What motivates people to take action? I’ve always been fascinated by that question.

My observation of human behavior is what helps me create compelling communication that causes people to take action. As a graphic designer with experience writing copy, I have an integrated approach that will help you get better marketing results very quickly.

If you ask my clients, they’ll tell you they like working with me because I collaborate with them to get to a great finished product. Frequent conversations and reviews of rough ideas make for a smooth and effective process. Be sure to check out what they say about me by clicking on the Testimonials tab.

My areas of special expertise are direct response design (especially magazine marketing) and design that gets results for environmental and other social causes.

Contact me any time you need graphic design and writing guaranteed to improve the effectiveness of your website, brand, direct mail and other print and web communication.

Carrie Scherpelz
608 233-7787

533 West Main Street #212
Madison, WI 53703


My resume

I have over 30 years of graphic design and marketing communication expertise:

Design that gets results. Madison, Wisconsin
Freelance Graphic Designer. 2004–Present

Madison Environmental Group, Inc. Madison, Wisconsin
Director of Communication. 2004–2008

Oversaw company communications; managed marketing plans and designed marketing materials and events for Madison Environmental Group and for its clients; developed marketing strategies which encourage businesses to adopt environmentally sustainable practices that foster change in individuals’ behavior.

American Girl, Marketing Communications Division. Madison, Wisconsin
Art Director. 1999–2004

Developed direct mail design for American Girl magazine. Launched a new brand, Girls of Many Lands, in catalog channel. Developed a successful strategy to rejuvenate the American Girl core brand in catalog channel resulting in 8 of 9 pages of products sold out. Designed and managed projects for American Girl core brand in all channels, including retail, catalog, and book marketing. Managed and directed photo shoots. Developed and implemented a new customer acquisition strategy which increased prospect catalog response rate significantly.

Third Floor Design/Third Floor Drama. Madison, Wisconsin
Freelance Writer. 1981-1999

Designed print materials for clients including Earthcare Paper, Fanny Garver Gallery, Madison Children’s Museum, Rowe Pottery, The Soap Opera, and Wisconsin Society of Architects. Wrote 5-7 minute long scenes from life. Developed marketing materials; sold sketches to a national audience.

Reed Sendecke Associates. Madison, Wisconsin
Designer. 1980-1981

Provided logo design and design of print materials for clients including City of Madison, Sentry Insurance,TDS and US Cellular, Urban Land Interests, Mercy Hospital, Jackson Clinic, and St. Mary’s Hospital.

Madison Newspapers, Inc. Madison, WisconsinDesign Director. 1978-1980

Created page layout for Wisconsin Regional, a monthly magazine. Hired and directed freelance photographers and illustrators.

The Design Partnership. Evanston, Illinois
Designer. 1975-1978

Collaborated with Bruce Beck, a Chicago 27 designer, to produce print materials for clients such as RandMcNally and S.C. Johnson.

References available upon request.