George Barrett

Director of Experience Design @Educational Testing Service (ETS)

UX/UI DesignerGraphic Designer🐦 DesignCommunication DesignerBrand DesignerMotion Designer

I am a seasoned professional in user experience, creative direction, and brand identity. With extensive experience at Educational Testing Service (ETS), I have led omnichannel initiatives, enhanced the organization's digital presence, and strengthened brand recognition. As Director of Experience Design, I managed ets.org's transformation, the ETS Brand Center, and the Harmonic Design System, ensuring streamlined design and development, user-centric design, and accessibility. Previously, as Senior Manager of Creative Services, I oversaw creative direction across all media, managed a team of 12, and ensured brand compliance. My early role as Design Department Manager involved maintaining quality standards and collaborating with corporate brand managers. Proficient in Adobe Creative Suite, Figma, HTML, CSS, motion graphics, and much more. With a proven track record of delivering innovative design solutions. My comprehensive experience makes me a valuable asset for elevating brand and user experience.

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Work Background

ETSDirector of Experience Design

Oct. 2019 - Jan. 2024Princeton, New Jersey» Product owner for ets.org, managing development teams, overseeing production, and addressing customer concerns for improved user satisfaction with User Experience improvements. » Product owner of the ETS Brand Center, supported 1,700+ stakeholders, delivering brand guidelines and creative direction for unified communications. » Product owner of the Harmonic Design System, shaping its philosophy, authoring guiding principles, and ensuring consistent application across design and development. » Demonstrated proficiency in operational management, user-centric design, accessibility, and brand alignment. » Tracked user journeys, conducted UX reviews, and ensured WCAG 2.1 standards for inclusivity. » Significantly contributed to ETS’s digital presence, refined user experiences, and strengthened brand recognition.

Educational Testing Service (ETS)Senior Manager Creative Services

May. 2016 - Oct. 2019Princeton, NJ» Co-directed the creative services department, ensuring on-time delivery, quality control, and creative direction across all media. » Managed a team of 12, focusing on resource availability, reliability, quality, and cost-effectiveness within the unit. » Conducted brand reviews to ensure compliance with visual standards for both internally and externally developed media. » Supported externally developed communications, including digital asset distribution and full brand asset management. » Played a key role in directing the visual identity of ETS, collaborating with corporate brand managers on the development of brand assets. » Worked closely with various teams, including Marketing, Web Operations, User Experience, Email Marketing, Multimedia Group, and Convention Services. » Developed cohesive creative communications across all media, aligning with marketing goals and the core ETS brand.

Educational Testing Service (ETS)Design Department Manager

Mar. 2014 - May. 2016Princeton, NJ» Co-directed the creative services department, ensuring on-time delivery, quality control, and creative direction across all media. » Managed a team of 12 for resource availability, reliability, quality, and cost-effectiveness within the unit. » Conducted brand reviews for visual standards compliance in internally and externally developed media. » Collaborated with corporate brand managers to develop all brand assets and direct the visual identity of ETS.

ETSSenior Graphic Designer

Sep. 2006 - Mar. 2014Princeton, NJ» Lead designer for ETS’s Elementary and Secondary Education (ESE) division. » Partnered with strategic business units to develop campaign strategy. » Spearheaded the creative development of concepts, presenting to clients, and executing a full range of communications. » Key contributor to product launches, involved in developing visual vocabulary, brand updates, and authoring brand guides. » Managed the implementation of brand elements across all media channels.

RCN; Cable TV, Phone and Internet Triple Play ProviderSenior Art Director

May. 2003 - Apr. 2006» Developed concepts for internal and external creative initiatives. » Established creative direction for all projects, playing a key role in brand strategy. » Directed and instructed three junior designers on art consistency, technical execution, conceptual strength, and brand accuracy. » Provided consultation for the procurement department on various digital and print production projects.

MRM GillespieJunior Art Director

Oct. 1999 - May. 2003Princeton, New Jersey, United States» Designed and art directed projects such as logo design, package design, identity systems, brochures, annual reviews, direct advertising campaigns and branding. » Directed photography and production. » Performed duties as interactive programmer.

Visual Media, Inc.Graphic & Production Designer

Feb. 1999 - Oct. 1999New Britain, Pennsylvania, United States» In-house graphic designer and production. » Projects included brochures, calendars, ads, posters and packaging. » Worked closely with pre-press staff, film strippers, press and bindery staff.

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