Shafraz Farook

In May 2012, a group of us came together to launch ECHELON, a new business magazine that has revived the market for Business magazines in Sri Lanka. As a founding member of the team, I had the pleasure of developing all of its communication and marketing material from the ground up. As a start up and the limitation in resources, I was also tasked with setting up the company's email and internet routing it through Gmail for global access and making the initial marketing pitches to Agencies and large corporate clients. One of my toughest challenges and greatest achievements would be the development the magazine's interactive iPad edition and developed the iPad Newsstand application, with little to no knowledge about the Apple Development Process. My design responsibilities included conceptualising layouts, developing strategies to present data, image editing and directing photo shoots. In addition, I also work closely with clients to develop communication strategies for potential clients as an added incentive to advertise with the magazine.

Photography, Public Relations In June 2011, I ventured out on my own, looking for a bigger challenge and to better utilise my time and skills. I occasionally take on freelance print design and photography assignment for a number of clients including the Institute of Policy Studies of Sri Lanka and Sri Lanka Insurance Corporation. My work as a photographer has grown in strides over the years, though I only take up a limited number of assignments. My work includes the coverage of Fashion Week, conferences and events, parties and portraits. To view some of my work please visit http://www.coroflot.com/shafraz_farook

The opportunity to launch a new magazine, especially to play a role in its design was a challenge I have yearned for since my foray into Journalism 1998. I had by then designed two conceptual magazines and one newspaper. The LBR magazine was launched in November 2010 as a monthly circulating in Sri Lanka. I also did some writing for the magazine, mostly dealing with new innovations and technology.

My core job description required me to handle all media initiatives for the Airline's nine destinations in the Middle East, which included coordinating media familiarization tours, coordinating the media during trade fairs, advising country managers of media strategies and initiating editorial publicity campaigns. As a member of the Corporate Communications Team, I was also a part of the airline's Crisis Communications Team and have responded to many crisis situations during my tenure. I was also in charge of editorial publicity for SriLankan Cargo and SriLankan Holidays. In addition to my core responsibilities, I took up a project to introduce work processors for the Media Relations department, streamlining its current work process, introducing instruments to initiate and assess return on investments on all initiatives and allow the team to evaluate their effort. I was also involved in advising the former Head of Corporate Communication prior to press conferences and assisted in his presentations on Branding during two successive Commercial Conferences. I have also assisted with SriLankan Airlines events, including brand launches, trade fairs and Golf tournaments.

Initially involved in developing concepts and creative executions (Flash and PowerPoint) for the ETV marketing team, while supporting the Lanka Business Online editorial team with graphics and website maintenance during their start up years. Since early 2002 dedicated to writing to and developing the LBO brand and innovative products associated with the news service (www.lankabusinessonline.com and www.lbo.lk). I was promoted to Deputy Editor in January 2004, and was involved in developing content for mobile and new distribution options for LBO. I also appeared on the Money Report (Wednesday 10 pm on ETV) as its Q&A host. * Designed and implemented HTML email newsletter for LBO daily news headlines * Provided design concepts for current and previous LBO.tv look and feel * Helped design and develop the current LBO Website * Designed and developed a number of TV commercials for LBO * Maintained the LBO library The Rowland Company. February to September 2001

April to Consultant Writer My writing assignments included copy for print advertisements including corporate advertisement and recruitment ads, press releases and corporate printed material (corporate brochures and profiles) and designing material when necessary.

Responsibility and New Product Development I joined the SLTPB team to manage its DSR initiatives that spanned climate change, wildlife conservation and child welfare. In my first six months I took on a number of additional responsibilities including the strategy for and the launch of a domestic tourism campaign titled Narambamu Sri Lanka and managed the launch of Sri Lanka Tourism's Earth Lunch initiative including the development of a song and music video that was launched at the World Tourism Mart in UK.