Its not overselling to say that I handle and direct all assets of a job from conception to its release.
On an average day at Conair, my workload would often be roughly 30% production work and 70% Creative work. I’d like to show you my process from start to finish using the 2021 Summer Signage for Brandsmart, a Miami, FL based retailer. The brief was simple enough, it needed to feature Conair and Scunci branding, a stock model who looks as though she represents the demographic of the area, and it had to be bright and eye-catching.
A creative job starts with conception and building mood/trend boards and a word bank by pulling references and inspiration from fashion snoops and Pinterest to develop 2-3 stories.
I will then start pulling assets from Shutterstock to build 2-3 creative executions based on the stories I have developed.
Making sure each creative endeavor is given proper time to be developed can take anywhere from a single day to a few weeks as they usually go through at least 2-3 rounds of revisions.
Once creative is approved by the marketing team, I am responsible for all other production or asset needs on it. Often for final reviews, setting artwork to print for color proofing and corresponding with the sampling team for final composites is necessary. Many jobs will require photography and retouching, which I directly correspond with the imaging teams to action on.
Once a job goes into production, I am tasked with setting the artwork to production specs. This may involve several dies for multi-sku items or a single display unit. The production process involves setting artwork to dielines provided by the structural design team, generating upc codes, choosing spot colors, varnishes, or foils as needed, separating skus for different international vendor distribution, making adjustments based on legal and proofing needs, and finally, prepping files for release through the production team.
