Notes:
Add Link to Inspiration Mood Board
Add references: Zach, Lea, Spencer, Steph, Bill
Add some work highlights subtly around the sides
Mention Honor Immortal
Expand - Biosteel work, in Key Projects and Work history

Highly skilled and innovative Graphic Designer with 20 years of experience specializing in the Energy Drinks industry. Proven expertise in packaging design, new product innovation, and brand partnership concept development. Proficient in all aspects of design, execution, production, printing, and launch activation. Demonstrated ability to create visually striking designs that align with brand objectives and engage target audiences. Adept at collaborating with cross-functional teams to bring creative ideas to life. Passionate about delivering exceptional design solutions that drive brand growth and market success.

Education

BA Graphic Design, Charles Sturt University, Australia
Diploma, Instructional Interactive Media, TAFE, Australia
Principals in Art Direction, Advertising Federation of Australia
Design Bravery, D&AD, London

References

Zach Abell - Rockstar Inc/ PepisiCo - Creative Director - Zach.abell@me.com
Lea Torchetti - Biosteel - Senior Brand Manager - lea.torchetti@biosteel.com
Steph Mitchell - The Implant Centre - Practice Manager - stephmitchell@theimplantcentre.com
Spencer Kelly - Flovatar, SportVatar - Creative Director - spencer@flovatar.com

Skills:

Proficient in Adobe Creative Suite (Photoshop, Illustrator, InDesign) and other graphic design software.
Strong understanding of branding principles and ability to create designs that align with brand guidelines.
Knowledge of print production processes and experience liaising with suppliers and printers.
Excellent eye for detail, typography, and color theory.
Ability to work in a fast-paced environment and manage multiple projects simultaneously.
Strong communication and collaboration skills, with the ability to present ideas and concepts effectively.

Software

Key Projects

2023 Transformed The Implant Centre's 'Patient' and 'Dentist' websites, doubling their impact. Spearheaded the entire process, from design and development to stunning staff photography, retouching, and seamless form setup. Implemented powerful SEO strategies for enhanced visibility.

2020/2022 - Motion graphics for NBA and US Soccer stadiums

2022 Collaborated with Rockstar Energy Drink (PepsiCo) and Starfield (Xbox)/Manchester City/UEFA Champions League to shape captivating on-pack artwork concepts. Guided the design and art direction, resulting in visually striking representations that captivated audiences.

2021 Secured a spot as a design finalist for the PepsiCo x Beyond Meat collaboration, Planet Partnership Branding. Showcased exceptional creativity and skill in the highly competitive internal tender process.

Led the design and art direction for Rockstar Energy Drink (PepsiCo) and Call of Duty - War Zone (Activision), creating captivating on-pack artwork and activation key visuals. Skillfully captured the essence of the collaboration, resulting in dynamic and engaging designs.

2020/21 Pioneered the redesign of Rockstar Energy Drink's packaging for international markets. Led the design and art direction, crafting a bold and impactful visual identity that resonated with global consumers.

2010-20 Drove the design and development of category-leading products for Rockstar Energy Drink, consistently pushing the boundaries of innovation and market appeal.

2013-20 Meticulously managed proofing and production quality assurance for Rockstar Energy Drink, ensuring the highest level of excellence and precision across all aspects of the brand.

2017 Led the design of the highly successful Rockstar FirstStart Energy Drink, hailed as 'Tesco's fastest selling new product innovation.' Demonstrated exceptional creativity and strategic thinking, resulting in a product that resonated with consumers and achieved remarkable sales success.

Employment History

Art Director, Graphic Designer - Freelance
March 2022 - Current

PepsiCo, Biosteel Sports Drinks USA/CA, Celsius Fitness Drinks USA, Flovatar, Sportsvatar, The Implant Centre2022
Rockstar Energy Drink (PepsiCo) x Starfield (Xbox)/Manchester City/ UEFA Champions League.
Led the design/art direction of the on pack artwork concepts

Graphic Design/Art Direction (Freelance) Pepsico (Global)
June 2021 - March 2022

_ Guided Pepsico on Rockstar Energy brand visual communication and packaging design

_ Art Direction on new product innovation concept development

_ Art Direction on Rockstar x Call of Duty (War Zone) partnership pack final and key visuals

_ Art Direction on Rockstar Refresh innovation concept, final and launch key visuals

_ Art Direction on Manchester City and UEFA Champions League partnership pack concepts

_ Art Direction on Starfield (XBOX) x Rockstar partnership pack concepts

_ Lead design on high stake brand marketing and design strategy presentations

Graphic Design Consultant Pepsico (NAB/Global)
May 2020 - June 2021

_ Lead design in the transition of Rockstar Energy from Rockstar Inc. to PepsiCo Global

_ Guided and designed the label rebrand for global markets, designed and set master files

_ Used Photoshop and 3D software to adapt and develop product pack shots

_ Lead design on new product innovation concept development

_ Lead design on Rockstar x Call of Duty (Cold War) partnership pack final and key visuals

_ Lead design Rockstar Hemp innovation concepts and final master files

Art Director (Freelance) XBOX and Miai Brand Partnerships
April 2020

_ Provided design concepts for the Halo Inifinity x Pringles brand partnership

Art Director, Lead Graphic Designer - Rockstar Inc. USA (Rockstar Energy Drink)
Oct 2008 - May 2020

Initial role, design support to the creative director, quickly grew to Lead Graphic Designer/Art Director responsible for

the majority of creative and design output for Rockstar international markets. From small design projects to design of

new product innovation and brand partnership concepts, packaging art and launch activation, taking ownership and

responsibility of guiding the markets on brand communication and print production.

_ Lead graphic designer/art director of international markets for industry leading brands

_ Led design on fastest selling and market leading product innovation

_ Guided brand managers and production teams from A.G.Barr and Pepsico

_ Ensured international markets adhered to brand guides and retained brand/product integrity

_ Sign off and approval of brand communication from international markets

_ Lead design/Art Direction on brand partnership campaigns

_ Brand partners such as Activision, Universal, Paramount, Bungie, XBOX, Doritos, Call of Duty

_ Managed print production teams ensuring printed product integrity

_ Quality assurance for proofing and print production in the UK and Germany

_ Responsibility to sign off approval for inks, proof cans, print ready art and product standards

_ Lead design on Rockstar alcohol RTD products in Canada

_ Lead design on 2018 Rockstar Energy label redesign

_ Designed and set all international product labels, trays, cartons and films

_ Used 3D software to build activation mock ups for approval

_ Introduced using 3D software to create packshots used in all visual communication

Graphic Designer Freelance
Aug 2008 – Feb 2009

Ogilvy & Mather, Action for Children, and SCB Partners - London

Mid Weight Graphic/ Digital Designer - Device Technologies Australia - Sydney, Australia
June 2006 – June 2008

Freelance Designer/ Editor/ Commisioned Work
2002-2006

PMP Digital, Andy Clockwise, Select Music, Jetty Girl (General Pants), FBi Radio Station - Sydney, Australia

Worked in bars, supermarkets and with adults with mental and behavioural disabilities