Creative Direction | Brand + Marketing
an idea + a strategy + creative leadership + an opportunity to coalesce individual talents and teams to concept, produce, and execute cohesively, pushing themselves towards uncomfortable growth.
I stepped up and accepted the responsibility for defining and implementing the creative vision and brand direction- the look, feel, tone, voice, and creative content through intentional messaging and creative content strategies.
Below, are a few projects from Bonobos and TravisMathew that stand out from my past experiences. You will find creative outputs ranging from key brand Initiatives to seasonal launches and marketing strategies which fueled brand materials, communication tools, and creative assets living in All laddered up into 360-degree consumer touchpoints
All ladders up to strategy!
The Opportunities
BONOBOS & TRAVISMATHEW
The Team
To define, build, mentor, and mentor Creative teams
- Creative Concepting - Creative Production - Creative Execution
Actions & Initiatives
To develop and implement directives that guide all brand expression across Online Seasonal Digital Marketing Initiatives, Product Design, Retail and Wholesale, and Social first experiences.
I showed up as a people leader and a firm yet compassionate leader who allows creative thinking but rallied the teams to ladder up all creative efforts to ONE unified Brand Strategy.
I accepted all responsibility for all facets of the Editorial Marketing, Art Direction, Fashion Direction, Copy Direction, Design Direction, Stylingand Visual Merchandising teams.
- Purpose in action - Initiatives - Partnerships
BONOBOS
Bonobos was stepping into a new chapter of their Brand journey, from being a disrupter in the menswear space as one of the first D-to-C brands and establishing a unique retail experience of the Guideshop.
The brand was moving from an agency-run creative team to building an in-house Creative team bringing in creative conception, production, and execution across all consumer touchpoints. I was hired to establish, recruit, & lead the current Creative team under a newly seated CEO and CMO. During my time at BONOBOS, we initiated a rebrand with an award-winning agency partner, focused on defining our brand positioning, foundation, audience, and creative expression through an evolution of our look and feel, while we elevate, polish, and nudge our productions and final creative assets across all of our consumer touchpoints on web and in-store.
SPRING ‘24
HOLIDAY ‘24
FALL ‘24
[click in images to view larger]
Social & Video First Initiatives
Examples od my favorite Out Of Home (OOH) videos were conceptualized storyboarded, and executed by the internal team that had cutdowns for paid, social, and streaming. Videos were selected as they represented the pillars of the Brand Style, Golf, and our new initiative the “Club House” a place in the middle between being active and committing appropriate style risks.
TravisMathew
Evolution, not Revolution
As my first opportunity in the LIFESTYLE PERFORMANCE space. I was asked to ADD and EVOLVE, not tear down and rebuild.
Working with the largest team to date, a league of extraordinary creatives, I was given the hard task of establishing their first in-house creative team, defining and refining the creative process, leading and managing the team, and most importantly creating growth opportunities and paths to success.
During this time the eBrnd was growing RAPIDLY and exploring more of a lifestyle product approach and mindset in messaging and styling, despite how strong and prominent their golf apparel business was. There was also a focus on defining the pure golf/performance business, but not having to too far on its island. The final endeavor was the exploration in women’s sportswear launching as I was hired.
One of the top goals was for all these brands living under the Travis Mathew Umbrella, to remain unique, but have a common branded thread through it.
Make it impactful and engaging
Focusing on the Pure Golf brand and audience, we bought in the internal video production team within the campaign planning processes and incorporated them into the conceptual phases to align with the brand strategy and seasonal planning; while providing them the runway and ability to be prepared and explore innovations special to video to carry out a stronger branded approach within the active space with our Ambassadors, influencers, and celebrities.
Social & Video First Initiatives
Examples of my favorite Out Of Home (OOH) videos were conceptualized storyboarded, and executed by the internal brand and creative teams in partnership with some larger-than-life agencies that added the “special sauce” to bring things to reality.
Pushing Creativity
What was asked of me?
Build and Establish functioning Creative Teams
Provide paths for creatives to grow and have an understanding of the opportunities ahead throughout their career, and the steps it will take for them to get there.
Define Creative touchpoints, communications, hand-offs, and feedback during the Campaign Planning Processes.
To oversee the development and execution of the seasonal creative processes while serving as the central point for all marketing and creative briefs (brand campaigns, digital, social media, print, packaging, signage, etc.).
What did I do?
Serve as a motivator, mentor, and contributing team member
Responsible for a 360-degree creative strategy for key initiatives and able to work across variety of media, inclusive of video capture, organic social, web, print, e-comm, pop-ups, physical spaces, and more.
Partners with the Head of Product and Design to ensure the seasonal product strategies are aligned with brand standards and strategy.
Ensure all the Brand’s visual presentation is consistent with the overall company strategy.
Recruit, hire, train, and develop a creative team to deliver on the brand’s creative vision
Who did I work with?
Internal teammates across: Product, Marketing, Brand, and Retail departments to set overall strategic approach and future initiatives planning as well as partner on brief creation.
External high-level professionals from creative, branding, performance, retention, influencer marketing, and public relations agencies, provided support and partnership to deliver world-class creative and branded content.