Denny Royal joins ASI Communications as creative director

When Denny Royal joined ASI Communications in January, the question heard around the agency wasn’t so much “Is that the new creative director?” but “Who’s the guy with the shaved head and tattoos?”

Denny Royal joined ASI Communications as creative director, coming from ResortsandLodges.com. An established creative leader with over 16 years experience as creative and design director for a number of top design firms, Royal is enthusiastic about ramping up the focus on brand strategy and killer creative.

“I was drawn to the straightforward style of ASI,” he says. “We’re not about suits and ties, or being ultra-hip…we’re blue jeans and brains. The team here does creative work based on deep insights and rigorous process.”

Royal’s background in brand development will be a plus for the firm’s clients. “When it comes to creative, our job is basically problem-solving. You can apply design to anything, and the process of finding the right solution becomes more than linear. Creative teams view problems differently—and at ASI, we base our solutions on excellent work up front. That’s the kind of thinking we’ll put to use for our clients, across the board.”

A magna cum laude graduate of the College of Fine Arts at Ball State University, Royal earned a Bachelor of Fine Arts degree in Graphic Design and Ceramics and a minor in Cultural Anthropology, a discipline that informs his strategic and user-centered approach to design.

Royal has worked with high profile brands such as GE, Celebrity Cruises, Cargill, Kodak, Royal Caribbean Cruises, Macy’s, Marshall Field’s, Wells Fargo, Target, Pillsbury, Polaris, 3M, St. Jude Medical, and Blue Cross Blue Shield. His interactive work has been published in Redesigning Web Sites and on designinteract.com, the Web design magazine published by Communication Arts. His identity work has been widely recognized and published and his video work has appeared on the Discovery, History and Military channels.