Started as a “Studio Artist”, directly after Sales House had embarked on its new positioning and identity which placed it as the first choice fashion store for the aspiring, quality conscious black consumer.

During the first two years my portfolio included;

1. Designing and executing all elements for the below the line campaigns, such as account drives, new store openings, sales and POS.

2. Involved with the team which launched the Sales House Club - the first retail Club in South Africa, this included the design of direct mail campaigns, staff campaigns and soon after the cover and fashion pages in the Sales House Club magazine became part of my portfolio, this included the art direction, final design and layout.

Special achievements
The Sales House Club magazine is the most reputable black market publication and has won the S.A.I.I.E. (South African Institute of Industrial Editors) award for best cover and overall design for two years running.

1990 Promoted to Studio Manager, reporting to the Creative Manager, Geoff Cole. My portfolio was increased to include four Studio Artists and I began to work closely with senior management and our advertising agency O&M RSTM. During this time Sales House entered the desktop publishing arena. I was involved with the training and development of the studio artists.
As Studio manager one of my key accountabilities was to ensure that all work was executed according to required standards. This involved my close liaising with reproduction and print suppliers as well as our in-house production manager.

Responsible for overall look of:
• Merchandise catalogues
• Sales House Club magazine
• Press
• Packaging and POS
• Below the line activities

Promoted to Creative Director Sales House brand, reporting to the Marketing Director, Penny Lloyd.

Now responsible for;
1. Overall look of the brand elements
• Merchandise catalogues
• Sales House Club magazine
• Television, radio and press
• Internal communication - monthly business broadcast, designed and formulated intro titles and worked closely with communications manager in compiling the programmes.
• Below the line activity
• Packaging
• Store openings

Special project:
In September 1994 Sales House opened in Sandton City. The positioning of the store required a marketing campaign with a difference, I was briefed to put together the campaign elements from concept to final execution, this included everything from POS to the art direction of a special audio visual.

2. Studio Network
• Managing implementing and maintaining a network of 8 Apple Mac’s, 3 flatbed scanners, a 4GB file server, 150 Fiery rip and a Cannon 700 copier.

3. Staff Training and development
My staff compliment included one creative specialist, two senior designers/art directors, two studio artists, one copywriter and a proof-reader.
• In addition to ensuring the smooth running of all creative work, I was also involved with staff development and uplifting the profile of my team.

Management courses (Edgars group)
• MAP (Management Advancement Programme)
• Executive Leading Edge
• IM (Interactive Management)
• Presentation Skills
• Performance Appraisals

Exclamation Design is a dynamic design house offering clients a one-stop design solution, including creative strategy and assistance in creatively reframing brands. The company produces a variety of creative products, including print, displays, packaging and electronics. Services include concept creation right through to production and photography.

Key projects/achievements
* Fly Blue Crane – corporate identity and branding
“The task of branding your own company is a large undertaking. Dean’s ability to read my mind and deliver a corporate identity that symbolised my vision impressed me. I appreciate his combination of creativity and professionalism as well as the flexibility and efficiency I have come to expect on all of our projects – it’s great to work with someone so responsive to the company’s needs.” (Siza Mzimela, CEO, Fly Blue Crane)
* Stanley and Black & Decker – promotional flyers, packaging, catalogues and print advertising
* Interior conceptualisation – designed the interiors for Nonna Mia’s Kitchen and Norwood Hair Stylist Salon
* Kimberly-Clark Professional – all below the line activity, promotional material and magazine ads
* Sales House – conceptualised aggressive, maximum market penetration, new account drive campaigns – supermodel Naomi Campbell was associated with the Sales House brand at this time – in-depth involvement in the entire campaign – during time with the group, the brand’s outlets grew to over 150 and Sales House remains one of the great South African case studies
* Honey Jewellery - produced a new corporate identity for the company and continued working on the Honey brand for five years producing beautiful, high-quality catalogues monthly as well as conceptualising packaging and promotional presentations
* Other clients included Timothy Sammons Fine Art Agents (an art dealer in London), BMW, Land Rover, Vespa and the Steers, Braza and Ocean Basket franchise groups

Had an incredible time doing my Bachelor of Arts (Honours) in Graphic Design, loved every minute of it, which I passed with distinction. It has been a life-changing process, after designing for so long and finally getting a degree is wonderful. I certainly achieved a greater perspective of design and design thinking.