Alexander Ponce: Crafting brands that turn ideas into success | Art Director & Designer in San Diego Metropolitan Area, CA

Led the design process for Carl’s Jr., overseeing everything from concept development to final execution. Collaborated with cross-functional teams to ensure brand consistency, provided art direction, and managed project timelines to deliver high-quality designs on time and within budget. - Led a team of creatives and copywriters in partnership with the VP of Creative in developing and executing a comprehensive brand strategy for Carl’s Jr., resulting in a 25% increase in brand awareness. - Spearheaded the development of new creative directions for merchandising, including media testing, leading to a 20% rise in media awareness across the QSR industry. - Collaborated with cross-functional teams on the visual direction for Carl’s Jr.’s brand separation, contributing to a distinct new menu design and a 10% uplift in customer retention and over 200,000 new users on the Carl’s Jr. app. - Managed a creative team to deliver high-quality concepts, packaging, and branding assets, ensuring a consistent visual identity across all marketing channels both print and digital.

Led the creative process, overseeing design, execution, copywriting, and social content direction across all channels. Collaborated with teams to ensure brand consistency and strategic alignment, delivering cohesive, high-quality content for digital, print, packaging, and social platforms within deadlines and budget with a lean team. - Delivered innovative design solutions that addressed key advertising challenges, resulting in a 35% rise in campaign engagement rates. - Managed an in-house Content Specialist and third-party agencies (designers, photographers, animators), improving cross-team collaboration efficiency by 65%. - Effectively maintained a dynamic schedule of deliverables, ensuring timely project completions and a 100% on-time delivery rate despite shifting priorities and obstacles like the pandemic.

Established the development and execution of a cohesive creative vision and strategy for internal design and culture initiatives. Worked with teams to align designs with organizational goals and values, leading projects that strengthened internal branding, employee engagement, and corporate culture, ensuring consistent and impactful communication across all touch points. - Created and supervised the design of all marketing collateral and assets for The Bruery and sister brand Offshoot Beer Co., increasing marketing asset engagement by 25% paired with a handful of product releases that sold out within a matter of days. - Led the conceptualization and design of the visual identity for major annual campaigns, contributing to a 20% growth in Society Membership renewals and event participation. - Managed vendors and freelance designers for brand releases and marketing assets, reducing production costs by 10% while maintaining high-quality output.

Developed consistent and unique visual concepts and designs that positioned brands as standout special occasion beers for a leading industry company. Collaborated with brand managers and marketing teams to align the visual identity with strategic goals, ensuring cohesive design across packaging, digital media, and promotional materials to create a memorable impact. - Cultivated an in-depth understanding of the brand’s creative look and voice, enhancing the consistency of marketing campaigns across all platforms, and contributing to a 10% rise in brand recognition. - Streamlined the organization of project libraries, digital assets, and archives, improving project retrieval speed by 20% and reducing time spent on administrative tasks. - Directed and provided detailed feedback to vendors, ensuring high-quality deliverables and reducing revision rounds by 15%, improving production timelines.

Developed a cohesive visual identity for both test menu items and nationwide food releases, collaborating with culinary and marketing teams to highlight key product features. Managed the design process across digital, print, and in-store materials to ensure consistent brand messaging and maximize audience engagement. - Designed cross-functional graphic materials used by marketing, operations, and product development, enhancing interdepartmental communication and marketing alignment. - Collaborated on the development and nationwide implementation of a new packaging design system, improving packaging consistency and reducing production costs. - Developed and tested concepts that successfully articulated and validated brand ideas with consumers and partners, resulting in more cohesive branding strategies. - Contributed to the creative development of small and large-scale food campaigns, leading to an 8% increase in consumer participation and awareness.

Collaborated with senior designers to produce nationwide releases, sales assets, and marketing promotional materials. Contributed to the design process from concept to execution, ensuring alignment with brand standards and strategic goals across digital, print, and in-store platforms. - Designed unique packaging for special barrel program releases, enhancing brand differentiation and helping drive a 20% increase in limited edition product sales. - Collaborated directly with the CEO/Co-Founder to develop the visual direction for Stone Brewing’s Berlin grand opening, contributing to the event's sold-out attendance and successful brand launch in Europe. - Partnered with the Merchandising Team to design seasonal merchandise collections across multiple locations, leading to a 15% increase in merchandise sales year-over-year.

Worked with the director and design team to ensure their creative visions were executed throughout production. Oversaw design implementation, collaborating with production teams to maintain consistency with brand guidelines and make adjustments as needed to meet quality standards. - Contributed to the creation of visually appealing assets, including photo manipulation and mockups, enhancing the quality of marketing collateral. - Collaborated with marketing and other departments to ensure all printed and final designs were error-free, reducing production errors by 10%. - Maintained graphic consistency across deliverables, ensuring a cohesive brand presence and reducing rework by 15%.