Chapter Board: Co-Chair, Events Committee

A licensed architect, Kraig has spent over 25 years specializing in the development of
branded environments for numerous industries, including fast food, financial services,
specialty retail and petroleum. In conjunction with Dave Oldman, Kraig opened his own
company in 2010, called Kraido, which specializes in the development of branded
environment programs from start to finish, including strategic insight, creative direction,
project management and implementation management. Most recently, Kraig is
spearheading a new rebranding program for Alon Brands, a petroleum retailer in the
Southwestern United States with over 1000 locations formerly known as Fina. Kraig was
also the strategic and creative lead on a sign redesign and interior retrofit program for
Wells Fargo, which entailed the conversion of over 3000 Wachovia stores. In addition to
domestic work, Kraido has a design partner in Rio de Janeiro (Redondo Design), where
they are working with Ipiranga, the second largest petroleum retailer in Brazil.

Prior to starting Kraido, Kraig was a Director at Bedrock, where he lead the development
of a store re-image program for Jiffy Lube, which included retrofitting approximately
2100 locations, most of which are franchisee owned and operated. In addition to
leading work for Jiffy Lube, he had been a key creative lead on work for Kaiser
Permanente in Hawai’i, a new sign program for Popeyes Louisiana Kitchen as well as the
design of a new branded sales experience for California State Automobile Association.

Kraig began his career at Bass/Yager & Associates in Los Angeles where he was
instrumental in the design of a new ground-up and retrofit program for Sohio Oil
Company, which was subsequently acquired by BP. He also led the development of a
new ground-up and retrofit program for Japan Energy Corporation (JOMO – a petroleum
retailer in Japan), managed the retail identity standards for Exxon worldwide, and
directed the development of the Menuboard 2000 program for McDonald’s.

As Managing Director of the Retail Group at Addison from 1995 to 2004, Kraig was
responsible for the overall strategic and creative direction on projects for Domino’s Pizza,
AAA, Wells Fargo, White Hen Pantry, Clark Oil, FINA, ConocoPhillips, SuperVia (commuter
railway in Rio de Janeiro), Ipiranga (Brazil’s largest independent oil company), and
Chevron—including the development of the ExtraMile convenience store.

Kraig holds a Master of Architecture Degree from Tulane University in New Orleans,
where he was also the recipient of the Alpha Rho Chi medal. He has studied at the
Bartlett School of Architecture in London, is certified by NCARB, is a member of the AIA
and is a licensed architect in the states of Florida and Missouri. Kraig is also a board
member of the Retail Design Institute Northern California chapter.