Tim Richardson

Creative Director | Amplifying Brand Stories Through Innovative Design | Crafting Experiences That Resonate | Passion for Design Excellence

Greater Los Angeles | US

Skills

Style Guides
Exhibition design and installation
Photo creative + art direction + production
Retail Design
Director level

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Interests

Ceramics

Music

Travel

Art

Industries

Bike

Golf

Creative Agencies

Fashion

Lifestyle

Music

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Home Summary Activity Projects Work experience Education history Connections Companies

In my own words

— Tim

Tim Richardson 949-436-1459 tmrichardson1@gmail.com http://cargocollective.com/tmr I’ve been responsible for overseeing all aspects of creative, working with global clients such as Vans, Quiksilver, The North Face, Oakley, Mountain Hardwear, Speedo Auction.com and, West Coast University, American Career College as well as mentoring and building the creative talent within the business.

Working intuitively to pinpoint the most essential truth, visceral quality with which to tell a brand’s story. Acting as both a strategic and creative partner at every step of the process, aligning inspiration, business objectives and story-telling into powerful and authentic experiences.

While being crazy enough to think we can inspire the future, what drives us, in everything we imagine, develop and execute in today’s hyper-connected, networked users and consumers hungry for meaningful, authentic and relevant brand experiences across multiple touchpoints and regions of the globe.

The North Face® – Provided global creative direction and management for the creative team and increased Q3 2010 sales 12% in the US and 28% globally.

Oakley – Led the creative team that pitched/landed/developed the “Perform Beautifully” campaign for Oakley women’s division. Increased 2010 Q2 sales over 40%.

Mountain Hardwear – Directed global creative vision and led their rebranding initiative – redesign of print, video, online, eComm, packaging and retail to reposition in the Outdoor Retailer space. Launched two new propriety fabric technologies; DryQ Elite with 151% growth, and OutDry with 51% growth.

Speedo USA – Established a year-round Swim & Aqua Fitness consumer market, creating three consumer segments: Olympic/Competition, Fitness and Active Recreation. Grew U.S. revenue 4%, 6% globally.

ADVERTISING & DESIGN Brand Development and Brand Strategy Research & Strategy Branded Content Creation Photo/video Art Direction Identity Design TV, Youtube, Radio, Video, Social Media Concept Development OOH Advertising Print Advertising and Design Brochure/Catalog Direct Mail Retail Point of Sale Environmental Experience Design Retail Store Design & Merchandising Event Consultation/Development Adobe Creative Suite Web Development E-Commerce UI/UX Design and Production Mobile App Development Online Marketing Search Engine Marketing Paid Display Ads Salesforce Email In-House Programming Youtube Facebook Instagram, Instagram Stories Tik Tok Content Development Product Launch Consultation Planning & Project Management Package Design Retail Promotions

Trajectory

May 2022 — Aug 2022

Creative Director · Buttercloth

I was hired to lead premium men’s shirt brand to build concepts with a three-member creative team. I was responsible for seeing an idea through from conception to delivery. Told the Icy Cotton - infused with the patented cooling power of organic mint fibers with “The world’s most comfortable shirts” strategy by guiding art direction, copy, voice/tone, and lifestyle/product photography, and video consistently across the omni-channel landscape. Worked to redesign and speed up the Salesforce email campaigns, paid/organic display ads, YouTube, Tik Tok, FB and IG video stories.

Aug 2020 — Oct 2021

Creative Director · West Coast University

Lead a four-member in-house team to create an authentic lifestyle brand images/copy/strategies that are relevant to the consumer’s market by researching target audience diversity per state/campus. Sped up the SM, display ad, Salesforce email process and paid media. Worked with two advertising agencies to redesign the both websites and create TV, radio, and takedowns for YouTube, Tik Tok, IG paid display ads for national college locations and Online Programs. Helped solve shortage of nurses nationwide during the Covid 19 pandemic. Launched a new Richardson, Texas campus campaign “Hope + Action = Change” and art directed content in Miami and Dallas during the pandemic shutdown.

Sep 2016 — Feb 2020

Creative Director · Auction.com

Auction.com brand was perceived as old and cheap and needed to evolve to appear as new and technological. I partnered with Blue-C Design agency to create a new logo and graphic brand standard, voice, tone, (buyer/seller online/in-person) visual language across all touch points. Worked to empower our customers to achieve their real estate goals by providing them with access to the most experienced team, trusted solutions and exclusive properties in the marketplace. We built a business intelligence dashboard for Auction.com buyers and sellers, Portfolio Interact offered unprecedented real-time data – down to the property level – to help you make selling decisions. The access to this data lets you analyze your portfolio performance and pricing. Helped Puerto Rico after Hurricane Maria sell foreclosed homes. Over 2,000 emails were delivered – • 53.2% of the emails were opened Click Rate was 22.6% with a Click-to-Open ratio of 42.4% Optimus email campaign to connect buyers with properties increased saves. Inspired the leaders to view ADC as the largest and most trusted marketplace for investment homes. 43,869 Emails sent 9,651 opened, 2,851 clicks (22% Open Rate) We built a business intelligence dashboard for Auction.com buyers and sellers, Portfolio Interact offered unprecedented real-time data – down to the property level – to help you make selling decisions. Created a Bid Interact program to connect live in-person bidding with sellers (banks) to decrease “Runs” days it takes to sell a foreclosed home. • Increases in CTR, open rates, and saves with over $34 billion in sales • 4.9 million registered accounts in 180 countries • 7X more listings than the closest competition • 26.7 M annual visits

Sep 2012 — Aug 2016

Creative Director · Speedo

Hired to lead, supervised and influenced in-house team, content strategy, art direction, design, product development, photo/video shoots, retail, e-commerce, events, and brand. Working closely with the product managers to create some campaigns which took the brand in new directions and started conversations which didn’t yet exist, exploring relationships people had with water, the brand and products that enabled them to live better lives. We leveraged storytelling and built on the rich legacy, highlighting athletes and new technologies. Building concepts and working within a team I was responsible for seeing an idea through from conception to delivery. Managed multiple tasks in a deadline-driven environment for Brand Identity and Logo Design, Print Advertising & Design, Packaging Design, Brochure/Catalog, Direct Mail, Aquatic Fitness Retail Point of Sale, Olympic Swim Event Kits, and Promotions. • Provided creative leadership with Hello Design to create a new desktop/mobile web e-commerce site. • Developed an inspiring "human truth" strategic approach with a renewed focus on the Fitness audience needs of the consumer/user.   • Conceptualized and executed projects storytelling across for Omni-channel Social Media Strategy & Content, Speedo Fitness App, TV & Radio Advertising, Video Content and Development.   • Collaborated/partnered with MISFIT Shine wearable to launch new waterproof watch product used by Olympic swimmer, Missy Franklin that provides activity tracking in water. • First Speedo product in Apple stores • Introduced revolutionary eco-friendly and performance-enhancing PowerFlex Eco fabric that led to 12% global growth and first-to-market in swim category. 100% post-consumer waste nylon yarn from fishing nets. Established a year-round Swim & Aqua Fitness consumer market, creating three segments: Olympic/Competition, Fitness and Active Recreation. Grew U.S. revenue 4%, and 6% globally and grew the Fitness category by 14%.

Jan 2011 — Jul 2012

Creative Director · Mountain Hardwear

Mountain Hardwear was looking to reinvent the brand and was losing market share in many growing categories. We had to be targeted, compelling and relevant to both Core users and Enthusiasts. Inspiring new consumers while remaining committed to your original core. Protect the core. Grow the mainstream. We worked on the GTM plan as a global brand: from design, marketing/e-commerce sales and consumer insight for Alpine, HXT; Trail Running, Outdoor, Rock, Ski; Backcountry, Freestyle, Lifestyle, and Travel. • Launched three new propriety fabric technologies; Dry.Q Elite with 151% growth, and OutDry with 51% growth and Cool.Q Zero with Max King and Dakota Jones to the marketplace that realigned company into more focused point-of-view as experts on breathability, air permeability and waterproofing. We rethought the sell through plan; “Path to the Rack” and revised in-store retail environments, technology clinics, events, and product seeding. • Created the conceptual/visual for Alpinist Ueli Steck, Swiss rock climber and mountaineer famous for his speed records in the Alps that focused on moving and user needs, built to serve his lighting strike style of alpinism. Created an Ueli Steck-Alpinist collection and had to radically re-think how we tell our stories—who tells them and what they are about. Innovation was the driver of the company’s growth. • Created a “Cash for Clunkers” integrated campaign. The idea was to donate your gently-used waterproof/breathable and receive a discount on a new Mountain Hardwear Dry.Q Elite jacket. One Warm Coat collected the coats to be given to those in need.

Aug 2008 — Sep 2010

Creative Director · Factory Design Labs

The North Face brand perception was thought of as clothes my dad would wear; it was also over saturated in the college market with the Nuptse and Denali fleece jackets. The brand was not “Hard Core” and in the retail “Sea of Black” environment it was no longer a technical product. I was hired at FDL to lead a three-man creative team on The North Face account. Created new campaigns to reposition TNF in each activity-based model (ABM), directed photo/video shoots for Outdoor, Performance, Action Sports, and Youth divisions. Worked with TNF in-house creative, athletes, photographers, photo editor and retail visuals division managers, art directors and merchandisers to maintain visual and brand-messaging consistencies to create a seamless look from TNF brand print, Dick’s Sporting Goods co-op TV, dealer ad group (DAG) advertising in (OOH, print, online), TNF retail store windows and in-store retail graphics. Created TNF Snow report iPhone APP, and Trailhead iPhone APP. We changed the positioning of The North Face from a supplier to the leader in Outdoor industry, increased sales by 28% in a recession. Built street creditability with skiers and snowboarders, and is now making the transition from backcountry to frontside of the mountain to reach the next generation of riders. Pitched/landed/developed the “Perform Beautifully” campaign for Oakley women’s division. Lead three creative teams of FDL in-house and freelancer. Worked with freelance ACD and FDL to create “Perform Beautifully” pitch across website, social media, print, OOH, online, outdoor social, event and sales marketing. • Directed two OW photo and video shoots, edited and art directed color corrections, as well as supervised the final ad layout templates. - Increased 2010 Q2 sales over 40%.

Jan 2001 — Aug 2008

Sr. Art Director · Quiksilver, Inc

Built and led Creative Services department of 27 art directors, graphic designers, copywriters, digital photographers and post production. Provided global art direction and management of the in-house advertising agency with Marketing, Advertising, Graphic Design, and R&D functions across the product development process of 18 different divisions. Create a better system, create a better product, increase sales, services and communicate with global/divisional partners; 3 continents; Australia, France, California. 3 season cycles. 4 sales seasons (workbooks), Spring, Fall (BTS), ski/snowboarding, Holiday, Kids, shoes/sandals, Outlets and surf/skate/snow events with E commerce images, increased sales/workbooks on time, advertising, line extensions; shoes, Quiksilver women. • New studio (Roxy) Hired, /photography/assistant, digital color CRX, PM, graphic designers. • Launched the innovative Cell wetsuit and won SIMA “Product of the Year” Award. • Industry –leading conceptual/visual creative helped increase sales from $800M to $2 billion. • Spearheaded branding/conceptual/visual creative for Quiksilver Edition, increased sales 26%. • Launched innovative Cell wetsuit, won SIMA “Product of the Year” award.