Danielle Reynolds

Danielle Reynolds

Art DirectorLondon, United Kingdom
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Danielle Reynolds

Danielle Reynolds

Art DirectorLondon, United Kingdom
About me
I AM AN INNOVATIVE, COMMERCIALLY DRIVEN CREATIVE SENIOR ART DIRECTOR WITH OVER NINE YEARS EXPERIENCE IN RETAIL AND FASHION INDUSTRY BOTH CLIENT AND AGENCY SIDE, WITH EXTENSIVE KNOWLEDGE IN PRINT, DIGITAL DESIGN, BROADCAST, ADVERTISING, E-COMMERCE AND MARKETING. A PASSIONATE CREATIVE WHO CONSTANTLY SEEKS OPPORTUNITIES I THRIVE UNDER A CREATIVE CHALLENGE AND TAKE TRUE DELIGHT IN WORKING COLLABORATIVELY WITH A HANDS ON APPROACH FROM CONCEPT TO END DEVELOPMENT. I AM PASSIONATE ABOUT BIG PICTURE CONCEPTUAL AND STRATEGIC THINKING AND TAKE TRUE PRIDE IN THE CREATIVE EVOLUTION OF A BRANDS VOICE. ALONG WITH EXTENSIVE EXPERIENCE IN GRAPHIC DESIGN, ART DIRECTION, CLIENT PRESENTATIONS AND MANAGING CLIENT RELATIONSHIPS, I ALSO HAVE VAST EXPERIENCE IN DIRECTING, PLANNING STUDIO AND LOCATION SHOOTS WHILE WORKING TO TIGHT TIME FRAMES AND WITHIN BUDGET. AS A MULTI SKILLED CREATIVE I ALSO HAVE A KEEN CREATIVE FLAIR AND PASSION FOR FASHION AND STILL LIFE STYLING WITH VAST ON SET EXPERIENCE.
Projects
  • Rivers - MULTIPLE CATALOGUE + ONLINE CONTENT + TVC'S
    Rivers - MULTIPLE CATALOGUE + ONLINE CONTENT + TVC'S
  • Snow Gear 2017 - CATALOGUE + ONLINE & SOCIAL CONTENT
    Snow Gear 2017 - CATALOGUE + ONLINE & SOCIAL CONTENT
  • Aldi Australia - MULTIPLE CATALOGUES + ONLINE & SOCIAL CONTENT
    Aldi Australia - MULTIPLE CATALOGUES + ONLINE & SOCIAL CONTENT
Projects credited in
  • Stitch Fix How It Works Campaign, 2022
    Stitch Fix How It Works Campaign, 2022Co-created, styled and scripted Stitch Fix’s first international campaign, featuring placements as a national television commercial, email, paid and organic social. The approach? We took the most common questions received from prospective clients about Stitch Fix, an online personal styling service, to created a narrative between brand and customer. The result? A snappy, easy-to-understand campaign that put the clients’ style first.
Work history
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    Senior Art DirectorBmf Advertising
     - Sydney, AustraliaFull Time
    • As Senior Art Director Assisted Creative Manager to lead, mentor and manage a team of 7 Creative’s and art workers on a fast paced retail account • Responsible for all Catalogue and below the line team creative work • Developing and executing creative strategy for print and online • Managed creative production of a weekly catalogue, which required: creative rational design and development, client presentation and guidance, full scamps, art direction and design. • Art direction and design of weekly catalogues, digital assets and content, creative campaigns, POS, newsletters, weekly and tactical press ads, and special event magazines • Worked closely with Producers to ensure deadlines were met and kept within budgets to produce innovative strategic work leading a team of 5 in-house photographers and multiple external stylists and hair & makeup artists on all shoots both in studio and on location. • Interpreting above the line campaign concepts to translate across all customer touch points below the line – print and online • Art direction and design on new and existing work • Presenting artwork and liaising with clients • Managing art direction, design consistency and standards • Signed off all below the line creative work • Key driver for change with focus on pushing creative, communication, innovation and process improvement • Managed the online photography style guide for client ecommerce • Lead Creative on all event catalogue campaigns including Spring Living, Easter, Christmas and Ski
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    Senior Graphic Designer / Art DirectorSPECIALTY FASHION GROUP (Katie’s)
     - Sydney, AustraliaFull Time
    • As senior team member lead art direction and concept development of rebrand, campaign and catalogues as well as Online content and TVC’s • Worked closely alongside Creative Manager in brand repositioning and all communications for the Rivers brand • Conceptualized, styled and managed all fashion & still life shoots for all fortnightly Catalogues along with other branded content for online/social • Design and delivered fortnightly Catalogues and POS material along with all other brand specific artwork including artwork for TVC’s, EDMs and other digital content • Developed comprehensive and innovative creative concepts for campaign material • Planning and coordination of photo/video shoots for catalogues and online assets working closely with in-house videographers and photographer and within budgets and tight deadlines • Followed artwork from brief to initial design concept/s, to amendments, to final proofs, category buyers approvals to liaising with printers and pre-press • Employed effective communication skills to build strong interdepartmental relationships with the likes of in-house photographers, videographers and retouchers. • Handled multiple projects at once – working within daily, weekly and monthly deadlines
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Skills
  • Art Directing
  • Adobe Graphics
  • Graphic Design
  • Styling Shoots
  • Art Direction
  • Fashion
  • Art Production
  • Print Design
  • Digital Online Design
  • Branding
Education
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    Bachelor of Creative Industries (interdisciplinaryQUT (Queensland University of Technology)
     - Brisbane City, Australia
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    All Compalsory High School EducationHelensvale State High School
     - Gold Coast, Australia