PHOTO ASSET DEVELOPMENT
PHOTOGRAPHY AND ART DIRECTION
Develop, curate, and manage photo asset system with unique imagery to be used in multi-channel markets.
Scouting locations, scheduling models, shoot times, and travel to develop a robust and diverse collection of lifestyle and stylized beverages poured with signature Micro Matic equipment.
Secured locations with equipment we want to feature. Scheduled photoshoots with models, General Managers, Restaurant Groups, and an assistant. Created beer, wine, water, nitro coffee, juice, kombucha, and many more "on tap" item categories.
Worked with the Technical Director, Design Center, and Regional Sales Managers to secure locations and create shot lists.
Created stock imagery from recognizable restaurants, bars, breweries, and vineyards throughout the U.S.
TRADE SHOW EXHIBIT MANAGEMENT
"It's incredible the amount of work you had to do with the trade shows. You did an amazing job setting the standard and providing a foundation on how to do shows of this scale." – Brian Van Holten, Creative Brand Manager, Micro Matic USA
PROJECT MANAGEMENT, CREATIVE AND ART DIRECTION
Create a trade show display that is modular, flexible, and functional that can be retained for next five years while allowing the content to be repurposed.
Redefining the spend, efficiencies, messaging, and design capabilities while updating the strategy for various sizes and scale of events per year.
Vetted new exhibit partners and found scaleable booth designs. Used similar textures and aesthetics to align with the global brand then focused on unique accessories and styling to meet the unique shows and markets.
Found Suncoast Skyline as our main partner to build, store, and modify the exhibits. Put together a team of engineers, artisans, designers, videographers, illustrators, and logistics to implement.
Successfully created scaleable and adjustable exhibits that were unique to each target market while keeping budgets 15-20% lower than previous years.
EVERYTHING ON TAP – CAMPAIGN
MEANS EVERYTHING ON TAP – ALL BEVERAGE PLATFORM PRODUCT & MARKET LAUNCH CAMPAIGN
"Christy is very proactive in dealing with problems and is effective at anticipating potential issues before they surface. She is very dedicated to delivering on her responsibilities, is guided by a moral compass pointed in a true direction. She has a strong desire for continual learning and for accepting new and challenging projects. I always enjoyed Christy’s easy and confident communication style and her ability to deal positively with her colleagues and customers alike." – Sean Fadden, Director of New Product Development, Micro Matic USA
CREATIVE DIRECTION AND ART DIRECTION
Create brand and product awareness in the convenience store market.
New market and a new product. This market cares about efficiencies and footprint. Focus on ease of use and numerous product temperatures, viscosities, and treatments available from one machine, minimizes footprint and efficiency by combining numerous machines into one.
Make the message simple and the aesthetics bold. “Everything on Tap”
– Booth at Convenience Store Trade Shows
– Videos for Trade Show Booths and Website
– Ads in Industry Trade Magazines
– Landing Page on Website
– Social Media targeted push
– Digital Ads and Web Banners on Industry, Architectural, Food Service and Vendors Sites
Working with the Director of New Product Development to create the goals and objectives, then with my team to brainstorm concepts and establish parameters. Assembled and led a team of inhouse and freelance designers, copywriters, videographers, and outside vendors to implement.
Created awareness with intended Fortune 500 decision makers who requested prototypes for their test stores.