Based at Media.Monks Los Angeles, I am currently the VP, Group Account Director responsible for leading a confidential top tier client partnership where I manage a creative digital production team of 100+ monks locally in Los Angeles and 200+ globally including teams in Buenos Aires and Amsterdam. A few key accomplishments include:
Scaled the creative team by over 200% in one year and increased financial revenue by 500% since joining the account.
Interviewed, hired and onboarded 75 people within the 2021 calendar year – all remotely while WFH.
Managed client relations and internal direct reports, including building out training programs to foster mentorship and career growth.
Produced and delivered over 250,000+ assets for international advertising campaigns for one of the world's largest and most innovative brands across several lines of business.
Developed and managed all financial forecasts of $30M+ annually, inclusive of invoicing, scoping, and contract negotiations.
The Boston Consulting Group is one of the world’s largest management consulting firms with a tradition of deep thinking and a 50-year legacy of making meaningful impact. They came to us at Carbone Smolan Agency looking to transform their brand and how people engage with their content. We overhauled design to reignite enthusiasm.
From a global recruiting campaign to client events to the website, our design transformation touched all aspects of the brand. We launched a crowdsourced photography initiative in partnership with EyeEm. We also developed a parametric art system that converts site content into visually arresting artwork.
Results: Doubled the time of engagement on .com site; Contributed to a nearly 4x increase in social traffic for redesigned microsites; Simplified content from 4,000 pages to 1,700 pages.
Projects: Brand Positioning & Messaging, Visual Toolkit, Digital Experience & Website Redesign, and Global Recruiting Campaigns.
Design: Carbone Smolan Agency (now “50,000feet Inc.”)
Account Director: Joey Eicher
Year: 2014-2015
Tropicalia is a one-of-a-kind destination created by Cisneros Real Estate. Comprising beachfront residences and hotels, including a Four Seasons Resort, Tropicalia occupies an unspoiled site of spectacular and diverse natural beauty on the Dominican Republic’s Bay of Samaná. Offering world-class architecture and a mix of adventure and leisure activities, Tropicalia brings together travelers from around the world in a setting that is relaxed and simple, yet elegant.
We designed the brand identity and created the vision and story for what this destination will one day become by crafting brand pillars, messaging, a bilingual voice and tone, and stunning photography from Rodney Smith used in a hardbound book and throughout the responsive website design.
Involvement: project/account manager for over 3 years, copywriting, art directing, casting coordination, photo shoot production management, website development oversight, printing coordination, etc.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designer: Carla Miller
Photographer: Rodney Smith
Year: 2011-2013
Active kids do better. Not just better at sports, but better attendance, better grades, better future. Active Schools are being set up to offer kids those opportunities and tackle the destructive effects of childhood inactivity in the US. The movement helps teachers integrate more physical activity into the school day and engage their community with the cause.
I'm thrilled to have been involved in the development of the Active Schools brand by working with Nike to create a comprehensive visual toolkit. Additionally, we designed and crafted messaging for a special gift card that answers the age old question ‘what shall I get Dad this year?’. Give the gift that keeps kids moving.
Deliverable: brand identity, gift card design, tagline, in-store signage, website design, and banner ads.
Involvement: art direction, copywriting and account management.
Design: Wolff Olins
Senior Account Manager: Joey Eicher
Lead Designer: Calvin Waterman
Year: 2013
activeschools.org
We worked with this international luxury hotel group to create the Residences Elite brand and develop the recognition program that offers Mandarin Oriental residence owners an exclusive set of benefits as appreciation for their brand loyalty. Additionally, we translated the five-star hospitality experience to the web so that the residents can feel right at home.
Deliverables: logotype, brand pattern, stainless steel membership card, packaging system and microsite design.
Involvement: copywriting, art direction, production coordination, and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designers: Wendy Hu & Carla Miller
Card Photographer: Sarah Anne Ward
Year: 2011
Working with The Wildlife Conservation Society was a true privilege. They are relentlessly committed and have dedicated staff to sound science, measurable results, and pragmatic conservation in their zoos and aquarium in NYC and their field programs across the globe. We began with in-depth internal and external ethnographic research to build a strong strategy, brand architecture and inspiring brand manifesto which then served as the backbone for their newly redesigned logo and website.
Deliverables: brand strategy, architecture and manifesto in conjunction with research, focus groups and board presentation materials
Involvement: project/account management, facilitated research/focus groups, copywriting, etc.
Agency: Wolff Olins
Senior Account Manager: Joey Eicher
Lead Strategist: Angie Riley
Year: 2013-2014
Increasing the awareness of Canon's educational division that offers hands-on workshops and seminars across the country, coupled with free online resources for amateurs and pro photographers alike.
Deliverables: annual campaigns (3x), brochures, postcards, print ads, web banner ads, eNewsletters, and tote bags.
Involvement: copywriting, art direction, production coordination, programming supervision, and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designer: Wendy Hu
Years: 2010-2013
With nearly 160 years of legal experience under their belt, Winston & Strawn needed a new website to reflect the scope of their expertise and set a benchmark for law firm sites. Creating a collaborative environment, we nurtured through a series of workshops, immersed ourselves in Winston's brand and set out shake up the law sector scene by creating a dynamic site that embraces new technology.
Deliverable: website design and employee photographs.
Involvement: art direction, user experience and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designer: Nick Spriggs
Programming: Rubenstein Technology Group
Year: 2013
Awards: LMA Your Honor Award for Best in Show 2014, Web Marketing Association WebAward for Outstanding Website 2014
Attracting talent through authenticity.
Now competing for talent with perks-happy technology firms like Google and Facebook, Morgan Stanley needed to redefine how they recruit. Looking closely at what a career at Morgan Stanley means, we created campaigns that connect the aspirations of recruits to the opportunities within the firm. Featuring scaled-up, authentic photography and engaging language, recruits can visualize the potential that comes with a career at Morgan Stanley.
Deliverables: campaign development, brochures, posters, and print ads.
Involvement: tagline development, copywriting, art direction, photo shoot coordination, web design consultation and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designer: Amy Wang
Photographer: Seth Smoot
Year: 2011
The brief was simple: create your first Laurel & Wolf campaign in January 2016. The concept behind the #31Resolutions campaign was to publish a single image post on Facebook and Instagram every day that included a different New Year's resolution. All posts directed traffic to the #31Resolutions landing page which showcased the collective of posts. Giving the tight timing and budgets, we used pre-existing images and supplemented them with a few new images captured during a one-day photo shoot.
Results: Throughout January 2016, Facebook fans increased by over 9,000 members. Instagram followers increased 177% by gaining 1,150 followers in the month of January and engagements increased by 27%. The website landing page received nearly 13k page views, with 950 sessions and a 21% sign up rate.
Involvement: concept, strategy, layout design direction, photo shoot coordination, art direction, copywriting and publishing.
Year: 2016
Laurel & Wolf believes that everyone deserves to live in a home as unique as they are. My idea was to launch a timely campaign during LGBT Pride Month to celebrate the diversity of our clients, designers, and all of their personal projects – we are Diverse By Design.
The visual execution was created using existing imagery from previous design projects that align to create the LGBT Pride symbol while simultaneously utilizing Laurel & Wolf's new brand pattern. The photographs were selected for their use of color and the hues were enhanced for a stronger visual effect.
The campaign ran across Facebook and Instagram with both paid ads and organic content. Additionally, engaging stickers were created and distributed during the Los Angeles Pride Parade to increase brand awareness in our local market and generate additional social content.
Involvement: overall concept, strategy, photo selection, art direction, copywriting, campaign targeting and event coordination.
Year: 2016
HOW IT WORKS VIDEO
Everyone wanted to know – what is Laurel & Wolf and how does it work? We set out to create a short and simple video to answer that question. I teamed up with the Director of Video/Photography to tackle this important project by delivering a video that can be used with any of our external audiences while ensuring it met the needs and approval of every internal department at the company.
Involvement: overarching strategic concept, script writing, scouting and art directing.
Year: 2016
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CREATE YOUR HAPPY SPACE (:30 ad)
Intended for broadcast usage, this is the first video spot that we produced for Laurel & Wolf, which launched the Create Your Happy Space campaign/tagline for the brand. Our goal was to introduce our service by showcasing different groups of people enjoying their homes while highlighting a strong interior design aesthetic.
Involvement: creative concept, casting, and production coordination.
Year: 2016
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INSPIRATION SERIES VIDEOS
Aimed at attracting new audiences outside those interested in interior design, the Laurel & Wolf Inspiration Series video campaign was created to run as YouTube preroll and was targeted to be served only when our ads related directly to the types of content the viewer was watching: travel, baby, & food.
Involvement: overall concept and targeting strategy... plus a little hand modeling :)
Year: 2016
Art dealer Travis Hansson is known for building some of the most important personal collections around the world – and he needed a site to showcase his work of art.
Deliverable: website design.
Involvement: art direction, copywriting, programming supervision and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designer: Nick Spriggs
Programming: Krate Design
Year: 2013
A vibrant, large-scale signage system developed for the 100-year-old museum to improve the visitor experience.
Deliverables: signage and wayfinding system.
Involvement: production coordination and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Year: 2010
Weaving a new technology with sharp design, the result is a new mobile app experience which seamlessly blends music or recorded sound with photos. We created a wordless interface for broad accessibility, plus an adorable mascot to bring life and personality to the new brand. Introducing Shuttersong. Your pictures never sounded so good.
Deliverable: brand identity and app interface design.
Involvement: art direction, user experience and project management.
Design: Carbone Smolan Agency
Project Manager: Joey Eicher
Lead Designers: Kimiyo Nakatsui & Nick Spriggs
Programming: Find & Form
Year: 2013
An initiative to excite employees about the company's name change from Morgan Stanley Smith Barney to the all-encompassing Morgan Stanley.
Deliverables: interior signage and hard-cover book.
Involvement: production coordination and project management.
Campaign Concept/Design: The Martin Agency
Signage & Book Design: Carbone Smolan Agency
Production Vendor: Coloredge
Project Manger: Joey Eicher
Year: 2012
In 2008, Monocle set out to expand its brand beyond the printed magazine by launching a weekly audio bulletin available online and via iTunes. The Monocle Weekly, initially sponsored by BlackBerry, has since expanded into an around-the-clock radio broadcast called M24.
Involvement: secured sponsoring partner and managed executions (series of print advertorials and digital integration).
Design: Monocle
Client: BlackBerry
Account Manager: Joey Eicher
Year: 2008-2009
With the goal of changing perceptions on their nation, the Mexican Foreign Ministry gladly sponsored Monocle's first ever country survey – a 36-page print supplement on Mexico. The magazine has since created several surveys that take a deeper look into countries all across the globe.
Involvement: secured primary sponsor as well as other new advertising partners and assisted in content generation on site from Mexico DF.
Design: Monocle
Clients: Mexico Foreign Ministry, ProMexico, Distrito Capital, Mexican Culture & Arts Council, Hotel Las Nubes, Mexicana Airlines, Zona Maco and Moda in Casa.
Issue: 21 – March 2009
Account Manager: Joey Eicher
