Résumé

Concept Development | Creative Strategy & Direction | Branding Systems

Overview

Versatile Creative/Art Director with over two decades of experience leading and inspiring the creative direction and execution of innovative marketing and design concepts from inception to completion. Proven track record of delivering high-impact solutions in the beauty and retail industry and integrating values-driven 360 campaigns for brands and non-profits. Adept at balancing strategic vision with hands-on design expertise, consistently achieving brand objectives and exceeding expectations. Seeking opportunities to leverage strategic creativity, leadership, and extensive industry knowledge to drive dynamic projects’ brand success and innovation.

Professional Experience

Creative Circle, Contract Retail Designer for method products | San Francisco, CA
November 2023-December 2023

Overview: Contracted for a short-term role to establish a new retail presence for home care and personal care lines for the renowned global brand, affiliated with the S.C. Johnson & Son company.

> Set retail brand guidelines for the new brand, ensuring alignment with brand identity and business objectives.

Urban Skin Rx, Art Director Print & Packaging | Charlotte, NC
October 2021-October 2023

Overview: Directed the print and packaging in-house creative team while pioneering groundbreaking packaging designs for seven skincare product lines, conceptualizing 10 unique product designs and leading two comprehensive overhauls of the Mass packaging line in the CPG beauty industry. Maintained consistent global brand identity across 13,000+ stores and DTC channels. Excelled in meticulous project management and print production. Revolutionized the Prestige ProStrength and Mass Body lines for enhanced impact.

> Spearheaded the creation of the Target Holiday skincare kit, achieving a 100% sellout in-store and on DTC.

> Led conceptualization and design for the retail brand’s growth at industry giants (Ulta, Target, Walgreens, Walmart, CVS), including trade show displays, direct mail, and visual merchandising, ensuring a connected consumer experience and increased sales across e-Commerce and brick & mortar stores.

> Collaborated seamlessly with Product Development teams to spearhead product testing initiatives, ensuring the quality, functionality, and durability of packaging components.

> Conducted thorough quality control and approval of vendor proofs, printed production samples, and components, demonstrating extensive expertise in print and production processes, while collaborating effectively with multiple vendors for branding consistency.

> Provided experienced Art Direction for product photography shoots and led project management for all packaging projects, demonstrating adaptability, flexibility, and leadership skills in roles of Art Director, designer, and print and production management.

> Produced over 150 packaging files and contributed to 126 projects in 2022, leading to multiple product recognitions from esteemed publications such as Cosmopolitan, Essence, Glamour, and Men’s Health.

Urban Skin Rx, Digital Designer + Contract Art Director–Packaging
February 2021-September 2021

Overview: Successfully pivoted from a Digital Designer to a Contract Art Director, focusing on print and packaging design to drive innovative and visually striking creative solutions for the brand. 

> Crafted dynamic digital creative executions by producing captivating and user-centric experiences for various digital and social channels, including email campaigns, e-commerce campaigns, web pages, and banners, showcasing cross-functional partnerships with Marketing, Creative, Social, and e-Commerce teams.

> Transformed a brief three-week role into an eight-month tenure, eventually securing a full-time role.

Freelance, Creative Director
December 2019-present

Overview: Spearheaded the design and management of multiple web and e-Commerce sites and design projects, focusing on optimal user experience (UI/UX). Excelled in editorial design, social media, photography, and the orchestration of retail and digital campaigns while consulting and meeting client objectives.

> Secured a multi-year magazine contract, prevailing against competing agencies in the bidding process, primarily attributed to unmatched editorial proficiency.

Lavender Belle Design, LLC, President
June 2018-present

Overview: Initiated the acquisition of an e-Commerce boutique, formed an LLC specializing in gifts and home decor, and launched the lavenderbelledesign.com platform.

> Assume full-spectrum responsibility for the B2C enterprise, managing 3,000+ products and overseeing all e-Commerce site operations, including design, execution, and vendor collaborations for top performance.

M Creative, Creative Director | Winston-Salem, NC
January 1998-October 2019

Overview: Transitioned from Junior Graphic Designer to Creative Director in a high-performing agency with annual revenues exceeding $1 million. Led marketing and design campaigns for 100+ nonprofit organizations spanning education, foundations, arts, and healthcare sectors, managing both traditional and digital advertising for high-profile client deliverables. Oversaw a team of designers, fostering a culture of collaboration and creativity, while providing art direction for marketing campaigns, digital platforms, and print materials.

> Crafted websites with a dedicated emphasis on UI/UX design practices, meticulous information architecture, intuitive user-flows, and well-defined user personas.

> Achieved notable success within The Childress Institute for Pediatric Trauma by contributing to the $1 million campaign goal, implementing growth marketing strategies that effectively engaged donors.

> Maintained long-term collaborative relationships with clients, many lasting 12-15 years, while enhancing client satisfaction through multiple rebranding initiatives.

> Designed and executed an innovative social media video campaign for UNCSA’s Day of Giving successfully garnering over $45,000 from 563 donors in a single day, showcasing expertise not only in creative direction but also in adept video editing skills.

> Celebrated a 30% increase in school inquiries three months after the conceptual launch of the Los Encinos school recruiting materials. 

> Formulated, implemented, and delivered visionary design concepts and creative direction for photography and video shoots across diverse locations, working seamlessly with stylists, models, photographers, and producers.  

Volunteer Work

The Pre-K Priority
August 2019-September 2019

Assisted with a Pre-K Parade and Pre-K Pop-ups to launch The Pre-K Priority in Forsyth County.

High Point University, Student Portfolio Reviewer
Yearly in April

Participates in a yearly portfolio review of the senior design class to provide feedback on their creative portfolios.

Hope Church, Children's Church Teacher
12+ years

Taught the preschool-age children’s class once a month.

High Point University, Advisory Board, School of Art and Design
May 2014-May 2017

Part of a group of faculty members and administrators, professionals, and fine artists asked to advise on the content and scope of the design programs at High Point University.

AIGA Triad NC, Vice President
January 2015-July 2016

Helped oversee the board and was the public face of the chapter for the design community. Assisted board members in the planning of monthly events and made decisions as needed to help guide the chapter.

AIGA Triad NC, Programming and Events Chair
November 2012-December 2014

An intensive chair position that included planning and coordinating all monthly events for the new chapter.

SECCA, Graphic Design Now in Production Steering Committee
July 2013-December 2013

Committee member to assist in promoting the traveling Graphic Design Now in Production exhibit that came to Winston-Salem.

YMCA Stokes County, Program and Marketing Committee
2012

Involved with the planning of programs to increase visitors and memberships.

Contact

AMANDA KING
141 Leeds Lane
King, NC 27021
+1 336 749 2681

Education

North Carolina State University College of Design, BGD
Graduated early and with honors; magna cum laude

North Surry High School
Valedictorian

Signature Strengths

Product Launches & Innovation  |  Beauty, Retail, & Packaging  |  Photography/Video Art Direction & Production  |  Design Thinking  |  Multi-Channel Campaigns  |  Project Management  |  Product Development  |  Traditional & Digital Media  |  Adobe Creative Suite  |  Creative Mentor  |  Social Media Design & Management  |  Print Marketing Design  |  Brand Consistency  |  Strategic Design & Direction  |  Editorial Design

Sectors

> Animal Welfare
> Arts
> Beauty/Skincare
> Business development programs
> Private schools & higher education
> Environmental
> Faith-based
> Foundations
> Fundraising
> Healthcare
> Home care
> Interior design & furniture
> Nonprofits
> Libraries
> Retail

Recognitions

2022 Employee of the Month
-Urban Skin Rx

2019 Higher Education Marketing Report Digital Marketing Awards
-Silver Award, Davidson County Community College TV spot
-Merit Awards (2), Davidson County Community College TV spot

2017 InspirED School Marketers Brilliance Award
-Gold Award for Magazine Cover Design, Ravenscroft school
-Bronze Award for Magazine Cover Design, Ravenscroft school

Council for Advancement and Support of Education (CASE Awards)
-National Gold Award (2)
-National Bronze Award
-Grand Award (2)
-Award of Excellence (3)

Print Regional Design Annual

Council on Foundations, Wilmer Shields Rich Awards Program for Excellence in Communications
-Gold Award
-Silver Award (2)
-Bronze Award (2)

AIGA Boom Competition
-Honorable Mention
-Notable (2)

ADDY Awards
-Silver Award (2)
-Award of Distinction (2)
-District Addy
-Addy (4)
-Citation of Excellence (5)

Healthcare Advertising Awards
-Silver Award
-Merit Award (2)

Aster Award
-Gold Award

Communicator Award (Healthcare)
-Award of Distinction (2)  

Baptist Communicator Association
-1st place (2)

PICAs (Printing Industries of the Carolinas)
-29+ awards

PIAs (Printing Industries of America)
-2 awards

References

Available upon request