Luis is a seasoned creative leader with years of experience in retail and communication design in fashion and technology, working with companies like Best Buy, Nike, Target/Mervyn’s, Eddie Bauer, Gap and Banana Republic. His work includes strategic turnarounds as well as the successful launches of new concepts for companies. His work has transformed brands and improved customer experiences at the store level as well as in print and digital medias. He is comfortable in a variety of roles including developing innovative creative, building teams and implementing strategic marketing solutions. He is a nimble designer as well as a proven leader of internal and external creative teams. Specialties: branding and identity, design development, campaign concept development, photo art direction

Work Samples

  • Luis Vargas Design

  • Photo Art Direction

  • Illustration & Fine Art

Work History

  • Creative Consultant

    • Collabera
    • Jun 2013 - Present (1 year 1 month)
  • Design Director/Illustrator

    • CRE8NEWART / Luis Vargas Design
    • 1997 - Present (17 years)

    Worked with a wide variety of companies helping them redefine their brands and positioning. Clientele has included restaurants, investment bankers, wholesale manufacturers, printers, natural beauty products, boutique shops as well as a variety of advertising and design studios. Client list: Hispanic Chamber of Commerce of Minnesota (HCCM), Valentine Capital, Jumpstart Interactive, solutionset, Nemo Design, Aquent, Golden Bear Sportswear, Koko Represents, 22 Steps, AW Printing, Frisko Magazine, Cafe Claude, I. Magnin, Bullocks/Wilshire.

  • Creative Director

    • Contract
    • Dec 2012 - Feb 2013 (2 months)

    Established the execution direction for creative studio designing Target Canada promotional flyers in Portland, Oregon.

  • Associate Creative Director, In-Store Creative, Channel Design & Brand Identity

    • Best Buy
    • Apr 2011 - Nov 2012 (1 year 7 months)

    Led the creative execution of the computing communication collateral and a successful Holiday 2011 campaign. Subsequently given the responsibility to lead the creative development and transformation of the company’s new connected stores graphics communication graphic standards. Accountable for converting and implementing all in-store creative leveraging the new concepts to evolve the remainder of our stores.


  • Director of Creative Services

    • Nike
    • Aug 2008 - Apr 2009 (8 months)

    Accomplished the final execution and implementation of visual communication and graphic concepts for Nike test stores. Developed and deployed a creative process for Creative Services ensuring best support for Retail Marketing and Visual Merchandising. Built partnerships with category directors to establish the best results for visual and promotional initiatives at Nike Stores, Nike Factory Stores, Community Relations and Gift Cards. Managed the development of all promotional direct mail (digital and print), visual graphics and video content needs for all stores.

  • Sr Art Director

    • Mervyns
    • 2005 - Aug 2008 (3 years 1 month)

    Developed seasonal promotional campaigns as well as collateral materials for gift card programs and special events. Scheduled, planned and directed the design, approval and execution of seasonal photography and designs. Responsible for maintaining the
photography budgets ensuring all in-store graphic commitments were delivered.

  • Sr Art Director

    • Mervyn's / Target Corp.
    • Feb 2000 - 2005 (5 years 5 months)

    Managed the development of collateral materials for Mervyn’s branding, seasonal campaigns, community relations, human resources, gift card and credit and special event initiatives. Led the creation and launch programs concepts such as Mervyn’s Moving
Mission and Community Closet. Accountable for the all Hispanic initiative concepts such as La Plaza and the launch of Oscar De La Hoya brand merchandise directed at the retention of Mervyn’s Hispanic customer.

  • Art Director/Print Buyer

    • HeadQuarters Advertising
    • 1999 - 2000 (1 year)

    Developed of bilingual campaigns including: broadcast, print, direct mail and B2B. Clients included: PacBell, CalFed, Telmex, AHAA (Association of Hispanic Advertising Agencies) and the California Department of Health Services.

  • Photo Art Director

    • Macy's West
    • 1998 - 1999 (1 year)

    Scheduled, planned and directed photography and ROP creative needs for men’s, kids and lingerie, as well as special sale events for Macy’s West’s regional newspaper advertising.

  • Creative Direction Manager

    • Eddie Bauer
    • 1996 - 1998 (2 years)

    Implemented new guidelines for all retail direct mail and print media, refined brand collateral standards and guidelines for e-commerce site. Managed the creative development of licensing ventures such as: Ford Explorer, Eddie Bauer Eyewear, Eddie Bauer Rewards, Eddie Bauer Lifestyles by Lane, etc. Achieved the redesign of catalog guidelines (type and layouts) and photo direction to ensure a more cohesive brand image across all materials.

  • Creative Director

    • Miles Communication
    • 1995 - 1996 (1 year)

    Executed the creative vision for agency’s roster of clients ranging from nail care to furniture to mall advertising, that included copy, design and photography. Clients included: Santa Monica Place, Alba Botanica, Nailine, sirena Sportswear, and Signatur Sportswear.

  • Sr Graphic Designer

    • Banana Republic
    • 1990 - 1995 (5 years)

    Developed visual merchandising creative concepts including visual directives designed to help stores maintain display and merchandising standards. Additionally, created window concepts and seasonal creative direction. Responsible for 
the development of marketing and brand collateral including: POP signage, product tags and seasonal merchandising lookbooks.

  • Sr Graphic Designer

    • Gap
    • 1989 - 1990 (1 year)

    Created visual and display concepts and standards, also developed the creative for the successful launch of new concept babyGap stores.

Education

  • Otis College of Art and Design

    • Illustration and Graphic Design
    • 1987 - 1989
  • California Polytechnic State University-San Luis Obispo

    • Graphic Design
    • 1984 - 1986

Specialties

Awards

Design Merit Award, Communication Arts, 2003

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