Frank Varela

Senior Packaging Designer · CEPIA, LLC

Arlington, VA

In My Own Words

My name is Frank Varela. I am a seasoned and highly creative graphic designer. I have worked as a high-level and hands on Art Director and Creative Director for packaging at Mattel, Spin Master, Funko, and Brightz. Prior to my tenure in CPG (Consumer Packaged Goods), I have had many years in the entertainment industry working for companies like Warner Bros, Fox, and Disney. My package designs have won awards, and my logos have been published and featured in numerous books and magazines.

On a personal note, I am a passionate, driven, easy-going, collaborative, thoughtful and very entrepreneurial. Professionally, I am an adaptable designer, strategic, can think outside the box, capable of successfully leading a department/team, and always delivers on outstanding plus thought provoking design on time and within budget.

I have an innate and deep understanding on how to build, direct, and strategically maintain successful brands both in print and digital. Here is a list of properties I have worked on that you might have heard of:

DC UNIVERSE, JUSTICE LEAGUE UNLIMITED, KUNG-FU PANDA, BATMAN BEGINS, THE DARK KNIGHT RISES, GHOSTBUSTERS, HE-MAN & THE MASTERS OF THE UNIVERSE, The WATCHMEN, The X-Files, PAW Patrol, Rusty Rivets, STAR WARS: The Force Awakens, AEROBIE, Swimways, COOP Hydro, ZhuZhu Pets, and FUNKO.

PORTFOLIO

Work Experience

Senior Packaging Designer

CEPIA, LLC

2023 – Present

Design and create packaging and branding for toys. Collaborate with cross-functional teams to ensure brand consistency.

Creative Director and Designer

FREELANCE

2022 – 2023

Provided freelance design services for clients nationwide, specializing in branding and packaging design.

Creative Director

BRIGHTZ LTD

2021 – 2022

Manage the creative process from concept to completion, work in partnership with Brightz staff on retail package designs, supervise plus mentor a young creative staff, collaborate with management to create strategic marketing plans, interface with freelancers/outside vendors, manage the Brightz brand campaigns across all channels both in print and all digital media platforms.

Senior Packaging Designer

FUNKO

2020 – 2020

Creation and design of specialty and intellectual property packaging. Position was cut short due to company's issues during the financial crisis brought on by Covid 19.

Director of Creative Services

SWIMWAYS (Outdoor GBU for SPIN MASTER)

2016 – 2019

Overseeing the design of packaging and internal/external marcom projects, art directing photo shoots as well as sales/promotional videos, directing the design of rebrands as well as gate-keeping the execution of existing brands, managing the creative services staff workload, mentoring members of my team, negotiating with as well as maintaining a stable of reliable freelancers/outside vendors, and staying within budget for the year.

Senior Packaging Designer

SPIN MASTER

2015 – 2016

Designing as well as the creation of toy packaging for preschool toy brands (PAW Patrol, Rusty Rivets).

Project Designer (Art Director) of Boys Packaging

MATTEL

2004 – 2013

Design and art direction of toy packaging for both mass distribution and collector markets, manage and coordinate projects with vendors and counterparts of the Mattel Hong Kong office, organize and lead brainstorms for best strategic positioning of product with marketing and product design departments.

Senior Manager of Design & Brand Services

ABC CABLE NETWORKS GROUP (DISNEY)

2002 – 2003

Design and art direction of trade show graphics, premiums, and satisfying company wide design needs.

Senior Design Manager of Creative Resources International

FOX FAMILY/SABAN

2000 – 2002

Design and art direction of one sheets, trade show graphics, sales collateral for MIPCOM (an international trade show), and oversaw freelancers as well as other creative staff.