brand design direction
brand agent for factories, mills and buy meetings
My career thus far has been a rather eclectic and exciting one. It can be best described as a fun, limitless style led adventure, after adventure after adventure. In the name of fashion, I made my first move to LA at eighteen, then later to Rome, Italy where I studied and wrote a thesis on "the beautiful figure," a way of life emphasizing beauty, aesthetics and social etiquette and now, finally... I'm back in my home town of Portland, Oregon. So you can probably imagine that it has been quite a crazy challenge for me to summarize fifteen plus passionate years of high level, diverse professional experiences into one offering. So I decided to break all the "traditional-corporate rules" and offer you custom packages in a few categories of design and merchandising not just one. Why? Because I've got experience, talent and proven mad skills like that, to do so (yep, I'm bragging, because seriously if you cant brag on your own profile where can you? (wink)).
You probably are wondering how I gained all this experience? Over the past two decades, I have developed a sharp understanding for all things within the veins of design that truly makes a product successful. At this point in my career, design strategy has become an intuitive practice that has been developed from my many years of practical contact and observation in the couture, luxury and mass market global design industries.
Let me give you a little more details on my professional history. As a interdisciplinary loving professional, I am proud to say I started my career in retail sales first with Nordstrom's, I quickly became a top sales person, allowing me to make a strategic move to Southern California where I then moved on to work in textile print design for a firm located in LA, NYC, Shanghai and London. There I worked on intricate print design projects for clients; Oscar De La Renta, BCBG Max Azria, Ralph Lauren, Tommy Hilfiger, Nike, Adidas, Guess, bebe, Billabong and many, many more.
One summer day, after receiving a compliment on one of my own designs I happened to be wearing, Trina Turk herself invited me to design along side her. My first design exceeded sales goals and expectations and the rest is career history. I recently, ran across a repeat of my very first design with Trina in the exclusive Trina Turk 20th anniversary celebration collection S/S 2015. Reviewing this honor really took me back to such an amazing time in my life. I have serious respect for Trina Turk as a business women, leader and role model for women.
After designing with Trina Turk for a few years, I took a leap of creative faith and designed in the world of pure imagination and magic under the guides of the global tween fashion doll phenomenon, Bratz. In my first year of design at Bratz, our team took home the L.I.M.A. Award for best brand in the licensing business, beating out brands like Hello Kitty San Rio and Barbie. Also taking home a Kids Choice Award & T.O.T.Y. Peoples Choice Award. I, along with leadership set out to pioneer a new department at the company, providing brand design direction and design tool kits, strategically helping the global soft-line and hardline business exceed revenue goals, making the company its first billion in revenue, becoming the highest profit making department within the company, awarded the creative lead on seasonal brand direction in all categories, including dolls, and ultimately participating in making the brand a huge success. Produced a Bratz fashion show by taking charge of choosing runway talent, to selecting music and wardrobe styling at the House Of Blues on Sunset Boulevard with some of the most talented dancers in the world (featuring the little dancer from Missy Elliots "Work It" video, Alyson Stoner, remember her?). The lifestyle brand became so huge, that Fox Searchlight went on to produce a Bratz Movie. Loving the fact, that just this year, years later, we received a positive shout out in Nylon Magazine, a shout out specifically dedicated to the "Bratz brand and designs of the past" and it's positive style influence on the fashion editor herself growing up, yes, thee "Bratz of the past", the ones I contributed to! Just goes to show that really outstanding style influence never dies. Between Trina and Bratz the continued "love" as of lately, years later, seems to be an ongoing theme. Seriously, a lovely reminder that my life was meant for this work!
Affairs are just as lively as an independent consultant now, where I invite all brand design, apparel and accessory design, speaking engagements and styling commissions. Recently brand strategized, styled and designed promo materials, albums covers, magazine features, a trade show and a video reel lending a hand in strategically helping my client land a feature in Beyonce Knowles Countdown Video , Artslandia Magazine and an interview on Koin 6 News with Ken Boddie. Mentored a local Portland indie fashion design client on how to gain just the right perspective on her target market, design and edited her collections point of view and merchandising story, sourced production contractors out of LA, all of this resulting in her attracting her first Japanese boutique account (penetrating a new market across borders for the first time). Kinda a big deal. This same client was also featured on WGSN for being a leading trend setter in knit jersey design online. Ahhhmazing, so proud of them! Kept up with accessory designing, by attending a sneaker making design class with the designer that originally produced Prefontaine's running shoes in the NIKE Kitchen. Yes, that kitchen. The highly secured, very hard to get into NIKE kitchen. You know, where all the secret mad scientific designers come up with revolutionary ideas for NIKE? Yep. I was a guest designer in there, and I got to design my own shoe while visiting, I had full access to the most outstanding materials, all right there, right at my fingertips. Truly a phenomenal, once in a lifetime, ultimate sneaker loving designers dream come true. I still have to pinch myself when I think about it, still can't believe that was real! Led a fashion camp for the Mayors office in LA, highest attendance in the history of the tween-teen youth at risk program, Summer Night Lights. Ultimately, I follow my passions with my career choices and it has made all the difference, all the varied creative work so far, has pushed me beyond limits, with every new client I continuously demand and expect to produce my best work yet.
At this point, you are probably asking why I am going on and on about all of this? I'm telling you this, because if you have a brand or product design project and you need a proven successful, award-winning, stylish, hard-working, collaborative, entrepreneurial-spirited, playful-loving chica to collaborate with, dial me! In all likelihood, I'm the lady for the charge.
target market profiles
brand directives & pov
visual designer / ux design
brand agent for agencies, studio team and talent