Toys“R”Us National Campaigns:
Autism Help Solve the Puzzle &
Be a Hero for Autism
Art Director/Designer

Worked with corporate philanthropy and marketing departments, leading creative development and project management of this annual fundraising campaign for 7 years with strategic economic efficiency. 

Managed and directed photo shoots, with the intention to use the images for multiple years, in fresh and different ways each year. Program elements included in-store signage, print and online collateral, an original music video, and national walks.

Over the 7-year partnership this campaign contributed to raising over $18M for Autism Speaks.

Toys“R”Us Children’s Fund
Gala Invitations and Collateral
Art Director/Designer

Utilizing corporate colors and branding, I created a fresh look for the spring Toys“R”Us Children’s Fund Gala collateral including invitation, save-the-date postcard, RSVP, event signage and program journal.

The challenge each year was to create a completely different look for the Gala using corporate colors and branding elements but in new, unexpected ways.

The goal was to attract a well-heeled audience of vendors and benefactors to raise funds for the Toys“R”Us Children’s Fund philanthropic programs.

Toys“R”Us Toy Guide
for Differently-abled Kids
2007-2013
Art Director/Designer/
Photo Director/Project Manager

For seven years I was the project lead on this award-winning resource featuring specially selected toys that aid in the development of children with special needs.

Managed development and execution of 2013 redesign to refresh existing logo, icons and feature photography.

Managed and directed model photography with the challenge to create engaging images with all new sets and props and still come in under budget, saving 5% over the previous year.

2010 Market Place Award by Disability Matters, 2009 Cause Marketing Silver HALO Award, Honored by National Down Syndrome Society.

NYLIM Eagle Strategies —
Practice Management Solutions
Design Consultant/Designer

Work with lead art director to create a collection of more than 60 printed materials for elite New York Life Investment Management financial advisors. This custom boxed kit included materials such as brochures, letters, checklists, guides and spotlights to aid advisors in branding, client management and business planning.

NYLIM Finance Essentials Series
Design Consultant/Designer

Series of educational brochures for New York Life Investment Management financial advisors. Within corporate guidelines, interpret and present information in a clear and concise way using infographics, charts, graphs and graphics to communicate financial concepts.

2016 Graphic Design USA Excellence Award

NYLIM IndexIQ Financial Snapshot
Design Consultant/Designer

Update monthly snapshot of financials for the IndexIQ fund families, and redesign cover and interior tables to accommodate repeated fund acquisitions. Ensure accuracy of financial data presented on an extremely tight turnaround schedule so printed pieces and online versions are delivered to market on time.

Dispersive Technologies, Inc.
Senior Graphic Designer

As the sole designer for an emerging tech start-up, an evolving corporate branding was developed for print and digital media. This includes everything from icons to technical diagrams, brochures, web design, presentations, recruitment, and posters. The challenge was to communicate a highly technical, complicated service to multiple audiences.

Toys“R”Us
2000 – 2003 Annual Reports
Art Director/Designer

Directed the annual report project of this Fortune 200 company for four years, until the company went private, working with various in-house departments to complete the concept and production of this book with a demanding production schedule.

Our annual challenge was to deliver financial information clearly to a serious audience, but in a fun way to reinforce the Toys“R”Us brand.

Audience: Stockholders, financial analysts, employees, media

TravelAge Model Agent Campaign
Designer

Using a theme of “model agent,” the travel industry publication’s primary audience for advertisers, the word model was exploited and real travel agents were transformed into “models”. Direct mail pieces were distributed nationwide and the theme was carried through to cover wraps on the publication.
 

Toys“R”Us Credit Card Promotion
Art Director/Designer

A promotion for RUs credit card holders which combined graphic illustrations with credit card branding to deliver a whimsical message of sweet holiday deals for loyal customers, with the result of increasing store traffic and sales.

Toys“R”Us Friends & Family Campaign
Art Director/Designer

An offer featuring branded graphic elements with a spring time twist resulted in increased traffic and sales. Coordinating design elements included in-store signage, shelf talkers and online collateral.

Toys“R”Us R family Newsletter
Art Director/Designer

Internal corporate newsletter for headquarters, store and distribution center employees.

I collaborated with corporate communications, human relations and marketing departments for content to keep all employees informed and engaged in national and international company news.

Imaginarium Holiday Catalog
Art Director/Designer

This Holiday Catalog created interest and drove traffic to the 50 Imaginarium free-standing educational toy stores.

This piece exemplifies a new creative look with a fresh lifestyle photography direction reinforcing the Imaginarium brand image as an authority on educational toys. The unique personality and position of category dominence was clearly communicated with impactful imagery and a clean product layout.

Coordinated all elements of the the photoshoot involving photographer, baby wrangler, hair and make-up, stylist, and model selection. Art directed lifestyle and product photography. Developed concept and carried it through to digital production.

Toys“R”Us
Times Square Media Kit
Art Director/Designer

Developed this media kit with an upscale appeal to convey the prestigious nature of advertising opportunities only available at “The Center of the Toy Universe” where 10 million consumers would see it every year.

The tone-on-tone use of the Geoffrey spot pattern in black and the judicious use of the brand color palette elevates this Toys“R”Us branded identity to a more sophisticated level.

Kravet Ad Insert
Art Director/Designer

This eight page advertising piece showcasing Kravet’s four areas of business was inserted into national upscale home decorating magazines such as Metropolitan Home to appeal to the interior design market.

The insert was designed to print on a high-quality uncoated stock for a unique visual and tactile impact within glossy publications.

Kravet Trim Collection Collateral
Designer

“The Lost City” trimmings collection features a beautiful, intimately scaled promotional book distributed to interior designers nationwide to announce the new trimmings collection.

The book uses dramatic images of trim applications in settings that are evocative of “The Lost City” of Africa to communicate the romanticized story behind a new trim line and create its own identity.

The series also includes a casebook, trim sample cards, and tearsheets which carry this unique look throughout this branded collection.

NHL Merchandise Directory
Designer

This directory of National Hockey League licensee vendors was also a marketing tool to attract new vendors. The photography and graphics reflect the active and bold nature of the sport. Ice imagery was featured on the cover and category divider pages with a creative use of materials to achieve a “graphics-under-ice” effect.
 

MLB World Series Style Guide
Designer

Style guide for Major League Baseball’s World Series included graphic elements and guidelines to be used by vendors to create a consistent look for the World Series. Applications included game tickets, media kits, souvenir cards and VIP gift tickets.
 

MLB All-Star FanFest
Designer

Print collateral to promote Major League Baseball’s All-Star FanFest to baseball fans in the host city of the All-Star game. Bright and bold graphics were chosen to highlight the expansive feeling of the home state of Texas and to promote the summer event.

Toys“R”Us Spring Outdoor POP Program
Art Director/Designer/Project Manager

Managed design and execution of in-store point-of-purchase program featuring over 100 product inserts for large outdoor items.

Working with the visual team, outdoor buyers, vendors and the copy department, managed all photography needs and product information with an exceptional eye for detail to ensure accurate and on-time delivery. Streamlined retouching workflow for increased efficiency, speed and accuracy department-wide.

Four printed Buyer’s Guides are companion pieces to the in-store program providing customers with a handy take-home reference of the products available.

Mount Tabor Historic District
Art Director/Designer

This logo evokes the rich cultural heritage that is celebrated in this unique 1869 Victorian cottage historic district. Merchandise is available so residents can show pride in their community.
 

Mount Tabor Annual House Tour
Art Director/Designer

The Mount Tabor Historical Society holds an historic house tour as their largest fundraiser, and uses this logo to brand this annual event. Used on letterhead, postcards and posters it creates a recognizable identity for this tour in a Victorian community.

Mount Tabor Children's Day
Art Director/Designer

A logo was developed for the 2015 Children's Day Royal Court, including the King, Queen and attendants. Children's Day is a 140+ year tradition in the community, so this emblem had to reflect the historic traditions and also represent today's youth.

Mount Tabor 150th Anniversary
Art Director/Designer/Editor

A logo was created for the community’s 150th Anniversary, a year-long celebration, to be used on everything from t-shirts to collectible merchandise and street banners. An 80-page Anniversary Book was published to commemorate the rich history and cultural heritage of this historic area.