[ 1 ] DIGITAL/MOBILE
Over the last decade, as a creative manager, I directed a team of art directors and UX/UI agency designers plus corporate IT developers building mobile-friendly websites, from the ground up, while also overhauling complex branded sites, for household names.
I am known for creating fresh design solutions through producing and art directing inspiring lifestyle stories, inviting food imagery and polished retail product photography. As a Corporate AD at REI, I supervised a staff photographer.
I managed the development, and maintenance of Krusteaz.com. For the latter half of these years, I kept the site updates rolling through, 12 seasonal pushes a year. In addition, I produced fulfillment type B2B websites, that were designed to sell product, during seasonal Marketing campaigns for the Krusteaz Food Service group.
I wrote social media updates, and crafted articles for marketing communications.
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In 2015, the two primary Food photostudios I managed, captured 5,000 images, gifs, videos in just six weeks. This included running a studio team of 15, at Angie Norwood Browne studio. Two sets were established throughout, to capture over 300 recipes for Krusteaz.com.
In tandem, two on-location shoots were rolling, with photographer Scott Pitts, to create compelling lifestyle content, capturing various stories of special moments at home with favorite Krusteaz products. 20+stories were covered.
[ 2 ] PACKAGING
10 years experience, as a creative manager, partnering with Marketing Brand Managers and key stakeholders. I acted as a translator, of strategic goals, in to visual brand solutions in-store. In this role, I managed premier agencies, from conception stage, through consumer research studies, in to execution.
A household name for over 30 years, Stash Tea was in need of a brand refresh after a decade on-shelf. Stash approached Jolby & Friends in 2016 to redefine their brand in a way that would reposition them with their avid customer base and attract new tea drinkers alike. I was brought in by the agency’s Creative Director, to co-lead this high profile project. My expertise was tapped in to through building a visual map of the project phases and establishing planning tools. I also helped to drive the Design Team as a Producer and offered a POV on logo redesign and how to achieve on-shelf pop appeal.
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Throughout my decade managing the Redesign of various food brands at CM, I spent a lot of time in-studio coordinating props, leading pre-pro meetings with the stylists and photographers, building brand boards. This included producing and art directing recipe photography.
I was asked to co-art direct (with an Agency AD) ambassador packaging Front-of-Box shots for all 14 categories in 2015. This important photography set standards and a visual foundation behind Krusteaz’s 2016 Packaging Rebranding of all 90 retail SKU’s.
Stash Tea, Ghirardelli, Krusteaz, Krusteazpro
[ 3 ] PRINT
My experience as a talented corporate Art Director at REI and Macy’s informs my design POV. I was present on-set as a decision-maker, influencer at fashion shoots for Macy’s. While at REI, I conceptualized story telling on-site, in the backcountry. Key creative thinker at both of these companies giving input on inventive backgrounds, propping, lighting.
As an Art Director at REI corporate, I supervised (3) staff members and (6) full-time contract designers. At both REI and Macy’s, I regularly pitched design solutions to Merchandising and Senior Creative Management. While designing, I also managed projects through from start to finish, involving the design work of myself and others.
In the role of a Fashion industry Art Director, I designed high-end fashion collateral at Macy’s. As an Art Director at REI, I helped this company integrate branded print design standards with digital as the Marketing team established REI.com.
As Studio Manager for a boutique Seattle agency— I acted as a Producer, for local East-side client Kemper Development on photoshoots supporting BE Magazine. This magazine features off-the-runway fashion spreads, in promotion of Bellevue Square’s high-end stores.
During my time at REI, I conceptualized scenarios and organized on-location shoots. This led to the opportunity of a life time to AD and model on a trip in South America, trekking in Patagonia and exploring deep in the rainforests of Peru (staying in a treehouse by the Amazon). Adventures included: swimming with pink dolphins, fishing for piranha, even jumaring 150 feet up in to the tall tree canopy to sit with blue parrots and take it all in!
REI, Macy’s, The Bellevue Collection