No matter of the scale of a project every concept begins with a thorough examination of the brand, its target audience and the communication objectives.
Reflecting on the deliverables and research I normally start with hand sketches and work them out until I wrap my head around the concept from all angles. I may make several drawings or collages developing several solid mood boards and variations on the same theme.
Next I flesh these ideas further into well-rounded concepts on the computer. This ideation phase is the time to check off all the boxes that are required to create original and striking designs that will catch the eye of the customer.
In executing the project I reach out to my "rolodex" of top designers, stylists, photographers, film directors and architects. I carefully manage the project to make sure that the deliverables come to life meeting quality, budget and timelines.
As a Creative Director it is my responsibility is to make sure all concepts are effectively translated into cohesive visual stories across the various sales channels. With 10+ years of experience I learned that when a design works, translating it into different platforms – email, point-of-sale, in store environment - is simple - things just fall into place. This knowledge challenges me to create original designs that will seamlessly fit into its intended integrated marketing campaign.
It is this confirmation that drives me to perfect a design.