Home | Daniel Ellrich

I'm Daniel Ellrich

Creative Director
Brand Builder
Design Realist

I’ve spent over 20 years designing for real people, real products, and real companies. I’ve helped turn products into brands and shaped how they show up in the world whether on shelves, in stores, or online.

WHAT I'M UP TO

Today, I am helping Aqua Lily Pad™ and Wateraft® grow. I make connections, generate deals, and act as a brand ambassador. From licensing to corporate structure, I’m great at identifying areas of improvement and coming up with solutions that work long into the future. Creative thinking is only valuable when it leads to action, and that’s what sets me apart.

AQUA LILY PAD
CREATIVE DIRECTOR | BUSINESS DEVELOPMENT LEADER

As Creative Director at Worldwide Foam for the last two years, I’ve led the full rebrand of Aqua Lily Pad, from outdated visuals and disjointed messaging to a unified, retail-ready brand that competes at the top of the category.

I’ve shaped how the brand functions by developing standards for photography, listings, and content across platforms like Amazon, Sam’s Club, and Costco. I’ve built internal asset libraries, helped guide vendor communication, worked trade shows, consulted on business structure, and created systems that keep our brand consistent at every touchpoint.

FOLLOW THE WORK

PROWESS CONSULTING
SENIOR DESIGNER | CREATIVE LEAD

At Prowess Consulting, I worked as a senior designer and creative lead, helped manage a small team while driving stellar work for some of the biggest names in tech like Microsoft, Dell, Intel, Pure Storage, and others. I led the design and creative direction of technical papers, promotional videos, and product launch materials that helped position new technologies in the marketplace.

I brought structure. I helped steer the way our company wrote copy for marketing initiatives while maintaining their incredible technical writing skills. I designed client-facing technical papers, creating a repeatable system that made our work more consistent, scalable, and effective. I worked directly with design and marketing teams at major tech companies, helping translate complex features into clear, visual stories. I created concepts that won business, built trust with global brands, and raised the bar for how Prowess showed up across every deliverable.

SEE THE WORK

NEWELL BRANDS
GRAPHIC DESIGNER | CREATIVE LEAD

At Newell Brands, I joined the Design Center right out of college and immediately started working on some of the most recognized brands in the world; Sharpie, Graco, Rubbermaid, Ball, Coleman, and more.

I collaborated with industrial designers, engineers, and marketing teams to create packaging, product graphics, pattern work, and visual concepts across multiple categories.

I gained hands-on experience with full-scale brand systems and learned how design supports business at a global level. I worked under some of the best creative minds in the industry and saw firsthand how ideas move from sketch to shelf. My time at Newell shaped how I approach design today. Strategy first, execution tight, and everything connected to the bigger picture.

SEE THE WORK

MY BELIEFS AS A LEADER

Firm believer in the golden rule here
Be the teammate you would want to have on your team. Inspire others by setting the tone.
We have mutual goals and a shared finish line. Let's get to that line together in a respectful manner.
Do the right thing because it's the right thing to do. If the work is done right, the credit will follow.
We all need each other every now and then. Some of my favorite people are those I met through my career path.