... Rebranded high end line with a more modern look. Before being acquired by TMG, Poison Spyder was a small, privately owned boutique brand with an underperforming "my-nephew-knows-Powerpoint" market presence. The task was to add a level of sophistication to the visual presentation with an edgy, aggressive look. Advertising, Catalogs, Events Graphic designer: Thomas Rousseve
... Revamped LRG Rims public presence. Prior the overhaul, the brand's yellowed Instagram-look and extreme, hard-to-read fonts made for a cheap, dated impression. To keep the brand's edgy feel a new series of urban model photos was commissioned while the product was presented in clean, sharp focus. Advertising, Events, Merchandising, Sales, Social Media Graphic designer: Carlos Kessel
... Developed new branding strategy and logo for Trail Master Suspension. Because Trail Master is an entry-level product line, a limited production budget necessitated one-ink kraft packaging. A kraft paper background was then incorporated into the overall design strategy (products, displays, etc) to make it appear that it was a conscious presentation choice. Advertising, Merchandising, Catalogs, Sales Graphic designer: Alex Flores
... Utilized Rubicon Express' existing Black-Grey-Orange color scheme/logo and developed a consistent look and feel throughout the brand. Advertising, Merchandising, Events, Sales, Social Media Graphic designer: Carlos Kessel
ART DIRECTION
BRANDING
ADVERTISING
COPYWRITING
With years of design experience under her belt, Joy is currently overseeing the art direction of nine brands under the Transamerican Manufacturing Group (TMG) umbrella. Her duties include directing the creation and progress of all design projects from start to completion. She advises/corrects designers when necessary and encourages creativity while ensuring that everyone stay within the branding standards and deadlines. She signs off on all projects for design, accuracy, specs and stakeholder requirements; ensures projects are delivered to printer/vendor; checks proofs; and oversees purchase orders and invoicing to close out tasks.
TEAMBUILDING
HIRING | TRAINING
Because of the many-faceted requirements of the Marketing design team (print, web, packaging,
photography, social media, video, etc) and her own exacting standards, Joy vets, hires and trains her own team of designers. Her duties include:
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Writing, updating and implementing the department Rule Book (Best Practices), brand Style Guides and industry- and company-specific glossary
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Developing/maintaining department standards in behavior and performance; championing staff or administering discipline, if necessary; conducting, writing and reporting bi-annual performance reviews
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Vetting job applicants in all phases: reviewing resumes, conducting phone and live interviews and skills testing
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Training junior/intermediate designers on aspects beyond basic design: concepts, messaging, targeting audiences, strategies and workflow efficiency
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Advising and brainstorming with senior designers for optimum results