// ART DIRECTION //

I currently lead the writing, crafting, and photography teams responsible for developing project sheet inspiration that hangs in the aisles of Hobby Lobby stores. I provide guidance and art direction during the conceptual phase as crafts are created, photography phase as crafts are styled, photographed and color corrected, and finally the writing and design phases as all of the information comes together in the InDesign template.

I also currently lead Corporate Media, a team of stylists, one photographer, one photo editor, two team leaders and 3 coordinators who work on Mardel sales imagery for social media and the web. I have also led the design team who developed some of the products shown below: gift bags, classroom décor, and planners. The Corporate Media Team works on sets in a variety of scale, from close-up shots and flat lays to large scale rooms, even a classroom! I have pushed trend awareness, composition, lighting and depth. Our presence on social media platforms continues to grow as our store fronts expand to new locations in multiple states in the mid-west.

As the Team Leader on Cards & Party, I was tasked with overseeing the design for a Safari Party theme (below) to replace an older, outdated look. I led my designer at the time through the process of illustrating a cohesive set of characters that could fit a gender neutral theme and trend forward style. We researched color and the overall aesthetic of baby products at the time, and we landed on a cutesier vibe than we had before with a more neutral coloring. The designer was not an illustrator by trade, so I mentored her in developing poses and shading to build out a collection of animals. The look was a huge success and applied to multiple party products including gift bags, cake toppers, gift wrap, and even a baby book.

Making the Grade™ is one of Hobby Lobby’s exclusive line names. I led the team that was tasked with developing a new brand and packaging look to feature new locker decorations to be sold in store. For the design below, I had the designer work through a step-by-step process, starting with sketches and logo concepts, to ensure the client approved of the direction. We then spent time researching the market to ensure concepts presented were competitive with outside brands. Once the design was approved, I was responsible for overseeing the development of a standard style guide that could then be referenced for more than 20 different packaging templates. The client was very happy with the end result and the brand has become one of the more established brands in the store, expanding to include classroom décor.