about me About Meabout me I am an aspiring creative marketing specialist in the Fashion Industry who is fully immersed in the art world and driven by the desire to create. I have earned my Bachelor of Science degree in Fashion Marketing & Management from The Art Institute of California – San Francisco, and have gained real life experience both in the formal workplace and in my freelance endeavors. In past opportunities, I have been honored to work alongside industry professionals and small business owners where I’ve had the ability to contribute my skill sets at a large scale. $V D SUHYLRXV VWXGHQW RI ͤQH DUWV P\ SRUWIROLR GHPRQVWUDWHV DQ DFFHOHUDWLRQ LQ XQGHUVWDQGLQJ EXVLQHVV VWUDWHJLHV and innovative marketing. I have both artistic and technical skills, an eye for layout and design, and excel in Adobe Creative Suite. Upon the presentation of my work, my goal is to inspire the world, just as the world inspires me.
O’ALICE! Product Development
Salvage Birch Brand marketing
Fawn Internship
O’Alice! Product Development STUDENT WORK | Summer 2013 | AICASF FM3323 7KH H[HFXWLRQ RI WKLV SURMHFW LV QRW IRU SURͤW WKLV VFKRRO SURMHFW ZDV DVVLJQHG LQ RUGHU WR GHYHORS D EUDQG H[WHQVLRQ RI DQ H[LVWLQJ EUDQG WR FUHDWH D OLQH WKDW LW FXUUHQWO\ GRHV QRW KDYH
Company PROFILE ALICE AND OLIVIA
Alice + Olivia was launched in 2002 by Stacey Bendet and specializes in high-end women’s wear apparel. It is a brand conceived as tastefully eclectic and allows customers to become consumed by their own free spirit and individuality. With a quirky aesthetic that juxtaposes whimsical feminism with sexy sophistication, A+O is a major brand in the world of contemporary fashion. Alice + Olivia was born from Bendet’s personal quest to create the perfect pair of pants, and has since grown into a full lifestyle collection including ready-to-wear, gowns, shoes, accessories, and handbags. The brand is a Hollywood favorite and available at twelve free-standing boutiques in New York, California, and Connecticut. The collections are also available at over 800 select department and specialty stores worldwide, including Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman, Lane Crawford, Isetan, Hankyu, Harvey Nichols, and Harrods. A+O inspires young women to dive into a peculiar world of strangeness and playful sensibility, and never fails to epitomize modern day fashion.
Customer Target Market Wealthy Younger Mix Segment: Young Digerati Social Group: Urban Uptown Life Stage Group: Young Achievers Income: Wealthy Income Producing Assets: Elite Age Range: 25-44 Presence of Kids: Family Mix Homeownership: Renters Employment Level: Management Education Level: Graduate Plus Ethnicity: White, Asian, Hispanic, Mix
Young Digerati
Tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are W\SLFDOO\ ͤOOHG ZLWK WUHQG\ DSDUWPHQWV DQG FRQGRV ͤWQHVV FOXEV DQG FORWKLQJ ERXWLTXHV PRGHUQ DQG casual restaurants, and all types of bars from juice to coffee to microbrew.
Lifestyle Media Traits Shops at Bloomingdale’s Travels to Asia Reads Dwell Watches Independent Film Channel Drives Audi A3 ZZZ FODULWDV FRP
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INSPIRATION
2̾$/,&( established the name by referring to the original brand name and transforming it into a statement. The logo itself carries the same aesthetic of A+O’s original logo with a handwritten typeface.
BRAND EXTENSION
2̾$/,&( is a cosmetic brand extension of $OLFH 2OLYLD which remains true to the wild and feminine aesthetic that the world has grown to love about A+O. Quirky and youthful, yet chic and modern, the line strives to be perceived as high-end cosmetics that emphasize women’s best qualities in a way that all beauty products should. The idea behind 2̾$/,&( LV WR ͤ[ EHDXW\ VWUXJJOHV E\ FUHDWLQJ OX[XULRXV \HW DFFHVVLEOH SURGXFW WKDW gives a more minimalistic look. This is what young women have been asking for in their cosmetics: to make them look natural and flawless – and this is what 2̾$/,&( strives to provide.
Special Instructions R: 195 G: 159 B: 137
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The 2Ěľ$/,&( logo is used in external marketing and advertising, and is placed middle-center on each individual product - always used with a clean white background.
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Product ASSORTMENT
Line sheet | Specs
Style: #1000 Description: Creamy Foundation Size: 1 oz/30 ml Retail Price: $56.00 Colors:
Style: #2000 Description: Cat Lipstick Size: .1 oz/5.5 ml Retail Price: $30.00 Colors:
Style: #1001 Description: Concealer Foundation Size: .1 oz/5.5 ml Retail Price: $62.00 Colors:
Style: #3000 Description: Eyeliner Pencil Size: .01 oz/280 mg Retail Price: $22.00 Colors:
Style: #1002 Description: Powder Bronzer Size: .7 oz/20 g Retail Price: $56.00 Colors:
Style: #3001 Description: Liquid Mascara Size: .3 oz/9 ml Retail Price: $32.00 Colors:
Title: O’ALICE! Season: Spring Year: 2014 Style: #1000 Description: Creamy Foundation Size: 1 oz/30 ml Measurements: 2.25”L x 1”W x 3”H
Style: #1003 Description: Powder Blush Size: .4 oz/14 g Retail Price: $34.00 Colors:
Style: #3002 Description: Eye Shadow Size: .07 oz/2 g Retail Price: $26.00 Colors:
Style: #4000 Description: Nail Polish Size: .5 oz/15 ml Retail Price: $22.00 Colors:
Title: O’ALICE! Season: Spring Year: 2014 Style: #1002 Description: Powder Bronzer Size: .7 oz/20 g Measurements: 3”L x 2”W x 2”H
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Event marketing
Salvage Birch Brand Marketing STUDENT WORK | SPRING 2014 | AICASF FM4411
Company Overview ? (.- >/ 5 @"+8 6DOYDJH %LUFK is a Portland based retailer that encourages a sustainable lifestyle for young men by offering fashion forward apparel that carries a natural and raw aesthetic. The 6DOYDJH %LUFK lifestyle is targeted at men who crave the outdoor experience and have a desire to maintain the beauty of nature. The products carried by 6DOYDJH %LUFK are made solely of sustainable materials to ensure protection of WKH HQYLURQPHQW 0DWHULDOV XVHG LQ WKH PDQXIDFWXULQJ SURFHVV LQFOXGH RUJDQLF FRWWRQ EDVW ͤEHU KHPS DQG UHF\FOHG ͤEHU :H VWULYH WR EH OHDWKHU IUHH DQG FDUU\ D YDULHW\ RI YHJDQ SURGXFWV WR GLVFRXUDJH and prevent the use of animal product. 6DOYDJH %LUFK̾V SURGXFW LV FHUWLͤHG WR HQVXUH IDLU WUHDWPHQW RI workers and absolutely no sweatshop labor involved. We promote the luxury of knowing where the clothing comes from and what it is made of in order to make a difference in the environment and lives of our customers. In terms of community involvement, 6DOYDJH %LUFK promotes campaigns in partnership with two world-renowned environmental organizations: $PHULFDQ )RUHVWV and 6XVWDLQDEOH $SSDUHO &RDOLWLRQ. By being in collaboration with organizations that do good deeds in the world of nature, we ensure that our customers can make a difference with every purchase made.
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Our mission is to provide young men with high-quality and sustainable apparel while inspiring a free lifestyle that embraces the beauty of nature.
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GENDER | Male AGE | 22-34 LOCATION | Portland, Oregon INCOME | $35,000 - $52,000 HOMEOWNERSHIP | Renter EDUCATION | Bachelors degree or higher ETHNIC DIVERSITY | 74.7% White, 11.1% Hispanic/Latino, 6.9% Asian, 5.8% African American, 1.5% American Indian ZZZ FODULWDV FRP
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Recycled Poly Quilted Jacket
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Soy Knitted Crewneck
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Cotton Hemp Blend Button Up
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Organic Cotton Buffalo Tee
Organic Cotton Suspender Tee
Organic Cotton Hawk Tee
Organic Cotton Bird Print Tank
Organic Cotton Basic Tank
Retail Price: $149.00
Retail Price: $169.00
Retail Price: $119.00
Retail Price: $69.00
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Cotton Hemp Blend Taper Pants
Cotton Hemp Blend Slim Fit Chino
Wool Suspender Workmen Pants
Wool Relaxed Dapper Pants
Cotton Hemp Blend White Denim
Cotton Hemp Blend Dark Denim
Vegan Leather Charlie Boot
Vegan Leather Jon Boot
Retail Price: $139.00
Retail Price: $149.00
Retail Price: $279.00
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The city is best known for itâ&#x20AC;&#x2122;s abundant outdoor activities and beautiful scenery. The demographics paired with psychographics of the Portland area residents are complementary to the lifestyle of 6DOYDJH %LUFK, making Portland an ideal location for the brick-and-mortar store.
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6DOYDJH %LUFK is to be featured in a spring issue of .LQIRON. The publication is a lifestyle magazine that embraces food, nature, and travel, relating to the lifestyle and values of 6DOYDJH %LUFK. Therefore, the magazine reaches the same demographic by similar brand appeal. In addition, both are based out of Portland making them interrelated in terms of geographical location ZKLFK JLYHV D ORFDO HPSKDVLV WKDW FRXOG EH ODUJHO\ EHQHͤFLDO IRU ERWK 6DOYDJH %LUFK and .LQIRON.
Four times a year 6DOYDJH %LUFK produces a seasonal lookbook showcasing the newest arrivals. The objective is to portray the ultimate 6DOYDJH %LUFK customer and his adventurous spirit. The lookbook demonstrates a lifestyle fully immersed in the world of nature in conjunction with other harmonious aesthetics that the customer would naturally relate to. 6DOYDJH %LUFKĚľV collections are categorized into four styles: Outdoor, Casual, Dapper, and Nostalgic - which are all emphasized throughout the lookbook. A digital version of the lookbook is also available for viewing on the website.
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1 time spread | April 2015 | Ad buy: $5,532 | Rate Base: 20,000 | CPM $276.60 'DWD SXOOHG IURP 683 0HGLD .LW
Art Direction/Producer/Styling: Amy Berry | Photography: Anthony Rogers Talent: Carlo Prado | Assistant: Grant Boes
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fawn
Internship STUDENT WORK | Summer 2014 | AICASF FM4432
Title: Creative Director e fawn over m orever always and f GMl O! "M ( "$!w F
FAWN is a locally owned boutique in the Marina district of San Francisco which opened in December 2012. The brand specializes in women’s apparel and accessories, and is known for it’s feminine dresses, handcrafted jewelry, locally made artwork, and exceptional one-on-one customer service. FAWN evolved from the desire to create a youthful and colorful world that offers trendy fashion for girls who express their inner femininity through their personal style.
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Began as an Intern August 2013 - November 2013 Hired as Creative Director December 2013 Role extended to Management position July 2014
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Branding redesign Designed visuals & implemented email campaigns Managed customer database Visual merchandising Website design E-Commerce & online inventory Social media Photoshoot production Editorials and lookbooks Employee handbook
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Project 1: Branding design
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Rebranding for FAWN consisted of establishing a new and innovative design concept for the company. FAWN hired a local artist, +DOH\ :ULJKW to illustrate a well-known design of &KDUPDLQH 2OLYLD which was then used as the face of the brand. When the new branding was established, the following task was to design new packaging which resulted in a clear brand identity along with new and improved business cards, hangtags, and packaging.
Project 2: Email campaigns
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To ensure customer engagement, the procedure at FAWN is to create and design visually attractive and innovative marketing campaigns which feature sales, promotions, and events. Using 0DLO&KLPS an email marketing service provider, FAWN sends the campaigns out to a list of subscribers which consists of 3,000 customers.
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After the email campaign launches, 0DLO&KLPS provides a detailed report of campaign results which determines the success factors and allows observation to assist in accommodating weaknesses and establishing any necessary improvements for future campaigns. April 20, 2014 open rate: 22.2% click rate: 2.1%
September 17, 2013 open rate: 29.4% click rate: 1.7%
June 3, 2014 open rate: 26.2% click rate: .6%
October 25, 2013 open rate: 25.2% click rate: .9%
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August 13, 2013 open rate: 32.0% click rate: 3.5%
Project 3: Website | Social Networking
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Updating the E-commerce site is essential every time FAWN receives new inventory. The online website and inventory is linked to the in-store POS system. The procedure for updating the website is manually entering each new item into %RXWLLNDĚľV system. Information such as description, category, style number, colors available, sizes available, quantity of each size, and product photos are to be entered. This allows the online site, in-store POS system, and store inventory to all be linked accordingly.
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Social media is an important tool used by FAWN to create engagement with customers. Fawn uses Facebook to inform customers of newest arrivals along with sales and promotions. The most essential factors when posting to social media include the relevance of the topic, quality of the photo, and the engagement of the caption.
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FAWN participated in a Marina block party hosted by the %ROG ,WDOLF, a local magazine that provides unique stories and shares events happening in the City of San Francisco. They often host neighborhood block parties where local businesses and restaurants collaborate in giving special offers. By participating in the 2013 block party, FAWN was advertised on the %ROG ,WDOLF̵V website along with the store location being featured on the block party map. EMAIL CAMPAIGN RESULTS: October 18, 2013 Open Rate: 29.4% Click Rate: 1.7%
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FAWN was featured in the upper left corner of the block party map by the %ROG ,WDOLF. The SODFHPHQW RQ WKH PDS VHUYHG DV D PDUNHWLQJ WRRO WR FUHDWH IRRW WUDIͤF GXULQJ WKH SDUW\ Stated on the map was exclusive offerings including a jewelry trunk show featuring a local artist, a raffle to win a /LEUDU\ RI )ORZHUV perfume, a free canvas tote bag with every purchase, and complimentary champagne.
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Photoshoot production allows for FAWN to have original content which plays a large role in the branding. Production involves intensive planning and networking such as reaching out to potential photographers, models, and hair and makeup artists. The content and images are utilized for social media, website design, and storybooks for digital viewings. FAWNâ&#x20AC;&#x2122;s merchandise is styled for the shoot with intentions of showcasing fashion forward looks while creating an innovative DQG YLVXDO VWRU\ WKDW LQVSLUHV FXVWRPHUV DQG GHͤQHV WKH EUDQG
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Art Direction/Producer/Styling: Amy Berry | Photography: Anthony Rogers | Talent: Yanira Romero Hair & Makeup Artist: MAC Artist Ashley Tolliver | Wardrobe Assistant: Nina Tang
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Sources oâ&#x20AC;&#x2122;alice! IMAGE LINKS http://www.aliceandolivia.com/ http://www.revemadison.com/wp-content/uploads/2014/02/a+o-logo.jpg http://www.lafabriquecrepue.com/wp-content/uploads/2014/01/alice-olivia-spring-2014-rtw.j http://nitrolicious.com/wp-content/uploads/2013/09/alice_olivia_ss14_24.jpg KWWS WKHSOHDW FRP ZRUGSUHVV ZS FRQWHQW XSORDGV 'HVLJQHU3URͤOHB$OLFH2OLYLD MSJ http://www.engyl.com/wp-content/uploads//house-outline-template-dpux3qix.gif http://www.wgsn.com/reports/boards/cached_data/beauty_forecast/ss15/36011_core/bg13.jpg http://www.wgsn.com/reports/boards/cached_data/beauty_forecast/ss15/36011_core/bg8.jpg http://www.wgsn.com/reports/boards/cached_data/beauty_forecast/ss15/36011_core/bg5.jpg http://www.fashionfame.com/wp-content/uploads/2010/11/alice-olivia-spring-2011-lookbook.jpg KWWS PHGLD RQVXJDU FRP ͤOHV Q E H I FI B [[[ODUJHB [ L %\UGLH %HOO DWWHQGV DOLFH ROLYLD ODXQFK SDUW\ 6DNV )LIWK MSJ http://www.e-architect.co.uk/london/white-cube-gallery http://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcS-0ukVV2BfmfItXobU1Z9YB3FPC_13zRzOCOHgTldxtaONuDsl3ubjNlg
Salvage Birch image links http://www.enmodefashion.com/images/2011/09/scotch-and-soda-amsterdams_blauw-fall-winter-2011-12.jpg scotch and soda face http://www.awaytomeaussies.com/Boo_Face.jpg dog face http://ecx.images-amazon.com/images/I/51-ZcpngG9L._SL1500_.jpg tote PAGE 21 CLOTHING CREDITS: Scoth & Soda, H&M, Forever 21, Old Navy, Aldo KWWS FGQ VKRSLI\ FRP V ͤOHV SURGXFWV NLQIRON PDJD]LQHB BWLWHOBJUDQGH MSJ"Y http://bgfons.com/upload/rope_texture2089.jpg KWWS ZZZ ZLOGWH[WXUHV FRP ZS FRQWHQW XSORDGV ZLOGWH[WXUHV ROG ZRRG RULJLQDO ͤOH [ MSJ http://1.bp.blogspot.com/-eKdBhnAPdck/UtBs2FH4MQI/AAAAAAAAAzg/QmNJbdBebiw/s1600/E002.jpg http://www.craigsdesktop.com/wp-content/uploads/2013/11/white-wood-wall-texture-wallpaper.jpg http://tzipporahphotography.com/wp-content/uploads/2013/12/white-brick-wall-dutourdumonde-photography.jpg http://imgs.steps.dragoart.com/how-to-draw-wood-step-11_1_000000023431_3.jpg http://festibelly.com/fb14/wp-content/uploads/2014/04/Mighty-Oaks-Press-shot-c-Bowen-Ames-04-02.2014.jpg PHOTO CREDITS: Anthony Rogers, Bowen Ames, Joseph Michael Phillps
fawn image links http://www.yourdrawinglessons.com/images/bunny-rabbit-drawing-07.jpg http://www.hickorynines.com/wp-content/uploads/2012/12/Shayne-House-%C2%A9-2012-Kinfolk-Magazine.jpg http://www.thevedahouse.com/wp-content/uploads/2013/10/kinfolkDinner-image4.jpg http://rlv.zcache.com/be_bold_or_italic_never_regular_bumper_stickers-rac42cadd3dff41409f6a75122d9671fb_v9wht_8byvr_512.jpg http://cdn.funcheap.com/wp-content/uploads/2013/10/995731_10151904523344898_859418258_n1.jpg PHOTO CREDITS: Anthony Rogers