BIC USA INC, Milford, CT

1999 - Present
Brand Graphics Leader, Promotions
Develop and maintain the creative essence of the BIC Brand over all product categories: BIC Writing Instruments, Wite•Out Brand Correction Products, BIC Lighters, BIC Shavers, Sheaffer Fine Writing Instruments. Interact with BIC global management to develop global creative strategies and to ensure BIC USA creative strategies are in line with global objectives. Manage and execute roughly 700 projects annually.

Working with internal design and digital image production staff as well as multiple outside resources, responsible for consumer and trade print advertising, sales collateral, trade and consumer promotional materials.
Created national consumer and trade print advertising campaigns for BIC writing instrument, lighter and shaver brands.
Designed interface for BIC Corner, an online database of product images and selling material.
Design and oversee set-up of booth materials for major product trade shows.
Design and oversee production of product catalogs for BIC stationery, lighter and shaver business units as well as Sheaffer writing instruments.
Developed global creative direction for promotion, advertising and sales materials for re-launch of Sheaffer brand in 2001.
Developed new product launch materials and kits for BIC Softwin Shavers, BIC pocket lighters, and BIC writing instruments.


Click thumbnails for larger image


Shimmer-Med-1 This video was created for the internal launch of the Soleil Shimmer Shaver at BIC's National Sales Meeting. It was created using Flash CS3 and Final Cut Express. I executed every aspect of the project including copy, sourcing stock footage, and creating the final DVD presentation in iDVD. (This file has been compressed considerably from the original)
Bball Dvd-Med Created for the National Sales Meeting, this video was intended to introduce the sales force to the Comfort 3® Advance® college basketball premium promotion. It was created using PhotoShop and iMovieHD. I managed and built this project from story board through the final DVD presentation. (This file has been compressed considerably from the original)
Flash web animation for monthly product feature on corporate web page bicworld.com. I created this animation for the BIC Soleil System shaver using Flash CS3 and available imagery.
Bic-Instant-Messaging "Instant Messaging" was targeted at a teen girl audience to increase awareness for BIC Velocity ball pens and mechanical pencils. I created the concept for the ad, as well as copy-writing, model selection, directing photography, retouching and mechanical production. The ad appeared in Cosmo Girl, Teen People, Elle Girl, 17, J14 and Twist.
"Today I Am" was created to advertise BIC's new line of Gel Intensity pens with fun foam grips and was targeted at tween and teen girls. The ad appeared in Teen People, Comso Girl, Elle Girl, 17, Nickelodeon and Girl's Life.

I created the concept for the ad, as well as copy-writing, model selection, directing photography, retouching and mechanical production.
"Life is Big Write Large" was created using stock photography to advertise BIC's XXL Ball Pen. Targeted at teen and tween boys, it ran in Teen People, Sports Illustrated for Kids, Nickelodeon and Boy's Life.

I created the concept for the ad, as well as copy-writing, photo selection, retouching and mechanical production.
Duo Launch Kit The title "A tale of Two Pens" was created from our "We put a new twist on a classic" tag-line. "A tale of Two Pens" is the sales and press kit for BIC DUO, a combination ball pen and highlighter that changes function with a twist. In addition to developing the tag-line and title, I developed the concept for the kit structure, wrote the copy and designed all the graphics.
Shopaa Shopab The School, Home and Office Products Association SHOPA Show was BIC’s largest yearly trade show effort. I worked closely with the exhibit company to create a space that was geared toward working sessions between the sales teams and buyers attending the show. I was also responsible for the graphic presentation of the booth and on-site direction of the final decoration.
Flick-This Born-To-Ride-1 "Flick This" and "Born to Ride" Presented the new American Cycles lighter series to the trade through publications such as Convenience Store News and Tobacco Outlet Retailer. In addition to concept development and copy I chose stock images that conveyed both a strong attitude and a bit of fun.
Lighter-Ad-Cuffs "Gift With Purchase" was part of a BIC campaign against cheaper, low-quality, imported lighters that were eroding sales. The Objective was to remind retailers of the consequences they could face for selling an unsafe lighter.
Gripper Packaging The launch kit and sales sample kit for the BIC Gripper lighter and case was designed to focus on the unique pattern of the case's rubber grip. Economies of the printing set-up allowed us to produce kits to match four of the case colors
Backboard Backboard graphics for a college intramural basketball tournament featuring the BIC Comfort 3 triple blade shaver.
C3-Women-Ad This women's magazine ad was produced on a very tight timeline, with less that 24 hours from the start of the project to the mechanical going out the door. The ad did a good job of conveying the message of comfort and the coupon had a higher than average redemption than the publication's average.
Shaver Catalog For 2005 the Shaver division wanted a catalog that stood out from the usual. The relatively small number of products compared to the Lighter and Stationery groups allowed me to explore many options in form and style. The final result was a spiral bound "board book" inspired by several books in my five-year-old's collection.
Biccorner The BIC Corner asset management site was developed to provide a resource for external and internal users who needed images of BIC product packaging as well as logos and selling material. The home page was designed as a point of entry to an asset management site based on existing software.
Delta-Grip The introduction of Delta Grip into Sheaffer's everyday line was the beginning of Sheaffer's campaign to make the luxury writing instrument more relevant to a younger consumer.
Prelude The introduction of new finishes and trim to the Prelude line, part of Sheaffer's White Dot luxury pen collection, was a continuation of the campaign to move young upscale consumers into the luxury pen category.
Ergo Sheaffer acquired the Ergo brand. A unique writing instrument ergonomically designed design to fit the hand. Ergo was available for both left and right handers.