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Global Offline Retail and Brand Creative Manager, Amazon Int...
I’m seasoned creative leader with years of experience in retail and communication design in the fashion and technology fields. My work includes strategic turnarounds as well as the successful launch of new concepts. I’m comfortable in a number of capacities including innovativecreative development, building teams and the implementation of strategic marketing solutions that evolve branding, customer experiencesas well as print and digital medias. I’m a versatile designer as well as a proven leader of internal and external creative teams.
Luis Vargas Design
Photo Art Direction
Illustration & Fine Art
Responsible for the development of offline retail customer experiences supporting the introduction of new Amazon devices, including Kindle e-readers, Fire tablets, Fire phone, Fire TV, Dash and Amazon Echo across all channels. Led the design direction for the Amazon Pop-ups, from structural design to product communications and demos experiences. Managed the device and Amazon brand initiatives, ensuring brand alignment and awareness across all division of the company.
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.
Established the execution direction for creative studio designing Target Canada promotional flyers in Portland, Oregon.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Created visual and display concepts and standards, also developed the creative for the successful launch of new concept babyGap stores.