Graphic designer in Springfield (VM Dept.)

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Graphic designer in Springfield
Visual Merchandising department

Springfield is a Spanish chain of fashion stores born in 1988 belonging to the Cortefiel Group (one of the main European companies in the fashion sector) which, with a marked casual style, it is oriented both to a male and female audience, having consolidated its presence in 66 countries with 933 points of sale*.
*Data to November 2016.

As the graphic designer of the Department of Visual Merchandising of Springfield I have had the opportunity to make a great variety of creativity both for own stores (national and international) and for franchises, such as:

Creativity for the facade and enclosures: neon design, luminous signs, backlit images, banderole, "anti-shock" vinyls... that reinforce the brand message that seeks to develop and add spectacularity to the store. On the other hand, designs for enclosures/ clothing store (opaque) have a double function, allowing advertising to be shown free of charge on a space that, in turn, does not allow to see the interior of an area where works are being carried out or is used for storage. The design of each neon, sign, vinyl, enclosure ... includes the final art prepared for production, the material to be used, the guidelines to be followed and their placement together with a photomontage of the final result.

Display window creativity: different designs are included according to the marked guidelines and the season/campaign, which include all types of creativity to inform of the different promotions in store (e.g. Valentine's Day, Father's Day, sales...) to the realization of different elements of decoration, atmosphere, client acquisition and signage that coexist with the mannequins giving form to the showcase (e.g. objects, signs, vinyls, images, designs for light boxes...). The design of each creativity includes the final art prepared for production, the material to be used, its dimensioned development, the guidelines to follow and its placement together with a photomontage of the final result.

In-store creativity: realization of specific designs according to the needs of each store to stylize a specific area, reinforce the brand image, place merchandise and/or add information of interest. These creativities include signage, compositions with fluorescents, corporeal texts, neon, vinyls, graphics to paint on the wall, tarpaulins, cover-alarms, light boxes, exhibitors, displays, adaptation of season/campaign images according to support ... The design of each creativity includes its development dimensioned together the preview of the final result, the final art/templates (in case of graphics) and the material to be used along with the guidelines to follow to generate the final product.

Internal creativity: technical manuals for internal and franchises use, presentations, corporate documents, corporate documents, business cards, interactive forms, technical illustrations, photomontages and image retouching, among others.

In addition to the creation of the aforementioned creativity, within the Visual Merchandising Department I can also highlight other performed functions such as:

Training/supervision of graphic design interns: training of the different students covering the two vacancies of the graphic design of the department, teaching them to perform by themselves, among others, the aforementioned creativity and supervising their work until they meet the levels of quality required for their proposal to the Director of the department.

Store support: realization of display, vinyls and final arts delivery for direct printing in store as a priority for cases in which stores need urgent response to needs that appear spontaneously.

Shown below, you can see a selection of images of new concept stores openings in which you can see, among others,the work of the team of Springfield's Visual Merchandising.