Martha Garcia

• Conduct research, ideation and creative development to identify branding and graphic solutions for Universal’s Franchise Creative team.
• Lead designer in establishing and executing branding and packaging graphic style guides for Trolls’ Trollstopia TV show and Trolls Franchise Core.
• Collaborate and interface with multiple cross-functional teams as well as prepare presentations to peers and senior management on creative development.

• Contribute to the overall creation and cohesive implementation of branding, packaging, merchandising and event design for Disney, Marvel, LucasFilm and DreamWorks entertainment licensed properties.
• Brand design lead in developing strategically sound and holistic brand creative concepts for Star Wars small toy collector line executed and leveraged across all touch-points, including package line looks, graphic assets and style guides.
• Act as a frontline designer for event shows like Toy Fair and San Diego Comic Con as well as internal presentations for brands such as Trolls, Marvel, Star Wars and Disney.
• Participate in brainstorm and design development sessions and consistently use sense of creativity, foresight and good design judgment in developing new products, branding and applying marketplace trends.
• Prepare and lead internal and external presentations to peers and executive senior management on creative development of projects.

• Perform research and development to identify branding and graphic solutions for Disney’s franchise properties.
• Assist with establishing and re-creating a unique universal branding system for Disney Store packaging as well as collector items for their highly anticipated D23 Expo show.
• Conceptualize and execute packaging to final production of over 300 skues of Disney brands such as Marvel, Cars, Tsum Tsum, Star Wars, Pixar, and other Disney entertainment properties.

• Lead the ideation and development of branding, packaging, merchandising and event design for the launch of DreamWorks Trolls licensed branding.
• Shaped the evolution of DreamWorks Trolls brand aesthetic, tone, and messaging by creating packaging and merchandising style guides.
• Art direct external vendors such as photographers, graphic designers, illustrators and stylists on various stages of projects.

• Responsible for creating tools and assets using print and digital media such as pitch kits, presentations, storyboards, product mock-ups and video sizzles to enable business partners, creative partners and licensees to better represent Mattel’s brands. Brands include Barbie, HotWheels, Monster High, Ever After High, Fisher-Price and Thomas The Train.
• Identify current trends and apply them to Mattel Brands for increased impact and influence.
• Design lead in creating event graphics for both internal and external shows such Mattel’s Top to Top License Summit and Licensing Expos.

• Creative leader and designer in brand and package design development for the Disney’s store collectible Urban Vinylmation program.
• Design responsibilities include bringing to life on packaging: classic Disney stories, attractions, icons, and graphics focused on art styles from the urban series itself.
• Developed packaging layouts from concept to finished art for popular brands such as Mickey Mouse Club, Disney Princesses, Disney Baby, Sofia the First, Marvel, Star Wars and Pixar.

• Develop, standardized and enforce brand image guidelines for all Sanrio characters.
• Oversaw packaging and brand image related materials submitted by clients and licensees to ensure Sanrio’s guidelines and aesthetics were implemented properly for strong and cohesive messaging.
• Developed and re-launched unique retail umbrella brand identity, which included low, mid and high tier businesses for Sanrio’s character properties such as Hello Kitty, My Melody, Chococat, Charmmy Kitty and Keroppi.
• Managed licensee territories included: USA, Europe, Latin America, Australia, Canada, South Africa, Middle East and parts of Asia.

• Support with studio leadership on creative strategy, planning and execution of MGA’s consumer product packaging for the following segments: Home decor, electronics, sports, games, plush and dolls.
• Concept and execution of packaging systems for the following brands: Bratz, Little Tikes, Rescue Pets, Zapf, Yummiland Dolls, and Dr. Toy’s 10 Best Toy winner recipient 4-Ever Best Friends.
• Collaborated in the management and art direction of a design staff, as well as the supervision of freelancers, photographers, illustrators, set and makeup artists, mock-up artists and structural engineers.
• Art-direct photo shoots, store planograms, project scheduling and package material costing.
• Lead brainstorm and design development sessions with the SVP and other key stakeholders to understand and develop all visual aspects across our many brands.
• Supervised designers to develop their creative abilities through effective mentoring by enhancing knowledge of best design practices and trends, and positively influence the culture and attitudes of the team to work in unison.

• Established unifying aesthetic and brand concepts for departments of the City of Pasadena.
• Designed brochures, catalogs, posters, annual reports and other collateral pieces.
• Worked with in-house technicians in preparing files for print production, marking up files, submitting jobs to vendors, reviewing proofs and attending press-checks.

• Assisted the creative team in developing brand style guides, layout and color explorations, concepts and preparing comps, mood boards and client presentations for numerous product segments such as toys, sporting goods, and licensed properties.