Senior footwear designer and director of product development. Responsible for providing innovative designs to meet the needs of the DEMONIA customer.
In charge of conceptualizing and art directing all product and lifestyle photography campaigns for DEMONIA. I collaborated closely with in house graphic designer and photographer to develop design concepts to meet the company's marketing objectives and advance the DEMONIA brand identity.
DEMONIA is an alternative lifestyle footwear and accessories brand catering to a wide variety of subcultures. As senior in house designer and director of product development, I was responsible for art directing and overseeing the product design team as well as producing innovative footwear and handbag designs.
All lifestyles were shot in studio. My job involved clearly communicating the artistic vision to internal creative team including staff graphic designer. Layered special effects filters and backgrounds were inserted in post production bringing the DEMONIA brand identity to life.
Gothic Beauty Magazine, Issue # 30, DEMONIA Ad Artwork. Product designer for all footwear featured. The focus of ad campaign was to promote Demonia's innovative and extensive Gothic footwear offerings. I was responsible for art directing all product and lifestyle photography as well as collaborating with in house graphic designer on image selection and editing process.
Gothic Beauty Magazine, Issue # 34, DEMONIA Ad Artwork. Product designer for all footwear featured. The focus of ad campaign was to promote new product offerings. I was responsible for art directing all product and lifestyle photography as well as collaborating with in house graphic designer on image selection and editing process.
Gothic Beauty Magazine, Issue # 21, DEMONIA Ad Artwork. Product designer for "Bat-Winged" backpack featured. The focus of ad campaign was to promote and generate interest in Demonia's unique handbag offerings. I was responsible for art directing lifestyle photography as well as collaborating with in house graphic designer on image selection and editing process.
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Footwear Design / Creative Art Direction for DEMONIA (Alternative Footwear Brand)
