Tom Hatton

About

Leena McCall is a versatile creative professional with a rich background in art direction, user experience design, and photography. She holds a Master of Arts in Photography from the Royal College of Art and a First Class Ba(Hons) in Photography from The Glasgow School of Art. Leena has served as Art Director for the Craniosacral Therapy Association since 2013, where she redesigned their quarterly magazine and improved inter-department communication. She has also worked as a Senior Design Consultant for Skidmore, Owings & Merrill, contributing to major urban masterplanning projects in China. As a Lead User Research & User Experience Designer at Fair, she developed an innovative onboarding solution for an AI-enabled Insuretech startup. Additionally, Leena is an accomplished fine art photographer, exhibiting internationally and receiving numerous awards. Her work has been featured in prestigious galleries and publications across Europe.

Experience

• Art Director · Craniosacral Therapy Association04-01-2013

  Art Director, Graphic Designer and Illustrator. The Fulcrum is a lithographically printed quarterly magazine. Each issue contains three full-page illustrated articles alongside a cover design. Redesigned the magazine in 2013 in collaboration with graphic designer and artist Larry Vigon. Improved inter-department communication with a dashboard to track advertising that reduced print errors by 80%.

• Lead User Research & User Experience Designer · Fair04-01-2024 – 04-01-2024

  Collaborated with Fair's CEO and CTO to deliver an industry-leading onboarding solution for an AI enabled Insuretech startup that repurposes user data to personalize onboarding and enable customizable plans. Empowered users with complex user-specific data via infographics to better inform decision-making. Conducted comprehensive user research to develop personas, journey maps, and user flows, guiding the design process to identify and address specific user needs.

• Senior Design Consultant · Skidmore, Owings & Merrill (SOM)07-01-2023 – 01-01-2024

  Hired to assist the urban masterplanning department with project identity and branding for several multi-billion dollar projects in China. Delivered dual language mood boards, concept design and final client facing presentation including illustrations, diagrams, architectural drawings, typography, style guides and color palettes.

• Professional Photographer · Freelance09-01-2011 – 01-01-2024

  As a professional photographer, likely contributions include capturing high-quality images for various clients, editing photos, and managing photography projects.

• Fine Art Photographer · Self-employed, Fine Artist09-01-2011 – 01-01-2024

  As a fine art photographer, exhibited in major international galleries including the De Young Museum in San Francisco, the Baltic Gallery, Newcastle and The Royal Scottish Academy, Edinburgh. Work has received several prestigious awards, including the Scottish New Contemporaries, the Bloomberg New Contemporaries, Metro Imaging's Graduate Award and Source Magazine's '10 Best Graduate Photographer's in 10 Years'. Projects have been published in leading European photography magazines Der Greif, Source Magazine as well as King's College Cambridge's the King's Review.

Education

• General AssemblyApprenticeship, User Experience Designer
• Royal College of ArtMaster of Arts (MA), Photography
• The Glasgow School of ArtFirst Class Ba(Hons), Photography
• Latymer Upper School

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