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The Design Practice of Dana S. Rosendal

Dana is a Sr. Product Designer —former Apple, crafting intuitive digital experiences & scalable design systems at Critical Mass.

Experience Design. With extensive digital experience, she builds brand-led products, design systems, and campaign experiences. She leads teams, mentors designers, and partners closely with clients to create work that feels clear, human, and direct.
Product Design. Through a structured design process, she translates insights into thoughtful experiences, combining UX strategy, UI design, prototyping, and user testing, ultimately delivering a polished product ready for launch.
Brand Development. A brand is more than a logo—it’s a story. Dana translates user insights and market context into identity systems and strategic design, helping your brand communicate clearly and consistently across every interaction.
Product Design, Design Leadership, Experience Design, Art Direction, Web Design, Brand Development, Strategy & Positioning, UX & WireframingProduct Design, Design Leadership, Experience Design, Art Direction, Web Design, Brand Development, Strategy & Positioning, UX & WireframingProduct Design, Design Leadership, Experience Design, Art Direction, Web Design, Brand Development, Strategy & Positioning, UX & WireframingProduct Design, Design Leadership, Experience Design, Art Direction, Web Design, Brand Development, Strategy & Positioning, UX & Wireframing

Dana's been working directly with international clients as well as in-house design agencies across North America. Her approach is minimalistic with clarity, structure and balance in mind.

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Big picture thinker.

Design focused.

Planner beyond aesthetics. 

© 2026
To comply with my non-disclosure agreement, 
access for relevant projects is available upon request.