Seth Olsen
Creative Director · La-Z-Boy - Casegoods Division
Hudson, NC
In My Own Words
Creative Director with over 15 years of experience in design and visual communication; responsible for directing and influencing branding, photography, merchandising, digital marketing, social media, web development, and additional visual media. Recognized for being insightful, innovative, and passionate about creative design. Demonstrated ability to mentor, guide, and provide support to team members as well as to create effective relationships with clients and vendors.
Specialties: Design, Branding, Marketing, Media, Art, Ideation, Innovation, Social Media, Sports, Public Relations, New Technology, Retail Marketing Solutions, Cost-Effective Sourcing
AIGA professional
Work Experience
Creative Director
La-Z-Boy - Casegoods Division2014 – Present
Lead all aspects of design for the Casegoods Division of La-Z-Boy Inc. including creative and branding for Kincaid Furniture, American Drew Furniture and Hammary Furniture in North Carolina. Create innovative marketing solutions for internal and external sales teams including print, web, keynote presentations, mobile app development and edited videos. Supervise creative photography teams at 4 different studios and design all catalogs, point-of-sale, and related materials for the entire division. Manage creative development with related advertising agencies and vendors for print, web, television, video production and photography.
Creative Director
Kincaid Furniture / La-Z-Boy Inc.2008 – 2014
Managed creative and corporate branding for Kincaid Furniture plus the La-Z-Boy Hospitality Division. Directed studio team of photographers, designers and crew while supervising all creative and tracking projects through completion. Managed design and production of all marketing materials including; catalogs, advertising, trade show creative, social media and online advertising to ensure consistent corporate branding. Negotiated with outside vendors to reduce costs over 30% in 5 years while maintaining the same level of quality and production.
Senior Designer
Olive Garden2006 – 2008
Led design in merchandising, menus and related collateral projects for the Olive Garden brand. Directed creative services team in developing menu design strategy, production and database integration including establishment of best practices. Coordinated creative with internal and external agencies, photographers, illustrators and brand managers. Led menu design for Saluté! bar renovation project including imagery, layout, typography, apparel and select promotional materials.
Art Director - Boating Life Magazine
Bonnier Publications2002 – 2006
Led creative development of magazine from number 4 to number 2 in market. Developed two dozen innovative covers resulting in 40% increase in single-copy sales. Designed all editorial pages and directed over 50 photo shoots, and led creative for advertising media kits and other print collateral. Managed all art through pre-press and production including matchprints and press checks.
Creative Director - World Sports & Marketing
Bonnier Publications2002 – 2006
Designed 12 complete advertising campaigns for 14 professional sporting events. Administered design and production of ads, signage, direct mail cards, posters, apparel and special projects. Served as event division creative liaison internally and externally ensuring design continuity. Managed brand development in design for all client events. Clients: Pro Wakeboard Tour, King of Wake Wakeboarding World Cup, Air Nautiques Wake Games, Tige Pro-Am Wakeboard Championships, WWA Wakeboard Worlds, Sea-Doo Pro Wakeskate Series, Red Bull Double or Nothing, Byerly/O'Neill Toe Jam, Boardstock, Vans Triple Crown of Wakeboarding, Pro WaterSki Tour
Art Director - WakeBoarding Magazine
World Publications1994 – 2002
Established creative direction for startup publication through 10 years and 100 issues. Innovated industry standard photo-sequence collages to merge 14 action image sequence shots into one photo. Created logo and 2 redesigns, led magazine from startup to $4 million business. Directed over 200 photo shoots, managed outside team of 20 photographers. Wrote and photographed 4 features and 6 department pieces and led design vision for magazine, web and related collateral. Assisted in directing magazine toward proper representation as legitimate board sport.
Assistant Art Director
World Publications1993 – 1994
Assisted in design with over 20 features and 30 departments. Created graphics, maps, advertising and related design elements for brand.
