Design systems.
Design thinking.
Strategic problem-solving.

Solutions for business.
Douglas Tait — Principal and Creative Director

"If you don't know where you're going, any road will get you there."
— Lewis Carroll

Douglas Tait takes a strategic design-systems and design-thinking approach – a defined path – to branding and communications. It's a lifelong criteria-based discipline that he consistently and successfully engages to reach client audiences to affect positive change.

Change requires risk. Managed-risk, through which to build brand recognition, promise, and loyalty. 

The results are measured in increased awareness, value, and engagementand happy clients.

In other words, hands-on, strategic problem-solving. Simple.



Douglas Tait



I am a communications design consultant who provides strategic criteria-based brand thinking, communications design, and project management services for a range of companies and nonprofit organizations.

My practiced approach assures that audiences are reached to affect the intended results while every project is managed effectively from procurement to completion.

By implementing strategies, understanding client objectives, and utilizing design principles, my services provide effective solutions to client business objectives and challenges. 

Short-list experience includes: strategic criteria-based branding, brand standards and guidelines, brand compliance, shareholder and financial reports, informational publications, websites and social media marketing, and a range of graphic design capabilities, services and products.

In addition, it's my attitude for professionalism and dedication which is valued and trusted by clients and employers alike.

Right Temperament

In the summer of 2008, my services were engaged for a special project at Capital Guardian (Capital Group, corporate pensions and investments) in Rockefeller Center.

Recently, I had the opportunity to ask the client why he selected me to be the designer on the project.

He stated, "I hired you because of your design concepts, strong portfolio, and because you had the right temperament for the large project on hand."

He also recalled, "The project involved C-level stakeholders, a multitude of presenters, dozens of animations, large-scale event graphics, and dozens of PowerPoint® files for this high-profile, million-dollar event for over 500 client attendees [corporate pension officers] in San Francisco and Manhattan."

At the time, I had used PowerPoint® once, which I openly shared during the interview. I had a week to prepare knowing little about the project. However, design thinking is targeted, critical, and strategic — and what I bring to every post and/or project.

Now, ten years later, the client is still pleased with his decision to hire my services. Neither of us knew that my contributions would lead me to informally hold the title of Creative Director [his words] on the project. 

Long-Term Trust

A client since the 1990s, UNICEF, has had a working relationship with me through its multiple offices and senior management. 

During my four-year commitment (2012-2016) as Senior Brand Design Consultant and Advisor at UNICEF's headquarters in New York, I was engaged to define and strengthen the organization's international brand presence, and its brand guidelines, compliance, foundation, and structure.

My work included critical contributions to the UNICEF | for every child rebranding program and campaign launched in 2017.

My support continues in 2018 as a valued and trusted vendor.


FeatureD Client:


REBRANDING: In 2017, UNICEF launched its 'for every child' campaign. A team endeavor by many, my contributions included overall brand consultation, creating the new 'for every child' signature*, including digital assets provided in multiple languages and formats, a new vibrant color palette, advertising formats/mockups, presentations for executive approval (complete with 'fist-bump' approval), typography, priority emphasis, initial development of nomenclature system, and exploration of initial brand guidelines — provided to the organization's 190 country offices through its asset management intranet system.

And yes, a worldwide audit was performed.

UNICEF lobby. As stated by a senior executive, 'who wouldn't want to be greeted each day by the smile of a child.'

Rebranded color palette

Brochure for UNICEF's Education Division highlighting 2017 data

SPECIAL PROJECTS for the Brand Building & Brand Management Sections, the Private Fundraising & Partnerships Division, the Communications Division, and the Executive Office include: Exhibits, Staff Memorial, Financial Reports, 70th Anniversary Campaign, Special Event Support, Interior Branding, Internal Audits and Reports, Exterior Branding & Signage, Interior Wayfinding, Publications, PowerPoint® templates, brand papers and presentations, and more…

Included was the planning, design, production, and installation of the UNICEF 70th Anniversary Exhibit, 2016/2017, which encompassed ten walls (±1,850 sq.ft. wall area) — utilizing a changeable magnetic imagery system — within the New York Headquarter's Danny Kaye Visitors Centre exhibit hall (±3,250 sq.ft. floor area) adjacent to the front lobby. 

As the Senior Brand Design Consultant and Advisor, 2012–2016, my responsibilities included: project recommendations, scheduling, procurement for budget approvals, vendor liaison and supervision, zoning and fire codes, and working with facility managers, property management, architects, and other players.

Exhibit entry

New York Headquarters, lobby entrance, gathering, and entry to exhibit, conference, and event areas.

The results of audits, surveys, and other data are carefully collected and presented as appropriate to internal sectors.

Side view of Memorial as light is projected through the etched glass onto the cloth wall panel.


Staff Memorial. A sobering reminder of the dedication of colleagues lost.

Brochures, 1991–1997, design work of Kelleher & Tait Design Group, Inc.

22ft x 15ft school children image at rear lobby elevator banks


Financial Reports

 Street-level, courtyard window promotion of the 70th Anniversary. (Mock-up image)

Street-level, courtyard window promotion of the 70th Anniversary. (Mock-up image)


70-year 'Timeline,' 36-feet


Special Anniversary acknowledgment

 Booklets, 1991-1997, designed by the Kelleher & Tait Design Group, Inc.

Booklets, 1991-1997, designed by the Kelleher & Tait Design Group, Inc.

NY Headquarters, Card & Gift Shop window signage

*The UNICEF logotype was created by Wolff Olins in 2001 and is the intellectual property of the United Nations Children's Fund.


Please send an email to make an inquiry, to make a comment, or to introduce yourself, click here.

Your message will be directed to a dedicated email address where your information and comments will be kept strictly confidential.

Let's begin a dialogue.

Then let's set up a meeting. 

Douglas Tait
Principal and Creative Director

Everything Communicates®

Greater New York Area

CV / Résumé 2018
References Available


Products & Services

Design Services

• Criteria Development
• Concept Development
• Visual Audit & Analysis
• Branding & Rebranding
• Brand Compliance
• Corporate Identity Systems
• Nomenclature Development
• Publication Composition
• Typography Composition
• Multilingual Composition
• File/Format Composition
• UX/UI Website Composition
• Content Management
• Art Direction
• Photo Selection
• Photoshoot Direction
• Image Manipulation
• Production Supervision
• Social Media Composition
• Charts & Tables

UX/UI Services

• Consultation
• Strategy
• Scheduling & Planning
• Collaboration
• Design-Thinking
• Information Architecture
• Intuitive Hierarchy
• Grid-Based
• Mock-Ups
• Design-Systems
• Design Specifications
• Testing & Validation
• Layout & Wireframing
• Prototyping
• Iterative Development Cycles
• Asset Management
• Developer Handoff
• Adobe® XD CC
• Adobe® Photoshop CC
• Adobe® Illustrator CC
• SquareSpace®
• History of HTML/CSS coding
• History of Adobe® Flash
• Pen & Paper


• Annual Reports
• Trademarks & Service Marks
• Identity & Brand Guidelines
• Capabilities Reports
• Financial Reports
• Literature & Publications
• Brochures
• Book Covers
• Posters
• Signage (Interior & Exterior)
• Product Packaging Systems
• Product Catalogs
• Collateral Materials
• UX/UI Website Design
• Social Media Marketing
• Training Manuals
• Conference Materials
• Presentations (PPT & PDF)
• Special Event Materials
• Exhibits
• Internal Communications
• Human Resources Campaigns
• Fundraising Campaigns
• Advertising


• Task Analysis
• Project Supervision
• Scheduling
• Estimating
• Vendor Selection
• Vendor Management
• Production Management
• Coordination
• Project Tracking
• File Organization
• Asset Management
• Client Relations
• Staff Management
• Time & Expense Management
• Best-Practice Procedures



Everything Communicates®
Every report, sign, ad, website, brochure and package with your company’s brand leaves an indelible impression on your audience. This must be consistent and positive — every time.

Strategic Positioning & Criteria Development
Analytical thinking, based on real-world criteria, creates client-specific positioning which is my basis for successful strategic communications design. This proven method translates into increased visibility, sales, trades and awareness.

Strategic Direction
I concur with the words of Lewis Carroll, 'When you don't know where you're going, any road will get you there.' One must have a solid path to assure success.

Audience-Targeted, Positive Impression
By carefully identifying and targeting client audiences, my services ensure a positive response in the intended marketplace.

Invest in Value
When you have important business requirements to fulfill, turn to experienced, cost-effective, dependable and industry-proven design firms and consultants.

Success Delivered
The consistent positive results derived from my services make TaitDesign® a valued resource for many companies and organizations.

Dedication to Success
As principal and creative director of TaitDesign®, I am dedicated to the success of my clients. I listen to my clients' goals and concerns, and then create, produce and deliver visual tools to affect my clients’ diverse audiences.

Bank on Experience
When you call upon my aesthetic and design principles, you're banking on years of professional industry experience and disciplines.

Hands-On Reliability
TaitDesign® is a reliable resource built on my hands-on expertise and reputation for delivering clean and crisp, professional design services.

Digital, Printing, Writing & Editing, Photography, Illustration
Although TaitDesign® provides personal consultation and services, I also take a team approach to providing solutions when needed. I only work with those who are valued, proven, and trusted in their individual professions.

Challenge = Solution
I provide visual solutions to both simple and complex business challenges. Let's begin a dialogue to discuss what I can do to fulfill your business goals.

Emailclick here.

Award-Winning Service
My foremost concern is the success of my clients. However, I also appreciate the recognition of professional peers. I am pleased to have been honored with many design awards over the years for my work in solving clients' visual business challenges.

Of course, my favorites are not the awards at all. They are the handwritten letters of thanks from clients. 




• Adopt-A-Minefield
• Barbershop, Franklin Toiletry
• Business Council for the U.N.
• Capital Guardian, Capital Group
• Carnegie Council
• Condé Nast
• Kidder Peabody Properties
• Harry Gitlin Lighting
• Institute for Democracy Studies
• J.M. Huber Corporation
• John Jay College
• MetLife
• Model UN
• Moors & Cabot
• Myron Manufacturing
• NYC Taxi & Limousine Comm.
• Robin Hood, Asia
• Roy Lichtenstein Estate
• Shelly Palmer
• UNICEF Headquarters, New York
• UNICEF, Geneva
• UNICEF, United States Fund
• United Nations
• UN Development Group
• UN Development Programme (UNDP)
• UNDP, Geneva
• UNDP, Maldives
• UNDP, Norway
• UNDP, Democratic Governance Group
• UNDP, Mine Action
• United Nations Population Fund
• United Nations Assn. of the USA (UNA-USA)
• Vanguard Documentaries
• Westvaco Paper
• Wygota & Blake Architects
• Xerox Education Publications
• ZeTek
…and many others



• Alkco Lighting
• Citicorp
• DiscoverCard
• Ensign Bank
• Fabrifoam
• Flexor Sports Training
• Jefferies Group
• Leggett & Platt
• Manufacturers Hanover 
• The Morton Forum
• New York Telephone
• Parker Hannifin
• Quality Care
• 7x24 Exchange (UUUG)
• H.A. Simons International
• Technimetrics
• Tishman Construction
• Tocqueville
• Westvaco Paper

With management consulting firms, advertising agencies, and marketing firms.



• AT&T
• Bankers Trust
• Beneficial Insurance
• City Investing Company
• Deutsche Bank
• First American Bank
• International Flavors & Fragrances
• International Paper 
• Ivan Boesky & Company  
• Morgan Stanley
• New York Stock Exchange
• Nuveen
• Oppenheimer Funds
• PaineWebber
• Parker Hannifin
• Public Securities Association
• Sandoz Pharmaceuticals
• Standard Brands

** As Design Director


Professional History

1997 – Present
Principal & Creative Director
Communications Design
Manhattan, NY

2012 – 2016
Senior Brand Design Consultant and Advisor
UNICEF Headquarters
Brand Management, Brand Building
International Organization for Children's Rights
Manhattan, NY

1991 – 1997
Founding Partner, Creative Director
Kelleher & Tait Design Group, Inc.
Corporate & Institutional Communications Design
Manhattan, NY

1985 – 2005
Design Director, Affiliate
Axiom Group, Inc.
Strategic Management & Communications,
Corporate Identification & Guidelines

Manhattan, NY
Harrison, NY

1984 – 1991
Design Consultant
R.A. Danzig, Inc.
Marketing Communications
Manhattan, NY

1985, 1986
Design Director
Shareholder Reports, Inc.
Corporate Annual Reports
Manhattan, NY

1984 – 1985, 1986
Design Director
Brian O’Neill Design Office
Corporate Identification & Guidelines
Corporate Annual Reports

Manhattan, NY

Complete listing:
CV / Résumé 2018
References Available


1975 – 1979
School of Visual Arts
Bachelor of Fine Arts
Corporate Identity Systems and Guidelines, Branding, and Visual Communications
Manhattan, NY


Continuing EDucation

I'm always learning and updating my skills. Software and best-procedures change constantly. If I don't know something, I look it up. I make it mine.


Software, Mac & PC

Adobe® CC
InDesign, Illustrator, Photoshop, Spark, XD, Dimension, Bridge, (Muse, Dreamweaver, Flash)

Microsoft® 360
Word, PowerPoint, Publisher, (Excel, Sharepoint)

With custom HTML/CSS

Design Awards

• MetLife, 'Outstanding Vendor'
• American Corporate Identity
• Graphic Design: USA
• Print Magazine
• Strathmore Paper
• Graphically Bold
• Printing Industries of America


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