Angela Torelli

I managed the creative strategy and execution from project initiation through delivery. I drove the visual identity of all packaging and supporting materials, along with managing a team of Graphic Designers, Design Managers, and Traffic Coordinators. Additionally, I lead the direction on supporting photography and core visuals, ensuring assets support our evolving brand style guides.
• Began by leading design, strategy, and color/trend strategy for $300M beverage business on Contigo, Rubbermaid, and Bubba brands
• Developed Creative strategy leading Contigo brand growth to 30%+ year over year for 4 consecutive years
• Managed global creative direction on $1.2B Coleman brand across all product categories
• Built a department of 2 Designers to a team of 18 Designers plus 2 Traffic Coordinators
• Brands directed: Coleman, Rubbermaid, Contigo, Bubba, Aerobed, Puddle Jumper, Stearns, Campingaz, Sevylor, Esky

My International experience on major CPG brands led me to exciting contract work in Europe & the U.S. at Unilever, Y&R, Launch Creative, and Cocoon Group. I had long-term and often repeat relationships with numerous clients as a Senior Art Director, able to jump in and produce concepts for tight deadlines. My ability to quickly adapt and perform with little direction proved successful in creative that wins at shelf.
• Primary brands: Nexxus, Tresemmé, Wrigley's, DiGiorno, Sara Lee, Sierra Mist, Noxzema, St. Ives, Simple

At Unilever/Alberto Culver I worked on new product initiatives as well as refreshing the design for existing product lines. In addition to packaging and trend research, I worked on marketing initiatives and consulted on branding strategies for brands such as Tresemmé, Nexxus, Noxema, St. Ives, Simple, and Motions.

I designed CPG campaigns for Procter & Gamble brands, focusing on the European, Asian, and northern African regions. My research of global markets resulted in trend-forward packaging and agency recognition. I managed Junior Designers and provided leadership on many accounts to build stronger brands on shelf.
• Primary brands: Olay, Nestlé, Pringles, Pampers, Swiffer, Mr. Clean, Herbal Essences, Always
• My work on the Nestlé and Always brand pitches both resulted in winning a new account and driving revenue

I created packaging and patterns for seasonal gifts at national retailers. My role involved color & pattern trend research, designing gift packaging for gourmet teas, coffees, candies, and toys, and adhering to FDA regulations.
• Primary brands: Hershey's Smuckers, Disney, Hasbro, Nestlé, Bailey's, Better Homes & Gardens, Queen Anne
• My designs for the Better Homes & Gardens holiday lines resulted in highest agency sales for two consecutive years