Lyle Bryson

Graphic Designer

2022 – Present

Providing freelance graphic design services for both established and startup apparel, lifestyle, and beauty/skincare brands. Working across three key pillars: brand, digital, and product.

[Brand] Engage with clients in a process of discovery, design exploration, and conceptual development to deliver impactful brand identities, brand style guides, and brand/product campaigns.

[Digital] Application of brand identity and copywriting across e-commerce, email, and social media. Experienced with building e-commerce sites, email campaigns, and go-to-market (GTM) social media strategies grounded in holistic brand strategy.

[Product] Ideation and production of branded graphics for product application to align with key brand and product marketing campaigns or initiatives.

[Agencies I’ve worked with] Zero Studios, Groundswell Experiential, Design with Cycle

[Select Clients] TREW Gear, YoungLA, Bala, Ringo, Common Wave Hi-Fi, Anastasia Beverly Hills, Dundas Beauty, Alexandra Wagner Skincare

Marketing Coordinator

2023 – 2023

Implemented a Marketing Go-to-Market (GTM) Calendar to operationalize key brand and product marketing initiatives.

Conducted a series of stakeholder meetings focused on observing, assessing, and validating the cross-functional usability of a Marketing GTM Calendar with leads from E-commerce, Creative, and Product teams. Facilitated support for 686’s Winter 2023 collection wholesale rollout by landing three significant retail point of purchase (POP) projects in 90 days. Coordinated with internal and external partners to pull off 686’s annual strategic off-site retreat, Base Camp 2023.

E-commerce Coordinator

2021 – 2022

Coordinated new and seasonal product launches for Sun Diego Boardshop’s 60+ E-commerce brands.

Owned E-commerce inventory workflows, from generating merchandising reports to managing & uploading all new product data to the retailer’s Shopify store (+ each of the steps in between!). Utilized Shopify app integrations (Matrixify and Stocksync) to manage individual product data and automate new product collections. Designed 2-3 E-commerce assets (web banners, landing pages, new product/collection cards) and 1-2 marketing emails each week to highlight new product drops. Sun Diego Boardshop’s E-commerce sales grew 200% from July 2021 to August 2022.

B.S. Business Administration

2016 – 2020

Concentration: Marketing

[Internship Experience]

Marketing Intern All Good 2019 Morro Bay, CA

Created social media content for All Good's 2019 “Ingredients” product marketing campaign. Collaborated with agency partner LOACOM to imagine and produce a series of stop-motion animated GIFs to support AlterEco's "Alliance for the Amazon Coalition" brand marketing campaign. Designed packaging for All Good's brand presence at the B Corp Champions Retreat. Designed promotional assets for local B2B partners.

International Marketing Intern Gianfranco Lotti 2018 Florence, Italy Metropolitan Area

Layout design for Gianfranco Lotti's 2018/2019 Collection catalog (B2C) and SS19 Collection commercial catalog (B2B). Performed product photo retouching to visualize new product line variants for Gianfranco Lotti’s 2018/2019 and SS19 Collections. Participated in a bi-weekly seminar to share key takeaways from the international internship and explore differences in the Italian vs. American workplaces.

TREW Gear Experimental Division

[Creative Brief]

The team at TREW Gear asked me to imagine a brand identity for the TREW Experimental Division, a new sub-label of the beloved outwear brand driven by experimentation and the pursuit of enhancing peak enjoyment outdoors. This collection of one-off capsules and unique product collaborations is meant to push the boundaries of TREW Gear’s product offerings, serving up the surprising and the unconventional.

[Process]

I conducted a discovery process with TREW Gear’s founder and Marketing Director to understand the inspiration and mindspace behind the TREW Experimental Division. After aligning on a shared vision for this sub-label, I set to work putting together a deck of eight unique brand identity concepts for review. After presenting this concept deck to the team, 3 concepts were chosen to be explored and iterated upon.

[Deliverables]

After a series of review meetings and several concept iterations, I delivered a final lockup to the TREW Gear team for the TREW Experimental Division. This lockup consists of three parts:

1. The distinct and identifiable “grid” mountain, which is a nod to the Pacific Northwest’s bountiful mountains, and a place for “peak enjoyment”.

2. TREW wordmark, which is distinct from the brand’s standard wordmark but similar enough in style to live within the same visual system.

3. Experimental Division wordmark, which adds depth to this lockup.

Digital Design for Sun Diego Boardshop

[Creative Brief]

Design e-commerce assets (landing pages, web banners, brand and product collection assets) for desktop, tablet and mobile. Layout product marketing emails each week for brand and seasonal marketing campaigns. Coordinate weekly new & seasonal product launches for Sun Diego’s 60+ e-commerce brands. Create branded assets for digital and print applications.

[Process]

I worked with Sun Diego Boardshop’s Art Director and Director of E-Commerce to conceptualize e-commerce assets for weekly landing page and collection page refreshes. I coordinated between internal and external partners to gather imagery, information, and assets to design and deliver 3-4 e-commerce assets and 1-2 product marketing emails each week.

[Deliverable]

In my time as an e-commerce graphic designer at Sun Diego Boardshop, I delivered a library of designed web and marketing assets, ranging from landing page graphics to private label product imagery to email templates to tech packs. A sampling of the work I created for Sun Diego can be viewed below, and more is available upon request.

686 x Terrain Adventure Co.

[Creative Brief]

Imagine a unique, functional, and on-brand gift to share with attendees of 686 Base Camp 2023. Key ideas and inspiration include: Forward Progress, Future, Growth, Success, and “Reaching Our Summit”.

[Process]

I worked with Christian at Terrain Adventure Co. to concept, design, and produce dopp kits for attendees of 686 Base Camp 2023. 686 partnered with Christian in early 2023 as part of the brand’s RECLAIMED initiative, taking excess fabrics from garment production and repurposing them into new and functional products. As a continuation of this partnership, we provided christian with 686 RECLAIMED fabric and zipper pulls to be used as the lining and hardware for each dopp kit.

[Deliverable]

Partnering with Christian and Terrain Adventure Co., we produced 50 one-of-a-kind upcycled dopp kits for attendees of 686 Base Camp 2023. These co-branded dopp kits delivered on the promise of providing a unique and functional gift, and were warmly received by those in the 686 community.