WET N WILD RE-BRANDING 

CREATIVE DIRECTOR/ART DIRECTOR

I was the visionary for re-branding the wet n wild beauty brand. I've transformed an outdated brand from a loss maker to a profit generator which significantly increased the market share.

 

• Formulated and executed innovative branding strategies to drive revenues, grow market share, and improved brand recognition

• Led the development of a unified creative strategy, concept, design and comprehensive branding for multiple lines of beauty

   products including wet n wild, Black Radiance, Beauty Benefits, and Fantasy Makers
• Supervised a high-level team of creative professionals and coordinated with other departments to translate marketing objectives

   into unique branding solutions

• Managed and directed a full-time creative staff of 7 and additional freelancers as required. I was involved in all aspects of client

   projects from initial proposal to postmortem analysis

• Creative direction of content and visual design (including information architecture, interface design, and usability testing)

• Created strategic guidelines, including brand style guides, brand positioning statements, oversaw all concept and visual

   design work for parent brand and all sub-brands

• Roll out a complete product development and marketing program

• Led and developed multiple cosmetics lines for domestic and international markets

 

RESULTS: Grew sales revenues from $60 million to $75 million in the first six months, developing strategies that enabled the addition of 3,500 new stores, a figure that is still growing.