WORK THAT WORKS! ADVERTISING and GRAPHIC DESIGN Senior Art Director

 

Great work that works, is huge. It brings marketing plans to life, touches and motivates lives, and  builds brands. 

About Me

ADVERTISING, STRATEGIES, MESSAGES

 The horizontal marketplace is vast. Your vertical market may be narrow. But, both audiences require messaging that clearly conveys how your products and services satisfy their needs. If your goal is growth, work hard, work smart, and play to win.


 

I design for impact, using a blend of emotion and logic. All built on the foundation of a solid marketing plan. The objective of course, is high response scores resulting from compelling creative that drives exceptionally strong ROI

BUILDING AND EMPOWERING A BRAND

A logo mark is the heart and soul of a business or product, and expresses the essence of that entity in pixels and ink. 

Example, I designed this BioVisa product logo for Lockheed Martin. Biometrics uses fingerprint & facial recognition technology to identify individuals. This product was for US embassy use, to check the true identity of individuals applying for Visas. The intention of course is to keep terrorists from slipping into our country.Biometrics uses fingerprint & facial recognition technology to identify individuals. This product was for US embassy use, to check the true identity of individuals applying for Visas. The intention of course is to keep terrorists from slipping into our country.

DIGITAL MEDIA AND WEB

Massimo Vignelli an internationally recognized New York designer once said to me "a good designer can design anything." I agree because like himself I adapt, learn, and grow, bringing that combined experience to every job, everyday, in every media. 


I used Dreamweaver in the past building pages for AARP. The program evolved into a solid developer tool. Now, I prefer leaving the heavy responsive code work to others. 


I work in Adobe Muse, Squarespace, and GoCentral for sites, Photoshop for web ads, and digital media, and other applications for iTune publications.

GRAPHIC DESIGN WITH AN EYE TOWARD SALES

GRAPHIC DESIGN, COFFEE, PAPER, TIME, AND AN IDEA

Many graphic designers approach an assignment to make it pretty, others decorate the page.  

In contrast Art Directors like myself are trained in advertising, to communicate an offer or benefit the prospect. We work hard to engage the reader, by providing a solution to their wants and needs. Sometimes we write too, but we always speak the language of our audience. This is how I came up with the idea for a proximity App to drive traffic into local Starbucks.

PUBLICATION DESIGN, THE ART OF TELLING A STORY

 Designing magazines and books is the act of organizing and enhancing content for human consumption. Every layout, photograph, headline, and text block is designed to move the reader smoothly from one page to another, while communicating clearly.


Covers are powerful because they must intrigue and motivate people to pick up the piece and look inside. Photographs provide both emotional and informational insight, and when coupled with a powerful headline readers are drawn quickly into the story. 


As a publication Art Director, my job is to do all of this with excellence. 

DIRECT MAIL, AND POINT-OF-PURCHASE SALES

 Direct mail the most intimate of printed sales experiences, since it targets individual’s specially, with a specific offer. By the way, a 1% response rate is considered average. For USAir, I achieved a 7% response rate, from a postcard. For TrueGreen/Chemlawn I achieved a 98% response rate, from a mail package. That was just off the charts crazy! Remember, it all comes down to the offer, and knowing how to sell to the target market.


Point-Of-Purchase materials are normally 3D displays, posters, or counter cards, displayed in a store environment. They are a great vehicle for reminding people of sales, and by encouraging additional sales, they generate more income per shopper experience.

Need Samples?

Send me an email and lets see how I can help.