Lisa Klemens
Senior Graphic/Website Designer & Front-End Developer
contact@lisaklemens.com
Indianapolis, IN
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About Me
I learned to build websites from the ground up with HTML and CSS back in college, and I’ve been organizing complex information architecture ever since. I started my career in the agency world, designing wireframes and mockups to help businesses launch their visual brands. From there, I stepped into a unique role as the sole in-house designer at a B2B Healthcare IT company. For seven years, I handled all things design, from building user-gated resource communities to designing large-scale trade show booths and digital marketing collateral.
I love the challenge of taking a messy, complex problem and turning it into a clean, functional design. To keep my skills sharp, I continue to partner with freelance clients to bring their digital platforms to life.
My Work
Featured Project: Rosie’s Garden Rebrand and Website Redesign
Tools Used: Illustrator (Branding & Typography), Figma (Website UI/UX & Component Library)
The Challenge: A Disconnected Identity
The original logo struggled to accurately represent a 12-acre landscaping and garden center. The thin, casual script font felt too juvenile, and the uniform strokes of the spiral lost legibility when scaled down for mobile screens. Additionally, the disconnected leaves and awkward placement of the subtext created trapped negative space, making the logo difficult to center or stamp across different physical and digital formats. The color palette was also too stark and didn’t really flow together.
The Solution: An Established, Modern Redesign
I warmed up the color palette with darker earthy tones and anchored the floating leaves to the base, creating a single, cohesive mark that scales perfectly. For the typography, I wanted something authoritative but welcoming. I started with the font Lora to bring in a classic serif structure, but manually customized the letterforms by softening the edges and adding rounded corners to build a unique, custom logotype that feels more natural. This format also allows for a horizontal and vertical orientation.
Current Website
The current website struggles to convey the authority and vibrancy you would expect from a massive 12-acre garden center. The experience opens with a surprisingly underwhelming hero section that lacks a clear focal point or a strong call to action for the user. Additionally, the formatting of the primary headings—using all lowercase letters for the business name—feels overly casual and detracts from the brand’s overall professionalism. Finally, the color palette leans heavily on muddy browns and flat greys, creating an unappealing aesthetic that misses the opportunity to showcase the natural beauty of their inventory.
Current Website
The current website struggles to convey the authority and vibrancy you would expect from a massive 12-acre garden center. The experience opens with a surprisingly underwhelming hero section that lacks a clear focal point or a strong call to action for the user. Additionally, the formatting of the primary headings—using all lowercase letters for the business name—feels overly casual and detracts from the brand’s overall professionalism. Finally, the color palette leans heavily on muddy browns and flat greys, creating an unappealing aesthetic that misses the opportunity to showcase the natural beauty of their inventory.
My Redesign
To resolve the structural and visual inconsistencies, I established an immediate sense of place with a full-width hero section and a clear primary call-to-action. By implementing an organized grid system and defining clear typographic hierarchy, the layout becomes highly scannable. The updated color palette replaces the original disjointed grays and muddy browns with cohesive, earthy greens and warm tones that flow naturally down the page, directly reflecting the vibrant nature of the garden center. Finally, the footer was entirely rearchitected to include a functional location map, structured store hours, and an integrated newsletter sign-up, solving the original site’s accessibility friction.
Other Projects
Happy Clients
Experience
Marketing Director
Chakra AI Solutions | Fishers, IN | July 2026 – Present
- Serve as the sole owner of brand and marketing strategy
- Designed complete brand identity from the ground up including logo, typography, visual system, and voice
- Designed company website and collaborated on back-end development and implementation
- Own production of all brand collateral, business cards, email signatures, presentation templates, and pitch decks
- Manage social media accounts and content strategy, overseeing planning, creation, and publishing
Senior Graphic/Web Designer
Clinical Architecture | Carmel, IN | April 2019 – March 2026
- Led the design, development, and modernization of the complete ecosystem of company websites, focusing on clean code and technical SEO structure that drove a 192% increase in organic traffic over five years
- Built and governed the company’s visual design system by creating brand guidelines, logo suites, and typography rules in Adobe InDesign and ensuring total consistency across all digital and print collateral
- Designed, developed, and maintained a user-gated resource website for 600+ registered client users, organized complex software documentation, video archives, and support ticketing into a clear, easily navigable interface
- Designed and built landing pages and digital promotional graphics focused entirely on user conversion, resulting in a 4x increase in organic contact form submissions
- Conducted practical UI/UX audits on core software products, delivering specific CSS layout solutions directly to the engineering team to fix user interface friction
- Produced high-fidelity imagery, photo manipulation, and scalable vector graphics using Adobe Illustrator and Photoshop to support daily social media and ad campaigns
- Translated the digital brand into physical spaces by designing large-format booth graphics, event signage, and merchandise for major industry trade shows
Web and Graphic Designer
Imavex | Fishers, IN | May 2018 – March 2019
- Built high-fidelity wireframes and interactive prototypes using Sketch and InVision, establishing the information architecture and layout structure before moving into development
- Designed and developed custom responsive WordPress websites, creating custom child themes and HTML/CSS on top of the Divi Builder to handle specific, complex client requests
- Created complete, cohesive branding packages for local businesses, delivering everything from primary logo suites and brand guidelines to product mockups and physical print collateral
Web Designer
JM2 Webdesigners & Marketing | Valparaiso, IN | October 2016 – February 2018
- Built and maintained responsive, SEO-friendly websites via HTML, CSS, and a proprietary Content Management System
- Established the visual direction for client projects, creating custom layouts, typography, and illustrations from scratch
- Managed the full lifecycle of web projects, working with clients to define the scope and set realistic timelines
Skills
Visual Strategy: Adobe Creative Suite (Illustrator, InDesign, Photoshop, XD), Brand Identity, Collateral, Print Production
UI/UX & Structure: Figma, Sketch, Design Systems, Information Architecture, Wireframing, Prototyping, Mockups
Web Development: WordPress, Webflow, HTML5, CSS3, JavaScript, PHP, Responsive Design, Web Accessibility (WCAG)
Digital Marketing: HubSpot, SEO, Semrush, Google Analytics 4
Education
Bachelor of Art (Fine Arts & Computer Information Systems)
Indiana University Northwest | May 2013 – December 2017
References
“Lisa’s ability to take an idea in someone’s head and make it not only a reality, but better than imagined, is unparalleled. She is able to take the smallest idea and bring it to life and add her own spin and personality to it. She loves to nerd out about new website plugins and research the best way to accomplish her design goals. She always has 3 to 4 options prepared whenever a request is made, takes feedback well, and is able to adapt those designs to meet the needs of the end user. She works with people outside of marketing as well and has the same level of commitment to her craft when asked for help with new projects.”
Marketing Manager, 2025
“Lisa consistently produces high-quality, thoughtful content that adds significant value to our website and sales collateral. Her creativity and attention to detail ensure that everything she creates is both elegant and purposeful. Lisa’s craftsmanship is evident in every project, making her an invaluable asset.”