Art Direction

ART DIRECTION - Valentines

CSS Industries is a consumer product company highly specialized in manufacturing seasonal goods for mass-market retailers. They supply some of the largest retailers in the US. As art director, I managed the creative development and approval process of the Valentine classroom exchange cards, packaging, stickers, décor, stationery products, and novelties. The Valentine line by CSS Industries/Paper Magic Group® is the industry leader in classroom exchange cards and has the largest portfolio of licensed character brands which totaled over 300 Skus for the 2019 year. Additionally, I art directed the Christmas gift tag category for the 2019 product season.

Below: In addition to managing all licensed character brands, I redefined the creative direction for the Studio 2/14 product line by introducing new formats, concepts, trend driven art, new typography and packaging treatments, as well as humorous and inclusive editorial. I worked closely with independent artists and agencies like, Pink Light Studio in Seattle, and Brooklyn Nest in NYC, to achieve high-quality engaging art and design that would appeal to the buyer and customer.