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An Integrated Senior Creative, I specialise in art direction for fashion and beauty, developing online brand experiences and creating multi-channel editorial content. I have a high level of design skill and a strong digital design background. In my ten years professional experience, I’ve designed, art directed and led projects in digital, print and moving image, and I have proven myself adept at balancing both the demands of commercial design with a large dose of creativity. I maintain high creative standards, taking a hands-on approach from concept and design, to on-set art direction, and overseeing post production. I have worked with a range of established global brands both in house and agency-side including NET-A-PORTER, TOM FORD, Topshop, KIKO, Valextra, Versus Versace, French Connection, Ted Baker and MTV - and most recently data-driven fashion platform Lyst.com. For an edit of my work visit: http://kirstymbutler.wix.com/portfolio
I joined Lyst as Brand Image Director, to develop the visual direction of the brand, working closely with the Marketing, Editorial, Social Media, Design and Development teams. I develop, lead and help plan seasonal content and design briefs for Lyst brand touch points - both on and offline. I collaborate with teams to ensure consistent, engaging, scalable and on-brand solutions to briefs. I take a hands-on approach, from concept and design, on-set art direction, through to overseeing post production. I introduced a shoot schedule to update the Lyst digital channels with inspiring and commercially-driven product and marketing assets, and I developed an editorial photography style to showcase our partner brands.
As Art Director, my role specialised in digital art direction and design, brand development and content creation. I reported directly to the ECD. I was involved end-to-end in the creative process, from the initial stages of concept development and strategic thinking, to design, on-set art direction and the oversight of post production. I contributed towards several successful pitches in my time at Spring, including the launch of eCommerce websites for Tom Ford and Valextra. I specialised in developing brand’s online visual experience, including website pages, art direction of digital editorial shoots and moving image (for online, email and social media) and I developed comprehensive eCommerce shoot guidelines.
I was a senior creative in the Special Projects team at NET-A-PORTER, working on a mix of design for both web and print, art direction, and concept origination. Projects include concept and on-set art direction for seasonal briefs including The Holiday Guide, Valentines and Sale. I would also oversee post-production.
My role at the French Connection group was Lead Senior Designer. I was responsible for managing all digital creative output for both French Connection and Great Plains global websites. I managed both the Middleweight and Junior Designers, and delegated weekly and long term projects. My challenge was to showcase the brand’s advertising and marketing campaigns through creating engaging and brand-relevant digital content. This includes briefs such as Holidays, Sale, seasonal advertising campaigns, online promotions and competitions. I led creative for and designed the global websites (tablet, desktop and mobile) and marketing assets - including homepages, landing pages, editorial features, emails, social media and digital marketing banners. I also oversaw the design of occasional print projects including lookbooks and direct mail pieces.
As Interactive Designer for Topshop.com, I reported into the Senior Design Manager. I had lead responsibility for many high profile projects online, from concept and wire framing through to completion, considering user experience, and new digital innovations. I was also involved in developing the content strategy with the online team, to drive the editorial content forward, including developing new templates for the website. I worked closely with the Online Copy Editor, and I managed multiple briefs, including weekly editorial features, emails, homepage updates, video content, marketing campaigns, and social media channels.
I gained invaluable grounding at this globally successful brand. I worked independently along-side the Marketing team on a number of projects from briefing through to production, creating designs that were both commercially viable and within budget.