UNIVERSAL GEAR
THE COMPANY
Universal Gear was a men’s retail store with locations in Atlanta, Chicago, New York, and Washington, D.C., dedicated to providing stylish and trend-driven apparel for the fashion-forward young American male. The brand’s focus was on delivering an engaging shopping experience that resonated with its target audience, both in-store and online.
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CREATIVE DIRECTOR
As Creative Director for Universal Gear, a men’s retailer with locations across major U.S. cities, I led branding and marketing initiatives that strengthened customer engagement and boosted sales. I developed multi-channel campaigns, including catalogs, digital assets, print materials, and event promotions, while managing a team of designers, photographers and overseeing budgets and vendor relations. Leveraging expertise in Adobe Creative Suite, front-end web development, and social media, I delivered impactful creative solutions that elevated the brand and drove business growth.
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CORE DESIGN COMPETENCIES
As Creative Director, I employed a comprehensive range of design and marketing skills to strengthen Universal Gear’s brand identity and customer engagement:
Campaign Development
Designed and executed creative marketing campaigns that aligned with brand values and seasonal trends.
Catalog Design and Production
Conceptualized and produced visually captivating catalogs, combining compelling photography and modern layouts.
Digital and Email Marketing
Created engaging email campaigns and digital assets to drive online traffic and sales.
In-Store and Point-of-Sale Displays
Designed and implemented impactful displays to enhance the in-store customer experience.
Photography and Illustration
Directed photoshoots, secured models and locations, and created custom illustrations for campaigns.
Event Production
Organized and promoted in-store events to boost customer interaction and brand loyalty.
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IN THIS ROLE
As Creative Director, I managed the full spectrum of Universal Gear’s creative and marketing efforts, ensuring brand consistency across all touchpoints. I worked closely with vendors, photographers, and models to produce high-quality visuals while maintaining strict adherence to budgets and timelines.
I also collaborated with store personnel to develop merchandising strategies and display concepts that elevated the shopping experience. By overseeing a mix of creative and operational responsibilities, I was able to deliver cohesive campaigns that drove customer engagement and reinforced Universal Gear’s position as a go-to destination for stylish menswear.
This role allowed me to refine my ability to balance creativity with business goals, seamlessly integrating design, marketing, and operational expertise to achieve impactful results.