THE RALEY’S COMPANIES
As the Art Director for The Raley’s Companies, I manage and oversee our in-house team of designers, freelancers, and agencies of record for our portfolio of brands.
CREATIVE DIRECTION
ART DIRECTION
CREATIVE STRATEGY
PROJECT & TEAM MANAGEMENT
MOTION GRAPHICS
PHOTO AND VIDEO PRODUCTION
Holiday 2023
What Black Friday is to the every other retailer is what Thanksgiving and Christmas is for grocery.
For the last three years, I have lead the team responsible for producing everything from our in-store signage and traditional media to our emails, e-commerce and paid media advertising, including the CA and AZ banners.
In 2021 I established the photography and video direction with the intention that it would be used for multiple years. These photos have found us success year over year.
In 2023, I lead the creative direction to re-fresh the brand design around the photography. Successfully introducing a new, but branded look that focused on our customer’s current needs, SAVINGS.
Below is a collection of Holiday branding spanning 2021 through 2023 including photo art direction, creative direction, and design.
ORGANIC SOCIAL
Provide creative strategy and collaborated with Senior Designer to develop new organic social content. Provided designer direction to re-frame our organic social posts to meet our customer’s where they are. Instead of focusing solely on national and seasonal holidays, I asked how can we showcase our brand in an approachable, relatable way? Meeting our customers where they are and providing inspiration for gourmet meals that are equally as affordable as they are delicious.
PRIVATE LABEL BRAND: EASY MEAL SOLUTIONS
NEW STORE OPENING: ROSEVILLE ONE MARKET
Raley’s O-N-E Market stores are a new concept that is driven by Raley’s vision of infusing life with health and happiness through changing the way the world eats, one plate at a time. The O-N-E Market blends Raley’s 85-year commitment to exceptional service with this dedication to better living. Providing choices for every lifestyle, ranging from familiar favorites to a wide array of organic and minimally processed foods.
With the opening of the latest O-N-E Market stores, we faced many competitors in the new West Roseville Area and needed to ensure that our store would stand out in a crowded marketplace. Through collaboration with our Marketing Director and Brand Manager, I developed a creative strategy and visual center that brings in more humanity and authenticity to the brand. We introduced new colors and illustrations that felt in-line with the existing brand, but also create friendly and approachable look.
I lead our agency designers, freelancers, and in-house creative team in implementing the Grand Opening strategy across all platforms including paid digital media, out of home, email, and events.
SEASONAL PAID DIGITAL ADVERTISING
Responsibilities include:
Guide creative strategy for paid media tactics based on platforms (video, stories, etc.)
Provide creative strategy and translate marketing objectives into clear creative strategies to best position our brand and products to our audiences, using current industry best practices. Examples include incorporating strategic merchandise into collections and photography, introducing price and item style retargeting ads. I also introduced video and animated assets to Raley’s ad library to stand out in a crowded adspace.
