About Me

Skilled in developing high-impact marketing materials, brand identities and print designs. Specialized in brand strategy and creative development providing the customer with knowledge and insight into how to best leverage their marketing and visual efforts.

From an early age I learned that the evolution of art is just as important as the art itself. I have learned to create art and direction that is not only progressive, but also falls within the parameters of a target market’s buying tendencies. I find great value in developing with my customer the “why” of a brand and analyzing the evolution of the consumer’s buying power to forecast where it will go next driving business for diverse industries. I have a passion for creating sharp and professional, designs and messages that immediately attract attention and drive responses. Skilled in developing high-impact marketing materials, brand identities and print designs. Specialized in brand strategy and creative development providing the customer with knowledge and insight into how to best leverage their marketing and visual efforts. 

Companies and brands I’ve had the pleasure of working with include (but not limited to): U Brands LLC., Smead Manufacturing, Cross Colours, Callaway Golf, Odyssey, O-works, Toulon Design, CG Creative, Microsoft Enterprise, Quiverr Creative, Coomber Wines, Level Entertainment, JCPenney, Kohl’s, Target, Walmart, Macy’s, Reebok, Sauvicito, Red Rock Casino, Marvel, Party Favor Music, Hang Ten, Tony Hawk, Disney, Rastaclat, and Star Wars.

 


 Qualities

Communication, Deadline and Goal Driven, Creative Issue Resolution, Flexible and Adaptive, Team Player, Resilient, Focused, Imaginative, Courageous, Good Design Sense, Punctual, Efficient, Diplomatic, Executes on Strategy, Innovative, Flexible, Agile, Responsive, Dynamic, Self-Starter, Positive, Original, Creative, Ambitious, Motivated.


 Expertise 

Brand Design, Identity Development, Creative Strategy, Project Management, Concept Design, Graphic Direction, Graphic Design, Design Strategy, Content Curation, Market Evaluation, Packaging Design, Logo Design, Trend Forecasting, Team Management.


Proficiency

  • Adobe Program Suite - Photoshop CC, Illustrator CC, InDesign CC, Acrobat DC, Lightroom CC, Bridge CC

  • Microsoft Office Suite – MS Word, MS Excel, MS Outlook, MS PowerPoint Online

  • Platforms - Slack, Trello, Basecamp, Asana, Quip, Shopify, Squarespace 


Experience

2005 – Current ( Over 14 years of Experience )

 

Sr. Marketing / Brand Designer

U Brands LLC. - San Juan Capistrano, California I April 2019 – Current

  • Lead the evolution, definition, and execution of U Brands marketing while assisting in crafting a comprehensive visual identity.

  • Collaborate with a cross-functional content team to evolve a concept into customer-facing content from design exploration

    through front-end development.

  • Work closely with the sales team to build out presentations, sales sheets, Flyers, and catalog pages.

  • Manage production of marketing communications from concept to execution.

  • Manage and create assets for all social media platforms and websites.

  • Research and review current trends within the scope of current target CPG landscape.

  • Build the content production strategy, governance plan, and editorial standards for content across all channels.

  • Develop detailed project plans to monitor and track progress.

  • Spearheading content initiatives to boost engagement and gain/build trust with our customers.

  • Develop guidelines and standards for content creation.

Sr. Graphic Designer

Callaway Golf - Carlsbad, California I April 2017 – February 2019 ( 1 year 11 months )

  • Develop brand direction for new products in both hard goods and soft goods markets, domestically and internationally.  

  • Conceptualize, develop and execute branding strategy and assets for 2019 soft goods products in green grass and big box stores while evaluating current brand position and target markets.

  • Collaborate, develop, and present a wide range of visual solutions for core products both online and in-store execution that remained in-line with go-to-market strategy and team action plans. Brands created communications for: Odyssey, Odyssey O-Works, Toulon, Toulon Garage, Stroke Lab, Epic Drivers and Irons, Epic Flash Drivers and Fairway Woods, Apex Irons, Big Bertha Irons and Hybrids, Rogue Irons and Driver, Chromesoft (X), Supersoft, ERC Soft.

  • Design and assist in global launch assets for key products across multiple channels including online and in-store.

  • Evaluate market retail space and create packaging that’s innovative, competitive and engaging.

  • Effectively managed multiple projects in a fast paced, ever changing environment.

  • Work with and receive input from retail account and brand teams to insure work remains in the brand voice and look.

 

Art Director / Sr. Graphic Designer

Quiverr Collective - Carlsbad, California I February 2016 – March 2017 ( 1 year 2 months )

  • Lead and direct all creative direction for proprietary brands both on Amazon and externally.  

  • Develop brand strategies and positioning for new products and evaluate existing ones based on their market viability.

  • Develop a wide range of visual solutions for proprietary products and agency brands while targeting new markets and customers. 

  • Collaborate and present in online strategy meetings for product releases.

  • Create all online media for product launch initiatives while managing outsourced creative efforts all within brand guidelines and project scope(s).

  • Evaluate market retail space and create packaging that is innovative, competitive and engaging.

  • Developed corporate identity for parent company and brand assets for cross-functional applications

  • Conceptualize new corporate interior and company layouts based on workflow function and traffic flows needs.

 

Sr. Graphic Designer

Hybrid Apparel - Cypress, California I May 2008 – February 2016 ( 7 years 10 months )

  • Create full graphic lines for 10+ Fortune 500 companies ensuring market viability while maintaining graphic guidelines and customer brand recognition.   

  • Consult and conceptualize graphic direction with creative director using industry design software, photography, typography and image editing practices to develop a wide range of visual solutions.

  • Prepare and present branded assets, preliminary designs and mock-ups for projects according to presentation scope, objectives, selling reports and client requests.

  • Prepare final layouts, suggest alterations and manipulate photos for production designs and meetings, confirming deliverables meet expectations.

  • Company-wide November employee of the month for Productivity and YTD product sell-through.

 

Brand Strategy Consultant / Brand Designer

Mercedes Group International - Laguna Beach, California I April 2012 – February 2015 ( 2 years 11 months ) 

  • Developed branding direction and guidelines for company assets.

  • Created logo and printed media for advertising and promotions.

  • Designed and directed branded collateral both printed and online, targeting specific target markets.

  • Increased engagement by effectively managing large, multi-faceted campaigns from the concept to completion.

  • Directed workflow and creative resources providing creative direction & leadership.

Brand Strategy Consultant / Brand Designer

Level Entertainment I Space Camp Management - Long Beach, California I January 2010 – April 2011 ( 1 year 4 months ) 

  • Developed artist identities and branded likeness across multiple platforms.

  • Lead and oversee creative development of co-branded content.

  • Provided comparison research insight into market and competing brand positions.

  • Developed branding guidelines and collateral for multi-functional applications.

  • Created graphic line of apparel and merchandise based on current market trends and budgets.

  • Met and guided press checks for all merchandise within brand guidelines and project scope(s).

  • Created and evaluated timelines to meet market demand and tour date needs.

  • Strategize online product line and identity based on album design and market segmentation.

  • Lead concept, creative development, and presentation of new promotion and communication efforts.


Volunteer Work

2009 – January 2017 ( 8 years 1 month )

 Committee Chair - Nonprofit Board of Directors

Black Book Sessions Inc. - Orange County, California I January 2009 – January 2017 ( 8 years 1 month ) 

  • Volunteer committee chair contributing to the management of the Black Book Sessions Inc. organization, a nonprofit creatively run art-event series dedicated to the empowerment and inspiration of young creative minds through community events and yearly scholarship giveaways made possible by generous sponsor and donor contributions.

  • Lead a team of up to 11 people in meeting and exceeding organization’s objectives, from day-to-day task lists to full event action plans. 

  • Develop brand strategy and strategic alliance through corporate partnerships.  

  • Direct printed media to best facilitate partner objectives while providing dual benefit to the organization.

  • Lead and organize all meetings, strategize team efforts and utilize current assets to achieve both short term and long-term goals.

  • Balance and maintain financial records to provide organization’s sustainability and growth.

  • Develop external timelines to optimize organization’s goals and objectives, maintaining overall mission scope.

  • Lead team in the development of internal and external organizational roles.

  • Meet with executives of parent sponsor to develop best business practices and insight to ensure they are in-line with overall objectives and organization’s direction. 

  • Develop promotional plan in line with annual calendar and strategize efforts to gain community involvement and participation for planned events.  


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Clients & Brands

I have had the pleasure of working with over the years