high beauty, inc. - santa rosa, ca
chief creative officer.
2019 - present
• Created a clear brand image for all High Beauty assets
• Manage all art requests from concept to print/digital upload
• Direct, source, and manage all print production with print vendors
• Provide direction in all creative and new product launch meetings
• Manage all in house production and freelance team members
• Communicate concepts, creations, and designs while managing, directing, guiding, and inspiring the creative team to accomplish goals within a timely manner
• Maintained control of the creative team which includes pr, social media, web design as well as brand management
VON SANDS CREATIVE – ALISO VIEJO, CA
ART DIRECTOR / DESIGNER.
2008 - PRESENT
An independent design agency that has worked for multiple beauty and wellness brands, such as Ole Henriksen, Kendo, Static Nails, Item Beauty, Tina•K, Senna Cosmetics, Han Cosmetics, Manduka, Model Launcher Cosmetics, etc.
Von Sands Creative provides the following services: branding, packaging, merchandising, marketing collateral, web design, social media design, product design, and development
BRANDING:
• Brand identity
• Logo design
• Stationery packages
PACKAGING:
• Packaging design (primary and secondary)
• Label design
• Packette sample design
• Creative Direction / Vision
MERCHANDISING:
• Merchandising design and direction (Point of purchase displays, graphics, store layout)
• In-store visual design
• Special emphasis on visual merchandising in an open sell environment
MARKETING COLLATERAL:
• Event materials
• Training manuals
• Brochures
• Catalogs
• Direct mail
• Tradeshow booth design
• Press kits
• Point of purchase design
• Advertising
• Sell sheets
WEB DESIGN:
• Web design concepts and layout
• Web advertising
• Email blasts
SOCIAL MEDIA:
• Social media strategy
• Social media management
• Social media design
• Content marketing
FASHION INSTITUTE OF DESIGN & MERCHANDISING (fidm) - IRVINE, CA
INSTRUCTOR - VISUAL COMMUNICATIONS.
2013
• Development of course curriculum by using Adobe Illustrator CC
• Course provided an introduction to Adobe Illustrator as a design and rendering tool
• Provided students with hands-on experience using the computer to create graphic collateral, fixture diagrams, and store layouts
TOO FACED COSMETICS - IRVINE, CA
DIRECTOR OF VISUAL MERCHANDISING.
2012 - 2013
• Oversaw the general direction of all visual merchandising both domestic and international
• Managed, created, and maintained budgets and timelines for all domestic and international seasonal in-store updates
• Created and maintained fixtures product assortments for both domestic and international gondolas and in-store displays
(Beauty Brands, Boots, Dillard’s, JC Penney, Macy’s, Maxima, Military, Navy, Nordstrom, Planet Beauty, Sephora, Sephora EU, Sephora SEA, Ulta, etc.)
• Managed fixtures, printing and display vendors on a daily basis while project managing new store openings and maintaining existing stores
• Provided artistic direction, instruction, and approvals to the graphic design team for all merchandising and in-store visuals
SMASHBOX COSMETICS – CULVER CITY, CA
ART DIRECTOR – GLOBAL MERCHANDISING.
2008 – 2012
• Art directed the complete overhaul of all in-store gondolas, displays, point of purchase focus units, and international signage
(Fred Segal, JC Penney, Macy’s, Nordstrom, Sephora, Sephora EU, Sephora SEA, Ulta, etc.)
• Provided art direction to the creative team regarding merchandising, seasonal packaging, kits, corporate identity, and presentations
• Trained, supervised and art directed a team of graphic artists, freelance artists, photographers, and junior designers
• Designed, maintained, and provided art direction on all domestic and international merchandising
(Duty-Free, Boots, Sephora EU, Sephora SEA, Royal Caribbean, Douglas and Maxima, etc.)
SMASHBOX COSMETICS – CULVER CITY, CA
SENIOR DESIGNER.
2004 – 2008
• Oversaw a team of designers while creating advertisements, visuals, packaging, catalogs, brochures, and point of purchase displays
• Lead designer for the revamp of all primary and secondary packaging in order to meet FDA, regulatory and international compliance
• Provided moderate retouching on model and product shots
BROOKS COLLEGE – LONG BEACH, CA
INSTRUCTOR – GRAPHIC DESIGN/COMPUTER GRAPHICS.
2002 – 2004
• Planned and taught lessons on the fundamentals of graphic design and computer graphics
• Instructed on color theory, design principles, printing process, and offering guidance on how to effectively be a commercial artist
• Mentored and monitored student behavior and individual student progress
SMASHBOX COSMETICS – CULVER CITY, CA
CREATIVE COORDINATOR.
2002 – 2004
• Juggled multiple projects while working directly with modeling agencies, magazine media, talent agencies, and printing vendors
• Assisted in casting selections for all campaigns, catalogs, marketing shoots, and Fashion Week Los Angeles
• Responsibilities included production coordinating, print quotes, and press checks
I/O INTERCONNECT – SANTA ANA, CA
GRAPHIC DESIGNER/MARKETING COORDINATOR.
2000 – 2002
• Worked with product development, sales, and project managers to create, develop and uphold the corporate identity
• Designed literature for advertising, in-store visuals, print, trade shows, web, and catalogs
BEHR PAINT – SANTA ANA, CA
GRAPHIC DESIGNER/PRODUCTION ARTIST.
1998 – 2000
• Assisted with designing the “BEHR with Style” campaign and product launch
• Created and maintained paint bucket labels, in-store visuals, literature, and point of purchase displays for the Home Depot and independent
hardware stores