NEW YORK RED BULLS
Role
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Art Director: Freelance
Period
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2016
Platform
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Print, Digital
Lift
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Corporate Promotional Campaign, Sports
The New York Red Bulls are an American professional soccer club based in the New York metropolitan area, dedicated to giving back to the community in which they live and work.
As assistant art director for the 2016-2017 Seasons, I had the pleasure of working with Michelle Cruz again after our initial collaborations at Madison Square Garden. In her position at NYRB, she pulled me in as art director to undertake the creation of a 350+ print and digital media guide. Using every trick in the Adobe CSS book from InDesign pagination to Illustrator player bio artwork, I developed an overarching look and feel, initially creating befitting style guide for the media guide.
This photo, not that photo, is there a reshoot of that player, this typeface and not that one and here is exactly why based on this asset—the daily design decisions and briefs that I had the autonomous pleasure of having with everyone involved from design, social media and public relations. With great direction, I was able to create an accurate and engaging media guide for news outlets and other users.
The Charge
- Worked with the Creative Director to evaluate performance, workflow, and quality issues and develop long-range plans for the team
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Lead design direction by providing subordinate creatives key assets for each leg of the campaign build (print and digital color breakdowns, templated breakdowns for ratio/sizes, imagery selection and definition of photographic color treatment and adjustments)
The Rundown
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Developed concepts around brand touchpoints (e.g. campaigns, big events)
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Creative lead on big events bringing to life entire platform, including primary campaign marks, color schemes and secondary elements, to usage guidelines and applications
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Helped to identify best resources for creative production, e.g., online content, photography, talent, etc.
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Reviewed proofs and seeing projects through final production
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Prepared final files for production
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Attended client calls and meetings as required
