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Creative Director | Amplifying Brand Stories Through Innovative Design | Crafting Experiences That Resonate | Passion for Design Excellence

Tim Richardson
949-436-1459
tmrichardson1@gmail.com
http://cargocollective.com/tmr

I’ve been responsible for overseeing all aspects of creative, working with global clients such as Vans, Quiksilver, The North Face, Oakley, Mountain Hardwear, Speedo Auction.com and, West Coast University, American Career College as well as mentoring and building the creative talent within the business.

Working intuitively to pinpoint the most essential truth, visceral quality with which to tell a brand’s story. Acting as both a strategic and creative partner at every step of the process, aligning inspiration, business objectives and story-telling into powerful and authentic experiences.

While being crazy enough to think we can inspire the future, what drives us, in everything we imagine, develop and execute in today’s hyper-connected, networked users and consumers hungry for meaningful, authentic and relevant brand experiences across multiple touchpoints and regions of the globe.

The North Face® – Provided global creative direction and management for the creative team and increased Q3 2010 sales 12% in the US and 28% globally.

Oakley – Led the creative team that pitched/landed/developed the “Perform Beautifully” campaign for Oakley women’s division. Increased 2010 Q2 sales over 40%.

Mountain Hardwear – Directed global creative vision and led their rebranding initiative – redesign of print, video, online, eComm, packaging and retail to reposition in the Outdoor Retailer space. Launched two new propriety fabric technologies; DryQ Elite with 151% growth, and OutDry with 51% growth.

Speedo USA – Established a year-round Swim & Aqua Fitness consumer market, creating three consumer segments: Olympic/Competition, Fitness and Active Recreation.  Grew U.S. revenue 4%, 6% globally.

ADVERTISING & DESIGN
Brand Development and Brand Strategy
Research & Strategy
Branded Content Creation
Photo/video Art Direction
Identity Design
TV, Youtube, Radio, Video, Social Media
Concept Development
OOH Advertising
Print Advertising and Design
Brochure/Catalog
Direct Mail
Retail Point of Sale 
Environmental
Experience Design
Retail Store Design & Merchandising
Event Consultation/Development
Adobe Creative Suite
Web Development
E-Commerce
UI/UX Design and Production
Mobile App Development
Online Marketing
Search Engine Marketing
Paid Display Ads
Salesforce Email
In-House Programming
Youtube 
Facebook
Instagram, Instagram Stories 
Tik Tok
Content Development
Product Launch Consultation
Planning & Project Management
Package Design  
Retail Promotions

I was hired to lead premium men’s shirt brand to build concepts with a three-member creative team. I was responsible for seeing an idea through from conception to delivery. Told the Icy Cotton - infused with the patented cooling power of organic mint fibers with “The world’s most comfortable shirts” strategy by guiding art direction, copy, voice/tone, and lifestyle/product photography, and video consistently across the omni-channel landscape.

Worked to redesign and speed up the Salesforce email campaigns, paid/organic display ads, YouTube, Tik Tok, FB and IG video stories.

Creative Director

Lead a four-member in-house team to create an authentic lifestyle brand images/copy/strategies that are relevant to the consumer’s market by researching target audience diversity per state/campus. Sped up the SM, display ad, Salesforce email process and paid media. Worked with two advertising agencies to redesign the both websites and create TV, radio, and takedowns for YouTube, Tik Tok, IG paid display ads for national college locations and Online Programs. Helped solve shortage of nurses nationwide during the Covid 19 pandemic. Launched a new Richardson, Texas campus campaign “Hope + Action = Change” and art directed content in Miami and Dallas during the pandemic shutdown.

Auction.com brand was perceived as old and cheap and needed to evolve to appear as new and technological. I partnered with Blue-C Design agency to create a new logo and graphic brand standard, voice, tone, (buyer/seller online/in-person) visual language across all touch points. 

Worked to empower our customers to achieve their real estate goals by providing them with access to the most experienced team, trusted solutions and exclusive properties in the marketplace. We built a business intelligence dashboard for Auction.com buyers and sellers, Portfolio Interact offered unprecedented real-time data – down to the property level – to help you make selling decisions. The access to this data lets you analyze your portfolio performance and pricing.

Helped Puerto Rico after Hurricane Maria sell foreclosed homes. Over 2,000 emails were delivered – • 53.2% of the emails were opened Click Rate was 22.6% with a Click-to-Open ratio of 42.4%

Optimus email campaign to connect buyers with properties increased saves. Inspired the leaders to view ADC as the largest and most trusted marketplace for investment homes. 43,869 Emails sent 9,651 opened, 2,851 clicks (22% Open Rate)

We built a business intelligence dashboard for Auction.com buyers and sellers, Portfolio Interact offered unprecedented real-time data – down to the property level – to help you make selling decisions. Created a Bid Interact program to connect live in-person bidding with sellers (banks) to decrease “Runs” days it takes to sell a foreclosed home.
• Increases in CTR, open rates, and saves with over $34 billion in sales
• 4.9 million registered accounts in 180 countries
• 7X more listings than the closest competition
• 26.7 M annual visits

Hired to lead, supervised and influenced in-house team, content strategy, art direction, design, product development, photo/video shoots, retail, e-commerce, events, and brand. Working closely with the product managers to create some campaigns which took the brand in new directions and started conversations which didn’t yet exist, exploring relationships people had with water, the brand and products that enabled them to live better lives. 
We leveraged storytelling and built on the rich legacy, highlighting athletes and new technologies. Building concepts and working within a team I was responsible for seeing an idea through from conception to delivery. Managed multiple tasks in a deadline-driven environment for Brand Identity and Logo Design, Print Advertising & Design, Packaging Design, Brochure/Catalog, Direct Mail, Aquatic Fitness Retail Point of Sale, Olympic Swim Event Kits, and Promotions.
• Provided creative leadership with Hello Design to create a new desktop/mobile web e-commerce site. 
• Developed an inspiring "human truth" strategic approach with a renewed focus on the Fitness audience needs of the consumer/user.  
• Conceptualized and executed projects storytelling across for Omni-channel Social Media Strategy & Content, Speedo Fitness App, TV & Radio Advertising, Video Content and Development.  
• Collaborated/partnered with MISFIT Shine wearable to launch new waterproof watch product used by Olympic swimmer, Missy Franklin that provides activity tracking in water.
• First Speedo product in Apple stores
• Introduced revolutionary eco-friendly and performance-enhancing PowerFlex Eco fabric that led to 12% global growth and first-to-market in swim category. 100% post-consumer waste nylon yarn from fishing nets.
Established a year-round Swim & Aqua Fitness consumer market, creating three segments: Olympic/Competition, Fitness and Active Recreation. Grew U.S. revenue 4%, and 6% globally and grew the Fitness category by 14%.

Mountain Hardwear was looking to reinvent the brand and was losing market share in many growing categories. We had to be targeted, compelling and relevant to both Core users and Enthusiasts. Inspiring new consumers while remaining committed to your original core. Protect the core. Grow the mainstream. We worked on the GTM plan as a global brand: from design, marketing/e-commerce sales and consumer insight for Alpine, HXT; Trail Running, Outdoor, Rock, Ski; Backcountry, Freestyle, Lifestyle, and Travel.
• Launched three new propriety fabric technologies; Dry.Q Elite with 151% growth, and OutDry with 51% growth and Cool.Q Zero with Max King and Dakota Jones to the marketplace that realigned company into more focused point-of-view as experts on breathability, air permeability and waterproofing. We rethought the sell through plan; “Path to the Rack” and revised in-store retail environments, technology clinics, events, and product seeding.
• Created the conceptual/visual for Alpinist Ueli Steck, Swiss rock climber and mountaineer famous for his speed records in the Alps that focused on moving and user needs, built to serve his lighting strike style of alpinism. Created an Ueli Steck-Alpinist collection and had to radically re-think how we tell our stories—who tells them and what they are about. Innovation was the driver of the company’s growth.
• Created a “Cash for Clunkers” integrated campaign. The idea was to donate your gently-used waterproof/breathable and receive a discount on a new Mountain Hardwear Dry.Q Elite jacket. One Warm Coat collected the coats to be given to those in need.

The North Face brand perception was thought of as clothes my dad would wear; it was also over saturated in the college market with the Nuptse and Denali fleece jackets. The brand was not “Hard Core” and in the retail “Sea of Black” environment it was no longer a technical product. 
	
I was hired at FDL to lead a three-man creative team on The North Face account. Created new campaigns to reposition TNF in each activity-based model (ABM), directed photo/video shoots for Outdoor, Performance, Action Sports, and Youth divisions. Worked with TNF in-house creative, athletes, photographers, photo editor and retail visuals division managers, art directors and merchandisers to maintain visual and brand-messaging consistencies to create a seamless look from TNF brand print, Dick’s Sporting Goods co-op TV, dealer ad group (DAG) advertising in (OOH, print, online), TNF retail store windows and in-store retail graphics. 

Created TNF Snow report iPhone APP, and Trailhead iPhone APP. 

We changed the positioning of The North Face from a supplier to the leader in Outdoor industry, increased sales by 28% in a recession. Built street creditability with skiers and snowboarders, and is now making the transition from backcountry to frontside of the mountain to reach the next generation of riders. 

Pitched/landed/developed the “Perform Beautifully” campaign for Oakley women’s division. Lead three creative teams of FDL in-house and freelancer. Worked with freelance ACD and FDL to create “Perform Beautifully” pitch across website, social media, print, OOH, online, outdoor social, event and sales marketing. 
• Directed two OW photo and video shoots, edited and art directed color corrections, as well as supervised the final ad layout templates.
    -  Increased 2010 Q2 sales over 40%.

Built and led Creative Services department of 27 art directors, graphic designers, copywriters, digital photographers and post production. Provided global art direction and management of the in-house advertising agency with Marketing, Advertising, Graphic Design, and R&D functions across the product development process of 18 different divisions. 
Create a better system, create a better product, increase sales, services and communicate with global/divisional partners; 3 continents; Australia, France, California. 3 season cycles. 4 sales seasons (workbooks), Spring, Fall (BTS), ski/snowboarding, Holiday, Kids, shoes/sandals, Outlets and surf/skate/snow events with E commerce images, increased sales/workbooks on time, advertising, line extensions; shoes,  Quiksilver women.
• New studio (Roxy) Hired, /photography/assistant, digital color CRX, PM, graphic designers. 
• Launched the innovative Cell wetsuit and won SIMA “Product of the Year” Award.
• Industry –leading conceptual/visual creative helped increase sales from $800M to $2 billion.
• Spearheaded branding/conceptual/visual creative for Quiksilver Edition, increased sales 26%.
•  Launched innovative Cell wetsuit, won SIMA “Product of the Year” award.

Sr. Art Director

Tim Richardson is a Creative Director at Buttercloth in Greater Los Angeles, California.

Tim Richardson — Creative Director at Buttercloth

Tim Richardson

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