Travis Klein Travis Klein

TRAVIS KLEIN
Creative Director — Digital, UX/UI & Brand
Dallas, TX, United States
travis@kleinkreative.com
(469) 525-1688
kleinkreative.com
LinkedIn

Creative Director with 15+ years leading multidisciplinary teams across digital, UX/UI, and brand in regulated and enterprise environments. I specialize in AI-enabled creativity at scale — designing intuitive, high-performing experiences and building generative-AI-assisted systems and workflows that help teams work faster and smarter. At Citi and Teladoc Health, I've led the integration of LLMs and image models into everyday creative work, created prompt libraries and guardrails, and paired experimentation with design governance to protect brand, legal, and customer trust.

Experience

Citi

Creative Director, UX/UI

Feb 2024 – Present
  • Lead a 10-person UX/UI and digital experiences pod within Citi's Skyline in-house agency, focused on high-impact web, mobile, and onboarding journeys for US Personal Banking.
  • Designed and optimized AI-assisted creative systems and workflows (LLM-based copy exploration, AI image-generation standards, shared prompt libraries) that help the team prototype, iterate, and ship digital journeys faster while staying brand- and risk-compliant.
  • Founded an internal AI task force and playbook, training a 70+ person creative organization on responsible generative AI usage and championing human × AI collaboration across design, copy, and dev.
  • Led UX for the Citi Travel booking portal redesign and a new mortgage loan dashboard, using AI tools to explore narratives, layouts, and copy while grounding decisions in research, testing, and performance data.
  • Partnered with product, marketing, legal, and risk to help validate $22M+ in annual cost avoidance via insourcing and AI-enabled throughput, and to establish AI-powered design governance (guardrails, WCAG 2.1 AA, review frameworks) for high-volume work.

Teladoc Health

Creative Director

May 2015 – Feb 2024
  • Led multidisciplinary digital teams (writers, designers, UX, front-end devs, motion) as Teladoc scaled from startup to public company, with a focus on virtual mental health and whole-person care products.
  • Brought a stalled corporate rebrand in-house after the outside agency fell over budget and behind schedule, then directed the design system and component library that carried the new brand across the business — while leading both my internal dev team and an outside dev agency through migrating disparate legacy properties onto a single AEM implementation.
  • Built and led an in-house motion graphics and video team in Argentina from scratch — recruiting the talent, standing up new production processes and tooling, and meaningfully cutting the cost of video production versus outside agencies.
  • Directed web, content, and campaign creative for virtual mental health offerings across B2B and B2C, including site and blog ownership, A/B testing programs, and an interactive therapy quiz used to drive engagement and refine targeting.
  • Introduced persona-driven, generative-AI-assisted imagery to create more inclusive, ownable visual systems for mental health while reducing stock-photo dependency and speeding up production.
  • Used LLMs to rapidly explore positioning, value propositions, and message variations for campaigns and landing pages, feeding performance data back into ongoing creative iteration.
  • Served as the CMO's go-to creative technologist for new platforms (AEM, image generation tools, etc.) and early AI experimentation, ensuring deployments respected HIPAA, brand, and legal requirements.

The Thomas Agency

Associate Creative Director

2013 – 2015
  • Spearheaded art direction and creative strategy for a dynamic, full-service advertising agency, leading project teams from concept to execution.
  • Drove significant engagement and conversion through specialized expertise in email marketing, cutting-edge web design, and high-impact direct response campaigns for a diverse portfolio of clients, including prominent national restaurant chains.
  • Managed cross-functional collaboration to deliver innovative and results-driven creative solutions, consistently exceeding client expectations.

Marcus & Millichap

Associate Creative Director

2012 – 2013
  • Provided strategic creative leadership and comprehensive marketing support to a national real estate organization's high-performing sales teams.
  • Managed the end-to-end creative lifecycle, overseeing the development and production of integrated multi-channel campaigns, encompassing both digital and print collateral.
  • Optimized prepress and print production workflows, ensuring high-quality output and brand consistency across all marketing initiatives.

Legacy Alliance Holdings

Creative Director

2012 – 2013
  • Directed all facets of design and print production for a commercial real estate firm, establishing a robust visual brand identity and market presence.
  • Pioneered the development of engaging website operations and comprehensive company branding materials, including logos, style guides, and promotional assets.
  • Orchestrated the creation of compelling marketing collateral, such as banners, flyers, and digital advertisements, driving brand recognition and client acquisition.
Skills

Leadership & Management

Creative Vision · Strategic Direction · Empowering Teams · Inclusive Culture · Fostering Innovation · Collaboration · Identifying Gaps & Finding Talent · Mentorship · Technical Skill Development · Agile Operations · Scale Teams · Balanced Innovation · Uphold Standards · Champion Culture · Inspire Creatives

AI & Emerging Tech

Generative AI & LLMs (Gemini, Claude, ChatGPT) for content generation, strategic communication, and NLU · AI writing & research (Jasper AI, Perplexity, Google Notebook LM) · Generative image/visual AI (Adobe Firefly, Midjourney, Nano Banana Pro, KREA-1, Flux 1.1 Pro Ultra) · AI video & audio (Runway ML, Google Veo 3, Suno AI, ElevenLabs Music)

Digital & Experience Design

UX/UI · Web & Mobile Design · Design Systems · Journey Mapping · A/B Testing · Data-Driven Creative · Conversion Optimization (CRO)

Creative Production

Omni-Channel Campaigns · CRM/Email · Paid Media Creative · Performance Marketing · Regulated Content · High-Volume Workflows

Tools & Platforms

Figma · Adobe CC · AEM · Workfront · Jira · WordPress · Enterprise DAM & CMS · GA4 · Adobe Analytics · Hotjar · VWO · StatSig · SFMC · Marketo, and more — always evaluating what the business actually needs next.

Technical & Dev Collaboration

HTML5 · CSS3 · Bootstrap · Responsive Design · Accessibility (WCAG 2.1 AA) · Agile · Design–Dev Handoff

Education

Austin College

Bachelor of Arts (BA), Business Administration & Communications

2005 – 2009

The Art Institutes

Associate of Arts (AA), Graphic Design — 4.0 GPA

2012 – 2013

Best Portfolio Award, 2013