As an in-house expert, I focus on crafting comprehensive creative strategies for successful design teams. With a keen eye for analysis, I lead the creation of print and digital designs, executing B2B and B2C campaigns, and swift content development. My expertise spans various sectors including lifestyle, luxury, technology, action sports, retail, life sciences, and education.

Clients include:

Diving Unlimited, JANDA, Spartan Shield Light, Griffin Optometric, OCBC, SugaringLA, Ben & Danny’s, Effervescence, Futures Education, Precision Aquatics.

Senior Designer –
Go to Market / Creative Services
(2021–2023)

Portfolio

Results and highlights:

Collaborated seamlessly with the Creative Director and dynamic marketing teams to craft enticing, tailor-made sales and marketing assets for a diverse range of needs, including:

Creating eye-catching in-store displays and alluring Point of Sale graphics.

Designing retail consumer packaging that captures attention and leaves a lasting impression.

Orchestrating integrated online ecommerce campaigns, from the allure of meticulously crafted Print and Online Sales catalogs to the irresistible charm of email, microsite, and website designs.

PortfolioCrafting sleek and captivating B2B site promotion designs that draw industry attention.

Breathing life into brand identity through engaging social media content, igniting the online landscape.

Elevating brand mission and presence through charismatic ambassador and community promotions that resonates with the audience.

Lead designer for the Stohlquist brand launch. I worked closely with the product team to create a new brand campaign, which involved designing:

Sales catalogs for both print and online.

Awareness campaigns targeting consumers (B2C) in print and online.

Retail displays and fixtures.

Packaging for different product variations and distributors.

Product designs, including color schemes and branding.

Environmental and display design for retail fixturing – Aqualung Boutique a showcase of distinctive products and initiatives at select dive outlets across in North America.

In-house photographer

E-commerce, and packaged goods

Team member portraits

Event and lifestyle photography

Senior Graphic Designer – “HP Slide” Content Design and Curation
(2019–2020)

Portfolio

Role:

Played a pivotal role in the development and launch of an app that featured a vast content library. I played critical role, bridging the gap between creative and developer teams, managed assets, scheduled content delivery, and designed various materials for users and marketing.

Results and highlights:

Developed systems, categories, and data to launch app with library of 15,000 designs in 75 categories.

Served as a bridge between the creative and developer teams, facilitating communication and ensuring that the app had an easy-to-use content search system, which contributed to a user-friendly interface and a positive user experience (UI/UX).

Managed program visuals within the app and promotional materials, making sure they were readily available when needed.

Implemented a system to schedule the release of seasonal and promotional content, ensuring that it was delivered to users at the right times.

Responsible for creating packaging, user tools, guides, videos, and marketing visuals that were intended for consumers (B2C). These materials were designed for the app's launch.

Product preview

Senior Graphic Designer
(2012–2018)

Portfolio

Design Management

Standardized brand processes including centralized asset management, unified naming, to ensuring project scalability and accountability.

Set goals and project timelines with management and internal task forces.

Managed budgets, and inventories for creative operations.

Creative translator and liaison to agencies, working on national and regional campaigns.

Solution creator for print, digital, and physical environments:

Directed brand-rich, storytelling campus displays and marketing materials.

Art and Creative director for outreach campaigns and special projects

Mobile app development

Email marketing design.

Tradeshow and special event design and promotion

Keynote presentations for internal programs and presentations

Motion and video sequencing, voice over, animation, and video asset creation.

Lead creative for internal departments (PR, admissions, Legal) on sustainable design practices to design responsive deliverables.

Design Lead, Senior Graphic Designer
2002-2012

Portfolio (Marketing)

Foremost trusted design leader to oversee and produce design for both print and web solutions for expanding GIA’s mission.

Results and highlights

Developed innovative solutions to enhance GIA's foundational operations, encompassing:

Laboratory, Education, Alumni Association, Museum, and Instruments divisions.

I served as a strategic marketing design producer for the launch of GIA's global identity system, overseeing various key initiatives, including:

Brand reinvigoration awareness campaigns.

Leading the design transition of all Institute creative materials to the new brand, ensuring the consistent application of new standards across all communication channels.

Additionally, I actively and decisively contributed as a hands-on art director, playing integral roles in the planning and production of diverse projects, such as:

Coordinating and managing photo shoots.

Crafting education product catalogs.

Executing direct mail campaigns.

Producing institute publications.

Crafting website and digital designs.

Creating trade show and event packages.

Designing packaging and product ecosystems.

Engaging in product design.

Overseeing app development and design.

Shaping social media design.

Furthermore, I led the in-house creative team responsible for 11 international locations and campuses, where I took charge of:

Managing workflow for contract and seasonal designers.

Devising a routing system to ensure optimal output from our compact internal design team.

Pioneering in-house design and creative processes, resulting in significant cost savings and the expansion of the internal design team.