RETAIL MARKETING DESIGN
DEPTARTMENT : MARKETING • ROLE : MARKETING DESIGNER • YEAR : 2009-2010
OVERVIEW
City Beach have been a successful major retailer of youth lifestyle apparel for over 30 years. I was invited to contribute across Marketing, Product Design and the launching and implementation of City Beach Australia's Online channels and Ecommerce operations. My focus was on evolving and elevating City Beach's branding aesthetic. Although the company had already been a successful retailer for many years, I was employed as their first senior designer coming from industry experience having designed for several global clothing and accessories labels that the retailer stocked (from my days at Atomic Fashion Marketing as well as other contracts with motocross lifestyle brands that were growing in popularity in the region).
During my time there I was tasked with applying problem solving across the broad spectrum of internal and external communication design, media and production associated with delivering over 100 brands' marketing collateral and products across City Beach's 100 + locations across Australia. My duties required liaising with the various departments within the City Beach Australia Headquarters (Brisbane CBD) and Distribution Centre in Murarrie, QLD. Through this experience, I developed a better insight into the workings of a major retail operation and the significant differences between the running requirements of physical stores and it's transition to online and how the two co-exist as separate and parallel operations within an umbrella brand.
ACHIEVEMENTS / HIGHLIGHTS
First designer employed within the marketing department coming from academic and industry experience in designing for global brands
Provided meaningful evolutionary changes to the aesthetic habits to the marketing communication and branding of the company
Changing the corporate logo to Citybeach Australia and to evolve and diversify the company's aesthetic beyond surf retail
Provided meaningful contributions to the global expansion of the national retailer through work across Traditional & New Media Marketing, Ecommerce, Product Development and Customer Experience
Implementing new technologies and tools within departments to allow for more effective design production
