Experienced Creative Specializing in Brand Development & Product Innovation
Creative Brand Development
Aug 2012 - Present (9 years 2 months)
• Brand Identity Development
• Creative Direction & Team Leadership
• Adobe Creative Suite
• Project Management & Coordination
• Photography & Illustration Art Direction
• Creative Development
• Client Presentations
• Account Management
• Excellent Communication Skills (Written & Verbal)
• CPG & FMCG Packaging
• Health & Beauty Packaging
• Food & Beverage Packaging
• FDA & NLEA Packaging Regulations
• Marketing & Collateral Material
• DTC Marketing
• POP Display & In-store Marketing
• 3D Prototype Concept Development
• Comp & Structure Development
• Plastic Substrate Color Development
• Final Art Execution
• Color Proof Approvals & Press Checks
• Mentoring & Training
• Project Time & Cost Estimating
• Write & Create Design Guidelines
• Write & Develop Brand Identity Guidelines
• Develop Equity Asset Tool Kits
• Digital Asset Management
• Coordinate & Conduct Design Planning Meetings with Separators
• Coordinate & Conduct Print Feasibility Meetings with Printers
Principal – Branding & Packaging Expert
Creative Brand Development
Aug 2012 - Present (9 years 2 months)
My high level global experience with every step of the creative brand development process, from cohesive strategic development, award winning design and implementation of final art through finished on-shelf product delivery will ensure every aspect of a brand's promise are properly developed and maintained. No project is too big or too small, whether you are launching a new brand, developing a full re-stage of an existing brand or a simple product line extension, maintaining your brand’s equities and identity is critical to its success in the marketplace. This is achieved through close collaboration with clients and cross-functional internal and external agency partners. I have developed world-class targeted brand identities for numerous global and regional brands, that effectively communicate the brand message and truly delight consumers at the point of sale. Working closely with a wide range of external vendors to create digital and traditional design comps and presentation materials that ensure brand strategy and design intent can be effectively delivered at retail is an essential part of the process. I have 20+ years of experience providing guidance and training of internal staff and external agency partners, as well as, client design and brand management team leaders with a view to approaching total brand development holistically and on-equity. I can provide complete hands-on project management and coordination, creative direction, team leadership, internal/external agency guidance and design training, photography/illustration art direction, client liaison and client presentations, vendor coordination & direction, 3D prototype concept development, proof approvals, press checks and estimating of project timing & costs. Finally, to ensure the ongoing success of the brand promise I develop comprehensive Design Guidelines, Brand Identity Guidelines and Equity Asset Tool Kits that ensure brand expression is presented consistently across all touch points.
Senior Brand Identity Manager
Mar 1998 - Aug 2012 (14 years 5 months)
Creative Responsibilities: Hands-on involvement in every step of the branding process from strategic development, design, execution of final art through finished on-shelf product delivery to ensure every aspect of a brand's equities are properly developed and maintained. Develop targeted brand identities by collaborating closely with clients and cross-functional internal and external agency partners, to effectively communicate the brand message and truly delight consumers at the point of sale. Work closely with external vendors to create digital and traditional design comps and presentation materials that ensure brand strategy and design intent can be effectively delivered at retail. Organize and coordinate design planning and print feasibility meetings with separators and printers to identify potential areas of concern and formulate effective solutions prior to execution of final art. Guidance and training of internal and external agency partners, as well as, client design and brand management leaders with a view to approaching total brand development holistically and on-equity across multiple points. Creation of comprehensive Design Guidelines, Brand Identity Guidelines, Equity Asset Tool Kits and Digital Asset Management.
Management Responsibilities: Project management, design direction, team leadership, internal/external agency design training, photography/illustration art direction, client liaison, vendor coordination/direction, proof approvals, press checks, estimating project timing & costs, hiring, management and training of staff.
Partial Brand List: Charmin, Craftsman, Hanes, Aussie, Covidien, Crest, GlaxoSmithKline, Head & Shoulders, Infusium, Purell, Rejoice, Pierre Foods, ConAgra (Banquet, Claim Jumper, Marie Callender's), Ehrmann Yogurt, Frito Lay, Pepsico, Kroger, Marsh, Meijer, Ralph's, Stop & Shop, The Cincinnati International Wine Festival, The Cincinnati Flower Show, The Health Collaborative (Your Health Matters), The Kroger MS-150 Bike Ride.
Aberg & Miller Design Group
Oct 1984 - Mar 1998 (13 years 5 months)
Creative Responsibilities: Design, art direction and coordination of various print projects including retail, brand and specialty packaging; annual reports, brochures, logo and logotype design, corporate identity, consumer and trade advertising, environmental graphics, banners, posters, newsletters, catalogs, direct mail, point of purchase promotions, electronic retouching of illustrations/photography, copy writing, knowledge of current FDA and NLEA regulations for retail food packaging and nutrition labeling, preparing digital files for color proof approval, final film output and press checks.
Management Responsibilities: Creative direction, design direction, project management, team leadership, photography/illustration art direction, client liaison, vendor coordination/direction, proof approvals, press checks, estimating project timing & costs, client liaison, vendor coordination, estimating project costs, hiring, management and training of design/production staff, hiring freelance designers, hiring copywriters, oversight and approval of the purchase of all Mac based computer hardware and software.
Partial Client List: Entertainment: Buena Vista Television, Disney Studios, Fox Broadcasting Company, National Broadcasting Company; Food Retail: Fred Meyers, Mrs. Gooch's Natural Food Markets, Whole Foods; Food Wholesale: Ferraro's Natural Juices, La Prima Pasta Company, Manning Foods (USA), Inc., Naked Foods, Selkirk Natural Beef, Zenchiku Land and Livestock Company; Institutional: The American Film Institute, California Institute of Technology, The Plaza at West Covina; Products: Kenwood Stereo, Pennzoil, Toyota; Services: Bank of America, Best Audio, Bexel Corporation, Los Angeles Label Company, Pacific Label, RTS Systems, Serigraphics Displays; Health & Beauty: Amcon Industries, National Vitamin Company, ProCap Laboratories, Vitamin Classics, Inc.
Design Manager - Corporate Creative Services
Mar 1982 - Oct 1984 (2 years 7 months)
Creative Responsibilities: Design and coordination of Network advertising, collateral and promotional materials including but not limited to development of consumer and trade advertising, campaigns for prime time Network programming; posters; billboards; brochures; logo and logotype design for shows and events; Affiliate Promotion Campaigns; newsletters; planning calendars; invitations and collateral materials. Further responsibilities involved art direction of celebrity photo sessions for prime time and specials Programming; selection and art direction of illustrators, photographers and retouchers and attending press checks.
Management Responsibilities: Coordination of vendors, oversight and direction of design/production staff, obtaining bids from and Art Direction of illustrators and photographers.