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TEAM LEADER
Supervised a diverse team of designers, editors and photographers.
Facilitated client meetings to understand needs, developed schedules, and implemented project management strategies to meet deadlines.
Crafted a comprehensive photography style guide and design principles, customized to our clients' preferences, and translated them into an easily comprehensible format to train our team of designers reducing reshoots by 80%.
Directed the production of over 700 high-quality images for marketing, internal corporate collateral, and recruitment purposes across diverse internal clients.
Collaborated with the Video Production Team to concept, plan, style and produce a series of short-form marketing videos showcasing Mardel products and promotions.
Facilitated relationship repair across intradepartmental teams, fostering collaboration and cohesive vision for improved project outcomes.
Ensured all product photography adhered to brand standards and were delivered on message.
(All images presented herein depict copyrighted material owned by Hobby Lobby. No images of unreleased products or internal surface patterns are included.)
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I sought a position at Hobby Lobby to push beyond my design comfort zone, having primarily focused on branding, marketing, advertising, and print design for the hospitality industry. My goal was to delve into product design and refine my illustration skills. Joining the paper craft team, I played a pivotal role in developing a myriad of engaging paper products including stickers, die cuts, ephemera, stamps, recipe books, paper packs, and planners. Additionally, I contributed to the departments surface pattern design, curating cohesive collections for internal use, contributing to six distinct collections for everyday products and seasonal items.
After a year, I was approached to join the departments management team as a Team Leader. I joined the Corporate Collateral & Packaging photography team. My primary responsibility was content creation for Mardel, the Christian education store, I led art direction and management of photography and video production. While I had background in coordinating photo shoots and providing art direction I am now actively seeking more design focused opportunities to further expand my skill set and establish a long-term partnership with a reputable company.
Images Produced
Process & Direction to Team
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Initial mock from designer - Direction to focus covers
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Second Mock - Direction to reduce distracting leading lines
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Final Mock before photography
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Final image for email campaign
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Our team of designers and coordinators faced challenges in understanding client preferences, leading to numerous reshoots and wasted resources. To address this, I developed a comprehensive design guide through a structured approach, resulting in a significant improvement in project efficiency and client satisfaction.
Challenge: Designers misalignment with client preferences, resulting in excessive reshoots.
Solution: I reviewed historical images and conducted in-depth discussions with the client to categorize photos into "like" and "dislike" piles, identifying fundamental design principles that resonated with the client.
Development of Guide: Based on client feedback, utilizing preexisting team aesthetics I created an easy-to-understand guide highlighting the preferred design principles. This guide included clear instructions on leading lines, visual hierarchy, product contrast, and proper placement of sales text.
Guide Creation: The guide was meticulously developed with examples, templates, and actionable techniques. It was designed to be intuitive, making it easy for our team to understand and implement.
Team Training: I presented the guide to our team, upper management, and the client. This ensured everyone had a common language and understanding of the design principles, streamlining the revision and editing process.
Outcome: The application of the guide led to a significant decline in reshoots, saving time and resources. Continuous feedback and approvals from the client have kept the guide relevant and effective.
Impact: The guide has enhanced our team's understanding of client preferences, improved communication during revisions, and evolved our style towards a more lifestyle-oriented aesthetic.
Conclusion
I developed a design guide that addressed the teams challenges. This guide not only aligned our team's work with client preferences but also resulted in substantial efficiency gains. It continues to be a crucial tool in the teams design process, fostering better client relationships and consistent high-quality outputs.
