2025 Designer Dozen Awards: Kali Robinson Rothwell

Kali Robinson Rothwell
Associate Creative Director, Chute Gerdeman / Age: 29
Favorite Season: Summer
Favorite Sport: Hockey

WHY KALI

Described by her colleagues as a “brand guru,” and working with a line-up of brands like Food Lion, Vow’d, Lee’s Famous Recipe Chicken, Altar’d State and Farmatodo, Kali leads design teams on creative direction, brand communication/branded environments and design thinking. Each year, Kali participates in “36 Days of Type,” a project that challenges visual artists, designers and illustrators to artistically interpret numbers and letters in the Latin alphabet. Kali has an active social media presence (@Kali_Makes) where she shares her ideas and design inspirations. A big live music fan, you might catch her outside of the office at a concert with her husband, John. She’s also a big supporter of her alma mater, the College of Design, Architecture, Art and Planning (DAAP) at the University of Cincinnati, and serves as a mentor to many students and interns.

Described as a “brand guru,” Kali works on a range of interiors. PHOTO: Chute Gerdeman

How and why did you get into retail design?

As a student in the University of Cincinnati’s DAAP program, I had the opportunity to co-op at a variety of organizations. One of my favorite opportunities was at Saatchi & Saatchi X, a shopper marketing agency. That experience led to my first full-time design job at The Kroger Co. where I learned about the grocery industry in depth. After moving to Columbus to be closer to family, I worked in-house for Aldi at their national real estate office working on their prototype rollout program. I decided to take the big leap from in-house to agency and have never looked back!

Who or what has been the greatest influence on you in your work?

Aaron Draplin is one of my favorite graphic designers. I love his practical and not-so-serious approach to an industry that can be super stuffy.

What experience or specific interest has shaped you as a designer?

I love practicing yoga. I think it has helped ground me and keep me flexible physically and mentally.

My dream project is…

…a retro diner.

My favorite thing to do when I leave the office is…

…go to yoga.