Retail and Brand Creative Manager
Dec 2013 - Present (7 years 2 months)
Currently leading the design direction for the Amazon Pop-ups, from structural design to product communications and demos experience strategies. Developed the off-line retail customer experiences supporting the introduction of new Amazon devices. Also managed the branding of device portfolio and guided Amazon brand initiatives ensuring brand alignment and awareness across all channels ad teams.
CRE8NEWART / Luis Vargas Design
1997 - Present (24 years)
I've 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: Target Canada, Hispanic Chamber of Commerce of Minnesota (HCCM), Valentine Capital, Jumpstart Interactive, Miles Communication, Headquarters Advertising, solutionset, Nemo Design, Aquent, Golden Bear Sportswear, Koko Represents, 22 Steps, AW Printing, Frisko Magazine, Cafe Claude, I. Magnin, Bullocks/Wilshire.
Associate Creative Director, In-Store Creative, Channel Design & Brand Identity
Apr 2011 - Nov 2012 (1 year 7 months)
I led the creative execution of the computing communication collateral. Guided the creative development and execution of the company’s Connected 2.0 store format. Focusing on communication graphics standards and customer experience. Managed the implementation and evolution of all in-store creative leveraging the new direction.
Director of Creative Services
Aug 2008 - Apr 2009 (8 months)
Managed the execution of visual communications and graphic concepts for Nike test stores. Developed and deployed a creative process for creative services ensuring best practices for retail marketing and visual merchandising. Built partnerships with category leaders to establish best results on initiatives for Nike and Nike Factory Stores, community relations and gift cards.
Sr Art Director
2005 - Aug 2008 (3 years 6 months)
Accountable for the development of seasonal promotional campaigns as well as collateral materials for gift card programs and special events. Effectively managed the design, approval and execution of seasonal photography and design. 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)
Responsible for the development of collateral for Mervyn’s branding, seasonal campaigns, community relations, HR, gift card, credit and special event, leading the launch of concepts such as Mervyn’s Moving Mission and Community Closet. Led all Hispanic initiative concepts such as La Plaza and Oscar De La Hoya merchandise launch focused at retaining the Mervyn’s Hispanic customer base.
Photo Art Director
1998 - 1999 (1 year)
Responsible for scheduling, planning and executing photography and creative needs for men’s, kids and lingerie, and special sale events for Macy’s West’s regional newspaper advertising.
Creative Direction Manager
1996 - 1998 (2 years)
Redesigned the retail direct mailers and print media focusing on typography, design and photo direction to ensure cohesive brand impact across channels. Refined the brand standards and implemented guidelines for launching initial ecommerce site. Managed the creative execution of licensing ventures like: Ford Explorer, Eddie Bauer Eyewear, Eddie Bauer Rewards, and Eddie Bauer Lifestyles by Lane.
Sr Graphic Designer
1990 - 1995 (5 years)
Accountable for visual merchandising creative concepts including the development of visual directives designed to help maintain display and merchandising standards. Developed window presentations and seasonal creative direction. Responsible for the designing marketing and brand collateral including: POP signage, product tags and seasonal merchandising lookbooks.
Sr Graphic Designer
1989 - 1990 (1 year)
Created visual and display concepts and standards, and developed the creative for the launch of babyGap stores.