objectives to create a branded experiencecreative.tomprints.com/tgonzalez.pdf · and brand groups....
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Summary of Experience
Responsible for managing, providing and supporting integration of Coca-Cola brandingand communication components into consumer communications within the McDonald'sbrand structure.
Managed creative, conceptual and innovation efforts in support of The McDonald's Division.This included creative brief development, preparation of creative and concepts for focus group research, ideation process development, brand graphics and merchandising, structural design concepts.
Interaction with McDonald's, it's suppliers, agencies and partners in the approval and development of Coca-Cola/McDonald's merchandising, promotions and packaging executions for both domestic and international markets.
Provided design, and creative consultation in the development of package, equipment, and decor within the restaurant , drive-thru, and self-beverage equipment through ideation work.
To create a Branded ExperienceObjectives
Overall assignment and responsibilities from 1997 to present.Senior Creative Manager/The McDonald's Division
Home: 770-664-9379 Cell: 770-598-1283
Currently a Senior Creative Manager with The McDonald's Division with over 24 years of working in a wide variety of roles covering many aspects of the company's marketing needs. Scope of work covers print advertising, messaging, identity standards, promotions, package development, trademark graphics, packaging (both structural & graphics,) merchandising, restaurant decor and branding for new emerging products Experienced with managing internal brand and creative teams as well as outside resources such as design, branding, promotional agencies, structural suppliers, printing suppliers and fabricators. Diverse background combines excellent creative communication and organizational skills with a proven track record of creative solutions providing cross-functional teams and marketing efforts with marketing and communication tools that effectively reach and resonate with targeted consumers, marketing strategies and corporate clients.
Tomas has created world-class marketing solutions and visual design strategies by applying 24 years of managing design teams, creating viable visual business design strategies, utilizing both inhouse and outsourcing agencies for fulfillment of creative. His ability to both manage creative, apply design principals, create visuals, implement visual language and brand strategies makes him a unique candidate. Highly motivated conceptual thinker with strong design and writing skills with a proven track record of innovative solutions for business and marketing. Skilled manager of multi-disciplined teams to lead from conception to creation of user-centered designs and interfaces. A comprehensive Portfolio is available.
Tom Gonzalez
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Principal Designer/ Marketing Services 12/93 to 4/97Developed and communicate written briefs for use by agencies and internal teams toguide and direct brand graphics development
Responsible for leading design teams, both internal and external, in branding, creation and graphic development of trademarks and brand identities for packaging of new products, experimental and existing brands. Among them a very successful re-launch of Cherry-Coke on a global scale, Fresca (Mexico), Fanta, Hi-C (Korea & Thailand), Bonaqua (Pacific) and an array of smaller European brands.This included coordinating and developing briefs and positioning statements with brand managers in the development of global brand initiatives as well as local executionsand POP/Merchandising concepts.
Developed trademark guidelines, color standards and creative ideation processes.
Involved with agencies during proposal presentations for brand presence of Coca-Colatrademarks for the 1996 Summer Olympics.
Frequent interaction with brand and project managers on strategic and tactical issues such as branding, production feasibility, ideation processes and secondary packaging.
Responsible for leading and coordinating the preparation of consumer stimulus materials and follow through with final executions and recommendations to client and brand groups. Frequent participation in focus groups, both in preparation and interaction.
Worked with creative teams and brand graphic managers in the review and selection of packaging design firms and agencies.
Creative development of marketing and information kits to field for new products, vending graphics and other graphic initiatives.
Provided ideation on future packaging and vending concepts.
Associate Creative Manager 12/91-12/93Responsible for the creative management and execution of major national promotions for the Coca-Cola USA Division. This included interaction with promotions managers, promotional package development, brand managers, promotional agencies, partners and legal departments. Managed creative for large scale promotions such as Diet-Coke Winter Olympics.
Managed creative development for national hispanic market promotions such SabadoGigante and hispanic market POP.
Coordinated the execution of all supportive materials such as point-of-sale, plan guides (field communications). Supervised and selected photographers, design firms and printing suppliers.
Guided internal design team in support of activities relating to plan guides, packaging templates and trade consumer communications.
Prior to 1991
Assistant Manager/Fountain Creative 1/91 to 12/92Assistant Creative Manager / USA Division 1/87 to 12/90Graphic Designer / USA Division 4/84 to 12/86Freelance art director from 82 to 85
In depth details regarding these positions as well as highlight from all functions can be submitted upon request. In depth details regarding these positions as well as highlight from all functions can be submitted upon request.
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Other InformationBilingual (Spanish)
AwardsRecipient of several ADDYS, including 2 gold and 1 silver, 2 PRINT MAGAZINE awards, Printing Industries of America awards, a couple of SHOW SOUTH, International Brand Packaging Award/Bronze. Other work has appeared in POP Times and VM+SD (Visual Merchandising & Store Design).
Award winning illustrator and artist, featured in March 1995 issue of ARTIST’S Magazine.
Prior to Coca-Cola Company, I worked as a freelance art director, designer and illustratorwith clients such as Lockheed, Atlantic Records, CBS Records plus various advertising and design agencies in Atlanta and North America.
Education:Bachelor of Art degree from The Atlanta College of Art, Atlanta, Ga.- Major in Visual Communications/Advertising with Honors.
View other work at the following links:
click on the portfolio icon belowto see some of my work.
www.tomprints.com
Other Skills : SoftwareExpert in Photoshop, & Illustrator CS, Microsoft Office. Familiar with Adobe GoLive and Flash (intro).
www.showcase.com
www.alexanderpollard.com
Review of portfolio with Tom can be arranged by calling or e-mail at: