Kerry Grindle

Experience

• 

  Retail / Lifestyle / Consumer Goods / Healthcare / Non Profit

  Jan 1994 - Jan 2000

  Art Director

  Creative strategy, art direction, design and on-set photo shoot direction for Ogilvy, Brierley + Partners, Goldberg Marchesano and Abramson Ehrlich ManesClients include IKEA, GEICO, Honda, Hilton, Smithsonian Institution, National Zoo, Washington Metro, Amgen, Health Net, Blue Cross Blue Shield, Pallotta TeamWorks, Jewish Federation, United Way and Make-A-Wish America

• 

  BCBGMAXAZRIAGROUP

  Jan 2000 - Jan 2004

  Senior Art Director

  Launched a comprehensive rebrand of BCBG Runway Collection and BCBG Ready-to-Wear, introducing an elevated aesthetic for photography + brand consistency across all touchpoints, including print ad campaigns, lookbooks, catalogues and direct mail; partnered with Chief Creative Officer to transform seasonal inspiration into concepts for runway show invitations and tickets, save-the-date reminders and aftershow invitations for New York Fashion WeekOversaw all creative of brand’s debut BCBG Bridal Collection, Signature Series Handbag Collection and first location shoot at the Viceroy Hotel; directed photo shoots, styling and hair + makeup; designed and produced catalogues for each collection, working closely with retouchers and print vendors; provided final sign off on color proofs and press sheetsSelected and managed external creative partners including NY + LA fashion photographers, wardrobe stylists, makeup artists, retouchers and print brokers; partnered with in-house Marketing Director, Project Manager and DesignersDesigned and produced first 10-page editorial ad campaign for the September issue of Vogue; worked with Vogue’s publisher and print production team, providing preflighted digital files, guidance on color matching and final approval of proofsReceived recognition from Women’s Wear Daily for “most innovative” runway show invitation design for 2 consecutive years Show less

• 

  The Walt Disney Company

  Jan 2004 - Jan 2007

  Senior Art Director

  DISNEY MOBILELed brand development, packaging design and print collateral for the launch of Disney Mobile, the first wireless phone service offering Disney content and GPS for families; directed casting and photo shoots; designed and produced handset packaging, user guide and quick guideCollaborated with external advertising agency and in-house copywriters, providing direction and style guidelines for print ads and direct mail campaignsDISNEY BABYPartnered with VP Creative Director to develop creative strategies and branding for the relaunch of Disney Baby; responsible for design direction of product and apparel packaging including open + closed boxes, blister packs, header cards, gift cards + gift boxes, neck labels and hang tags; created in-store signage and shop-in-shop retail concepts for Target and Walmart storesManaged an in-house team of Art Directors and Designers; collaborated with copywriters and character artists to create tie-ins to Disney-themed products and accessoriesGLOBAL BRANDINGCollaborated with VP Creative Director and Licensing to design and develop the “Growing with Disney Interactive Branding Tool,” the first all-inclusive online style guide for global brands and propertiesLed packaging design overhaul of 75+ SKUs for Disney Home, including hard and soft goods for Princess properties retailing exclusively at Lowes stores Show less

• 

  BELLA+CANVAS

  Jan 2007 - Jan 2013

  Creative Director

  Led the major rebrand of Bella + Canvas across all apparel categories including unisex, women, men and kids; developed a modern retail aesthetic to appeal to a younger demographic and growing direct-to-consumer audience; reported directly to the Co-founder/CEOIntroduced an elevated fashion and lifestyle direction for studio and location photography; responsible for all seasonal concepts, casting and on-set direction of photo shoots; designed and produced annual wholesale catalogues including the first to feature women’s and men’s fashions together as one brandResponsible for the strategy and creative campaign that led to the brands Bella and Canvas Menswear being merged into the singular entity known today as Bella + CanvasDeveloped and launched the “BE DIFFERENT” creative campaign promoting brand innovations and the company’s commitment to sustainable practices; directed a 360-degree rollout over print, digital, video and experiential channels, including first-ever brand book featuring co-founder storyDirected the creative development of a secondary direct-to-consumer brand called Bella Luxx, providing seasonal concepts, lookbooks and catalogue designManaged in-house creative team and end-to-end execution of print collateral, photography and retouching; worked closely with domestic and international print vendors, providing final sign off on color proofs and press sheets Show less

• 

  Alo Yoga

  Jan 2010 - Jan 2013

  Creative Director

  Responsible for the creative transformation of ALO Yoga; converted a wholesale activewear collection into a prestige athleisure brand by injecting principles of luxury fashion, beauty and lifestyle branding into the visual story; presented guidance on voice, tone and messaging to establish an authentic brand personality; reported directly to the Co-founder/CEOIntroduced a refined and elevated aesthetic for photography featuring yoga practitioners in beautiful locations around the world; targeted growing athleisure market by launching 360-degree creative campaigns including print + digital advertising, lookbooks, catalogues and a redesigned ecommerce websiteDirected the creative development of 2 secondary wholesale brands, ALO Sport and ALO Team, focusing on the specific needs of each niche market Managed in-house creative team and end-to-end execution of print collateral, digital design, photography and retouching; worked closely with external print vendor, attending on-site press checks, providing final sign off on color proofs and press sheets Show less

• 

  PureGear

  Jan 2013 - Jan 2014

  Creative Director

  Directed development of the first-ever 360-degree creative campaign “Making a Case for Life,” unifying messaging across print, digital, video, experiential and social channels; collaborated with external creative agency to rollout campaign at CES 2014 with 4 brand videos featuring mobile device protection stories told through the lens of extreme sports; reported directly to the President and CEOSpearheaded retail packaging redesign, a complete overhaul of 100+ SKUs, securing sell-in from specialty retailers; performed competitive analysis, explored structure, materials and cost with partners in China; standardized design of multi-lingual copy per Apple's global style guidelines; introduced the out-of-box experience for in-store packagingThe out-of-box experience increased sales 500% in the first year, making PureGear the best-selling brand at AT&T, T-Mobile and Verizon stores nationwide, and in Latin America, Europe and AsiaDesigned multi-level island booth and promotional materials for 2 International CES trade shows; created product giveaway social campaigns promoting highest IP-rated device protection and water-resistant products; “Give Us Your Best Excuse” and “Let It Rain” attracted over 1000 broken iPhone stories, earning an iLounge “Best in Show” awardRecruited and scaled the in-house creative department from a small core group to a 10-person team comprised of Art Directors, Designers, Production, Asset Manager, Packaging Engineer and Creative Operations; outsourced projects to creative agencies based on scope of work; worked in tandem with Product Development to guarantee brand consistency Show less

• 

  John Paul Mitchell Systems

  Jan 2014 - Jan 2016

  Design Director

  Directed creative campaigns, brand + product development and packaging design of 5 retail and direct-to-consumer brands: Paul Mitchell, Tea Tree, Scalp Care, Neon and Color Craft; managed creative process from project brief to delivery; worked closely with stakeholders and VP Creative Director to obtain approvals and ensure all print + digital collateral was on-brandLed creative development, design and production for the launch campaign of Neon, the first direct-to-consumer brand for JPMS; oversaw all projects including brand identity, style guide, mood boards, campaign photography, print ads, product brochure, salon posters, mirror clings, packaging, social campaign, influencer kit, animation, video, web assets and marketing decksProduced 2 social campaigns to support Neon launch: #STANDOUTSTYLE + #STICKITTOBULLYING; worked directly with external PR/Social Media/Influencer Marketing firmDeveloped and coordinated the creative campaigns of high profile, retail promotions for Paul Mitchell Holiday, Bright Pink and Electric Youth; mentored creative team assigned to design and produce brand identity, product brochures, packaging and professional haircare tools; partnered with domestic and international print, packaging + OEM vendors to source unique materials and print techniquesSupervised and directed an in-house creative team of 12, providing actionable direction, creative review and approvals to deliver end-to-end creative of hundreds of concurrent projects; team included Art Directors, Designers, Production, Photographers, Retouchers and Video Editors; worked with Creative Operations and external print vendors to maintain timelines and budgets; responsible for final creative sign off on print, digital and video projects prior to VP Creative Director and Executive Leadership approvalDesigned and produced the first-ever Branding + Visual Merchandising Guide to ensure a top-to-bottom branded look for Paul Mitchell Salons Show less

• 

  OPI Products, Inc.

  Jan 2016 - Jan 2017

  Creative Consultant

  Developed brand identity for the Lisbon Collection SS18, launching in-store at Ulta and Sally Beauty, and on Amazon; adapted creative to align with OPI style guidelines while bringing the collection story to life; designed print + digital ads, Amazon Store homepage, product brochure, color chart, salon collateral, packaging and nail lacquer display headersDesigned and produced 150-page PowerPoint deck presented at the annual Global Sales Meeting in Geneva, Switzerland; redesigned presentation template to improve visual hierarchy, converted complex data into animated graphics; communicated cross functionally with stakeholders and speakers to deliver an elevated brand narrativeCollaborated with industrial design and visual merchandising to modernize product packaging for Pro Spa Skincare; designed and produced foil packs and countertop displays for launch of single-use moisturizing gloves and socks; utilized Robohead project management software for routing, approvals and deliverables Show less

• 

  Alterna Haircare

  Jan 2017 - Jan 2018

  Associate Creative Director

  Directed 20 branded content videos featuring celebrity stylists, product demos and get-the-look tutorials hosted on social channels, Sephora TV and at events; led concept and storyboard development, on-set and BTS direction; managed $450K budgets, casting, styling and editingLed packaging design refresh of 70+ SKUs within the Caviar Anti-Aging collection; performed competitive analysis, shape + structure ideation, typographic + colorways exploration; brought early stage concepts to life by partnering with 2D + 3D designers and prototyping experts to create replicas for photo shoots and promotional events Packaging redesign and branded videos introduced new pillars and product formulas, securing sell-in agreements from top retailers Ulta, Sephora and NordstromDeveloped branding style guides to ensure consistent use of identity, story, voice, messaging and design during brand-wide restage; collaborated with internal team to produce a digital brand book + standards guide used by marketing, education, sales and creative agenciesManaged 100+ small- and large-scale projects with a focus on creative direction, resource allocation, budgets, approvals and deliverables; streamlined creative process to accommodate accelerated timelines; met small team challenges with hands-on skills Show less

• 

  Grindle Co.

  Jan 2018 - now

  Freelance Creative Director

  Grindle Co. is a creative studio founded on building partnerships and dedicated to providing outstanding end-to-end creative for beauty + fashion brands.RECENT WORK:Hérve Léger by Max Azria, Standard Black / Smith + Cult, Guthy Renker / Volaire, Davi Skin and Lashbox LACAPABILITIES: Creative Strategy, Brand Development, Product Development, Creative Campaigns, Adaptive Creative, Creative Direction, Art Direction, Design, On-Set Direction for Still Photography + Video, Retouching Oversight, Editing Oversight, Casting, Talent Procurement, Print + Digital Production and Campaign ActivationPROJECT EXPERIENCE:Print + Digital Advertising, Brand Identity, Product Brochures, Product Guides, Style Guides, Brand Books, Catalogues, Lookbooks, Salon Posters, OOH, Visual Merchandising, Product Packaging Design, Campaign Photography, Packaging Photography, Behind the Scenes Photography, Video, Motion Graphics, Animations, Digital Asset Creation, Website Design, Landing Pages, Web Pages, Mood Boards, Storyboards and Presentations Show less