Brick & Mortar
My first design job, post-college, was for a small publication company tucked away on the beautiful seacoast of Portsmouth, New Hampshire. Inspiration came easy in a place as beautiful and serene as this. I started as a junior designer, assisting senior designers and designing vendor advertisements for beautiful wedding event brochures and concierge magazines.
Although totally entranced with learning “real-life” design processes and establishing good design habits, I had my eyes set on something more than ad design and small branding projects. Fast forward two years and I was promoted to layout designer. In this role, not only did I learn the importance of developing strong client-designer rapport, but I built a sound foundation for print design that I’d build upon for years to come. It was during this period that I also developed an unwavering love for editorial design that remains my true passion to this very day.
I have spent the past few years in various design roles, such as production artist for a large advertising agency in Boston, MullenLowe U.S., where I worked on brands such as Hyatt, FAGE and Royal Caribbean, as well as new business pitches for prospective brands. I have since relocated to N.Y., where I am currently Art Director for a marketing and publishing company that bridges the gap between suppliers and agents in the travel & hospitality industry.
Editorial Design
The Affluent traveler Collection • luxury Travel Program
The Affluent Traveler Collection offers a first-hand look at one-of-a-kind luxurious travel experiences and destinations. The Affluent Traveler magazine also features exclusive offers for prospective clients with some of the world’s most upscale hotels, cruise lines and guided vacation companies when booked exclusively with your Affluent Traveler specialist.
Role:
Art Director & Editorial Designer
The Affluent traveler Collection • direct mail & web Promos
As an extension of the Affluent Traveler Collection program, these direct mail pieces are sent out quarterly and feature luxury travel experiences provided by our partnered suppliers to give travelers the ultimate affluent experience – Mind, Body, & Soul; Vacations of a Lifetime; & Epicurean Delights.
Role: Art Director
Branding
destinations & Lifestyles by journeys • Rebranding
Our direct mail program, JOURNEYS, focuses on two niches – destination and lifestyle experiences. These campaigns feature travel offers from our trusted preferred suppliers and are distributed to the consumer via mail to drive business to our network of 2,500 travel agents throughout North America. In collaboration with the CMO & VP of Marketing, I was tasked with giving this piece a complete refresh — a clean and more modern look. The creative direction I took and the subsequent design process is explained below.
Role: Art Director & Designer
previous look & feel
The previous design utilized frames to help call attention the offers. The offer boxes were also decorated with silhouetted objects relative to the offer’s destination and lifestyle to help catch your attention. Bolder script and serif fonts were used.
Destinations by JOURNEYS
Lifestyles by JOURNEYS
Vision Board
In an effort to maintain consistency throughout the piece, I created an itinerary format for the offer pages which includes destination, duration and pricing information for easier viewing and a better user experience. Additionally, I wanted to use cleaner, more airy fonts and an established set of color palettes depending on the destination/lifestyle. Establishing a uniform palette and solid structure for these elements was key to maintaining brand identity. “The best laid plans” however are only as good as the individual enforcing them and I continue to be very diligent in maintaining the brand I’ve built by working closely with my team of three designers and production artists.
New Design • lifestyles by journeys
New Design • destinations by journeys
Event branding • TRAVEL MARKET 2018
Every two years, American Marketing Group holds a three-day global conference that brings together more than 800 travel agents, travel suppliers, industry leaders and press. Our goal is to garner attention from prospective clients and, above all, highlight the real value professional travel agents provide to consumers.
We came up with a theme based on "intangibles" vs. "tangibles". What are the intangibles that only a travel professional can provide a client? What made them get into travel to begin with? We needed to identify those qualities and reinforce what makes them invaluable. They must have passion — passion for travel and a deep-down desire to experience the world. Certainly they have vision — the vision to turn your travel dreams into reality.
As for the "tangibles" in this equation, that's where American Marketing Group steps in. Innovation: we provide the concrete technology and tools the travel professional needs to drive business to their doors and keep them coming back. Reach: our marketing arm gives agents access to our award-winning marketing campaigns that can be customized for them and sent both via mail and electronically. We have the ability to reach millions of consumers each year. And lastly, support: clients of participating agents have access to a global network of support services.
Role: Graphic Designer • I assisted the Creative Director, Sean Ayling, (www.seanayling.com) with all large format and digital graphics. I was also chosen to attend the conference to help ensure our vision and branding was successfully integrated into the production backstage. I found it to be a really valuable experience to see all of the moving parts that must all mesh together in order for an event of this size to come together. Speaking of “best-laid plans,” we lost power in the middle of a presentation but our entire team rolled with the punches and we didn’t miss a beat.
Agency Work
Hyatt Ziva | Hyatt Zilara • Social Storylines and Brand Personas
Role: Assist Art and Creative Directors in creation of social storylines deck
World of Hyatt • Rewards Program Phone App
Role: Follow WOH brand guidelines to develop layout for phone app
Hyatt House & Hyatt Place • Brand Guidelines for ‘Why Settle’ Campaign
Role: Create brand guideline deck and ensure adherence
World of Hyatt
Providing the highest level of creative support and attention to detail, I was the Production Artist on multiple campaigns, campaign activations and TV spots for Hyatt’s various brands. The execution of this campaign work spanned across both print and digital mediums. Additionally, I was responsible for managing all brand assets and developing and ensuring proper adherence to brand guidelines.
Role: Production Artist
