Bachelor of Fine Arts from the University of North Texas School of Visual Communication & Design with a minor in the study of International Marketing.
I have experience in all levels of the creative process as an art director, designer and multi-channel marketer.
Building brands and conceptual/campaign development are my strongest skills and I have experience in all areas of B2C and B2B marketing. Being a hands-on creative has led to an expert level of proficiency in all major computer software including Adobe Creative Cloud-Illustrator, Photoshop, InDesign, Dreamweaver, Fireworks, Flash, Muse, Keynote, Sketch, Zeplin and InVision.
I am versed in all aspects of TV and video creation and production, photography, interactive development UI/UX (responsive web & app), social media engagement and all types of printing both large and small. Additionally, I have proven experience in concept and development in the experiential shopper marketing retail space.
- Extensive experience in both traditional and interactive advertising
- On the ground floor of major shifts in marketing including the birth of brands on the web and the launch of social media
- Worked on global, national and regional accounts, with agencies both large and small
- Awards including a Cannes Cyber Lions, 2 London International Advertising Awards and several Addy awards
FREELANCE CREATIVE DIRECTOR – SENIOR UX/UI DESIGNER | 2017 – Present
Creative direction, art direction, project management and consultation for a wide variety of ad agencies and corporate clients. Work includes creative, concept, visual design and brand development for traditional & interactive UX/UI design for desktop and mobile using a user-first design approach. Creating wireframes, lo/hi-fi prototypes through collaboration with product owners and application developers using Sketch, InVision/Axure and various Adobe programs. Also participate in A/B testing sessions and coordinating iterative implementation of the UX based on feedback by analyzing data.
Management of freelance and studio employees on direction of projects, as well as, dev teams.
CLIENTS: Frito Lay, Pepsi, American Airlines, AT&T & TCU, Pizza Hut
BOTTLEROCKET STUDIOS – FREELANCE SENIOR ART DIRECTOR / UX DESIGNER | 2016 – 2017
Concept, art direction and UX design for app, web and responsive mobile using agile work methodologies to create mobile first user experiences. Generated pixel-perfect layouts using Sketch and other software to generate user flow and lo/hi-fi designs.
CLIENTS: Global brand responsive website & app, Southwest Airlines app.
TPN – ASSOCIATE CREATIVE DIRECTOR | 2016 – 2016
Creative development in shopper experience for national retail of Cricket Wireless in all major retailers for wireless products including Best Buy and Walmart. Develop and manage a 3 person creative team in concept and development of instore point-of-sale, packaging and overall shopper experience for the retail space.
CLIENTS: Cricket Wireless
PETMATE – CREATIVE DIRECTOR | 2013 – 2016
Corporate creative director over internal creative department for multiple brands. Development and management of 5-person direct report creative team, as well as freelance staff, and all corporate branding, budgeting, print management both domestic and overseas and overall workflow.
Projects ranged from point-of-sale, ecomm website, packaging, tradeshow and broadcast, as well as, various branding elements for multiple categories in all major retailers including, PetSmart, Petco, PSP and Walmart. Including concept and development in the shopper experience and retail strategies space for PetSmart and Walmart that lead to a complete overhaul of their categories by creating a “shop by size” component. This not only lead to a reimagining of all categories, including support for licensed products and private label merchandise, but also earned us Vendor of The Year from PetSmart.
BRANDS: Petmate, Chuckit!, Aspen Pet, JW Toys, Wetnoz, Calmz, Jackson Galaxy, Miranda Lambert Muttnation, WWE, & Fat Cat.
ACHIEVEMENTS: Overall budget saving for department of $500K in first year. Restructure of team to better utilize and grown internal team of talent, UX and creative direction of 4000 sku ecomm website, ground up concept to execution for a complete shopper marketing experience for PetSmart that lead us winning Vendor of the Year.
SOUTHSIDE SALSA – CREATIVE DIRECTOR | 2013 – 2016
Created the business and lead all creative direction for an all-natural salsa line. Also created a co-branded line of craft beer salsa, the first of its kind, with a local craft-beer brewery. Created the brand, packaging, interactive and social component. Was able grow the brand from a startup to shelve space in all Central Markets, Specs and Total Wine across DFW.
CREATED: Business concept, brand, interactive elements, social engagement, recipes, pop and packaging elements
THE BACON WAGON FOOD TRUCK – CREATIVE DIRECTOR | 2011 – 2013
Created the business and lead all creative direction for an all bacon food truck. Created the brand, recipes, social engagement, truck design and all promotion materials. Grew the brand and the truck to one of the most successful trucks in the DFW market from 2011-2013 and organically grew over 2K followers in via social networks. Voted best food truck Dallas A-List 2011.
ENCIRCLE MARKETING | TRACYLOCKE – SR ART DIRECTOR 2006 – 2011
Lead creative on concept and development for broadcast TV, point-of-sale, website & social, packaging and various branding campaign elements. Including concept and development in the point-of-sale and experiential space.
CLIENTS: Taco Bueno, Community Coffee, Samsung, Ravenswood, Grand Ole Opry, Blockbuster, Zatarains, Irwin, Bernzomatic, Avocados from Mexico, Kings Isle, Wizard 101, Stubbs, 7, Senior Helpers, Museum of Nature and Science
NEW BUSINESS WON: Samsung, Grand Ole Opry, Avocados from Mexico, Wizard 101 & Senior Helpers
UTA – ADJUNCT PROFESSOR | 2005 – 2009
Graphic design and UI / website design instructor for University of Texas at Arlington School of Visual Arts
RADIOSHACK – SR ART DIRECTOR/ACD | 2003 – 2005
Lead creative for in-house packaging design and point-of-sale. Launched rebrand across all product lines, designed and created innovative packaging solutions for consumer electronics and toys.
AWARDS: 2 London International Advertising Awards for Cat in the Hat toy line
TRIBAL DDB – SR INTERACTIVE ART DIRECTOR / UX DESIGNER | 1999 – 2003
Creative UI & UX development/design of websites and online marketing campaigns and various web based experiences. Responsible for the launch of some of the largest brand sites at the time using emerging technologies and principles.
CLIENTS: Pepsi, Diet Pepsi, Mountain Dew, Code Red, Curel, Subaru & Airforce. And developed various online campaigns for American Airlines, DDB, DSVC, Ceridian & APBNEWS.
AWARDS: Cannes Cyber Lions for DSVC online ROUGH Magazine
big ideas, conceptual, brand builder, graphic designer, artist, sculptor, entrepreneur, skydived, rescue animals, classic car builder, music nerd, pop culture fan, food truck owner, salsa company owner, mid-century modern collector, 60s pop art, 70s decor, foodie, martial arts student and I still own all of my original toys from my childhood including Star Wars and Evil Knievel.
I think all elements of a brand should work together so that the user experience is seamless from digital to in-store
From wireframe to UX design I can concept for app and mobile responsive design
Big ideas & branding are my specialty and I have award winning experience in the traditional print, outdoor and digital space
I have experience in creating online presence in a social space with an eye on the brand
From concept to execution. I can storyboard, cast, art direct, direct and edit small & large budget productions
From concept to production, I have worked on multiples levels of packaging and printed both in China and the US