Creative Director In-House
Resume:
skills
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Hello. I’m a hands-on Creative Director that draws
upon my experience with CPG brands, licensing,
and the fashion and wellness industries to create
cohesive brand identities. I work well independently, but I also love to inspire a team. I attribute my
collaborative spirit to being a musician most of my life. Skin Laundry is a laser facial medical company with a product line and 48+ global clinics (US, London, Hong Kong, Dubai and Kuwait) I conceptualized a company-wide rebranding using relaxing, fun imagery to destigmatize laser therapy and emphasize the benefit of skincare for all ages, races, genders, skin types and skin conditions.
• Produced and rolled out new branding across all touchpoints: clinic art, products, photography and digital and printed collateral.
• Brought creative in-house, saving the company thousands of dollars in creative agency expenses.
• Contributed to the company’s rapid growth from 15 to 48 clinic locations,
$10m to $60m in revenue and 100 to 300+ employees over the last five years.
Executing and Concepting outside of the box
creative solutions
Expert in Adobe Photoshop, Illustrator, InDesign
and Logic Pro X
Love developing imaginative photoshoot scenarios,
packaging systems, brand expression, graphic design, typography, wordplay and sound design
Skilled in Figma, Adobe Premiere Pro, Shopify, Webflow and more
1997- 1999 Film and Electronic Media,
California State University Long Beach
1992- 1996 Associate in Arts, Cypress College
meetmikesmith.net
ad5npu@r.postjobfree.com
Long Beach, CA. 90804
After Saban Brands acquired Paul Frank Industries, they hired Paul Frank (the company’s original founder) to lead creative development and I was hired as a consultant to collaborate on expanding the brand beyond a primary focus on the iconic Julius the Monkey character and introducing a cast of over 150 licensable characters.
• Developed new brand positioning and guidelines.
• Collaborated and developed seasonal style guides.
• Designed licensee unique art capsules.
• Conceptualized and executed social media content. Paul Frank Industries is a lifestyle products company that started in a garage and has grown to have a portfolio of widely recognized character designs as well as stores in the US, London, Amsterdam, Berlin, Bangkok and Hong Kong. Paul Frank’s famous Julius the Monkey character has been emblazoned on unique clothing and accessories since the mid-1990s. I led a creative team of four graphic designers through a number of exciting business developments as well as a transition from a vertical to a licensee-based business model.
• Provided creative content and direction for branding, product design, expansion, co-branding, photo shoots and all marketing initiatives.
• Maintained brand consistency, voice and core values through the Saban Brands purchase of Paul Frank Industries (2010).
• Developed new branding guides and led the development of seasonal style guides for a variety of CPG licensees to adhere to a variety of retail tiers and hierarchies.
• Art directed the re-imagining of the Paul Frank characters into shrunk- down preschool versions that led to a Julius Jr. television series on Nick Jr.
(2013).
• Led Julius Jr. creative development of licensee brand guidelines, seasonal style guide, product development and marketing for all touchpoints. 2018 - 2023 Creative Director Skin Laundry
2016 - 2018 Creative Consultant Saban Brands
2009 - 2015 Creative Director, Paul Frank Industries experience
MIKE SMITH
Directing the creative since 2009
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