Alex Aghjayan

Nov 2019 – Present · Worcester, MA

Saint-Gobain North America

Web Designer

Norton Abrasives (Saint-Gobain Abrasives) 2019–2025; Central Marketing serving Norton and CertainTeed, 2026–present

Sole in-house digital designer for Norton Abrasives' North American marketing team; brand translation to digital across web, email, social, and campaign for a global industrial brand. Extended to CertainTeed digital work in 2026.

• In-house design voice on the Norton global website rebuild, delivered with two external partners (Drupal 7 → 10, launched July 2024; 26 country and language sites): reviewed every design stage, owned brand-to-digital translation, built the majority of North American landing pages, and negotiated a two-component homepage standard adoptable across regions; produced the first-pass template and palette mapping for sister brand Flexovit's EMEA site.
• Proposed and established the midnight blue Norton now uses across the brand — site, social, print, and trade shows — originally to solve a contrast problem on hand-coded pages in 2019.
• Took ownership of two stalled CertainTeed web tools (documents/submittal, competitor comparison) in 2026; unblocked decisions through stakeholder evidence, redesigned and specified both, shipped on a fixed deadline; the resulting document-list pattern was adopted site-wide.
• Led a multi-platform evaluation of AI ad-production tools (2026): standardized test brief, HTML5 outputs validated against Google specs, recommendation adopted; pilot and IT/procurement review underway — ~75% projected reduction in multi-size rollout time (~12 hrs → ~3 hrs).
• Concept lead and facilitator in a 3-day campaign sprint for the parent brand: pod delivered six fully developed campaign concepts, including a working interactive prototype built in hours with AI assistance.
• Designed and hand-coded responsive HTML/CSS email and site templates inside a locked-down CMS, including a video-hero technique that became the site's signature page opener.
• Concepted and executed brand social campaigns (e.g., the retro "Pass The Rock" series); delivered HTML/CSS training and hands-on HTML5 ad-build walkthroughs for the creative team.

May 2015 – Present · Concurrent · Central Massachusetts

Colosseo Creative

Founder & Creative Director

Brand and creative studio for founder-led businesses and institutions across construction, finance, nonprofits, behavioral health, coaching, and sports: strategy, identity, web, and AI-integrated workflow systems.

• Led the rebrand of the Worcester Historical Museum into the Museum of Worcester for its 150th anniversary: stakeholder research, naming, identity system, content strategy, and a WordPress → Squarespace migration the staff now run themselves; covered by the Worcester Business Journal, Spectrum News, and others; 600K+ Google Business Profile views in year one.
• Built an AI-facing, tool-agnostic brand system (markdown-based, designed for use with Claude Design and other generative tools) alongside identity, website, and a custom pricing calculator for a sales-coaching practice — a multi-year client relationship with scheduled post-launch system reviews.
• Directed a 60-second AI-generated brand spot as a proof of concept: concept, storyboard, prompt-driven art direction, and After Effects edit — produced for case study and social content.
• Built the studio's self-hosted automation stack (n8n on Synology) for billing, invoicing, and client workflows; designed AI-ready design systems for use with generative design tools.