Bliss Spa

A Closet Full of Hats

Art Directing in-house at Bliss yielded the opportunity to try on every hat, owning production schedules, directing copywriters and editors as well as illustrators and designers, designing and producing a great breadth of work across all aspects of the creative department. Window graphics, product and prop set-ups and in-spa signage were produced for all Spas in US, UK and Asia, as well as one of a kind in-store product launches. Regular in-spa visits were routinely conducted in NY/NJ to survey the look and flow of merchandising areas and recommendations were made to show how graphics, propping, new fixturing concepts and planogram adjustments could be implemented to increase sales and create better brand experiences. New products and product lines as well as refreshes on existing products were routinely created for packaging department, working with internal package development and engineering departments creating and testing custom structures, substrates and color standards. While owning the the full monthly catalog process, there were regular meetings with all internal departments for feedback and edits, concepts for spreads, sections, and full catalog flow, testing new techniques in communicating product selling points via structure, organization, copy and critical design deconstruction, also running product and model photo shoots, marking up proofs for retouching, creating final mechanicals and working closely with printers on color proofing and best practice standards to improve the process of working within tight and immobile timelines. Print collateral, web pages, eblasts, and direct mail were also a regular responsibility. For retail stores, signage and bullnose graphics were constantly honed, focusing on communication structure for clear and compelling in-store product engagement.