Carmel Shinn (Samiri)

carmelsamiri.com

- Utilized a strategy-based approach to create visual identities for clients aligned with their brand narratives - Conceptualized storyboards, produced photoshoots, and delivered final product to clients - Collaborated with CEO and freelancers to craft messaging and brand deliverables - Led brainstorming sessions with creative team to foster action and innovation - Established and managed project timelines based on client and team priorities - Facilitated ongoing client meetings and presentations, communicated with clients to encourage timely feedback, and relayed brand feedback to our strategy and creative teams - Designed websites and landing pages to align with client visual identities, implementing modern UX/UI techniques

- Facilitated company rebrand, including photography direction, color system, typography guidelines, and a new logo - Inherited, redefined, and managed roles within the creative department - Spearheaded lifestyle campaigns for company and their private label brands, directing overall mood, location, lighting, casting, video creation, and social media content - Collaborated with cross-functional departments on goals and priorities for design, content creation, and campaigns - Established e-commerce studio for high-demand shoots, for both in-house team members and freelancers - Developed an extensive e-commerce style guide, providing direction on angles, lighting, poses, model casting, and more - Partnered across multiple departments to cocreate distinctive visual identities for 3 private label brands - Oversaw the development of all marketing collateral (pitch and investor decks), social media content, email designs, and ads (digital, print, and OOH) - Implemented a new project management system and workflow to serve interdepartmental needs - Guided engineering team on enhancing website's UX/UI to align with new visual identity

- Pioneered the very first Creative Director position at the company - Assembled, cultivated, and led the entire Creative Team from inception to 15+ members - Reenvisioned the overall brand aesthetic within first 90 days, and continued to guide the brand’s overall look and feel - Initiated quarterly in-box magazine and oversaw its design, content creation, and feedback from key stakeholders - Spearheaded the creative direction of hundreds of photo and video campaigns utilized in ads, in-box magazine, emails, influencer partnerships, the “Add-Ons” Program, social media content, marketing collateral, and more - Founded quarterly artist collaboration program, spotlighting a new illustrator each season and establishing FabFitFun as an industry innovator - Partnered with the buying team to develop products and private label brands, as well as products for major brand partners - Oversaw the creation of all design assets, ensuring consistency of business initiatives and maintaining integrity of the visuals - Established the creative department as an embodiment of in-house service and support, while collaborating with cross-functional teams on asset creation and business objectives - Directed the interior design of our new HQ’s 26,000-square-foot expansion, geared towards fostering employee productivity, a studio for FabFitFunTV, and enhanced customer experiences Select brand partners: Free People, Homemade by Ayesha Curry, BB Dakota, bkr, B-Low The Belt, JoJo Fletcher, Kate Somerville, Michael Stars, ModCloth, Vital Proteins

- Built a creative department for in-house private label brands - Designed look books, emails, websites, invites, in-store signage, media kits, and print ads - Art directed photo shoots, photographed as needed - Wrote and edited copy for press and marketing materials - Developed brand identity and marketing strategy for local pop-up store, Max & Jill - Developed relationships with magazine and blog editors and secured press placements in major media outlets

- Worked with fashion, accessories, beauty, home, and luxury media outlets - Designed client brand assets including look books, line sheets, invites, and emails - Wrote and edited copy for press and marketing materials