Dennis Purcell

Dennis Purcell

Graphic Designer in Los Angeles


I’m a LA based creative director with 28 years of hands on art direction and design experience with top-tier action sports, video games, entertainment, and consumer electronics brands. Museums, not for profits, and national campaigns such as Revlon Run/Walk have also been part of my client list. Creative solutions I worked on helped many established and emerging brands to evolve and in some cases to even grow in to sectors they did not plan originally.

I have great passion for innovative/conceptual thinking, good design, and developing strong brand identities. I am well versed in every aspect of communication design (i.e. print and digital advertising, packaging, website, P.O.P., logos, catalogues, trade show, apparel/clothing design) and creative direction including print, audio, video, photography, and art direction. In addition to being proficient in all design related programs and languages, I design/code/host/manage a large portfolio of client websites.

I have built teams, mentored young talents, worked both in-house brand & agency environments, and run my own creative studio for more than a decade. My work has won many awards, got published, and has been showcased in Pasadena Museum of California Art.

I also have a unique bmx, skateboarding, surfing, snowboarding, and pro motocross racing background which helps me best serve action sports brands by creating insightful and targeted creative solutions.

Work Experience

2021 — Now

I lead creative direction and design for EVS Sports product marketing including strategy across all EVS Sports categories through visual design, art direction, print and digital advertising, video ads, UX/UI website design, catalogues, retail packaging, P.O.P., and exhibit design.

• Lead multiple new product launches with high profile athletes spearheading creative direction managing photographers and design team

• Lead UI/UX redesign for Shopify ecommerce brand website elevating user experience

• Designed a brand focused look & feel across all consumer touchpoints including print and digital advertising, website, social channels, retail, and sales collateral

• Lead creative direction and design for new product catalog, product line guides, goggle guide, and product sales collateral

• Managed in-house design team and freelancers

2008 — Now
Marina del Rey

• Partner with clients to spearhead branding initiatives across all channels

• Lead innovative, intelligent, and integrated creative solutions which evolve and grow brands

• Provide creative vision and design for the development of print and online experiences

• Lead creative development of integrated marketing campaigns for clients from concept to execution

• Provide creative direction for photography, videography, naming, packaging and trade show design

• Guide new business development efforts and set company strategy

• Recruit and mentor creative talent

Fox Racing, Slednecks, Atomic Moto, Pelican Products, Kraken Rum, Radar Works, Viking Therapeutics, Concord Music Group, LifeForce Jazz, Schawk! (Herbalife), Eagle Protection, Entertainment Industry Foundation, Messermeister, Pyramat, The Museum of Tolerance, Dine, JNR8 Advertising

2014 — 2017
Brea, CA

Kanex, a leader in Apple accessories, had goal of enlarging its retail footprint and wanted a brand identity and packaging review. I was brought on to board to execute our findings and eventually evolve the brand package system to be Apple store compliant as well as competitive across big box retail partners. The successful rebrand won multiple international product replacements for the company and exceeded their goals.

• Developed & designed approved Apple Store retail packaging

• Sourced outside vendors and negotiated terms to fit internal budgets

• Managed designers and marketing team to meet marketing timelines

• Designed trade show booths for both for CES and InfoComm

• Managed rebrand effort across all retail and online channels

• Coordinated design team and external web firm to meet internal timelines during web redesign

• Negotiated vendor contracts to maximize annual marketing budget

2007 — 2008
Flagstaff, AZ

• Developed brand strategy from an action sport video producer to a snowmobile outerwear brand

• Doubled sales by implementing new online marketing strategies

• Lead creative team on multiple issues of the leading snowmobile publication Slednecks Magazine

• Designed products and managed team on casual wear lines from concept to tech packs

• Developed and designed outerwear collaborating with team riders

• Lead interactive team for STV (Slednecks TV) a streaming Flash video channel

• Designed a new corporate logo to be used throughout product and branding materials

2000 — 2007
Marina del Rey

• Partner with clients to develop marketing strategies

• Provide creative vision and design for the development of print and online experiences

• Provide award winning solutions to clients for identity and package design

• Guide new business development efforts and set company strategy

• Recruit and mentor creative talent for success

Fox Racing, Ignited Minds (Sony, Activision), Yellow Brick Records, Concord Music Group, Street Legacy Records, Cornyn+Partners (Radio Shack), Eagle Protection, Pyramat, C Spot Run

1997 — 2000
San Francisco, CA

• Lead the creative team from development of conceptual ideas to execution

• Responsible in development of integrated ad campaigns across all channels

• Coordinated with client and creative teams assuring to meet client expectations

• Conducted successful focus group research to test multiple print ad solutions

• Lead creative team in rebrand effort for leading consumer electronics brand

• Developed multiple B-to-B and B-to-C print ad campaigns for leading global brands

• Lead new brand development on tech startup initiatives

MTV Networks, Eidos, Foxy Vegetables, Psygnosis, Streetspace, Vtech, RadioShack

1995 — 1997
Morgan Hill, CA

• Art directed and designed multiple print campaigns, collateral, calendars, and catalogs, with high profile athletes and professional models

• Developed new corporate kit & product identity system

• Designed packaging for over 120 unique products

• Designed In-store retail displays, POP, and merchandising displays

• Designed gear for motocross, BMX and mountain bike

• Developed tradeshow & event concepts & graphics
Designed video box key art for leading action sports video franchises

JNR8 Advertising’s Business Card & Identity from Published in Best of Business Card Design 8

Best of Business Card Design 8 features an innovative collection of the most current and best work by top designers worldwide.


DPD, C Spot Run, and Museum of Tolerance logos

LogoLounge Vol. 1

Manitou, Fox McGrath, CoolBoarders 3 logos

Exploring Package Design Book

Vtech Cordless Phone Packaging

Exploring Typography

Busta Rhymes Custom Type and Poster Design

AltPick Spotlight from Alternative Pick

Graphic Designer interview

1st Place for Poster Design from AltPick Awards

Busta Rhymes live in Miami

Mohawk Paper Promotion

Neo-Metro Brochure


Foxy Vegetables Billboard Campaign

Adweek Mention

Adweek - Foxy Vegetables Billboard Campaign

Merit Award from San Francisco Show 13

Self Promotion Award for Cornyn + Partners Holiday Mailer

Product Design Award from ID Magazine

Fox Racing, 360 MAX Motocross Pant


1991 — 1995
Bachelor of Art - Graphic Design at California State University-Northridge
Northridge, CA