘Irresistible Innovation’ Home Appliances campaign, which drove sales growth over 300%. The fast-paced environment demanded creativity around the clock, from digital to experiential activations, corporate initiatives, and sponsorships.

In 2011, I launched DNA Advertising + Design. Our first client was Reach for the Rainbow Children’s Charity, for whom I designed annual gala publications over nearly a decade. I also served as VP of Marketing & Creative Director for a Toronto-based telco startup, leading brand strategy, media direction, and digital experiences, including UX/UI for websites and apps.

Over time, DNA grew its client roster with organizations like Canadian Mental Health Association Dufferin Peel, Giddy Yo, Hope Place Centres, Reinhart Foods & Cider, Caledon Community Services, Npower Canada, and startups across industries. I also collaborated remotely with MetaMed Marketing designing responsive websites for medical professionals in the US, and worked with a Florida-based agency producing award-winning campaigns for BMW, Winn-Dixie, Alarm.com, and Copper Mountain Colorado.

During the pandemic, I embraced teaching Graphic Design and Art Direction at Humber College, sharing industry knowledge and Adobe Creative Suite expertise with the next generation of creatives.

More recently, I returned full circle to McDonald’s as Senior Art Director for Coates Group, elevating their digital menu board content and collaborating closely with clients and agencies to refresh campaigns that consistently exceeded sales forecasts by up to 400%. I also served as Design Lead for Canadian outdoor company Y&M / COEC, crafting digital and print marketing materials, and later, as Creative Director at Optimize Wealth Management, I led video production and marketing initiatives for over 100 wealth planners, producing dozens of videos and supporting a major rebrand—all within three months.

Today, I continue working with past clients on creative projects while exploring the exciting possibilities of AI in design.

If you’re seeking a fresh, strategic perspective to elevate your brand’s DNA and marketing impact, let's talk.

Cheers,

Derek Neal
Sr. Art / Creative Director + Graphic/Motion Designer
DNA Branding + Design