Bernadette Capulong
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About
I’ve spent several years as a brand champion & creative visionary, working for the biggest CPG companies in the world (Nestle, P&G, Mattel, IBM). I’ve touched global, billion dollar brands and have helped move the needle on design and its ROI. My biggest challenge was starting my own business during the recession (2009), going from 0 to 30 clients in a less than 2 years. My biggest opportunity now is to take this business to the next level, by creating a unique agency experience that offers INNOVATION + AGILITY + COST-EFFECTIVE = PROVEN RESULTS.
As a former Mattel Design Director, it was difficult to identify agencies that could deliver strategic design solutions, in less time & less money. The business landscape had changed. Demands were higher. Corporate marketing budgets were cut in half. Agencies were not evolving quick enough to meet the demands of business & corp. leaders like myself. I vowed, once I left my corporate position, I would develop an agency model, and build on talent & agility to deliver effective brand/design solutions in less time, and less money!
Welcome to BC DESIGN HAUS, a boutique agency in LA that specializes in DESIGN | BRAND | STRATEGY. We build on new ideas and fresh approaches to existing problems. We approach brands using smart design, strategic branding, and immersive insights. We work with all clients. Whether you’re an individual launching a new product, a start-up, or a large company, we partner with you to bring the best consumer experience to the market.
FOUR REASONS TO PARTNER WITH US:
1. WE’RE AGILE - Because of today’s fast-pace & demanding business, we can turn deliverables around quicker.
2. FACE-TO-FACE INTERACTION - Unlike crowd source options, we’re engaged and in the trenches with you.
3. WE NURTURE YOUR BRAND/BUSINESS - We’re invested from the beginning & committed to your success!
4. WE WORK WITH YOUR TIGHT BUDGETS - Same client services reserved for Fortune 500 companies, without the “big agency” fees. -
Experience
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Creative DirectorBC DESIGN HAUS AgencyApr 2014 - Present (10 years 7 months)• Provide strategic direction to implement the brand identity, package/product design, & digital marketing campaigns.
• Develop holistic marketing & creative solutions across multiple communication touchpoints.
• Lead the development process in client engagements to influence design, strategy, & branding.
• Implement innovative product design and lead break-thru design thinking.
• Manage the creative activities of the team(s) to implement objectives & provide quality deliverables.
• Maintain a weekly online blog page to inspire innovation across the design community. -
Creative DirectorMattel, Inc.Jul 2011 - Apr 2014 (2 years 9 months)• Direct the creative development process for brand identity, strategy, & package design for Mattel Games business unit.
• Drive the performance of designers, copywriters, & mgr. from ideation to final visual language, to communicate marketing objectives.
• Manage the creative activities of 30+ brands globally, both Mattel IP and licensed brands.
• Partner with Marketing & Product design leaders on “go-to-market” strategies to increase volume and drive sales.
• Observe consumer insights (Mom’s with kids, and kids) and deduct findings to influence packaging communication.
• Bring disruptive design to the forefront, to break-thru the clutter on-shelf, and win in the marketplace.
• Mentor & lead a creative team to apply creative solutions to business problems, while inspiring a culture of innovation.
• Maintain a healthy disregard for conventional thinking. Form new ideas that translate into design that matters and moves business forward, in a meaningful and relevant way. -
Creative Director & StrategistBC DESIGN HAUSOct 2009 - 2011 (2 years 1 month)• Provide strategic direction to implement the brand identity, package/product design, & digital marketing campaigns.
• Develop holistic marketing & creative solutions across multiple communication touchpoints.
• Lead the development process in client engagements to influence design, strategy, & branding.
• Implement innovative product design and lead break-thru design thinking.
• Manage the creative activities of the team(s) to implement objectives & provide quality deliverables.
• Maintain a weekly online blog page to inspire innovation across the design community. -
Package Design Manager Assoc.Nestle USA2001 - 2009 (8 years)• Develop brand identity, package design, & social media efforts for the Food, HC Nutrition, & Beverage brand industry.
• Align strategic goals, design, & marketing objectives with key stakeholders.
• Manage the timelines & workflow of design projects from concept to product launch.
• Successfully managed a $2.5 mm packaging budget.
• Key creative liaison between marketing & agency partners.
• Collaborate with the global market leaders to maintain global design styleguides.
• Partner with Digital Marketing teams to implement a social media outreach program for Mom/Dad’s Bloggers.
• Implement social media strategies (Twitter, Facebook) to engage ongoing relationship with Nestle-targeted consumers. -
Design & Brand Identity ManagerProcter & GambleOct 2006 - Oct 2007 (1 year)• Establish the design tone and brand identity of a $3 billion laundry brand franchise (Gain, Cheer brands).
• Provide the design direction to develop creative solutions, while managing the workflow of the design team(s).
• Align on the marketing objectives and creative design strategies.
• Participate in the ideation process that applies consumer insights, to influence the brand promise.
• Partner with agencies to successfully bring a holistic brand experience to life.
• Collaborate with product designers to ensure product and packaging are well-integrated to maintain the brand essence.
• Observe consumer insights in research, to gain a better understanding of the target market.
• Manage the workflow of multiple $1mm initiatives successfully, from concept to product launch.
• Collaborate with the global design teams to implement a design that successfully localizes the brand in its unique market.
• Stay on top of immerging trends, inside & outside the category. -
Senior Art Director, Interactive DesignIBM eBusiness, Interactive Design Studio1999 - 2001 (2 years)• Lead the visual design efforts in the digital marketing space, for Entertainment, Healthcare, & Technology industries.
• Translate traditional concepts to the online space, with the implementation of innovative UE/UI strategies.
• Set the tone of the visual language and lead the interactive team(s) thru its development and implementation process.
• Partner with key stakeholders to ensure objectives and milestones are met.
• Establish design styleguides and ensure that the visual design solution meets the marketing objectives. -
Senior DesignerMattel, Inc.1997 - 1999 (2 years)• Design break-through packaging concepts, aligning w/the strategic objectives of the Barbie global brand franchise.
• Implement design solutions ensuring it meets global design style guide standards.
• Gain an understanding of the hard/soft lines product functionality and implement successfully into the package design.
• Make structural design recommendations to enhance product features.
• Work in partnership w/Marketing team to bring the brand to life, & target the consumer (Youth culture, Moms w/kids).
• Art direct creative team (photographers, production artists, Photoshop retouchers, illustrators, stylists, & set-builders). -
Art DirectorCameron Newall Advertising1996 - 1997 (1 year)• Function as a creative lead in recruitment advertising campaigns working in partnership with Copywriter to conceive, develop, and produce effective advertising concepts, high-tech and healthcare industries.
• Roll up sleeves as necessary in all phases of creative development.
• Set the stylistic and artistic direction of advertising and marketing materials in print and interactive media.
• Oversee the work of designers, production artists, illustrators, photographers and while also mentoring other art directors and designers (direct reports).
• Work on several campaigns at once, under pressure and tight deadlines, ensuring deadlines are met.
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Affiliations
Delta Delta Delta sorority
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Skills
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Elsewhere on the Web
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On Coroflot@bcapulong, member since 2009
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