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Creative Director

Creative & Design

I'm a versatile Sr. Designer / Art Director - having designed for all mediums from print to digital - who has worked with several start-ups in small flexible teams, developing metrics-based branding systems and brand style guides to strategic messaging. By nature, I am an entrepreneurial strategist, with a track record of pitching in across the board, from helping to improve on product design to identifying new marketing opportunities.

Portfolio:
http://www.lukedobiedesigns.com

• Developed creative brand strategies, designs and branding for numerous special projects for high-profile clients, including: Mavic, Red Bull, Monster Energy Drink, the Boston Bruins, and Hoonigan Racing.
• Collaborated with clients on highly visible product and art designs, including the wheels featured on the cover shot of Gymkhana 10, which has been viewed over 36 million times.
• Introduced clients to cutting-edge graphic design solutions that increased page hits, new customer acquisition, customer retention, and sales.
• Worked one-on-one with clients to custom design and paint helmets, and liveries for various professional race teams and athletes.

• Developed brand direction, style guide, and "voice" for four UK B2C automotive brands and their expansion into the North American market: Ariel, and Ginetta.
• Designed, production-ready assets for print, digital, and soft goods. Assets include (but are not limited to) press releases, cut sheets, catalogs, trade show, email, social media, website graphics, logo development, animated graphics, videos and vehicle graphics.
• Designed graphics for apparel, both screen print and embroidery ready.
• Significantly improved brand visibility through press events, and a targeted digital roll out. Consistent open rate of 50% through email marketing; 1800+ visitors a day to the website.
• Provided art direction for photo, and video shoots, including shot lists, and storyboarding.
• Provided copy direction, and editing for email, as well as social campaigns.
• Managed a catalog of outside vendors for print, web and 20+ trade show productions.
• Acted as in-house lead on all design and production related tasks .
• Drove creative concepting sessions cultivating innovative creative ideas.
• Improved brand, product, and sales recognition through use of collateral materials.

Art Director / Sr. Designer (Contract Position)

• Followed existing style guide, to design production-ready assets - including trade show booth, brochures, trade show swag, PowerPoint presentations, investor decks, and business cards - for this SaaS startup. 
• Managed the full production of the trade show launch with outside vendors, which included trade show booth production, logistics, swag and print production.
• Completion of the full project was done over the course of 2+ weeks.

Sr. Designer (Contract Position)

• Led brand direction and developed brand style guide across 5 brands - under the corporate umbrella.
• Generated budgets for the marketing department; tracked spending, & KPI's. Presented concepts, and metrics to the executive leadership team.
• Designed 4,000+ assets across corporate's 5 brands, including: print, digital, packaging, trade show, logo development, PoP and social.
• Directed, designed, and pushed to production, 3 separate catalogs each year, while collaborating with the digital marketing, and copywriting teams.
• Collaborated with Walmart, Lowe's, Home Depot, and Menard's, to maintain brand consistency on digital, and print assets, while also designing all PoP and in-store signage.
• Managed the full launch from concept,  packaging, PoP, in-store signage design and vendor relations for AirCheck PoP product roll-outs in CVS and Walmart.
• Managed the launch, concept, design, production and vendor relations for all product packaging, including private label materials.
• Directed 8+ teams of vendors, and freelancers - from concept (storyboarding, & scriptwriting) to completion - of new print, and video assets. Directed photo, and video shoots.
• Established new procedures, to better manage the creative process; increased output and quality by 1000%.
• Built a library of materials that scaled across multiple brands and increased creative consistency. Implemented file delivery systems to seamlessly manage vendor relations; reduced lead-times by 2 days.

Sr. Creative Designer (w/ Creative Director responsibilities)

• Coordinated, implemented, and tracked a plan to penetrate an untapped B2B market for a pharmaceutical, clean room company. Boosted sales by $2.5 million, within the first quarter.
• Managed a catalog of outside vendors for print, web and trade show productions.
• Organized marketing efforts through multiple channels, to create one cohesive brand message.
• Designed all artwork for cut sheets, catalogs, presentations, and tradeshow materials.
• Streamlined product offerings, to increase ease of ordering, and market penetration.
• Managed SEO, and SMO to promote, and drive web sales - while keeping brand recognition alive - via an informative email marketing campaign.
• Managed, and attended three tradeshows per year.
• Directed and advised 3rd-party vendors, providing clear communication, to ensure quality product was delivered on time and on budget.

Art Director

• Defined the corporate brand and all internal creative processes for D.I.Y. automotive repair shop, catering towards the automotive car club market, specifically, BMW, Porsche, and other European marques.
• Jump-started the brand by developing a full branding and marketing strategy (with the goal of eventual franchising).
• Lead a team of 5 to develop innovative sales, marketing, and branding collateral that informed and enhanced the strategy behind key initiatives to connect with new and future customers
• Managed a full, automotive race team, and tradeshow schedule.
• Created the "voice" of the brand. Coordinated with regional news media, to promote the brand. 
• Built tech packs for custom made race suits.

Creative Brand Director / Co-Founder

• Designed graphics for 3-dimensional objects, including car wraps, signage, packaging, trade show booths & pop-up shops.
• Applied printed graphics to large-format signs and displays for SuperBowl XLVI, Bauer Hockey, and several other large corporate clients.
• Worked within company style guides to create one-off marketing campaigns.
• Managed graphics production on large-scale projects.

Graphic Designer / Production Artist / Production Specialist

• Worked hand-in-hand with 30 NASCAR crew chiefs, and the in-house production team to design custom race harnesses.
• Created an organized catalog of race harness design files for NASCAR teams, and in-house production.
• Designed HMS branded race gear, and apparel.
• Provided graphic updates to the e-commerce site.
• Designed PoP displays and in-store signage for the retail location.
• Processed sales through e-commerce site and provided online CS.

Product Graphic Designer / E-Commerce

• Produced over $5,000,000 in visual branding and merchandise across northeastern Massachusetts, and southern New Hampshire, sustaining high customer satisfaction rates.
• Designed signage, billboards, vehicle lettering, and print assets, using the full Adobe suite.
• Expanded the company's creative service offerings, through research, and business development.
• Developed detailed specifications and provided production guidance for high-level projects.
• Created a plan to implement marketing strategies that contributed to an increase in sales by 23%.

Sr. Graphic Designer

• Created over $500,000 in visual branding and merchandise across 30 suburbs in northeastern Massachusetts, sustaining high customer satisfaction rates.
• Communicated with local towns, schools, universities, and businesses. Designed production-ready logos and brand identities used on multiple print assets (signage, truck lettered, banners, letterheads etc.).
• Completed designs from conceptualization to completion within tight deadlines and on short notice, resulting in over 75% of customers being repeat customers.
• Hand painted signs, and banners for local businesses in historic downtown Salem, Massachusetts. Executed over 50 new designs in 4-month contract, surpassing client expectation on timeline and quality of product.

Graphic Designer

Find out detailed information about Luke Dobie, Creative Director in Andover, MA

Luke Dobie: Creative Director in Andover, MA

Luke Dobie

Bishop Fenwick High School

Salem State University