1. Musgraves - SuperValu and Centra Own Brand Group Creative Director
I have worked with Musgraves for over 10 years in a number of capacities. Firstly as creative director of their first Own Brand Range for SuperValu, to most recent appointments as group creative director for the design and implementation of the SuperValu and Centra Own Brands.
This role included a variety of skill sets - Strategic Design experience of a faced paced retail brand industry as member of brand innovation steering group. Creative director on steering group for initial strategic positioning for Own Brand Creative concepts; Participation in qualitative research group; Creative director of implementation of Both Executive SuperValu and Centra Own Brand packaging accross 500 individual product lines per range.
This involved the management of a team of 6 designers and artworkers, Design management of presentation of creative work to key stakeholders on a twice weekly basis I was clossely involved in overseeing the quality of each individual piece of artwork to ensure the highest standards were achieved.
Involvement in a variety of steering groups from: international best practice, work flows, Brand custodian, packaging and print innovation.
I was a co-author of their RACI and SOP processes to create better efficiencies in the ways of working between different partners in the process.
In addition to this I formed part of a team of key stakeholders in the business in a 12 month steering group to re-design the nature of the way they engaged in business from both Product inception to post launch - This process exposed me to both national and international management of best practice and innovation.
Design direction, management and - creation of the Keelings Fruit Brand creative guidelines. The objective of the brief was to take a number of core brand identity elements that had been created for the keeling brand and to give them meaning, structure and a blueprint for the implementation of the brand on all applications from packaging, to literature, to through the line advertising. This process involved a peeling back of the current brand status and creating the recommendations and best practice for how the brand should be brought to life in a clear, consistent way through all mediums - to ensure that the brand message was strong, unique and identifiable as Keelings.
With a variety of agencies and stakeholders involved in the implementation of the Keelings Brand, a series of briefings and workshops with stakeholders was imperative to the success of the brand implementation. My role as both design director and brand guardian of the brand development was thoroughly fulfilling whether meeting with growers in the fields to workshop sessions with team members. This brand is continuing to grow from strength to strength.
3. Indepharm - Haven Pharmacy
I collaborated with Bradley Brand and design who had developed a core Logo for Haven pharmacy - a nationwide chain of pharmacists. My role was to take the core logo and brand strategy and to transform it into a vibrant Brand with longevity and timelessness. As part of this process I engaged with a team of key stakeholders to create a comprehensive set of brand guidelines that would have the “spirit of the brand” at heart, whilst equipping it with a toolkit of visual parts to ensure the consistent, streamlined application of the brand throughout over 50 individually owned pharmacies nationwide.
4. Science Foundation of Ireland
Creative Design, implementation and production of all creative collateral for the 2010 and 2011 International Science Foundation Annual Seminars in association with Jigsaw management.
Core aspects of the project included:
- Creative concepts for the overall conference theme.
- Design and development of 300 page Conference Tome which included detailed project management and
co-ordination of a number of stakeholders, keynote speakers and translations to Irish.
- Microsoft, Double Click, Supply of all print communications to web developers for online application
5. QQI - Quality and Qualifications of Ireland
Currently I am working on the development of Brand identity, Print communications, Art Direction for photographic style for the newly appointed Further and higher Education awarding body in association with O'Connor & Kelly.
6. Harvest Resources
7. Green Acres of Wexford
9. Caroline Goulding Cake Design
10. Roller Blow Dry Bar