Title: Chief Marketing Officer, Partner
Location: Chicago, Illinois, United States
Dyfed “Fred” Richards, Chief Marketing Officer and Partner at Kaleidoscope, has been recognized by Marquis Who’s Who Top Executives for dedication, achievements, and leadership in graphic design.
Backed by nearly 30 years of professional experience, Mr. Richards is the chief marketing officer, chief commercial officer and a partner at Kaleidoscope, a global consumer goods packaging design firm based in Chicago. In these roles since 2014, Mr. Richards ensures that Kaleidoscope leverages its diverse creative talent from all offices in Chicago, New York and Europe to generate fresh, strategic packaging design solutions for clients. He hopes, in five years’ time, to own the company and offer his two partners an opportunity for retirement. Discovering his artistic talent as a child, Mr. Richards was encouraged by his teachers to pursue his gifts at the professional level. He went on to attend the Wiltshire College of Art and Design in England from 1990 to 1991 and the Wrexham College of Art and Design in Wales from 1997 to 1998.
Prior to his current roles, Mr. Richards was the worldwide creative director of consumer branding for the Brand Union for one year and the global executive creative director and executive creative director for Interbrand CPG and North America, respectively, from 2004 to 2012. He had also gained industry experience as a designer for Brown Inc. from 2003 to 2005, where he previously served as a senior designer from 1993 to 1996, and as the executive creative director of FutureBrand in Basel, Switzerland from 1998 to 2001. In the earlier years of his career, Mr. Richards excelled as a designer for Smith & Co., an art director for MLR Chicago and a freelancer for Pineapple.
A sought-after speaker at client and industry events, Mr. Richards has been profiled in local, national and international press publications such as the Wall Street Journal, Adweek, The Economist, Hot Graphics International, Graphis, Design Week, Communication Arts, Brandweek and Shelf Impact. He is a member of the Design Management Institute and attributes his grand career success to hard work and curiosity, as well as to a nimble approach to meeting client and market needs. Looking back on his career, Mr. Richards is most fond of designing for such brands as Skittles, Duracell, Orbit and Head and Shoulders, for which he was responsible for more than 30 years. He has also led creative work for notable companies such as P&G, Bayer, Wrigley, GSK, Reckitt Benckiser, Kimberly Clark, AT&T, Akzo Nobel, Valvoline, Hunter, Lowe’s and Kroger, among others.
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