LINKEDIN - https://bit.ly/3G70Js5
PORTFOLIO - https://bit.ly/3roG4te
PROJECTS - https://bit.ly/3FfjjNk
I am a major fan of comic books that loves to think inside the box.
Outside of being inundated with new movies every year (which is AMAZING to me), comics taught me how to view imagery, type, composition, hierarchy, color, and most importantly, work within a confined area like a box. And, as shown by comics, there are myriad options that can be done inside that box.
Art and design have always been part of my life, but I never thought I could make it into a career. It wasn’t until my second year at the local JC that I enrolled in design classes and saw that career path was possible.
I went on to attend design classes at San Jose State University and never looked back.
Since then, my life has been spent creating compelling and innovative design solutions, independently and in the corporate environment. I love simple and clean design, great coffee, delicious cocktails, and taking long walks through my favorite video games. I am also a creator and conceptor, passionate about any job I do.
Keep me boxed in. I don’t mind.
WORK EXPERIENCE
MIND THE FONT™
CREATIVE DIRECTOR (MAY 2019 – PRESENT)
A full-service branding and packaging design agency. I work on concept, strategy, design, and finish work for CPG brands.
MIND THE FONT is a Black-owned and operated company.
SCOPE OF WORK:
• PRINT DESIGN - Created and oversaw branding/packaging design for several CPG brands
• CLIENT PRESENTATIONS - Designed/wrote and presented projects to clients for review
• WRITING PROPOSAL - Created RFPs and strategy for all potential clients
• MARKETING - Developed branding and social strategies for clients which encompassed all aspects of brand development and
consumer engagement
PROJECTS INCLUDED:
• MICRON BRAND PENS FROM SAKURA OF AMERICA
- Redesign of packaging
- Presented design to major stakeholders and deciding parties
- Development of design system for 80+ SKUs
• GELLY ROLL PENS FROM SAKURA OF AMERICA
- Redesign, and illustration for multiple varieties of pens
- Presented design to major stakeholders and deciding parties
- Designed packaging for quantitative and qualitative testing
- Development of implementation of design system for over 20+ SKUs
• READY PAC FOODS™
- Designed packaging system. Helped build brand cohesion, and lowered consumer confusion when buying salads and salad kits
based on direct consumer feedback.
- Development of implementation of design system for over 20+ SKUs
- Featured in NBC show Superstore.
NOTABLE BRANDS:
• Chevron, Motorola, E&J Gallo, Purina, Dole, Mike’s Hard Lemonade, Ready Pac Foods, Inc., Pacific Foods, and Bolthouse Farms
SHAKLEE CORPORATION
SR. DESIGNER / ART DIRECTOR (MAY 2014 – MAY 2019)
A multi-level marketing company specializing in health and wellness. I strategized and designed projects, mentored junior designers, and maintained an efficient workflow to meet deadlines.
SCOPE OF WORK:
• PACKAGING DESIGN - Designed and updated packaging for various Shaklee brands
• PRINT DESIGN - Updated product sheets, brochures, POS, and marketing materials
• ENVIRONMENTAL DESIGN - Designed signage, developing traffic flow, and designed display booths for
three global conferences
ACCOMPLISHMENTS:
• DEVELOPED GLOBAL CONFERENCE THEME & GRAPHICS, which was well-received by management and customers. It led to an uptick
in pre-registration and social media engagement.
• CO-DEVELOPED WORKFLOW AND REVIEW SYSTEM FOR INCOMING JOBS. It streamlined creative briefs, clearly scheduled design
updates, and realistically managed client expectations. Design projects were started and completed at a 16% higher rate than before.
• DEVELOPED PERSONALIZED HEALTH APP UI/UX. Initially created for client inventory and partner tracking, this app was ultimately used
for all client activity. It reinforced the wellness aspect of their job, and created a community for others to engage, encourage, and
share stories.
• DESIGNED BRAND STANDARDS FOR SHAKLEE CHINA’S PACKAGING. Due to new products continually being introduced in China, a
clearly defined guideline was needed. It implemented all of the regulatory language for the China and the US market and created
continuity and cohesion between all Shaklee brands.
PURE RED CREATIVE
SR. DESIGNER / ART DIRECTOR (APR 2009 – DEC 2011)
Design agency that specialized in large grocery and retail. I was in charge of a variety of functions and procedures within the company.
I developed & designed projects, mentored junior designers, and kept multiple projects on task to meet deadlines.
SCOPE OF WORK:
• PRINT DESIGN - Created & designed programs/assets for circular work, brochures, POS, packaging, and marketing materials
• BRAND DESIGN/STRATEGY - Researched new clients and figured out brand design and strategy for their companies helping them strive
in their respective space
• ENVIRONMENTAL DESIGN - Created in-store displays and POS, outdoor marketing projects/billboards, and art installments
ACCOMPLISHMENTS:
• OVERSEEING DEVELOPMENT OF PROCEDURES FOR ONBOARDING OF NEW CLIENTS. By making the company be more specifically
brand-focused, it allowed Pure Red to reach a broad spectrum of clientele.
• DESIGNED AND DEVELOPED PACKAGING DEPARTMENT. This strengthened the versatility of Pure Red to pursue clients outside the
retail space. This improved Pure Red’s talent pool outside circular print work.
• CREATED AND DESIGNED SEASONAL PROGRAMS for Safeway, Michael’s, Old Navy, and Aaron Brothers. Managed a team of eight
designers to work on these programs. For each program, 120 pieces of artwork was designed. After design was done, I worked with the
team to get programs translated into Spanish.
NOTABLE BRANDS:
• Safeway, Old Navy, Orchard Supply Hardware, Kmart, & Aaron Brothers
EXPERTISE
PACKAGING DESIGN
BRAND DESIGN
BRAND STRATEGY
ILLUSTRATION
USER INTERFACE
USER EXPERIENCE
TECHNICAL
ADOBE CREATIVE SUITE
FIGMA
MICROSOFT OFFICE