Freelance Creative/Art Director
Dec 2014 - Present (6 years 3 months)
When I started with Fitness Finders, I had the challenge to "clean up" the design and layout of their annual catalog but do it in fewer pages and with more products on a page. Collaborated with in-house photographer and staff copywriter on merchandising pages as well as the creative direction of the catalog. Designed and executed new concepts and formats for the Fitness Finders, Inc. annual catalog (44 pages) with 80% of existing photography.
The next challenge was to create and design a 20-page "mag-a-log" to be used as a test vehicle for non-responsive and prospective customers. The FF staff gave me the direction to create pages that were engaging and informative as well as to sell merchandise.
I worked collaboratively with their in-house staff to develop concepts, improve product selection, product placement, and pagination to communicate their brand and message better. Directed and monitored in-house copywriter, project coordinator, illustrator, and photographer.
I work with their email team to develop email strategies and campaigns to communicate to specific target markets effectively and increase conversion. I designed the email graphics and modify email templates in Mailchimp. Directed the group to write a provoking or actionable subject line and content.
Working with the FF website people have been fun too. We coordinate all the visuals needed for products and promotions. I have designed several landing page for them. Looking forward to the redesign of their website in the near future.