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Taking on the full responsibility of creative direction and setup of the Nike Factory Store campaigns across Western Europe and Central Eastern Europe. Creating regionally relevant premium executions for Geo cities, identifying key brand moments that tie in with consumer right assortment and aligning strategies with Global, Nike Categories, Digital and Inline teams (Seamless) and all functions within NFS (Buying, Allocation, Planning). Pushing the product features and benefits and localising copy in 20 languages, to make bold brand statements to engage/inspire along the Attract, Engage, Connect module across the full fleet of stores (+235). When starting in this role, I set up the complete creative campaign briefs for the agencies. Now I provide Art direction to creative agency (team of 10) consisting of graphic designers, 3D designers and architects to deliver elevated initiatives monthly. Recapping initiatives monthly and creating quarterly highlights for the leadership team. Gatekeeper of concept map content and communication of it. Delivering timely (+100) store opening and refit initiative graphics. Continue to enhance modules and item statements, developing new 365, 2D and 3D, brand elements (signage, dot.com, elevate shopfits) piloted and rolled out to all stores. Coordinating vendor pitches, managing several agencies financial discipline and delivering on Creative and store openings Budgets allocated. Noteworthy projects: / Coordinated and lead the implementation of the Visual Display Campaign tool with Agency permitting all basic store & window information to be uploaded into an online tool everyone can access (office, field, agencies) as well as easy drag and drop assembly of windows and mannequin placement. / Planned and directed the Store Digitalization project: outlining plan for screens, their placement and digital content for instore and initiative spaces. / Optimized 365 signage package, piloting planet friendly materials and creating a new order process (online tool) with vendor and stores. Standardizing to fit multiple shopfits. If you invite me for coffee I’ll show you an amazing recap video of the campaigns I’ve created!
Providing creative graphic direction within the Retail Brand/Product Presentation team. Identifying key marketplace trends and developing recommendations to enhance the organisation’s position. Designing and finalising consumer communication artwork (flyers, posters, windows, billboards, digital, t-shirts) for new stores, refits and grand opening events across Western Europe. Coming up with intuitive, creative and inspiring ideas for artwork applied in stores and external communication in WE and CEE. Customizing guidelines and directives for these executions keeping in mind the Nike brand guidelines already established. Respecting calendars, deadlines, technical specifications and monetary means to translate creative concepts to production Artwork. Creating briefs for vendors with each months new Initiative in regards to store POS and windows together with Retail Brand Presentation Manager. Creating mockups visuals for new and refit store facades. Managing different projects and timelines within each branch of the bigger Retail Brand team. Act as liaison to support managers (when contacting local teams/vendors) supporting them with my language skills.
Helping customers and consumers on the phone and via email. Tracking Orders, Returns and Quality Control for retailers and department store Galeries Lafayette. Tracking points, discounts and data for Consumer Mexx Connect Cards. Yes! Not the most glamorous job but it kept me busy while I continued looking for opportunities in Graphic Design.
Project for Dutch Police. Sorry, I’m sworn to secrecy on this one....
Summum distributes costmestic, aesthetic and nail products to salons, pharmacies and stores worldwide like Costco, SuperValu and Walmart. Many of their brands are from Europe, like Matis, Algologie, Morjana, Couleur Caramel, Serge Louis Alvarez, Elysambre which have their own branding that I adapted for the Canadian market. I worked on their home brands as well as brands they distributed on packaging, displays, posters, print and web promotions. Summum also made their own products which were sold in pharmacies across Canada, such as Uniprix’s Option+ line of waxes and accessories which I have re-designed. I have worked on the visual identity, stationary, contracts and documents pertaining to the ‘’Réseau SBI‘’, a network grouping all Summum Beauté’s clients. Summum’s biggest brand, Néolia, was bought two years before my arrival: it is a line of soaps for body and hair made with 100% Organic Italian Olive Oil. Redesigning Néolia’s branding and packaging without losing its existing customer base was my ultimate task. Néolia needed a contemporary look, a new logo derived from its old one and a new typeface. Along with this project came the creation of packaging icons, brochures, magazine and palet ads, photo editing, 2D and 3D mockups and transport packaging for products sold in pharmacies, Costco and Walmart, around the world.
After having previously worked as a sales rep in their stores back in 2005 and then improving their retail branding while freelancing for them in 2007, they hired me back in my field of expertise! I was the only graphic designer for this high-end kitchen accessories store. I knew their products and clientele well, which gave me a unique advantage to work on their diverse packagings and windows. Their private brand included kitchen gadgets (utensils, knives, bowls), exotic spices, coffees and soaps. I designed their gift cards, helped in the design of their website, and set up a photography catalogue of their products sold online. Creating magazine ads for the stores, new brand logos, displays, store promotions and special event invitations were daily tasks. Quarterly I also designed their window graphics for their eight stores, respecting each brand guidelines of the product lines they carried. One of the last noteworthy projects with them was designing the identity of their children’s cooking workshop Atelier Petit Chef, based in one of their locations. The branding consisted of creating posters, flyers, uniforms, birthday invitations and sign-up forms. After which I could show up and eat the cookies the kids had baked!
My responsibilites included improving the packaging of the new rebranded telecommunications company Telfort, assisting with the Perfetti/Van Melle candy packaging designs, creating promotional objects and displays for Wanadoo internet services and designing credit cards for ING Bank, as well as various logos and brochures, browsing photography banks and bicycling through Amsterdam on various errands. Must state that I was the only student out my entire university program that pursued an internship abroad. Internships are the norm now, but then, in Canada and in Graphic Design they weren’t.
Dragon Design Montreal, CA, 2007 The Dragon Design Agency specialised in designs for the cosmetics world, mostly for pharmacies and department stores. I designed packagings, posters, brochures and displays for Marcelle and for the distributor Prestilux, which carried Bioderma, Decléor, HDskincare, Sud Pacifique, Guess, Paris Hilton, PUPA. I perfected Lotus Aroma’s packaging, adding the design of the home fragrances series, and branding the advertisments and store displays. I also worked on magazine ads, brochures, sale sheets, large format kiosks and photo editing for Nuera Air Solutions, Duovac, Code6 and others. This is really the company where I fell in love with packaging design! Cuisine Gourmet Montreal, CA, 2007 While working as a freelancer, I created the Cuisine Gourmet Wedding Registry branding and brochure, the concept for the Corporate Gifts Catalogue and also worked on invitations for several wine tasting events organised by Cuisine Gourmet and that I gladly participated in! More clients 2003 - 2010 Restaurant La Louisiane, Boutique ALBA, Cédric Bical, wentworthproperties.com, Cuisine Gourmet, ventesansagent.com, DYNAMEK inc. Consultation en santé et sécurité au travail, Construction Dubuc / Les entreprises électriques Ivan Dubuc, Myosotis Presse, Jean-Claude Riverin, Julie Rutledge, Bibliothèque municipale de Gatineau, K Stars.