VerameatArt Director
Apr. 2014 - Aug. 2018New YorkART DIRECTION
Verameat is a boutique NYC based jewelry and lifestyle brand. Directed art department with the goal of launching new products, strengthening existing product categories, spearheading custom collaborations, and streamlining Company’s branding, consumer-facing materials, and website. PRODUCT DESIGN
- Created fine jewelry collection, which now represents over 20% of annual revenue and is the most profitable collection -- includes 40 rings and 5 necklaces pieces. - Established overarching project budget, designed all 45 pieces, identified and secured new vendors, vetted prototypes and oversaw production to final completion. - Designed entirely new product segment for company consisting of pins, patches and key chains—over 120 pieces in total. - Collection led to multiple wholesale orders with retailers like Urban Outfitters and a significant new revenue stream. - Pin collection was featured in Nylon, Urban Outfitters blog, among others. - Designed apparel line, which included dresses, t-shirts, tote bags and a wallet. T-shirts were worn by Miley Cyrus and Zoe Kazan amongst others. - Custom order t-shirt illustration for Jack White’s, Third Man Record, which lead to three more product collaborations with Jack White - Custom designed jewelry collection, including neck pieces, rings, custom designed pin collection, and a temporary tattoo set sold exclusively at their Record Label shops. WEB / BRANDING
- Designed new campaigns, oversaw new product photography, redesigned product pages and streamlined the general look and feel. - Resulted in 40% increase in monthly Unique Visitors (UVs) - Designed new packaging for bags and pouches; designed promotional materials such as postcards, temporary tattoo sets and gift cards – the latter started being shared on social media as art pieces.