cellhelmet

I manage our creative team @cellhelmet, and lead the concept, development, implementation and management of creative advertising, marketing and brand campaigns, making sure they resonate with our target audience and align with the company's objectives. Additionally, we build and manage our direct to consumer website, handle all package design and production, and manage our social media accounts. We also design and implement all sales decks, go-to-market collateral and visual assets to support our wholesale partners.

Key Responsibilities:
- Lead and manage the creative team to develop high-quality work across various mediums (print, digital, social, and video).
- Develop and implement creative strategies and visual assets that align with the company's marketing goals and increase customer engagement.
- Collaborate with our sales and executive teams to create compelling advertising and marketing campaigns that drive customer engagement and sales.
- Drive innovation and creativity within the team by staying up-to-date with the latest trends in design, advertising, and marketing.
- Manage and mentor team members, providing guidance, feedback, and support to help them grow professionally.
- Manage project timelines, and creative resources to ensure successful execution of all projects.

Creative Director

WRK Creative

In the 9 years since striking out on my own, I’ve done just about everything one could imagine for
my clients. I’ve refreshed massive corporate real estate entities, and I’ve modernized HVAC businesses.
I’ve given amazing gyms strong brands with soft edges. I’ve built award-winning logos for retailers
and energetic identities for successful restaurants. I’ve designed visual systems for distilleries that would supply the spirits to the aforementioned eateries. It’s like the circle of life, or something, right? I’ve delivered impactful vehicles and bus stops, billboards and websites. I’ve produced and directed striking photography and video. I’ve built and managed freelance teams both locally and remotely. I’ve collaborated with creative minds on the other side of the world, and managed teams in my backyard. I’ve written and edited copy, and I’ve even designed physical spaces in which the businesses operate. I once found myself hand-painting signage & designing furniture, parts of the job I never saw coming. But hey, that’s what makes our work exciting, isn’t it? The unexpected stuff. The quirky stuff. The things that make a client smile from ear to ear and say, “That’s not what I was expecting, but it’s exactly what I wanted.” 

All of this, along with my 22 years of professional creative experience, has led me here. It’s prepared me for whatever the job can throw at me.

Owning a successful design boutique for the better part of a decade has made me into the confident, creative individual that I am, and I have no doubt that these experiences will allow me to inject an enthusiastic love of inventive creativity and drive into any team with whom I work.

Owner / Creative Director

Pittsburgh FIT

I joined the team at Pittsburgh FIT about 6 months after they opened their doors, aiding in their mission to help all who walk through the door find a healthier way of living. We offered functional fitness classes, personal training and custom program design, as well as nutritional consulting, suport and programs. We started in a small, 1200 sq ft space on the third floor of a warehouse in Homewood, spending the first 2.5 years there. It was our home, but we were reaching a critical mass of members that pushed us to expand our floorspace. Through a bit of a happy accident, we happened upon an empty warehouse space. It was raw, and it was dirty, and it was perfect. We grabbed that 9000 sq ft fitness paradise, and turned it into a beacon of health, acceptence and fitness. I can say that my job there was easily the most fun. I spent long day sand nights designing floor plans with architects, figuring our what paint went where, and rebranding Pittsburgh FIT as a company. Balancing my duties as a coach and lead creative at Pittsburgh FIT while also running a thriving design studio was challenging. but it sure was fun. It allowed me to hone my leadership skills, and I implemented a time-blocking system to properly dedicate time to both businesses I was involved in, a time management strategy I use to this day.

Though I left Pittsburgh FIT in November of 2022 as an owner and employee, I still workout there everyday, and still appreciate what Pittsburgh FIT stands for in our community.

Co-Owner, Head Coach and Creative Director

Quad/Graphics

The creative team from Dick’s Sporting Goods (DSG) with whom I’d worked from 07-08 recruited
me to join one of their on-site agency partners, QUAD Graphics. My initial responsibilites were seasonal magalog concept development and design, establishment and implementation of style guides for each book, plus planning and direction of in-studio and location photography. I worked with the Creative Directors from DSG and ensured our team delivered the exact product that all partners expected. Though my team encountered fluctuating timelines, personnel turnover and extremely aggressive workloads, we never missed a deadline and consistently delivered double-digit promotional redemption rates. 

My work as a leader on the magalog team soon saw me promoted to a Team Lead position in the Campaign Generation group for DSG, developing and directing 2-3 national campaign initiatives each year. This was pretty much the most fun I've ever had on the job, and I got to work with partners from all spectrums of the DSG family – ecommerce, interactive, the brand team and in-store signage. I delegated roles and responsibilities for each campaign, which varied in scope, budget and importance. I worked predominantly on team sports, running and special event campaigns, all of which had very high nation-wide visibility and were critically important to the company’s profits. This position also sent me all over the continent to direct and deliver the impactful, emotional, authentic sport and lifestyle imagery and videos that were the driving force behind each and every campaign. See, super-fun, right? I learned to build and manage multi-disciplinary teams, both large and small, local and remote. The combination of incredibly experienced creative managers supervising my work and pushing me to think bigger, and the access to world-class photographers, production crews and talent agencies from around the globe gave me unique perspectives on how to build and lead a team.

Senior Designer

Publication Design / Photo+Video Direction / Campaigns+Branding / Writing+Editing
Throughout my tenure I was personally responsible for building an external advertising and communication system that worked within their new branding direction. My team and I developed a new photography style that was implemented across all of their marketing channels, and I helped the in-store & ecommerce design teams adapt to the new visual language. We expanded their direct mail advertising from simple postcards and fliers to demographic-specific, pocket-sized catalogs and shifted gears from their usual sale-based signage pitches to aspirational, emotionally striking environmental advertising. I also directed, edited
and composed creative, strategic headlines and advertising copy for all of our direct mail vehicles.
In an industry with a very formulaic advertising and design style, I feel that my time spent at GNC
improved their overall design style and language, and helped them find new, effective ways
to connect with their customer base.

Dick's Sporting Goods

Publication Design / Photo+Video Direction / Campaigns+Branding / Production / Press Checks
My job at Dick’s had a very focused purpose - design a long-format “magalog,” a hybrid catalog-magazine to sell anything and everything that was carried in-store or on their new ecommerce website. 
It was a new idea for the DSG marketing department, and I was given a blank slate with direction to create a 12-36 page print vehicle. It grew from a small, experimental project into one of the companies biggest marketing tools, with a promotional redemption rate that far exceeded numbers seen as successful in the industry. I was given my first experience working with on-location photo shoots and assembling freelance teams and told to make it all happen. My creative directors encouraged me to think big, and then when they saw my ideas, to think even bigger. They showed me that there is always another idea, another option, another angle, another shot. They taught me how to direct, how to manage teams and how to confidently execute a big creative idea.

Graphic Designer

Armstrong

Brand Design+Management / Campaign Design+Direction / Publication Design
Our team at Armstrong was small – only 5 people in the entire creative department – but incredibly effective. This was my first opportunity to build campaigns, give direction to teammates and work
with senior marketing leadership in a large corporation. I developed and delivered every single piece
of printed marketing materials to leave our department, and i managed all pre-press and print production. I learned the complexities of the commercial printing process, and how to use it efficiently and effectively. I also gained confidence writing and directing photography and video content for print, interactive and broadcast TV.

PRODUCTION MASTERS, INC. OF PA

Graphic Design / Logo Design / Publication Design / Direct Mail Design / UX Design

Junior Graphic Designer

The Abreon Group

Giant Eagle

Catalog Production / Photo Assistant / Package Design / Logo Design

Freelance Designer

Award Winning Identity Designer & Creative Director / Problem Solver / Conceptual Artist & Painter

By day, I'm Creative Director @cellhelmet, a mobile accessory company based here in Pittsburgh. If it can be used to power, protect or personalize your cellphone or tablet, we've got it. I manage a growing team of designers and media pros, and we handle 100% of the company's creative. We are tasked with growing the new-ish direct to consumer business through web, social and digital marketing efforts. We design all packaging and signage, we shoot and edit all of our visual assets, and we also support our sales team with presentations, product decks and go-to-market collateral. Oh, and we supply our wholesale partners with products, videos, signage and anything else to push our fantastic products out into the market. 

By night, I'm owner, creative director, designer, head project manager and lead dog walker at @AlwaysWRKing Creative. I've 22 years of experience in the creative industry with extensive experience in print design and typography, branding and identity development, long-format publication design, campaign design, photography direction, video direction, art direction, creative direction and team management. I've created award-winning campaigns and logos, and I've also been known to dabble in creative writing, UX design and information architecture. 

I'm a big nerd about art and design. Like, BIG. I have strong opinions about what letters are pretty (Q's and B's really get me going), and what ones are not (the letters P and L are hideous). I love grid systems and structured, elegant design. I even have a favorite grid system. Hopefully someday, after we wrap an amazing project, you'll ask me about it. :)

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