THE NEW YORK RANGERS
Role
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Senior Art Director: Print, Public Affairs and Media
Period
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2013-2017
Platform
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Print, Digital
Lift
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360 Evergreen Sports Campaign
The Rundown
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As Art Director for Madison Square Garden, I created and lead team advertising across all touchpoints, with an emphasis on television, digital media and branded content with a focus on the print and digital media and playoff guides as my speciality. I never would have thought that I would become a hockey fan. Working with Dino Ticinelli, Tarek Awad and Michelle Cruz, I quickly became one without resistance. I took the enthusiasm that I grew for hockey and put it wholeheartedly (and sometimes from actual sun-up to sundown during playoffs) into creating print assets for The New York Rangers. A collective of team players, history, statistics and other essential team knowledge materials were provided in multiple formats throughout. As a world leader in live sports and entertainment, The Madison Square Garden Company (MSG) sets a global standard for excellence in live experiences
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and forges deep and enduring connections with diverse and passionate audiences that span generations.
Curating and documenting the dynamic history of such a magnanimous NHL club was accomplished by my efforts with the NY Ranger Public Affairs Department. Producing a 450-500 page essential media and playoff guides as well as other accompanying collateral took careful collection and consideration of the overall flow and pagination of this seasonal undertaking. Beyond this, it was critical to be constantly aware of all trades, stats and media chatter concerning the club and it’s fans—events like playoffs and trades could change not only the landscape of the club, but the overall content being provided by the public relations department.
The Charge
- Mentored and trained team members, wrote performance reviews, and allocated work
- Championed curiosity and open mindset towards new ways of doing things
- Ensured that creative presentations to the client met the highest professional standards
- Brainstormed and developed campaigns while working with clients on multiple projects at once
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Designed creative solutions that supported the strategic and business goals across teams to reach the fan base
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Lead and mentored designers and animators
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Developed and maintained strong relationships with writers, producers, in-house clients, outside vendors and freelancers
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Worked with VP Creative Director and VP Marketing to develop and support the brand of the arena, its teams and franchises
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Partnered with in-house clients such as Program Marketing, Affiliate Marketing and Digital to create assets that align with on-air campaigns
