Adrianna Arambula: Creative Director

Develops new and extends existing product lines for decorative lighting fixtures. Yearly introduction ranges from 75-100 individual product SKUs with hundreds of product customization options. Identifies market consumer needs as well as gaps in current product line striving to set industry trends for both design and the newest LED technology integration. Manages product cycle from concept through engineering, prototype development, tooling establishment, parts sourcing and manufacturing (domestic and imported) while establishing quality control standards. Successfully executed brand refresh through new logo design and brand guidelines. Restructured product catalog visual standards, digital marketing initiatives, and product selection to more modern aesthetic. Art Directs product photo shoots; manages logistics coordination between overseas factories, domestic factory, and photographer. On-set product styling, and art direction of installation hero shots. Works with VP of Sales to evaluate the needs of sales managers and outside sales reps. Designs and executes print and digital collateral, develops PK decks for new product launches, and establishes new marketing initiatives and experiences for trade shows, showrooms and specification events. Manages front-end wireframe design updates of JDG.com and oversees biannual upload of new product images and data through CMS platform and deploys to Amazon, Wayfair, Build, etc.