Deborah Ferrell Email & Phone Number

United States

Creative curator, spark ignitor, air traffic controller, taking visual cacophony and streamlining it into elegance.

Northeast Kansas Area

Successfully recruited, inspired and directed the creative team, consisting of graphic & web designers, freelancers and copywriters, in the concept and production of marketing, branding and advertising materials. Managed deadlines and worked closely with the traffic supervisor and account service staff. Reported directly to the President, Chief Creative officer.

Topeka, Kansas

Directed the Design, Packaging and Photography teams in the creation of engaging brand identity, in-store campaigns, print, fsi’s, packaging and still / lifestyle photography, to support over 4,000 Payless stores in the United States and internationally. Effectively managed and motivated a creative team comprised of designers, photographers, freelance artists and copywriters to consistently exceed objectives. Presented creative to top level, CMO of Marketing and President / CEO of Payless for… Show more Directed the Design, Packaging and Photography teams in the creation of engaging brand identity, in-store campaigns, print, fsi’s, packaging and still / lifestyle photography, to support over 4,000 Payless stores in the United States and internationally. Effectively managed and motivated a creative team comprised of designers, photographers, freelance artists and copywriters to consistently exceed objectives. Presented creative to top level, CMO of Marketing and President / CEO of Payless for approval, resulting in successful campaigns, increased sales and traffic.Key accomplishments:• Directed / designed successful brand identity. Payless ShoeSource Super Stores®, Loyalty campaign, fashion designer Christian Siriano®, BRASH® junior celebrity, DexFlex®, Dexter Comfort®, Dexter Work®, Safety-T-Step® and Minicci®. Partnered with Champion® athletic and Airwalk® brands to produce photography and packaging.• Researched / directed external fashion photographers. Led stylists and model selection for New York shoots for print and in-store campaigns. Edited, guided retouch of images and designed campaign layouts. Results captured a targeted new audience. • Designed hard hitting tri-lingual campaigns. Crossed channels from in-store, print, web, social and outdoor advertising. • Developed creative team to handle all packaging in-house. Utilized “box optimization” system which saves an estimated $20M annually. Directed team on design, specifications and “goal seal” approvals for print plants in China, Brazil and Mexico. Partnered with licensors such as Disney, Marvel and Nickelodeon resulting in improved customer’s experience and reduced costs.• Art Directed & managed in-house Photography Studio for all "still" traditional and web photography. Led research and installation of new automated web camera equipment to replace outside source which resulted in 56,000+ web images the first year, excellent photo quality and reduced cost. Show less

Topeka, Kansas

Led creative staff of designers to produce engaging in-store promotional signage, brand identity, fashion print, fsi’s, direct mail, public relations and board of director events. Led direction for promotional posters and marketing materials for franchise partners in the Middle East, Turkey, Philippines, Russia, Israel and Indonesian. Art directed lifestyle and still photography shoots with in-house and external photographers. Mentored, developed and retained in-house creative studio staff… Show more Led creative staff of designers to produce engaging in-store promotional signage, brand identity, fashion print, fsi’s, direct mail, public relations and board of director events. Led direction for promotional posters and marketing materials for franchise partners in the Middle East, Turkey, Philippines, Russia, Israel and Indonesian. Art directed lifestyle and still photography shoots with in-house and external photographers. Mentored, developed and retained in-house creative studio staff. Partnered with Traffic supervisor to manage the studio creative workflow and time lines. Researched and presented future trends for Payless.Key accomplishments:• Retail Fashion and Designers. Directed print campaigns for Vogue, Elle and in-store. Led all creative material produced for New York’s “Fashion Night Out” and created individual identity and photography for each of Payless 6 designers; Christian Siriano, Isabelle Toledo, Alice+Olivia, Lela Rose, Abéte and Sylvia Tcherassi.• Dimensional Design. Led design of style guide, furniture and lighting to be utilized in traveling presentations showcasing product, fashion and trend for events such as Board of Directors, Investor, Public Relations and New York Editor events. Additionally created printed materials and slide presentations to fully support these events domestically and internationally.• Brand identity and development. Unforgettable Moments® dyeable and beauty, American Ballet Theatre by Spotlights® dance, Dexter® women’s fashion, the Good Shoe Project® and the Fresh Air Fund®. Show less

Topeka, Kansas

Hands on creative graphic designer lead in producing concepts and graphics for, in-store campaigns, fsi’s, magalogues, brochures and corporate projects. Organized all photography shoots and hired outside resources, including photographers, producers, models, wardrobe/hair stylist and location scouts. Art directed photography with external and internal resources. Supervised production positions for press ready mechanicals.Key accomplishments:• Redesigned in-store posters for more… Show more Hands on creative graphic designer lead in producing concepts and graphics for, in-store campaigns, fsi’s, magalogues, brochures and corporate projects. Organized all photography shoots and hired outside resources, including photographers, producers, models, wardrobe/hair stylist and location scouts. Art directed photography with external and internal resources. Supervised production positions for press ready mechanicals.Key accomplishments:• Redesigned in-store posters for more visual impact and increase traffic to stores. Successfully created the summer beach and fall boot visual impact areas resulting in higher sell off of product and increased traffic.• Designed dynamic lifestyle photography campaigns. Successfully defined the photography style that aligned with the Payless brand resulting in customers relating to Payless as their “best friend” and top choice for footwear. Show less

Education record

Retouch Editing Certification

Adobe Certified Software Courses