Daniel Coleman: Creative Director | Senior Graphic Designer | Design Director in St Augustine, Florida

• Grew brand revenue from launch to $1M+ annually by developing and executing strategic marketing plans grounded in deep market insight. • Led the design and development of all brand products, aligning collections with consumer behavior, seasonal trends, and competitive positioning. • Conducted ongoing trend and market research to guide innovative design choices and ensure relevance in a dynamic retail landscape. • Managed all product photography and creative direction, producing high-quality content that elevated brand presentation and consumer engagement. • Oversaw sourcing and production logistics, optimizing supplier relationships and workflows to improve efficiency and control costs. • Directed global brand awareness through targeted social media campaigns, resulting in increased visibility, engagement, and sales. • Designed, launched, and maintained the brand’s e-commerce site—enhancing user experience, boosting conversion rates, and supporting brand storytelling.

• Drove a 20% increase in division sales by implementing targeted sales strategies and refining product assortments to align with consumer demand. • Designed a comprehensive range of men’s accessories—including bags, headwear, wallets, belts, keychains, watches, and eyewear—balancing trend relevance with functionality. • Created and managed all technical design packages to ensure seamless communication with manufacturing partners and accurate execution of design intent. • Built and maintained strong factory relationships across China, overseeing the full production lifecycle and ensuring adherence to quality standards. • Conducted ongoing trend research to inform seasonal creative direction, resulting in a refreshed and competitive product line. • Executed strategic merchandising initiatives to enhance in-store presentation and boost sales performance across key retail partners.

Accessories Designer – Emerica & Altamont Freelance Project • Designed seasonal men’s bag collections for both Emerica and Altamont, including backpacks, totes, and duffels, tailored to each brand’s unique aesthetic and audience. • Created detailed tech packs for factory production, including construction specs, material callouts, and trim details to ensure quality and consistency. • Collaborated with product managers and developers to align designs with pricing targets, trend direction, and go-to-market timelines. • Integrated trend research and skate/streetwear influences into design execution, reinforcing brand identity across all accessories.

Doubled brand sales over three years by implementing strategic design and marketing initiatives that resonated with target audiences. Designed, developed, and crafted innovative technical riding gear for men, boys, and juniors, ensuring functionality and style to enhance performance. Produced distinctive graphics and logos for exclusive t-shirt lines aimed at men, boys, and juniors, enhancing brand identity and consumer appeal. Led comprehensive marketing campaigns that included team collaborations, engaging print materials, and strategic product placement, significantly increasing brand visibility and market presence.

Founded and operated VEZIX Bags, serving as the designer, marketing director, and production manager to create a cohesive brand identity. Developed an innovative collection of technical bags tailored to the needs of surfers and skaters, focusing on functionality, durability, and style. Executed comprehensive marketing campaigns that included team collaborations, engaging print materials, and strategic product placement, significantly enhancing brand visibility and customer engagement.

Directed the design of all men’s clothing, technical motocross outerwear, snow outerwear, and accessories, creating innovative products that met market demands and performance standards. Managed the development and communication with factories, including hands-on collaboration in China, to ensure high-quality production and adherence to design specifications. Executed effective merchandising strategies for men’s apparel and accessories across SMP’s markets in Australia, the USA, and Europe, enhancing brand visibility and driving sales. Created comprehensive technical packages for product development, facilitating clear communication between design and production teams to streamline workflows.

Supported the production of clothing and accessories samples, collaborating closely with design and production teams to ensure high-quality outcomes. Managed the procurement of trims and fabrics, optimizing sourcing strategies to align with design requirements and budget constraints. Oversaw sample production processes, acting as the Sample Production Manager to streamline operations and enhance efficiency. Developed detailed technical garment specifications and calculated fabric yields for production, facilitating accurate and effective manufacturing processes.