Creative Direction, Content, Branding and Marketing

Since 2007, some highlights include: upgrading, modernizing and expanding marketing capabilities for a 40-year-old home furnishings brand; strategized, formed and expanded marketing capabilities within a new company by building a state-of-the art digital marketing department; completed projects from simple design and imaging in print media to full-service digital media production and collaborations.

Nourison Industries: Creative Direction.

Full redesign website and marketing platforms: UX/UI conceptualization, social media, overhaul with web enhancements and dealer/designer interface experiences. Video and graphic introductions.

Sonneman - A Way of Light: Multi-media platforms

Introduced product video for New Introductions, virtual and physical marketing promotions. Storyboarding, videography, direction and post-production all brought in-house.

Robert Wilson Watermill Center - Event and promotional material

For over ten years, I had the privilege of working with a hero, theater artist Robert Wilson, and his non-profit Watermill Center and Foundation creating collateral, catalogs, web design, promotions and ads.

Second Sight Art + Color - 12 years of design

Started business as a vendor and consultant as a designer, producer, retoucher and digital media specialist for just one client. 12 years later…

How These Projects Were Conducted

Creative Direction:
Marketing/Branding, Website Design, Graphic Design and Project Management

My Goals

Driving end-to-end creative direction for a premium brand.

  • Innovating digital and print marketing strategies to elevate brand visibility.

  • Collaborating with diverse teams to create cohesive, impactful campaigns and content.

The Team and My Exact Role

  • Creative Director (My Role)

  • Graphic Designers/Visual Designers

  • UX/UI Designers

  • 3D Rendering Artists

  • Videographers/Editors

  • Copywriters and/or Content Strategists

  • Developers (for website or digital components)

  • Marketing Coordinators or Account Managers

My Role as Creative Director

  • Oversaw the overall creative vision and ensured brand consistency.

  • Led the development of digital rendering, video production, and UX/UI elements.

  • Collaborated cross-functionally to align creative output with business goals.

  • Directed the team’s workflow, provided feedback, and approved deliverables.

Duration of the Projects and Years of Completion

Duration:

  • Approximately 8–12 months.

  • Branding and visual strategy development took 2–3 months.

  • Digital rendering and product photography/videos required 3–4 months.

  • Final execution across web and print platforms required 1–2 months.

Years of Completion: 2007-2024

Design and Creative Tools:

  • Adobe Photoshop and Lightroom for image editing and rendering.

  • Adobe Illustrator for vector designs and branding elements.

  • Adobe InDesign for layout and print materials.

  • Adobe After Effects or Premiere Pro for video editing and motion graphics.

  • Studio Max, KeyShot or a similar 3D rendering software for product visualizations.

Collaboration and Project Management Tools:

  • Slack or Microsoft Teams for communication.

  • Trello for project management.

  • Development/UX Tools:

  • Sketch or Adobe XD for UX/UI designs.

  • Wordpress CMS platform for implementing digital assets on the website.

My Vision and Process

Provide Narrative Context

I ensure each project tells a story by addressing the key goals and challenges. This includes identifying the specific business problem being solved, showcasing the creative strategy behind the solution, and detailing how the project aligned with business objectives such as increasing engagement, modernizing a brand identity, or driving conversions.

Highlight Measurable Results

I prioritize including measurable outcomes that demonstrate the success of my work, such as "boosted online engagement by X%" or "increased product inquiries by X% post-launch." When data isn’t available, I emphasize qualitative results like client satisfaction, industry recognition, or enhanced brand perception.

Showcase Team Collaboration

I emphasize cross-functional teamwork by sharing how I partnered with product designers, developers, and strategists to ensure the creative direction aligned with the broader business goals. Highlighting my ability to foster collaboration underscores my leadership and adaptability in dynamic environments.

Incorporate Interactive Storytelling

I enhance portfolio presentations by integrating interactive elements like sliders for before-and-after comparisons or embedded videos. These features help create a more engaging and immersive experience for viewers.

Detail Visual Strategy and Brand Alignment

I explain the rationale behind my design choices, showcasing how the aesthetic and strategy align with the brand’s identity and audience. For instance, while working with Sonneman, I crafted a modernist aesthetic to resonate with their design-focused audience and reinforce their market position.

Focus on Creativity and Problem Solving

My projects demonstrate a balance of creative vision and practical problem-solving, illustrating my ability to address unique challenges with innovative design solutions while delivering high-impact results.