about me

I would say that my course as a designer was first set in motion when I was about seven years old. My dad, a graphic artist, had started an ad agency with two other partners in the early 70’s and I would sometimes land there for an hour or two after school, undoubtedly the result of a logistics matter. And that was alright with me!

During those occasional after-school layovers this kid with the highly active imagination and the wee beginnings of artistic ability discovered wonderland. There, I learned what ink on paper smelled like when freshly off a printing press—and how engaging a good design on that paper could be. There, I first heard words like ‘slogan’ and ‘campaign’ and witnessed creative people collaborating around an idea and then bringing that idea to life in some unexpected form. And, there, I knew for sure what I wanted to be when I grew up. Since those young days visiting the little agency building with the quintessential 70’s architecture and the orange shag carpeting that went along with it, I’ve also learned how to weave solid business insight and strategy into the creative process for an end product that delivers both substance and impact.

If you would like to learn more about those career experiences, my resume from in-house days is available here. However, I prefer to close with a few insights that a resume can’t necessarily convey—the qualities I’ve learned to value and bring to my work and those I work with:

• like collaboration above competition

• like taking ownership of every endeavor as if the project and its stakes are my own

• like embracing new opportunities to stretch and grow with the wide-eyed enthusiasm of Seven-Year-Old-Me

• like remembering that creative work is my wonderland—still.

Experience

Polsinelli PC | a national Am Law 100 law firm based in Kansas City with 825+ attorneys serving 170+ services and industries across 21 offices from LA to NY
Design Team Manager and Creative Lead, 2007 until October 2018

Art director for a design team that included a full-time designer, design contractor(s), as well as an external ad agency. Responsible for the design execution of an extensive portfolio of creative output ranging from marketing collateral to event logos and environmental graphics to video content/design and special projects. Worked in close collaboration with Marketing Director to build and further the firm’s brand identity and reflect that brand across all aspects of creative, written and visual. Worked with a core team of five on a major firm re-brand which resulted in achieving significant industry accolades and rankings including a 50-spot rise to a No. 20 ranking in brand strength.

Jim Browne and Associate, Inc, | a video production company
Art Director, 1999 through 2007

Provided creative direction and graphic design for client’s including Lee Jeans, Dillard’s, Kansas City Life, Marley Cooling Technologies, Morton’s Steakhouse and others. Integrated client’s established brand in the video space as well as events and other types of print design, as needed.

Penguin-Putnam, Inc | a New York publishing company
Contract Design, 1999 through 2000

Designed and produced ads, packaging and licensing materials such as style guides, etc., on a contract basis for the publisher (which also included design work for several other imprints under the Penguin-Putnam umbrella – Dutton Children’s Books, Dial Books for Young Readers, Playskool Books and G.P. Putnam Sons/Philomel.

recent projects

UBG 2023 Holiday Card Design | October 2023
seasonal and special projects

Sonya Jury Book Cover Design | October 2023
seasonal and special projects

SDG Architects (to be posted soon!) | October 2023
re-brand

Kelly Moore Paints (to be posted soon) | January 2023
re-brand

BodySmith Personal Training
identity, video animation

client insights

“Thank you WhereforeArt for creating the new BodySmith Personal Training logo, tag, brand standards and guidelines! Everything turned out amazing and I’m very satisfied with the investment. We have already received a lot of compliments on the new logo and video animation!

I would highly recommend owner/designer Bob Farley's services to anyone looking to create a cohesive brand whether it be through logo, typeface, video animations, color scheme, and/or core messaging.

Bob took the time, on multiple instances, to come by my office, sit with me and discuss my company’s values, clientele, and services in order to get the messaging right. He was always in communication with me, easily accessible, and in the end he delivered on time. These are not qualities that are commonplace in the creative world I have found, so I was overjoyed with his professionalism. Again, thank you and highly recommend!”

–– Scott Smith, Owner
BodySmith Personal Training

“Bob brings an eclectic mix of experience working in the publishing world, product design and professional services industries that has shaped an approach to design that enables him to efficiently progress from concept to completion. He begins by first understanding the strategic business objectives of each project and then uses that knowledge as the lens for creative solutions and visuals that are memorable and convey critical messaging. “

–– APR

“Described as an imaginative yet practical and productive graphic artist, Bob brings a rare combination of creative, analytical, and applied skills from which to draw – a rarity among design professionals. Clients remark on Bob’s easygoing and approachable communication style and it’s no surprise his professional relationships span decades of creative project delivery.”

–– DM