ACD / Art
Key Accounts: Bayer Traits, Channel Seed, Diamond Cabinets.
•Learned a ton about corn, cotton and soy beans. Does this feel like a left turn from the rest of my work experience? Yes, absolutely. But it was interesting.
• Built trade show booth experiences for farm shows - Ever been to Iowa? I have.
• Successfully managed a creative team and projects for a growing category in the agricultural space, ensuring seamless execution from concept development to final delivery within established timelines.
• Developed and implemented creative strategies that effectively communicated complex agricultural concepts in extremely simple terms.
• Collaborated with cross-functional teams, including dev, production, and social content management, to streamline creative efforts and drive cohesive brand messaging.
St. Louis - Remote
April 2022 - July 2024
Sr Art Director
Key Accounts: Beer team!
• Position started as freelance, but was offered a full time position after just a couple of weeks.
• Led national Budweiser POP design, and managed a junior art director. Worked closely with the 3d team on in-store display concepts, and creation.
• Designed POP for Michelob Ultra (which I still have to google in order to spell correctly), Bud Light, Bud Light Seltzer, and Rolling Rock
Chicago - Remote
Jul 2021 - Apr 2022
BD | Internal Communications and Branding
Internal branding, communication design, project management, and Powerpoint Wizardry (for the first time ever in my career).
Molly Malones | Content Creation
Art directed and styled in-restaurant shoot.
Concepted, planned and organized social media content for Instagram and Facebook. Content included a range between still photography, stop-motion videos, and type design.
The Three | Cocktail Styling
Worked with Scoppechio and The Three to style cocktails for a Brown-Forman photoshoot.
Remote
June 2020 - July2021
Louisville, KY
March 2018-June 2020
Associate Creative Director | Art Director
Key Accounts: Brown-Forman (Canadian Mist, Finlandia, Early Times, KORBEL), Hershey’s
Supporting Accounts: The Louisville Zoo, Susan G Komen Kentucky, Cummins, Eclipse Bank, Centra Bank
• Led concept development, design development, animation, copywriting, planning and organization of always-on social content for Canadian Mist, and Early Times.
• Led the design and development for Hershey’s Storybooks. These books were sent to Hershey’s stores, for internal use only, providing guidelines for the design of in-store promotions, and wearables. The ultimate goal was to make sure that the Hershey’s experience was universal, no matter the location the consumer entered.
•Led the team on KORBEL blogs. This included annually concepting themes, delegating tasks, providing photography direction, reviewing blog copy, and ensuring consistency in look, tone, and vibe post to post.
• Designed in-store POP and additional print collateral for a wide range of brands.
• Designed Brand Plan decks for multiple Brown-Forman brands . Presentations included information organization, template building, icon development, and designing supporting graphics.
• Concepted and led creative development for the Louisville Zoo. This included tv campaigns, direct mail, digital ads, and out-of-home.
• Designed annual reports for the Zoo.
Louisville, KY
Jan 2016-Jan 2018
Senior Art Director
Key Accounts: KFC, Baptist Health
Supporting Accounts: GE, CHS, Longhorn Steakhouse
• Led the creative team for KFC from concept to execution for national POP kits and national print.
• For KFC, my role included leading food shoots, designing the in-store POP, managing brand tone, print and digital activations. Worked closely with other national agencies, to ensure brand consistency.
• Led the visual direction and concepting for Baptist Health in TV, digital, print, and OOH.
• Additional account support includes: helping the GE team with seasonal promotions (mostly banner ads, and social concepts), cranking out print creative for CHS, a national hospital group, and designing promotional emails for Longhorn.
• Was an integral team member for new business pitches.
Dallas, TX
Sept 2011-Jan 2016
Art Director
Key Accounts: Raising Cane's Chicken Fingers, Del Frisco's Restaurant Group (includes: the Double Eagle Steakhouse, Sullivan's Steakhouse, and Del Frisco's Grille), On the Border Mexican Cantina, Genghis Grill, Carry the Load, Dave & Busters, IAQM
• Learned the ins-and-outs of food photography, and product photography. Helped art direct shoots for Dave & Buster’s, Genghis Grill, Raising Cane’s, Del Frisco’s Restaurant Group, and many other brands. Ultimately became the lead art director for Genghis Grill’s photography.
• I gained experience designing work across all major media – tv, banner ads, websites, social, print, direct mail, table tents, in-store POP, out of home, and buses, trains, cars, pedi-cabs... etc!
• Was an integral part of the new business team – my role included building and designing the new business deck, managing which content to include in each pitch, and keeping track of the most up-to-date, and relevant work .
Extra Curricular Activities: Designed the company website, and kept it updated by adding new work quarterly and managing the blog, heavily involved in holiday bike drive (including creating the company holiday cards), lead refresh of the office space.
Tracy Locke | Dallas, TX | Summer 2011 Intern
SCAD | BFA Completed 2011 | Major: Advertising; Minor: Graphic Design
Peachtree Publishers | Atlanta, GA | Intern Atlanta, '08-'09