CREATIVE DIRECTION FOR SEA STAR: SUMMER 2022
360 COLLECTION LIFECYCLE
I have eight years of experience overseeing creative direction for NYC-based fashion brands. My expertise in product development, campaign concepting, marketing and art direction have led me to manage the entire creative lifecycle of collections featured in Vogue, Vanity Fair, and the New York Times.
1.PRODUCT DEVELOPMENT
Created new designs, prints and sample patterns for men’s, women’s, and children’s footwear & accessories. Oversaw production lifecycle from concept to development.
SKILLS: ADOBE ILLUSTRATOR. PRODUCT DESIGN. COLOR THEORY. PRODUCTION MANAGEMENT. TECHNICAL DESIGN. DRAWING. IDEATION. TREND FORECASTING.
2. PRODUCT IMAGES
Directed flat lay photoshoots and product photography.
SKILLS: PHOTO RETOUCHING. ART DIRECTION. POST PRODUCTION. ADOBE PHOTOSHOP.
3. ART DIRECTION
Produced moodboards to satisfy campaign objectives and tone. Prepared shot lists and worked with production team on all details of execution including locations, props, wardrobe and casting. Oversaw post-production selects, image retouching, and film editing.
SKILLS: MODEL/LOCATION SCOUTING. STYLING. ART DIRECTION. CREATIVITY. PRODUCTION MANAGEMENT.
4. E-COMMERCE MANAGEMENT
Built website on Shopify. Managed team to implement website optimizations such as product recommendations, upselling/cross-selling opportunities, and search improvements. Supervised selection of image and text graphics for banners.
SKILLS: WEBSITE MANAGEMENT. SHOPIFY. FIGMA. GRAPHIC DESIGN. SEO OPTIMIZATION. COPYWRITING. CREATIVE THINKING.
5. DIGITAL ASSETS: SOCIAL MEDIA
Developed creative campaign. Storyboarded videos and image posts for Instagram and Tik Tok. Worked closely with PR team, marketing team and ad agencies for seamless content execution.
SKILLS: VIDEO EDITING. COPYWRITING. MANAGEMENT. ORGANIZATION. ADOBE PREMIERE.
Summer 2022 Frances Valentine x Sea Star
🌺In Full Bloom: A joyful, water-friendly collection in our new limited-edition floral print! Discover new arrivals at seastarbeachwear.com
Summer 2022 Frances Valentine x Sea Star
🌞 Celebrate Summer with our joyful, water-friendly collection in our new limited-edition Candy Stripe print! Discover new arrivals for Summer at seastarbeachwear.com
6. DIGITAL ASSETS: EMAIL MARKETING
Oversaw creative assets for email campaigns to ensure consistency across marketing channels. Reviewed email segmentation, send times and A/B testing data to determine optimal results.
SKILLS: KLAVIYO. GRAPHIC DESIGN. COPYWRITING. MARKETING MANAGEMENT. MARKETING STRATEGY.
7. PRINT MEDIA: IN-HOME MAILER
Conceptualized and created Sea Star’s Summer 2022 in-home mailer to showcase the brand and highlight seasonal collections; mailed to 100,000+ households.
SKILLS: ADOBE INDESIGN. GRAPHIC DESIGN. PRINT LAYOUT. IDEATION. CRITICAL THINKING. MARKETING STRATEGY.
