Erica Silva: in IRVINE, CA

Creation of the new packaging design for the Restorative, Endodontic and Prevention Business Units in accordance with the new established brand guidelines. Development of the product renderings and packaging photo- shootings. Coordination of the Product Manager teams across the group Business Units regarding the sustainment of the product portfolio and labeling changes.

Relaunch of the company under new product positioning and brand logo, Brand Style Guide creation for international brand such as “Ferrero Nutella”. Analysis of the brand equity guidelines and translation form food to apparel business environments. Coordination of photo-shooting, sales force training on new collection and new brand positioning.

Definition of the Brand image and positioning, responsible for the whole product cycle life (from the concept idea creation, the design development, to the production). Constant operative support for the collections developments and productions (China, Hong Kong, India). Definition, creation and maintenance of the main collection “Fix Atelier” (clothes and accessories) with a yearly revenue of €60mio. Leader of a team of 8 designers.

Art Director support for the creation of the main woman collection and accessories. Fabric, print and embroidery selection. Organizing of seasonal fashion shows, shooting and fitting.

Study and creation of woman, man and kid collections. Color, print and embroidery selection. Product catalogue realization.

Support for the development of the woman collection, from the mood analysis to the production. Assistance for the seasonal international fashion shows (Paris, Milan).