soula vetter

Experience

 

CREATIVE DIRECTOR | The Reiss Group | Remote | 09/14-Present

 

• Oversee the entire creative process, taking projects from initial concept to final completion for multiple accounts.

• Direct and supervise the assessment of all graphic materials, ensuring design quality and accuracy.

• Lead brand development efforts, managing all aspects of brand identity and strategy.

• Assume responsibility for the design layout and visual impact of products and production.

• Plan and oversee the development of company advertisements.

• Collaborate with executives and creative leaders to establish project deadlines and content objectives.

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CREATIVE DESIGNER | SOULAVETTER GRAPHICS | Remote | 11/12-PRESENT

 

CLVR ADVERTISING - Creative Design - Carrolton, Texas

BROWN ADVERTISING – Creative Billboard Design – McKinney. Texas

LOCASTE – Brand/ Store Development - Visual display – New York, New York

KENNETH COLE – POP Display – Fixture Development – New York, New York

D-BATS – Creative Brand – Visual display – Allen, Texas

STARTUP JUNKIE CONSULTING – Branding/POP Display – Package Design – Fayetteville, Arizona

NYC HOLDING – Brand Development – Visual display – New York, New York

PAINTED WOMAN BY KAMECO – Brand Development /Store Visual Design – Beverly Hills, California

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VISUAL MERCHANDISER | TARGET | GARLAND, TEXAS | 11/19-1/21

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• Led the execution of the company's Visual Merchandising strategy, and visual standards and pogged in-store marketing (ISM) implementation across all pertinent areas of the store.

• Inspire guests to discover solutions through compelling visual merchandising.

• Understand sales goals, plan and execute daily/weekly workload to deliver on visual merchandising, department and store sales goals, and guest engagement; including merchandising, transitions, events, and promotions.

• Partnered with store leaders to plan, support, and validate the execution of all Visual Merchandising Guides (VMG) sets in the store.

• Responsible for new visual merchandise techniques and displays for various products for retail display.

• Supported team onboarding, and continuous learning and helped close knowledge and skill gaps through training, influencing, and hands-on experiences.

• Inspire guests to discover solutions through compelling visual merchandising in all categories.

• Solved merchandising issues and adjusted sets to create and maintain inspiring presentations.

• Assessed store visual standards to help elevate visual presentations in A&A, Home, Company Space, Grocery, LTOs, and Brand Launches.

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VISUAL MERCHANDISER SENIOR | JCPenney | PLANO, TEXAS | 01/05–10/12

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• Effectively communicate and ensure the implementation of various visual merchandising techniques.

• Take on a leadership role in problem-solving visual challenges related to the new shop communication direction.

• Successfully managed all creative and special projects to execute the vision for new shops.

• Train current visual managers and staff  to enhance their skills in executing new visual and merchandise techniques, such as table plan-o-grams and store layouts for monthly communication Vision Guides and Visual Retailing.

• Design and develop innovative wardrobing, rigging, wall, and table merchandising techniques.

• Communicate the monthly Set Smart Tool Box and provide store training for new rollouts and new shops.

• Ensure the division's needs are effectively communicated to the marketing department to facilitate the development of branding and lifestyle graphics for store signage.

• Collaborate with the marketing department to establish visual standards, provide visual guidance, and obtain images for merchandise presentation objectives.

• Enhance the store's appearance and maximize departmental space by developing visual cueing elements that align with merchandise assortments.

• Create visually appealing designs for store use, collaborating with each division and marketing to achieve a creative color palette.

 

 

ART DIRECTOR | KOCH-GLITCH LP | DALLAS, TEXAS | 10/97-12/08

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• Established and oversaw intellectual property standards and guidelines.

• Demonstrated hands-on design and layout development, taking projects from concept to completion independently and while leading a team of four designers.

• Collaborated with a copywriter to develop concepts that aligned with the strategic direction for various marketing materials, including print collateral, websites, brochures, and PowerPoint presentations.

• Took charge of designing and directing all creative elements of marketing tools, optimizing graphical assets, typography, and layout while adhering to corporate branding guidelines.

• Held responsibility for creating graphics, trade show materials, and PowerPoint presentations.

• Served as the art director for all creative photo shoots related to collateral materials.

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CREATIVE DIRECTOR | COURISTAN INC. | FORT LEE, NJ | 4/91-4/97

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• Demonstrated expertise in hands-on design and layout development, overseeing projects from concept to completion both independently and while leading a design team of five.

• Created and optimized graphical assets, typography, and layout within the parameters of corporate branding standards for retail development.

• Effectively managed a team of five individuals, ensuring successful completion of multiple projects meeting deadlines, and obtaining necessary approvals with exceptional focus and attention to detail.

• Took ownership of developing new visual merchandise techniques and displays for various products intended for retail showcasing.

• Managed print sourcing and photography procurement.

• Executed design layout development for juvenile accent rugs featuring licensed products from The Walt Disney Company, Hit Entertainment (Barney), Quality Family Entertainment (Thomas the Tank), and Marvel Comics – from concept to completion.

• Created freestanding displays and signage for juvenile accent rugs, catering to both mass merchants and department store levels.

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