Art Director, Project Manager, and Brand Manager for leading producer of audio and video products worldwide. Managed small team of designers in the development and creation of branding and marketing design assets. Developed customized packaging, logos, icons, POS, photography, copy, collateral and print production for both domestic and international consumer goods. I took charge of art directing both product and lifestyle photo sessions. Additionally, I successfully executed creative strategies and presentation documents for both staff and clients, which led to the successful launch of hundreds of products each year.
I redesigned and developed the new Monster identity mark for Monster Cable, the world's leading manufacturer of audio, video and stereo speaker cabling products in the world.
Beats by Dre and Monster Cable partnered with Lady Gaga to introduce Heartbeats, a collection of haute couture high-definition in-ear headphones featuring genuine Swarovski crystals, delivering both high-definition sound and fashion in a single incredible headphone.
Lady Gaga was approached by Dr. Dre, Jimmy Iovine, and Kevin Lee, the little CEO of Monster Cable Products, with a partnership aimed at broadening their product range and appealing to a more diverse audience, targeting both genders. Lady Gaga and the collaborative team closely worked with Ammunition to conceptualize the product design for the Heartbeats headphones. My role involved creating the packaging, advertising, and collateral for Lady Gaga, collaborating with all project stakeholders.
Worked as the lead on the re-design of Monster Performance Car audio packaging. Project objectives included directing, design and production including packaging bubble concepts and logo re-design.
Working with the PMM, I was able to reduce the product line from 7 categories to 3. This served not only to reduce cost but also simplified (best, better, good) approach keeping the line simple for consumers. This led to successful re-launch for Monster Performance Car with overall sales increased and cost savings with the reduction of skus.
Inspired by Italian Automobile design, I developed the initial concept using the Lamborghini fairing body style as well as the Ferrari tachometer design for iconic callouts. "The Fast and the Furious" movie was also an inspiration.
HP and Monster Cable, two of the most experienced and trusted names in computer and digital electronics, partnered to create the HP+Monster line of cable and power protection products. Together, with the The Head Monster, PMM and HP Brand Manager, I art directed and developed the entire line of HP/Monster branded products creating over 70 sku's Worldwide.
I spearheaded the re-design of "Rocketfish" BBY exclusive in-line packaging for computer products. Created concepts for packaging, including bubble and cable product design from sketch to 3D renderings for presentation pitch. Project objectives included art directing, design and production as well as working with Engineering and Product ID.
Collaborating with the Product ID and Engineering teams, I initiated the brainstorming and conceptualization of the 3D packaging structure. I am particularly proud of this accomplishment, since it reflects my growing development as a successful mentor and director of the design team.
I worked alongside "The Head Monster". Monster PowerCell products were crafted by Noel Lee, CEO of Monster Cable Products, Inc. In collaboration with the team, I led the development of Pete and Re-Pete for packaging and marketing materials. trade show, POS, advertising, collateral and custom mascot costumes. Crafted the style for Monster PowerCells. The style guide would include recipes for documenting photoshop filters, colors, fonts, monster-style techniques and overall style for the production team to produce 100's of SKUs for this new category of Monster products. Competitors are Duracell, Energizer and Eveready.
Functioned as the primary designer with the team achieved a very successful launch of the Digital Life computer product line. I Developed the brand packaging from concept through design and production, resulting in the manufacturing of hundreds of products yearly. Objectives included art directing, coordinating contract designers and production artists for Monster’s computer line of packaging for Best Buy. Monster Digital's annual revenue generated $3.0M in revenue a year.
The Monster "Imagine" in-store connectivity system concept brought better connectivity and protection for digital life AV and computer products. The concept helped the customer to discover and make the most of their digital lifestyle when choosing the right products. The overall goal was to reduce the amount of in-store returns.
Worked as the lead designer on Monster’s fashion category. Project objectives included art directing, design and production for Monster’s internal sales team for the category "Geek-To-Chic" fashion products from Monster.
Working directly with the CEO, I successfully led in the creation of the new line from Monster + Apple accessories exclusively for Apple products. Through dedicated hard work, Monster/Apple partnership inevitably was sold-in to Apple stores and retailers worldwide.
