Senior Production Manager for Creative Operations
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About the company
Drop (formerly known as Massdrop) is a community-driven shopping site. The company collaborates with its members to create products and provides them with a platform to connect, learn, and shop alongside like-minded individuals who share their interests.
In 2019, Drop underwent a transformation, transitioning from Massdrop, a product crowdfunding company, to Drop, a lifestyle brand.
Role
As the Senior Production Manager for Creative Operations, I led a team consisting of one creative designer, two photographers, and two creative producers. My role involved offering creative guidance and generating ideas for marketing assets.
Our rebranding initiative involved refreshing various elements, including brand guidelines, the website, packaging, newsletters, social media, and email marketing materials. These updates were made in anticipation of the launch of our new brand system and products at a Press Release event.
Rebrand Press Release Event
Rebrand Press Release Event
Approach
To celebrate its brand history and honor its dedicated community members in the Blades, Outdoor, Mech Keys, and Audiophile niches, the company hosted its very first standalone press event in New York City. Notable media outlets in attendance included Business Insider, Gizmodo, Digital Trends, and Buzzfeed.
The challenge of transitioning to larger-scale printing became evident for our creative team, as many of our assets did not meet the printer's requirements for DPI and resolution. In order to meet our deadline, I took the initiative to provide design options to troubleshoot printing specs with the printer and acquiring stock assets necessary to create the interactive environment.
Results
The event was a resounding success, with positive reviews from the press regarding the rebrand, products, and space design. Furthermore, our production execution remained within the constraints of a strict budget and adhered to the seven-day turnaround deadline.
Lifestyle Photoshoots
Lifestyle Photoshoots
Overview
The photography team was challenged in finding a new style for our rebrand. The new style aimed to be more editorial in order to reflect of the company's new tagline, Passions Lead Here.
Packaging
Packaging
Role
As part of the rebrand, new packaging branding guidelines were developed. Cobranding guidance were design under my supervision and input. The new guidance aimed to be clear in defining the role of our partnership with our third-party partners.
Email campaigns
Email campaigns
Role
Supervised the design of email templates, providing feedback on multiple layouts. All copywriting, photos, and social media assets were produced in-house.
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