• Art directed all aspects of the brand photo shoot, including scouting and negotiating the model, working with outside vendors: retouchers, wardrobe stylists, make-up artist, hair stylist and photographer.

• Designed and created all advertising layouts

• Created new brand tagline “THE FOUNDATION OF BEAUTY”

• Selected and worked with a new display vendor to design the latest flagship make-up display which debut to distributors in Italy.

• Designed all brand assets including advertising, branding and managing Web Developers in order to meet all of the marketing directives presented by the C.E.O.

• Designed and gave direction in the creation of NEW innovative packaging design.

• Lead the charge for photographing all of the make-up components in order to obtain brand consistency throughout all use of assets in promotions, advertising, collateral and event pieces that includes light-box, large format retractable banners and Window displays.

• Updated and managed the e-commerce website imagery through Magento, either working on some aspects myself or managed and directed web developer to create promotions.

• Produced display graphics for special events and trade shows and was creative liaison to the Spa at the Montage Hotel in Beverly Hills, Ca.

• Designed Classic, Sport Performance and Specialty footwear packaging graphics resulting in a unified look and visual language unique to the brand.

• Created print advertising design for Tennis, Running, Training and Lifestyle.

• Designed national in-store Jillian Michaels campaign and all it’s components resulting in driving customers into 400 Lady Foot Locker stores.

• Art Directed a kids photo shoot to create a wide variety of assets to use on projects from in-store graphics and catalogs to sell sheets and website graphics. The results were over 200 select, retouched and color corrected images.

• Developed a new technique and process for shooting footwear catalog images worldwide. Trained overseas in-house photographer via email and video conferencing and reduced photography count resulting in significant post production cost savings.

• Designed a custom merchandising unit for trade show booth space to maintain a contemporary brand focus and to serve as work stations.

• Designed new K-SWISS brand identity including logo, packaging, hang tags, 
and prepared files for various applications including offset printing, websites, silkscreen, embossing and woven labels resulting in a unified brand image throughout the company.

• Art directed photography for tennis ads with tennis athletes for print ads. Resulted in increased sales for the category year after year for 3 years while I was lead designer.

• Art directed photography for footwear and apparel catalogs and created a process for approvals and its center focus was efficiency.

• Sell-sheet design and graphics, videos and displays for trade show events and sales meeting presentations which allowed for a clear understanding of the product in order to maximize sales for reps.

Designing the best solutions to your unique creative problems since 1996. Sylvia and I are the creative team that can produce elegant, award winning creative to your most difficult branding challenges.

Producer, Curator, Artist and Co-Founder of the THE ART DEPARTMENT.
Art curating for talented artist who need help with producing, marketing, set-up and space planning, hanging and sales. But most of all teaching artist how to Show Better™.
www.artdeptgroup.com

Shoot and lead a team of talented creatives to capture event photography, Photo editing, color correcting and retouching.
www.jcervantesphoto.com

• Jacket design for books that sell into University and State libraries.

• Co-graphic designer on layout design of 100+ page sales catalog.

• On set assistant to art director of product photography.

• Designed direct mailers, in-store graphics and newspaper inserts.

• Photoshop image retouching.

• Layout and packaging design graphics, and art directed product photography.

• Photoshop imaging and production design.

• Logo exploration for the Laminates line.

• Designed the packaging for a product demonstration video that was sent to hair salons.

• Private Party Invitation design and sell sheets.