Featured Work

A selection of examples from my portfolio area

Scion Squadron Campaign
The Ball in the Hall Children's Book
Central 1 Extranet
Quaker Game Hub

Portfolio Gallery

Integrated Advergame Campaign
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Interactive Ad Campaign
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HomePage TakeOver Design
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Interactive Ad Campaign
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Mobile Application Design
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Email Marketing Campaign
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Website Design
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Web Design Project
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Internal Marketing Project

Marketing Insight Bank

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Interactive Marketing Project
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Website Design
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Advertising Campaigns

Castrol, Speedstick, EA and more..

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Childrens Book Illustration
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Editorial Illustration
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Games & Concept Art

Microsoft and Other..

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Print & Apparel Design
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Print Advertising Design
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Expertise, Experience and Skill Categories

I Design and Craft Innovative Internet Strategy and Applications, Brands, Advertising & Marketing Campaigns.

Areas of Expertise

ServicesCreative and Art Direction

I have been an award-winning Creative Director for over a dozen years in both client and agency roles. My experience spans many business channels and media types including:

  • Brand, Brand Advertising and Brand Positioning
  • Social Media Marketing and SEM / SEO
  • Games and Advergames for all platforms and devices
  • Interactive Applications using HTML5, CSS3 and Flash
  • Mobile/Tablet UI and Workflows
  • Direct Response including DRTV and Video
  • Print Design for Magazines, Catalogs, Collateral and more
  • Usability and User Experience Design

ServicesAnalytics & Usability Testing

I employ a complete arsenal of testing methodologies and techniques for both quantitative and qualitative metrics to ensure only the highest standards are achieved.

Aside from the usual Google Analytics, Adobe Omniture / Site Catalyst &, DoubleClick tools, server logs etc, I also conduct user testing, contextual interviews, card-sorting, focus groups, surveys and more. I am a big advocate of A/B and multi-variate testing for ongoing measurement and improvement.

ServicesWeb, Tablet and Mobile Design

I have designed websites, tablet and mobile apps as well as advergames using responsive design and cross-platform standards-based techniques for many years.

As the Creative Director at WildTangent, I led teams and crafted solutions for all internal initiatives as the company moved aggresively into the tablet and mobile space. At Central 1, I oversaw design, usability and front-end web development for over 300 client credit unions and utility companies.

ServicesAdvertising & Branding

I have designed and delivered successful advertising campaigns for many Fortune 500 companies including AT&T, Ford, Toyota, GMC, Disney, Mattel, Nickelodeon, Lego, Carnival Cruises, Electronic Arts, Netflix and more. At WildTangent, my team was instrumental in helping the sales team convert an average $3 million a month in RFPs into signed and paid campaigns.

I have a design degree from the Art Center College of Design in Pasadena, California as well as an MBA, so am able to craft solutions that get attention, engage audiences and increase ROI. I have proven experience successfully conceptualizing and delivering integrated innovative ad campaigns that strategically align with client objectives and provide real user value.

ServicesManagement & Leadership

I have built and managed creative teams ranging in size from 3 to more than 50 persons and employ an effective balance of leadership and management techniques in this role.

I have a proven track record of positive motivation, team building and mentorship. I work to remove barriers, obstacles and demotivators while creating job enrichment opportunities, setting clear attainable goals, providing task significance and fostering a culture of close communication and collaboration.

ServicesSocial Media and Games

I am expert in the creative use of social media and games to engage users, stimulate conversation and amplify marketing efforts in order to reach the intended audience and influence desired activity.

As the Creative Director at WildTangent, I was able to conceptualize, create and deliver dozens of successful ad campaigns using unique combinations of social media and advergames. My budgets ranged from a few thousand dollars to well over a million per campaign. Our clients represented virtually all business verticals and geographical areas. WildTangent itself hosted over 3,000 games and served nearly 200 million monthly uniques (MAUs). We were able to deliver results for our clients that far exceeded industry norms. For example, we achieved average video completion rates in excess of 85% and routinely delivered click-through rates (CTRs) more than 8% - 10%.


  • 07/21/2014Lego Art Maker Tablet and Web App

  • 06/30/2014Cool Rider - Book Cover

  • 06/15/2014Illuminate Crochet Brand Project

  • 03/15/2014The Ball in the Hall Kindle Version

  • 12/01/2013 Olive Us Logo Design and Branding Project

  • 08/01/2013 Childrens Book Project Published

  • 07/30/2011 Boldman Creative Group Project

  • 05/25/2011 Julie B Branding & Website Design

  • 05/05/2011 Todd L Website Project Completed

  • 04/15/2011 Soccerbuddies.com Branding & Web

  • 03/20/2011 The invisible Project

  • 02/14/2011 Trip to Hawaii

Lego Art Maker Tablet App

I have just finished working on this project and it's not live yet so can't show much at this time. What it is however, is a tablet and web app done for Lego and aimed at a younger girls audience. It is an art-making app that will ultimately be part of a larger suite. I have done a lot of work for the Lego brand before and it's always a treat to be a part of. In many respects, the brand IP and target audience for this project are very similar to other work I've done for Mattel and Disney, so I felt comfortable working on this. The challenge was in creating a consistent user and brand experience across multiple platforms where some are touch enabled and some are not. The client requested versions for Flash as well as Web-based HTML etc. Lego Friends Website

This was a very fun and fast-paced project with a lot of moving parts. The agency that contracted me is a disbursed organization so all work and meetings were conducted online sing tools such as Skype, Jira and DropBox. The agency people were fabulous to work with and everything went super smoothly. Working remotely also has the advantage, for me at least, of fewer distractions and zero commute time so I can be very fast and productive.

Cool Rider - Book Cover Design

I love projects like this where I get to design and illustrate. This book is the latest in a series of young adult novels from author Roy Bush that take place in the 1930's. As such, I wanted to give it some flavor of the period so drew on famous contemporary Illustrators JC Leyendecker and to a lesser extent Norman Rockwell for inspiration. I still wanted it to have a more modern feel so was careful not to be too derivative. Although the author gave me a pretty free hand with it, he did insiste I use two of his grandchildren for the main characters on the cover. I only had a poor photo to work from so it was a little challenging, but he seemed to think I captured them well. Here's a link to one of his pevious works: Fix-It Wizard: and the Masked Bandit

I did the preliminary sketches and drawings by hand then painted them using Corel Painter 12. I did some final touches in Photoshop CC 2014 with the title treatment and final composite done using Adobe InDesign CC 2014

Illuminate Crochet Brand Project

This was a fun project and I really enjoyed working with the client even though I have never met her in person. Increasingly I am doing projects for people and organizations situated far from my location, but so far it's always been easy and seamless. Like many kinds of projects, I didn't know anything about Crochet when I took this on. It's a much larger market and community than I had imagined and has a very passionate and enthusiastic audience. Here's a link to her blog: Illuminate Crochet

I did this project entirely in Adobe Illustrator for both stylistic and practical reasons. The client was tickled with it and I think really reflects her personality while also being appropriate for the industry and audience.

The Ball in the Hall Kindle Version Published

Shortly after the print version of my first Children's Book, The Ball in the Hall was published in 2013, I left for multi-month trip around the world. I had originally contracted with a company to make the eBook Kindle conversion before I departed. I really wasn't satisfied with the results so I shelved it until I returned. Once I got back, I had to learn how to do this myself so required a little research, study and experimentation. I am really pleased with the result though and think it was well worth the wait. You can see it on Amazon.com at: The Ball in the Hall Kindle Edition

Given that the underlaying code is HTML based and there is such a huge market out there, I was surprised how hard ot was to find really good resources for converting this kind of illustrated book. A normal text based book or even a graphic novel has better, simpler support. I have talked to several authors and would be author's of kids books about this and think I may end up conducting some workshops around this. Stay tuned. Meanwhile, if you want to offer comments on my Amazon Author Page, please feel free to do so at: Dale Cody - Amazon Author Pages

Olive Us Logo and Branding

The request was to design a logo and identity system that would reflect the personality of its owners while communicating the high-end nature of the retailer's product to a new customer base. This was a rush job and the whole project was tuned around end to end in just a few days in order to get the logo and branding printed on all bottles, packaging and signage before the store's scheduled opening date.

I was able to design and deliver branding that the owner's were thrilled with and that stood out among competitors in different geographical locations. The store opened with everything finished and branded properly. You can see it at: Olive Us

Childrens Book Published (print version)

I am soooo excited to have completed this book project and thrilled by the response from readers. It has received an average 4.5 stars out of a possible 5 on Amazon.com with many complimentary reviews. This project had to surmount quite a few hurdles along the way including the loss of all artwork as it neared completion, thus requiring me to repaint the illustrations from scratch. As excited as I am about seeing my first illustrated children's book in readers hands, I'm equally fired up to begin work on the next one. I have a several different ideas roughly penciled out already and waiting in the wings to get started.

The process of creating each painting is at once relaxing, exciting, fulfilling and cathartic. Childrens book imagery is a wonderful medium for expression and imagination. You can work on many levels simultaneously - from simple to sublimely conceptual in order to reach many different types of readers. I want parents reading my book to their kids to get as much enjoyment from it as their children will. I have loved every moment of the project and only wish I had more time to work on it. I can't wait to start the next one!!

Boldman Creative Group

This was a pretty fun project that came in multiple parts all at once. I got to wear hats for brand design, website design and development as well as illustration.

The first task for me was one that I hadn't expected and involved doing a series of illustrations for an accompanying graphic novel that was going to be introduced at Comic-Con in San Diego. The main tasks for me revolved around branding and the corporate website. Since we were working on these dependent tasks simultaneously, the website design was forced to evolve along with the the branding. This is definitely not the best way to design and certainly not my first choice. However, we had a good team and the project went smoother than I would have imagined. The first iteration of the website went live the morning of the San Diego Comic-Con and I ended up editing code and making design tweaks all during the show. You can see it at: Boldman Creative Group.com

Julie B Branding and Design Project

This project was a lot of fun to work on and went through a few iterations along the way. In fact, it's still evolving a little as the client refines her business model and plans. Right now I still have a placeholder site up while she goes through this exercise.

Julie is an amazing yoga instructor and phenomenal human being with a great life story already packed into her relatively young life. She is an inspiration to everyone who meets her and I look forward to seeing where she takes her talents and career in the future. Designing a brand and website around her was challenging because she is such a complex multi-faceted person. One of the most enjoyable aspects of the design process was a photo shoot we conducted on the beach in Vancouver. It was a cold gray day and the light was flat so we ended up using her bright red boots for contrast. This turned out to be a brilliant move as they really add to the shots they're in. The photographer was my friend Karl Herrmann on loan from his career as well known cinematographer. He also happens to be one of the most accomplished still photographers you'll ever meet anywhere. Check out his coffee table book on Vancouver called Pacific Spirit sometime. It's gorgeous.

Todd L Website

News imageTodd is one of the most talented Art Directors working games that I've ever met. He's also one of nicest and funniest people you'll run across. Ask him to do his famous Christopher Walken impression some time (one of his many). He's more Walken than Chris W is. Totally uncanny. Todd and I first met working at Microsoft's AAS Games Group some years ago and have remained close friends ever since.

Anyway, Todd asked for my help to build him a portfolio website with a very quick turnaround. Todd has won awards for his UI designs used in games, but unfortunately doesn't code HTML himself. That's where I came in. We did some fast collaboration from afar since we're in different cities at the moment. It was like old times and we quickly got something up and live for him that did the job. It's fun to work with someone like Todd again after so long and pick up the same efficient workflows we used have back at Microsoft.

Soccerbuddies Project

The founders of this start-up project came to me with a wonderful idea for a social media website. They needed branding and design for a static marketing website they could roll out as a teaser prior to launch of the functioning product. I completed the design and built the site for them using standards compliant HTML and CSS. Deployment of the fully functional product/service is being rolled out in phases and they already have a huge following on Facebook. The site is now live at: Soccerbuddies.com

The invisible Project

Okay everyone has these now and again - the super secret stealth project that you've signed an NDA for and hasn't seen the light of day so you have to keep your lips zipped and stay silent. This is one of those. The difference is that it's my own project and it's not ready for primetime yet. As I get time to work on it I hope to get it done and to a place where I can share it. Dontcha just love the irony??..

Trip to Hawaii

Nothing like a mid winter trip to fab Maui in order to replenish the ol' vitamin D reserves and nourish the pale gray soul that northwest winters are so good at producing. If you're on FB and in my network, you can see some of the pictures. Scuba and giant turtles!!

About Me

My skills

  • HTML5 & CSS3 (experience since 1998)
  • Adobe Photoshop CC 2015 (experience since 1994)
  • Adobe Illustrator CC 2015 (usage since 1998)
  • Adobe Edge Reflow, Muse and Animate(usage since 2014)
  • Adobe InDesign CC 2014 (usage since 2005)
  • Camtasia and Captivate(usage since 2009)
  • Maya, SoftImage and 3D Studio Max (experience since 1996, but not used much recently)
Email or Call 206-669-3729
About image
About image
About image

Award-winning Creative Director, Instructional Designer and Consultant with a proven track record in virtually all media including Web, mobile and tablet, games, print, video, DRTV, and branding. Principal at DharmaPharm.com

I am also a successful illustrator, author, educator and guest lecturer. My work has appeared in numerous magazines, books, trade publications, websites, games and broadcast television. I have won many awards including six STC awards for work done while at Microsoft.

My education includes a BFA in Illustration and Design from the Art Center College of Design in Pasadena, California as well as an MBA degree from the City University of Seattle in Washington state. An eclectic skillset and experience allow me to successfully solve the trickiest creative problems using effectively aligned strategic, tactical and applied solutions.

Okay, all this professional stuff comes across as a little formal and marketing focused - which it is of course. However, there is a lot more to me personally and I'd like to share some of it here. I am also a passionate adventure sports enthusiast and former competitive water-skier. I have rock climbed and put up first ascents in many places around the globe, appearing in print for magazines, ads and catalogs. I once co-owned a clothing company where we designed and sold activewear and accessories focused on climbing. I am way into yoga, health and fitness. Other sports and activities that I enjoy include cycling, scuba, kite-boarding, snow skiing, golf, travel and studying foreign languages such as French and Italian. I still like to draw by hand, but recently completed all the illustration for my forthcoming childrens book on the computer using Photoshop and Corel Painter X1.

I drink a lot of coffee, but it's all decaf. I was born in Canada, but have spent most of my adult life in the USA and have dual citizenship. I like to learn new things constantly, but also love teaching and do so whenever I can. I'm proud of my former students and their successes. If you know me well, you have probably heard some audio samples from my large repertoire of celebrity cow impressions. You really have to hear some to know what I'm talking about.

  • Dale is the finest Creative Director I've ever worked with. In addition to having a very fine eye for creative executions, Dale built and managed an accomplished staff of designers. His leadership was instrumental in enabling WildTangent Media to meet the demands and expectations of its customers, even under intense deadline pressure.

    - Kelly Mullins, Senior Director Ad Ops, WildTangent -

  • Dale is an ideal combination of intense creativity, technical skill, leadership strength, and organizational/management capability. A great guy to work with, he's one you want on your side.

    - Chris Klimecky, Senior / Executive Producer, WildTangent -

  • As Creative Director, Dale provided excellent work, discipline and team spirit; a true gem on our team! His ability to combine creativity and management were exceptional.

    - German Burtscher, SVP Sales, Ontempo -


Please send me a message!

Find Me

Please feel free to contact me via email or phone. I will try to return all calls and messages as soon as possible. Note - type in the number "7" to complete the contact form as proof you're not a bot (2 + 5 = 7).

Portland, Oregon
USA 97210