Rafael Armstrong

Work on freelance and consulting basis developing print and web materials for a variety of businesses and organizations. Provide expertise in photo retouching, logo creation and branding, print and packaging design.

• Develop logos, corporate identity, packaging and promotional materials for consumer goods and local boutique retailers.
• Design websites for consumer goods companies and non-profit advocacy groups.

Reporting to Executive VP and company principals, design and execute creative for all packaging (inner & outer) and print related to Frost King brand of insulation products.

• Redesigned updated packaging for line of door sweeps and door bottoms.
• Helped implement system for routing and approval of art.

Reporting to the Creative Director, designed concepts and executed creative for all print and web initiatives used by Marketing department for use in, and to promote business for, footwear departments in over 1,000 Kmart stores in mainland US and offshore locations. Contributed to cost reductions of up to 60% on packaging design solutions.

• Lead packaging designer and liaison between Marketing/Creative Services and in-house Packaging group. 
• Sole designer on all web-related projects.  Responsible for design of all footwear splash pages used on kmart.com (Sept. 07 - Aug. 08) 
• Primary designer and copy writer/editor on all Spanish-language initiatives.

Reporting to Director of Production and Production Manager, assisted design team in graphic production of packaging, display and collateral materials for all Macy's private label brands.

• Oversaw all aspects of pre-production, including follow-through of approval, layout and typography, release of mechanicals and archiving of electronic files.
• Created instructional diagrams for printer and vendor use.
• Prepared comps and final, press-ready mechanicals of materials.

Scanned, color-corrected and retouched product photography and samples for use by national and regional clients; prepared images for final output in print and web.

• Laid out photography and copy for pricing strips according to pre-established templates and guidelines.
• Designed and laid out sell sheets for various product lines.

Reporting to Director of Production and Production Manager, assisted design team in graphic production of packaging, display and collateral materials for all Macy's private label brands.

• Oversaw all aspects of pre-production, including follow-through of approval, layout and typography, release of mechanicals and archiving of electronic files.
• Created instructional diagrams for printer and vendor use.
• Prepared comps and final, press-ready mechanicals of materials.

Reporting to company principals, coordinated monthly print runs of one million + circulars, newspaper inserts and point-of-sale materials for local and national bedding and furniture retailers. Managed the operation  of large-format plotter, producing and fulfilling monthly print runs of 1000+ posters and banners.

• Supervised team of graphic artists and freelancers.
• Coordinated with clients, printers and outside vendors to ensure accuracy and on-time delivery of materials. 
• Designed ad templates, custom ads and large-format displays for local and regional bedding and furniture retailers. Handled the creation of monthly in-store bedding passouts and posters for Levitz and Seaman's nationwide.
• Proofread and pre-flighted jobs prior to releasing files for print.

Negotiated and purchased local TV airtime for national advertisers.