Conceptualization and creation of key art, owned and paid media, and dotcom assets for Fender Ecomm. Working as a lead designer on the workstream, I designed, executed, and delivered thousands of assets for various levels of campaigns in seven languages under tight timelines, managing several campaigns simultaneously. In addition to design work, I established creative libraries, refined internal organization and design language, and implemented delivery automation to simplify workflows.

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For key art, briefs were provided by Fender outlining design goals and needs. After gathering inspiration, conceptualizing, and designing key art, we'd refine the visual direction together before moving on to asset creation.

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For media and assets, briefs were provided by Fender for campaigns of varying complexity and seasonality, requiring unique solutions and problem-solving to meet design, copy, and spec requirements.

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Work completed at The Program, with design oversight from Senior Designer Maila O'Connor.