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Graphic Designer, Product

Creative & Design

Multi-faceted creative currently working as a product graphic designer in the bicycle industry. Specialties and areas of expertise include graphic concepting, tech-pack and vector artwork development, and color theory. Demonstrates a keen eye for detail and the unique ability to connect brand identity and marketing with technical design skills. Experienced in global manufacturing and mass production. 


Graphic concept development for innovation platforms within the product line.
• Work hand-in-hand with Product Managers to ensure the product aesthetic is aligned with market positioning.
• Development of visual line plans for half of the product line annually, including the selection of paints and colors for each model based on regional trends.
• Creation of production artwork (tech-packs) that translate renderings into to-scale vector decals, masking lines, and visual guidelines for mass production.
• Regularly perform trend research and reporting within the cycling industry and relevant categories.
• Trained and skilled at industrial painting techniques to produce SOP and color samples. Completed R&D in the paint booth to develop new specialty paint techniques.
• Lead development of the bi-annual color palette, including trend research, historical analysis, paint chemistry research, and application of color theory in conjunction with the annual creative direction.
• Support the Parts and Accessories team, ranging from helmet design to packaging design.



• Developed content and social media strategies by channel, working hand-in- hand with key stakeholders on the global marketing team to ensure that the brand messaging was properly communicated through social media and all brand channels in 2020.
• Spearheaded new creative process to be implemented for all top-tier product launch campaigns in 2020, ensuring that all brand content is being created purposefully.
• Developed the bi-weekly content calendar to ensure a strong brand presence across various channels and ensured aesthetic cohesiveness.
• Created platform-specific content and custom assets that met brand standards and aligned with already-existing campaign assets.
• Overhauled the brand YouTube channel, creating a new page layout that aligned with the brand strategy and implementation of SEO.
• Designed and developed Squarespace-hosted blog posts from the ground up, including page layout, aesthetic concepts, and grading of raw photo assets to brand and campaign standards.
  

Freelance, Global Marketing & Social Media

Maintained all aspects of global brand identity for two niche brands including creative direction and marketing strategies.
• Spearheaded a major rebrand that resulted in the acquisition of several new key accounts and various industry press highlights.
• Art direction, styling, planning, and execution of all major brand photoshoots.
• Implementation of brand guidelines and standards across all brand content.
• Developed and executed the creative brief for all major product launch campaigns.
• Managed and maintained all key brand relationships, including key partnerships, ambassadors, and media.
• Worked hand-in-hand with product managers and designers to ensure that the brand identity was consistent and strong across 150 product models spanning two global brands, from creative conception to production.
• Conducted and presented in-depth market research and trend forecasting as guidelines for the upcoming model year.
• Interface across departments to gain alignment among key stakeholders and ensure transparency among departments.

Brand Manager

 Recolored and updated bicycle graphics across four in-house brands.
• Updated and maintained a library of production artwork files, including distribution
of files to Asian factories and correspondence with partners there.
• Regularly traveled to Asian and European factories and production facilities to
oversee color accuracy, provide graphic approval for mass production, and product
photoshoot oversight.
• Maintained product photo library, including production work and writing scripts.


Product Graphics Designer

Lenna Cooper is a Graphic Designer, Product at Cannondale in Trumbull, CT. View their experience, skills and work history on Malakye — the professional…

Lenna Cooper — Graphic Designer, Product at Cannondale

Lenna Cooper

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