Hi, I'm Darya Rakitine
I bring retail design expertise to every creative challenge. As an Associate Creative Director with over 20 years creating brand experiences where consumers actually make decisions, I understand what works in the real world—not just what looks good in presentations. My retail design background gives me a unique advantage: I know how people shop, how brands compete for attention, and how to create experiences that drive actual purchase behavior. Whether I'm sketching concepts on the fly in client meetings or leading teams through complex brand partnerships, I combine strategic thinking with hands-on creative execution. I've built my career translating brand visions into physical experiences that work both beautifully and practically—from corrugated displays that feel premium to immersive environments that capture cultural moments.
Case Studies
Projects
Colgate Clip Strip concept
Colgate Shelf Tool concept
L’Oreal floor stand
KAO brands floor stand
KAO brands graphic layout
Triscuit conceptual art
Smuckers Holiday destination
Ethel M display fixture
ACE baguette rack
Bauer foot scanner
SteelTek bay area
Goodness Knows permanent counter
Goodness Knows permanent floor stand.
KCG in-aisle section.
Home Depot tool endcap.
Hershey's permanent floor stand.
Professional Experience
Summary
Associate Creative Director with 20+ years creating brand experiences that drive consumer behavior at the point of decision. Skilled at leading small creative teams, developing innovative concepts for physical spaces, and translating insights into tangible experiences that connect brands with people. Known for mentoring creative talent, innovative problem-solving within budget constraints, and building memorable moments where consumers make purchasing decisions.
Work Experience
Associate Creative Director
The Central Group, Mississauga, Ontario, Canada
2023 - Present
Led a team of designers, ensuring the highest quality of work and successful client presentations.
Oversaw creative ideation and rendering, mentoring team members and setting up client presentations.
Conducted brainstorming sessions and led strategic creative development initiatives.
Sketched ideation concepts and developed ideas for temporary, permanent, and semi-permanent POP displays, fixtures, and in-store environments, leveraging an understanding of materials and production processes.
Senior Conceptual & Graphic Designer
The Central Group, Mississauga, Ontario, Canada
2012 - 2023
Created award-winning POP systems and retail campaigns rolled out across North America.
Partnered with strategy and account teams to transform shopper insights into creative ideas.
Developed photorealistic 3D renderings and concept sketches that elevated client presentations.
Senior Designer - Freelance
Aquent/Vitamin T, Toronto, Ontario, Canada
May 2012 - Oct 2012
Engaged in various temporary, consulting, and contract design work, providing creative solutions for diverse clients.
Senior Designer / Art Director
Harding Display Corporation, Toronto, Ontario, Canada
Oct 2004 - May 2012
Generated and directed conceptual and graphic ideas for POP displays, store fixtures, and in-store marketing solutions.
Designed layouts for literature and created photorealistic digital color renderings and 3D models.
Sketched initial concepts and developed ideas for temporary, permanent, and semi-permanent POP displays, fixtures, and in-store environments.
Graphic and Structural Designer
Dexim Merchandising Group, Toronto, Ontario, Canada
Apr 2003 - Oct 2004
Created color renderings for POP displays and designed literature layouts.
Produced CAD drawings for corrugated and permanent displays.
Utilized sketching to create initial design concepts and developed ideas for temporary, permanent, and semi-permanent Point of Purchase displays and fixtures.
Created instruction sheets.
Jr Graphic Designer, Prepress, Production
Captain Printworks, Markham, Ontario, Canada
Mar 2002 - Apr 2003
Designed various business IDs, cards, posters and brochures.
Produced CAD drawings for corrugated and permanent displays.
Prepared final print art for production