Lonch, Inc.

Lonch is a social marketplace where people trade insights, skills, connections, and value deliveries for royalties. A mobile and remote-first set of tools for digital nomads and remote workers, Lonch is a transitory platform that empowers part-time or full-time freelancers. This approach enables people to bring value when and where it is most impactful, allowing them to work on what they are most passionate about and affording greater work-life balance and financial independence.

• To drive education and conversion, I designed and built a comprehensive brand identity. Increasing app downloads is a key metric in our initiative to grow the brand, expand our user base, and connect with investors.
• Lead the team to continuously refine the brand’s ideals, values, and principles and ensure content is on-brand and on-message.

Founding Designer/Fractional Chief Brand Officer

Blue Buffalo

• Design and design systems for packaging, print, paid and organic social, performance marketing assets, email, branded toolkits, and the Blue Buffalo app, Buddies.
• Navigation of shifting priorities and variable timelines within a highly matrixed environment.
• New product launches, line extensions, brand refreshes, campaign branding, and sub-brand concept and creation.
• Close collaboration with cross-functional teams, including designers, copywriters, strategists, and marketing to develop and execute integrated campaigns that resonate with target audiences.
• Ensure successful production of print and digital creative that is in line with strategic goals and meets Blue Buffalo design standards.

Freelance Senior Art Director

Gina Block

•Branding and identity: Design and copywriting
•Packaging design, line extensions
•Civic Design: Pro-bono work for social justice initiatives. Creation of social media campaigns and branded collateral to advance mission-led causes such as racial equity, women's healthcare, education, walkable communities, climate initiatives, and more.
•Creation of identity and social media entities for Friends of Higganum Cove, which focuses on revitalizing a sensitive natural site and an important piece of Higganum's architectural & cultural history. In the wake of this awareness campaign, the Higganum Cove Advisory Committee was created and in 2022 was awarded the "Exemplary Site-Specific Master Plan Award" by the CT Chapter of the American Planning Association.

Gina Block | Creative Direction + Design

Jovial Foods/Bionaturae (Euro-USA Trading Co., Inc.)

• Jovial packaging portfolio overhaul: the six months following this comprehensive redesign saw pasta sales increase by 27% compared to the same period during the prior year. The redesign was a 2023 Designalytics Effectiveness Award Winner.
• Creative direction of design team for social, print and digital entities, new products, line extensions, integrated campaigns, and packaging refresh for Jovial and Bionaturae in collaboration with outside partners
• Influence and partner with C-Suite officers, VPs, and other executive stakeholders outside of the creative field, adept at navigating matrixed environments
• Lead the creative process from concept to launch across integrated design work: traditional, product and experiential

Creative Director

Slate School

• Brand design and creative oversight of new visual identity and all marketing efforts for Slate School
• Art Direction/design for print and digital spaces for Slate School and Unite for Sight (non-profit global health delivery)
• Applied knowledge & understanding of brand category to create new experiences for enthusiasts and prospective candidates
• Lead strategic efforts to create consistent brand messaging to shift public perception and increase brand awareness

Creative Director, Communications & Outreach

Art director for Jovial Foods and Bionaturae, two nationally distributed CPG brands leading the organic market
• Creative direction and execution of branding and packaging overhaul for the Bionaturae brand, resulting in a 15% increase in sales and winner of a Graphic Design USA Award
• Art direction of design and photography, direction of junior designers and freelance partners
• Committed to the career growth of myself and others
• Oversight of packaging design, marketing collateral, email design, and social media
• In tandem with marketing, develop and execute brand strategy and marketing programs
• Compel action within the consumer packaged goods industry via packaging design
• Jovial Foods and Bionaturae website management via Wordpress
• Well-versed in navigating highly regulated environments, expertise with FDA and USDA guidelines and nutrition facts

Art Director

Structural Graphics

Creative direction for all marketing for Structural Graphics brand, art direction of two sub-brands:
• Conceptualize and execute internal branding and marketing programs
• Art direction and design for the Structural Graphics brand, The Lift Factor, and Red Paper Plane
• Product photography & staging
• Copywriting & proofreading
• Translates marketing goals and information into effective integrated campaigns
• Management of Structural Graphics and Lift Factor websites

Creative Brand Manager

Creative direction & design of Structural Graphics rebrand in 2013:
• Established overall conceptual and stylistic direction of campaigns and unified ideas from multiple stakeholders. Lead product launch initiatives for dimensional mail pieces and integrated B2B campaigns
• Business savvy with an understanding of marketing challenges and client needs, copy-smart communicator
• Strategy & design for digital and integrated campaigns- email, banner ads, landing pages, and print 
• Understanding of direct mail, commercial, and digital print and B2B marketing
• Flexibility to contribute and work effectively in a team environment with the desire to do what it takes to surpass clients expectations

• Married structural mechanism and print design to client goals and campaign objectives for Fortune 100 and 500 companies
• Design and create pop-ups, three-dimensional paper products, and sound & light modules to deliver powerful dimensional advertising and marketing messages.
• Graphic design and integrated campaign work for a variety of mechanisms and various clients.
• Structural design & engineering of innovative three-dimensional print media/packaging
• Work with Marketing to develop campaigns and product launch initiatives for dimensional direct mail pieces
• Creation of detailed project component spec sheets for use with multiple outside vendors, including some international partners
• Creation of AutoCAD files for artist/printer die templates and placement of art

Senior Designer/Paper Engineer

Hartford Courant

Graphic Designer and Proofreader for advertisements, direct mail, and Newspaper in Education:
•Recognized for innovation during the company’s Transformative Change
•Creation of advertisements, direct mail pieces, multi-page spreads, and NIE student ads
•Proofread advertisements to ensure that texts are well written, grammatically correct, and accessible

Graphic Designer/Proofreader

Gina has spent her career leading holistic brand strategy, development, and design across all channels. As creative director, she has crafted identities, packaging, and collateral for Jovial Foods, Bionaturae, myriad global brands, and the tech/social startup Lonch. Proven creative leader for both agency and in-house teams.

As a freelance Senior Art Director at Blue Buffalo, Gina works with teams across BB and its partners to support and champion the brand and mission. An avid volunteer and passionate about mission-driven organizations, she has served on the board of the CT Art Directors Club. She is currently fulfilling a second term as an elected official for Planning and Zoning. 

Outside of the office, you can find her hiking, mountain biking, or exploring the wilds of the Northeast.

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