B2B2C Customer Marketing
THE COMPANIES
Competitor Group, Inc. is a privately held, global media and event entertainment company that owns and operates over 40 large scale running, cycling, and triathlon events. One of the well-known events being the Rock ‘N’ Roll Marathon.
CollegeWear, Inc. is an apparel printing company in San Diego, CA. They help create quality, affordable custom products that serves the local communities and capture memories.
MY ROLES
At Competitor Group, Inc., I specialized in producing apparel designs for the Merchandise stores at the Rock ‘n’ Roll Marathon series expos. I created versatile templatized designs that had the capability to go with any theme or style for the different series of events throughout the nation and globally.
At CollegeWear, Inc. I worked as a production designer, and at Competitor Group, Inc., I worked as as a Print Graphic Designer. My main role at CollegeWear was to create various original T-shirt designs.
THE COMPANY
ZEISS Vision Care is one of the world's leading manufacturers of eyeglass lenses and ophthalmic instruments. The area is part of the Consumer Markets segment and develops and produces offerings for the entire eyeglass value chain that are distributed globally under the ZEISS brand.
MY ROLE
As the Senior Graphic Designer at Carl Zeiss Vision, I was tasked to effectively communicate the ZEISS brand to our customers and present all services we offer to them in a Marketing deck, that included window clings, wall vinyls, posters, in-store branding, and online services they offered.
Creative Fields
Print layout design, Photoshop, Photography, Videography
Elevating existing materials and the brand
Before, I started worked on this project, the Customer Marketing Managers, were left to designing their own marketing offerings. The in-house creative services department was short-staffed, so the team resorted to using freelance graphic designers that was hard to cohesively make different artwork around offices flow. Another major hurdle was to avoid making custom pieces per practice. Creating a customer marketing deck helped alleviate that, by standardizing artwork, and showing customers the exact pieces they can order and how it can be utilized on different mediums, from adhesive wall vinyls, window clings, and framed posters for them to hang in their practice.
Using a labeling system on the Customer Marketing Deck, helped save time and efforts while inputing the requests in sales tools, such as salesforce. Connecting to the customer, to the business development representative, and to the customer marketing manager, the messaging can get lost in translation. Labeling artwork by Letter (Product) then by Number (Product Image variation), and then by orientation alleviated any confusion.
Following strict brand guidelines
ZEISS had many strict brand guidelines in regard to the logo usage, font sizes, alignment, and spacing. Using this information, helped make sure the brand looked cohesive throughout any promotional pieces for any product.
Eyes on Independents Video Series Campaign
The Eyes on Independents Video Series was a unique campaign to highlight different eyeglass frame vendors, and unique optical shops across the United States. Garrett Leight California Optical in Venice, CA was the pilot to this series, as we decided to start leveraging partners of the ZEISS brand. I went to Venice to meet with key people, such as the head of design, and the director of retail. This was a key video for this campaign, as it spearheaded the format and a baseline to create other videos of this genre in other parts of the United States, like Brooklyn, NY, and Pearland, TX.
This campaign helped elevate the ZEISS brand, and inspire others and other optical practices to achieve this quality of service.
