Veronica Vidal Praeger
Artist · Veronica Vidal Praeger Branding & Design
San Diego, CA
In My Own Words
Designer with a wide breadth of experience creating meaningful, impactful, strategic communications for mission-driven organizations. Skilled communicator, whether spoken, written, or visual, with a passion for brand identity design, typography, photography, and messaging. Creative, precise, and detail-oriented.
Likes: Sunshine, distance running, architecture, photography, birds
Dislikes: Comic Sans, fake palm tree cell phone towers
View my portfolio
Work Experience
Contract Creative Director
Veronica Vidal Praeger Branding & Design2004 – Present
-- Partner with small and medium-sized organizations to understand their goals, and influence creative decisions that support organizational strategies. -- Led creative direction and brand identity creation for a wide range of businesses including local restaurants, an interior design firm, a theater arts nonprofit, business and financial consultants, personal care practitioners, fitness and wellness studios, and a voiceover actress, among others.
Senior Manager, Graphics
Blue Star Families2020 – Present
-- Initiated and directed a brand audit and visual design overhaul, leveling up the organization’s visibility and recognizability within the military and veteran nonprofit space, as well as unifying look and feel for the organization’s numerous sub-brands and programs. -- Led creative direction for the organization’s Celebration gala, a high-profile annual event highlighting major funders and attended by high-ranking members of the armed services and members of Congress. -- Led creative direction and production for the organization’s annual Military Family Lifestyle Survey and Campaign for Inclusion survey results releases; multi-channel events that include a live, in-person panel as well as publication and distribution of a long-form survey findings report and companion infographics. -- Led creative direction and production of annual impact report publications. -- Directly supervise and mentor junior designers and contractors to achieve the strategic goals of the organization. -- Led the production of an identity design for Military Families Outdoors — a large federal grant program with the National Park Service and in partnership with other nonprofits — creating assets to be distributed widely among partner organizations. -- Provide art direction and brand guidance for website, email, social media, and Blue Star Neighborhood digital community teams, including collaborating on a major member newsletter overhaul with the email marketing team. -- Collaborate closely with both national organization and individual Blue Star Families chapters to deliver creative solutions that resonate with our membership base and deliver consistent brand visuals and messaging. -- Serve as subject matter expert in maintaining a high level of brand consistency, quality, and integrity across all verticals. -- Curate and source photography for publications and digital assets, ensuring diversity and representation of the organization’s membership base.
Marketing and Communications Director
Casa Youth Shelter2016 – 2020
-- Initiated and directed a soft rebrand of the organization, refining visuals to be bolder, more modern, and more consistent across channels and to align with long-term organizational goals. -- Collaborated closely with Development team to create social media video content for annual one-day fundraising campaign; increased amount raised by almost triple from one year to the next. -- Led creative direction of annual impact reports, resulting in cultivating a relationship with someone who would become one of the organization’s largest donors. -- Directed and implemented email, social media, and outreach marketing strategy. -- Led creative direction and production for a major website redesign.
