B&H Photo, Video & Pro Audio July 2006 – Present

User Experience Designer Sept. 2009 - Present
Redesigned several key parts of website including Header and Navigation
Redesigned Shopping Cart with variations for multiple discount scenarios
Designed and planned new web apps to handle combined purchase discounts, and vendor threshold discounts from wire-frames to final UI mock-ups using business requirements and customer scenarios
Coordinated with team members, programmers, developers and outside design firms to help launch several private brand websites
Designed multiple static pages including brand pages and store department pages
Designed several Holiday campaigns boosting company revenues
Designed special promotion emails and product announcements
Art Director Mar. 2008 – Sept. 2009
Designed series of Web banners for advertising promotions
Developed color schemes for use in catalogs and ads
Supervised staff and freelance designers working on the B&H catalog
Participated and led client meetings presenting design solutions
Participated in the creation of workflow to assure quality improvement
and accuracy of projects
Senior Designer July 2006 – Mar. 2008
Worked on several redesigns of the B&H Catalog; always as the lead designer
Participated in various catalog pilot programs, representing advertising departments
needs and requirements
Acted as the department liaison to IT, and helped develop a PSS (Product Selection System)
for building new catalog pages
Designed multiple collateral and promotional pieces for various B&H departments
Created and designed a new series of buying guides
Designed store display posters and department banners on a regular basis

Freelance Projects July 2005 – July 2006

Freelance Graphic Designer
Clients Include
The Creative Group
S. Bertram Inc.
TriMe Associates
Parkland Estates
The Judaica Press
Park Communications
KZ Creative

ArtScroll / Mesorah Publications, Ltd. May 2000 – June 2005

Senior Graphic Designer
Designed over 150 book covers and jackets, including complicated dies for
spot UV and foil embossing
Designed promotional materials and seasonal catalogs
Shortened the production cycle to days instead of weeks by implementing
a PDF and CTP workflow
Managed and trained junior designers, freelancers and interns
Personally designed the best selling Kosher By Design series
Designed and managed several websites

Erba Food Products, Inc. (Haddar) March 1997 – May 2000

Graphic & Packaging Designer
Conferred with all production departments to discuss art requirements in order to enhance
all presentations through target marketing
Updated and refreshed the overall brand look and feel
Redesigned food and beverage packaging
Introduced packaging design for new items; extended existing product lines
Designed and developed wine packaging with complex dies and foil stamping processes

The Eyecatcher Feb. 1995 – March 1997

Graphic Designer
Created a fund raising campaign for a local ambulance service generating $100,000 in donations
Selected by a major print broker to design a 300-page wholesale jewelry trade publication
with a target audience of over 20,000 international and domestic jewelers
Art directed photography shoots for national publications

Education / Training

Bachelors Degree
Yeshiva of Nitra – Mt. Kisco, NY 1990-1994

Adobe Photoshop Down and Dirty Tricks Seminar
Scott Kelby – New York, NY 2002, 2007

Web Design Seminar, lynda.com Traveling Road Show
Lynda Weinman – New York, NY 2001

Adobe Photoshop Seminar Tour
Scott Kelby – New York, NY 1999

Diploma, Quark XPress, Adobe Illustrator, Adobe Photoshop
National Computer Resource Center – New York, NY 1995

Certificate, Art & Posters, Picture/Pen Drawings, Pastels, Magic Art Oil Painting
ICS – Scranton, PA 1993, 1994


Design Skills
User Experience Design
Interface Design
Graphic Design

Software Skills
Adobe Photoshop CS5
Adobe Illustrator CS5
Adobe Fireworks CS5
Adobe Dreamweaver CS5
JavaScript (Basic)
Adobe Flash CS5 (Basic)
Adobe InDesign CS5
Microsoft Office
Adobe Acrobat 9.0

Other Skills
Extremely detail oriented
Solid time management and organizational skills
Brilliant eye for design,
color and typography
Management experience


On Behance
Deer Design coming soon


p. 718-207-1222
e. hershyf {at} gmail {dot} com