I served as Creative Director for four years at AmaWaterways, one of the largest river cruise travel companies in the world with a global brand and heavy competition. This deadline driven position forced me to balance creativity with business needs overseeing creative direction across all platforms – print and digital – and working closely with stakeholders to direct projects while implementing new ideas and solutions. Myself and my team were a hands-on marketing force behind the development of brochures, print marketing pieces, onboard branding across three continents, and a new website UI/UX design and development project.
Detailed, deadline-driven projects test any designer’s mettle – especially when producing millions of printed pieces. It’s the process from start to finish, from concept to completion, including design and layout, with a focus on: How will this support the business? That’s what I enjoy the most. Turning the visual and the message into an identity and a brand with which consumers will want to associate.
Web is where I started. And now it's the first consumer touch point for many brands. This is many times the case for Ama, and we decided to upgrade this experience for our consumers. Our challenge – to upgrade the online presence – began with a list of priorities and preferences. The vision and the values of the company and its products needed to be complete and compelling. We pooled the multiple partners, departments, stakeholders, and then we tackled the technology, the functionality, and user interface.