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Scott Ritcher

@scottritcher

Senior Product Designer at H&M shaping its global Fabric Design System, with experience building distinctive brands and editorial identities.

Sweden

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What I'm looking for

I’m particularly interested in designing for distinctive brands with a clear voice, strong ideas, and a recognizable visual identity.

At H&M Group, I work on the global Fabric Design System for customer-facing products, contributing to visual standards, patterns, documentation, and guidelines. I bring a background in brand, editorial design, typography, and visual communication to the evolution of H&M’s digital identity.

At Bonnier Magazines, I led design and digital transformation across more than 25 magazine and media brands. The work increased page views by 82%, increased visible advertising impressions by 44%, approximately halved bounce rates, and more than doubled average session length.

I founded and independently published K Composite Magazine, shaping its editorial voice and visual identity and taking stories from idea through publication. I’m particularly interested in developing distinctive brands with a clear voice, strong ideas, and a recognizable visual identity.

Experience

Work history, roles, and key accomplishments

Current

Senior Product Designer

Current

H&M Group

Oct 2025 - Present (1 year)

Working on H&M's global Fabric Design System for customer-facing products, defining and maintaining visual standards, patterns, documentation, and guidelines. Collaborating with designers and developers to ensure consistency, clarity, accessibility, and quality.

Design Systems Visual Standards Typography Brand Design Editorial Design visual communication Accessibility Collaboration

Senior Designer

Record Union

May 2021 - Nov 2024 (3 years 6 months)

Designed products and communications for a global music distribution company, working across product concepts, artist communications, onboarding, UX copy, and documentation. Used customer research, analytics, and A/B testing to improve communication and experiences.

Product Design UX Writing Microcopy Customer Research Analytics A B Testing Collaboration Communication Skills

Co-founder & Creative Director

Louisville Bourbon Transit Co. / Bedtime Bourbon

Mar 2016 - Nov 2024 (8 years 8 months)

Created the brand identity and creative direction for a small-production Kentucky whiskey brand, developing it from initial idea through naming, visual identity, packaging, labels, typography, e-commerce, and promotional communication. Established the brand's personality and visual language across consumer touchpoints.

Brand Identity Creative Direction Naming Visual Identity Packaging Labels Typography Ecommerce Marketing Writing Production

Senior Designer

IKEA & Idean

Nov 2018 - Apr 2021 (2 years 5 months)

Created visual, digital, and physical experiences for IKEA and other international brands, contributing to IKEA's global digital design system. Worked across visual design, print, video, presentations, editorial-style content, tutorials, and interactive installations.

Visual Design Digital Design Print Design Video Presentation Skills Editorial Design Interactive Installations Design Systems

Director of Design & Digital Transformation

Bonnier Magazines

Mar 2016 - Sep 2018 (2 years 6 months)

Led design and digital development across more than 25 magazine and media brands reaching approximately 2.2 million readers weekly. Established creative direction and shared visual systems while maintaining individual brand identities, and increased page views by 82% and advertising impressions by 44%.

Design Leadership Digital Transformation Creative Direction Editorial Design Photography Digital Publishing Mobile Product Marketing Visual Storytelling Audience Research Analytics Usability Studies Experimentation Copy Editing

Founder, Editor, Designer & Publisher

K Composite Magazine

Nov 1991 - Jan 2016 (24 years 2 months)

Founded and independently published a magazine covering music, culture, photography, art, and design, creating and maintaining its editorial voice and visual identity. Wrote, commissioned, and edited long-form stories and interviews, and managed contributors, expanding from print to web, iPad, and iPhone editions.

Editorial Direction Writing Editing Art Direction Typography Layout Photography Publishing Digital Publishing Team Management

Design Director

Bonnier Magazines

Nov 2010 - Jun 2015 (4 years 7 months)

Led visual design across approximately 30 magazine brands, working with editorial teams to develop distinctive visual identities and storytelling approaches. Directed work across magazines, photography, typography, web, mobile, and digital publishing, and designed interfaces for nine iPhone apps.

Visual Design Editorial Design Photography Typography Web Design Mobile Design Digital Publishing Interface Design Leadership

Photo Editor & Designer

Hasbro

Feb 2002 - Nov 2005 (3 years 9 months)

Created consumer-facing visual and retail communication for major entertainment properties including Star Wars, Disney, and Milton Bradley, working across photography, visual identity, typography, and design.

Photography Visual Identity Typography Design Retail Communications Brand Properties