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People
Raelin Sawka Musuraca
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Left-brain. Right brain. Analytical or Creative. Strategist or Designer. Project Manager or Writer. Versatile and energetic, Raelin will not let anyone box her in. Her experiences run from management and business planning to hands-on design and copywriting. Molded by a cross-discipline MA program at Carnegie Mellon University, Raelin studied both professional writing and graphic design, particularly human-computer interface design. First, an Instructional Designer |
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Raelin's passion for interactive communications first drew her to the computer-based training field—the only industry that readily adopted early emerging "new media" technologies. As an instructional designer, Raelin wrote both print and CBT-based materials for clients in the pharmaceutical and telecommunications industries including SmithKline Beecham, Cardinal Healthcare, Ameritech, and NYNEX.
From Training to Advertising
As a writer and interface designer, who also did a little authoring, Raelin was well prepared when the World Wide Web became a commercial success. In 1995 she joined Blattner Brunner, a leading Pittsburgh advertising agency, where she managed the agency's interactive efforts including their first website project for Pittsburgh Corning (along with Chris Nicholson) and banner advertising campaign for Mellon shortly afterwards.
In 1997, as Blattner Brunner acquired and integrated Lighthouse Systems, Raelin was instrumental in the rapid growth and success of the newly formed team—Lighthouse Interactive. As Team Director, Raelin developed Internet / eBusiness strategies, maintained client relationships, and conceived marketing and promotional campaigns. She was influential on many agency accounts including PPG Industries, SEI Investments, Advisorport, Pittsburgh Paints, United Way and National City Armada Funds. Internally, she was responsible for profit management, recruiting, personnel, quality, and processes as the team grew from 6 to 35. During her leadership, Lighthouse was designated two years in a row as one of the Top 100 Interactive Agencies in the country.
In Reverse, Learning "Traditional" Skills
In 2000, Raelin took a Creative / Brand Build Director position with the marchFIRST Pittsburgh office, where she broadened her talents, managing both online and traditional marketing initiatives. PNC Advisors honored her with a Recognition of Excellence for her leadership efforts during their web portal implementation.
Since marchFIRST, Raelin has engaged in an eclectic mix of projects ranging from marketing communications planning to process design documentation to courseware development for the Art Institute Online. She most recently completed brand identity materials, a web site, and an online marketing campaign for VigilantMinds, a cyber-security firm. In 2002, she pulled together her former colleagues, who had since left Blattner Brunner and marchFIRST, to start 8 Sharp—a marketing, new media and design firm with a different approach.
Interesting Note: During graduate school, Raelin and her teammates won an Apple Computer Interface design award for their work on SignSpeak, a non-functioning prototype of a data-glove and handheld device that translated sign language into the spoken word.
