I love to solve problems, and make great stuff
I’m Haley Palma and I’m a maker. With 15 years of experience in art direction, design, and motion, I bring a unique multidisciplinary perspective rooted in a passion for storytelling and using motion to surprise and delight. I love to reimagine traditional marketing moments into fresh, engaging experiences that build connection and communicate with clarity. I know what makes content engaging and successful across a variety of channels, audiences, and mediums, and I help brands both big and small showcase their stories. I believe in empowering creative teams to use AI thoughtfully— not as a replacement for craft, but as a collaborative prototyping tool that empowers teams to craft more thoughtful and effective final work. My strength lies in connecting ideas, people, and processes through a blend of creative intuition, technical expertise, and strategic insight.
I’ve got mad skills,
video / motion
AV Scripting
Storyboarding
Animatic assembly
Motion graphics
SpecialFX
Footage capture
Editing
Basic sound mastering
AfterEffects
Premiere Pro
Media Encoder
Cinema 4D
Blender
design
Branding & Identity
Graphic design - Print & digital
Concept Illustration
Typography
Event Design
Packaging
Concepting & moodboards
Adobe Illustrator
Photoshop
InDesign
Lightroom
web / UX
Website layout design
Web based animation
JSON exporting
UX design
Wireframing
Social media marketing
Adobe XD
Bodymovin/Lottie
Squarespace
Wordpress
Figma
art direction
Project Management
Account strategy
Team trainings
Client interaction/rapport
Value-focused selling
Agile
Feedback dissemination
Team collaboration
Atlassian (Confluence/JIRA)
Slack
Asana
Microsoft Suite
Google Suite
lots of street cred,
art director
Softway | 2024 — Present
Rejoined Softway as a senior Art Director to lead creative direction across client-facing projects and internal campaigns, driving a mix of animation, motion graphics, and digital design. Spearheaded the integration of innovative AI tools for rapid prototyping, streamlining creative workflows while maintaining high standards of craft and originality in all deliverables. Collaborated closely with cross-functional teams, including strategy and development, to create both digital and traditional media. Continued to build on Softway’s decade-long relationship with ExxonMobil, providing creative direction for internal communications and high-impact brand campaigns.
art director / graphic designer / animator
Chevron | 2022 — 2023
Worked within the in-house creative agency Bluehouse to serve the communication needs of Chevron employees. I worked on a variety of campaigns from concept to completion including the launch of their first VP led “talk show” and 360 campaign for the Women’s Employee Network’s 2023 National Summit for International Women’s Day. I was highlighted as bringing “a new level of creative prowess to the team, backed by exceptional creative reasoning. Every project [I] touched, since day one, has been both effective and memorable.”
art director
Centerline Digital | 2021 — 2022
Worked within a client engagement team to oversee art direction for four client accounts. Collaborated closely with the Creative Director to concept visual ideas and facilitate the visual execution with the design studio. Responsibilities included understanding the client’s full brand, ensuring its consistent application on each project, and assisting the design/video team with production through feedback and working sessions. I also campaigned for the company-wide adoption of the Figma platform as a remote working tool and created educational content for employees to reference in addition to their onboarding materials.
motion design art director
Softway | 2015 — 2021 (6.5 years)
Originally hired to produce graphic design content for Softway's largest client, I was chosen to move from the TX headquarters to New Jersey and become the client's only onsite representative from Softway because of my diverse skill-set, our team’s outstanding work, and intimate relationship with the client's brand. I help to manage the account, produce design content, websites, videos, and motion graphics - both individually, and as a team member - for groups and campaigns within the organization that have a global impact.
In addition to client accounts, I help oversee the expanding multimedia team, as well as offer SME guidance on motion design across all of the creative fields at Softway. Other duties include:
— Delegating and coordinating roles and tasks on motion projects, and assisting with estimating and road mapping new project plans
— Managing deadlines and expectations, briefs, storyboarding/style framing, asset creation, exporting for development and animation support
— Working closely with the Visual Art directors and team during the pre-production phase to ensure the fluid melding of content and style is represented in the storyboards and assets. I also oversee the transition and handoff between project phases to clearly communicate the project needs and maintain consistency
— I oversee the building out of our department's Center of Excellence standards for Motion design and craft assets and templates for designers, animators, and development. I work to empower the team to explore a diverse range of motion design software, plug-ins, techniques, and approaches to keep workflow efficient and fresh.
graphic designer / animator
Carolina Reprographics | 2013 — 15 (2 years)
Designed print, video, photo, and web graphics. Produced animations and motion graphics for video and web with a variety of parameters, ranging from corporate clients to small businesses. Implemented fresh, relevant designs, with consistent brand standards, able to translate across all media. Managed and executed all projects in the motion department. Collaborated with design and video teams to effectively and efficiently incorporate translated content to fulfill client’s needs with exceeded expectations.
artistic director / designer
imaginigami | 2011 — 2012 (1.5 years)
Developed and implemented design concepts for board games, public events, mall tours, school tours, mascots, television, video, logos, brand identities, basic websites, 3D prototype artwork, manuals, photography, and event posters among other various print and digital work. Managed client projects from beginning to fruition through initial meetings, concept designs, material expectations, project budgeting, invoicing, managing hired contractors, design execution, installation, tear-down, and follow-up project assessment.
and legit brains.
bachelor of arts | studio art
Meredith College | Raleigh, NC | 2006 — 2009 | cum laude
Chosen to exhibit in RAW: Raleigh Show | 2013
NCICU Full Tuition Scholarship | 2006—2009
Ruby McSwain Art Scholarship | 2006—2009
Published in the Colton Review Literary Journal | 2009 | 2010
Work-Study Scholarships:
— Arrowmont School of Crafts | 2009
— Penland School of Crafts | 2008
NC Governor’s School | West | Art | 2005
Say hey or just creep, it's fine.
I am not a robot.