Steve Gray Portfolio 2-2012

resuméSteve Gray

2008 - Present: Freelance Art Director

Produced creative work for various agencies and clients, including Prudential Real Estate, Becton Dickinson, An-sell, Camelback Mountain Resort, Bioselect, NJ Office of Tourism, and Saint Peter’s University Hospital.

2006 - 2008: Coyne Communications, Basking Ridge, NJ

Sr. Art Director. As one of New Jersey’s most respected advertising and design agencies, Coyne sought me out for my effective, contemporary design and top-level cre-ative talent. They put it to good use with high-end clients such as Land Rover, BMW and Sirius-XM Satellite Radio.

2003 - 2006: Franklyn Ideas, Cedar Knolls, NJ

Associate Creative Director. This small pharmaceutical agency brought me on board to help the owner/creative director begin to grow the business from a boutique design studio to a full-service agency. I re-organized the agency, instituting stronger AD/AE teamwork, more efficient job management and estimating procedures, as well as reworking our marketing materials to allow us to broaden our customer base. The results were a more streamlined workplace, increased morale and several new accounts, as well as an increase in company profits of more than 20% in 2004 and 2005.

2001 - 2003: Cendant Corporation, Parsippany, NJ

Creative Director. Cendant brought me in to restruc-ture and reenergize its internal design department. In just the first few months I led the team toward a much higher quality of materials produced, and re-organized the department to operate more like a professional ad agency. This increased the visibility and reputation of the department within the company, and allowed us to take on more ambitious projects. My ad campaign for the Franchise Sales Division helped increase franchise sales by over 200% in just six months. My re-design of Cen-dant Hotel’s Franchise Sales collateral saved the company over $180,000.00 in production costs, while making the materials more targeted and versatile. My successes allowed me to progress from managing a five-person design department here in New Jersey, to overseeing 15 employees in three separate design departments around the country.

2000 - 2001: Integrated Communications, Parsippany, NJ

Senior Art Director. This mid-sized agency brought me in to take charge of launching Ortho Evra from Ortho McNeil Pharmaceuticals. In addition, I helped to develop and present several very successful ads, communication plans, and video projects for such products as Ortho Evra, Ortho Prefest, and Ortho Tri-Cyclen, as well as developing materials for Ortho’s women’s healthcare consumer education programs. My strong conceptual talent, skills at presentation and client relations, and substantial background in the sciences allowed me to connect effectively with our clients. After I joined the Ortho team, we earned a nearly perfect score in the client’s 2001 agency review (the highest score in the team’s history).

1987 - 2000: Ritta & Associates, Englewood, NJ

Began as a designer and rose to Senior Art Director, creating successful campaigns for such clients as BMW, Harmon Kardon, Telcordia (Bellcore), Alpha Metals, LabVantage Systems, SND, and Englewood Hospital. At R&A I designed numerous award-winning brochures, newsletters, magazines, posters, print ads, packages, and corporate identities. I have produced several video projects including the introduction of the BMW 3 Series Convertible, and the introduction of the BMW Z3 road-ster – a project for which I won a gold medal from the NJ Ad Club (1996).

74 Art of Communication

Success highlights

Pfizer Pharmaceuticals • ESCAPE

This smoking cessation program I named and branded to help Pfizer promote Nicotrol, and help people quit smoking, has been enormously successful. In its first year, numerous companies adopted the program for their employees. This has improved the health of a lot of new non-smokers and helped improve the health of Pfizer’s bottom line.

Cendant Corporation • We’ll guide you

The ad campaign I designed for Cendant’s Hotel Franchise Sales Division helped increase sales by 200% in just six months. The ads had a 60% recall rate and a 98% adstudy score based on research conducted by Signet Research, Inc.

Ortho McNeil Pharmaceuticals • 7 Days — 1 Patch

The ads I concepted and designed for the launch of Ortho Evra had phenomenally high quantitative testing results: 86% of respondents recalled the ad (closed-book), and 56% said they would prescribe the product based on the ad alone.

Englewood Hospital • We’re building a Better Cardiovascular System

This campaign to introduce the Hospital’s new Heart and Vascular Center and its director, Dr. Ergin, increased the hospital’s visibility and profitability. The ads generated “more responses in a week” than they had gotten “in months” with their previous ad campaigns. The result was a very successful launch of a profitable new venture for the hospital.

LabVantage Systems • It’s about time

LabVantage Systems, a company which develops time- and database-management software for pharmaceutical and chemical laboratories, wanted to increase its market share and presence in its industry. My print ad campaign led to a substantial increase in sales and name recognition (and within two months, many of the company’s competitors were copy-ing the style of the ads).

Alpha Metals • Can You Handle the Heat Wave?

My direct-mail and print advertising campaign, promoting Alpha’s line of heat-resistant solder fluxes, had an astonishing 39% direct response rate and led to a new multi-million dollar account within weeks of its introduction.

BMW Teen UDE • The five most frightening words your teenager can say*

The UDE (Ultimate Driving Experience) program, has been instrumental in increasing BMW sales for the many years. The direct mail campaign I wrote and designed for the Teen Driving Program, a special section of UDE intended to instill good driving habits in the children of BMW owners and potential owners, has added substantially to BMW’s brand-loyalty and reputation as a responsible corporate citizen.

* those five words are: “Can I borrow the car?”

BMW X5 Introduction • Somewhere there is a place where the Alps meet the Autobahn.

BMW’s introduction of their Sports Activity Vehicle, the X5, presented a marketing problem for BMW, a company famed for its sports cars, but not Sport Utility Vehicles. I wrote the tag line and supervised the direct-mail, collateral and p.o.p. materials that helped make this one of BMW’s most success-ful vehicle introductions.

Awards

More than forty awards from the New Jersey Art Directors Club, and the Ad Club of New Jersey. My work has been represented in the Print Magazine Regional Design Annual, Graphis Magazine, and the Graphis Poster Annual.

Steve Gray201.966.3102

[email protected]

Art of Communication 75

1


Design and Advertising1 Stephen Gray, art director, designer Rutgers University/Daiichi-Sankyo, client Promotional brochure and packet, project

2 Stephen Gray, art director, designer Camelback Mountain Resort, client Website, project

3 Stephen Gray, art director, designer Earth Color, client Promotional brochure, project

4 Stephen Gray, art director, designer, illustrator Bioselect Fuels, client Brochure, project

2

4

3


5 Stephen Gray, art director, designer Shell, client Brochure, project

6 Stephen Gray, art director, designer Sanofi, client Promotional tee-shirt, project

7 Stephen Gray, art director, designer BMW, client

Advertisement, project

5

6


[email protected]

7

Design and Advertising1 Stephen Gray, art director, designer, writer Bons Secours, Good Samaritan Hospital, client Magazine, project

2 Stephen Gray, art director, designer, writer Labvantage, client Advertisement, project

3 Stephen Gray, art director, designer Tripath, client Advertisement, project

2

3


1

4 Stephen Gray, art director, designer, writer Sanofi, client Newsletter, project

5 Stephen Gray, art director, designer, writer BMW, client Brochure, project

6 Stephen Gray, art director, designer, writer Becton, Dickinson and Company, client

Brochure, project

5

4

6



[email protected]

Design and Advertising1 Stephen Gray, art director, designer Various, clients 2D illustration using Illustrator & Photoshop, project

2 Stephen Gray, art director, designer SND, client Advertisement, project (won best in show)

3 Stephen Gray, art director, designer BMW, client Advertisement, project

4 Stephen Gray, art director, designer Ansell, client Website, project

3

4

2

1


5 Stephen Gray, art director, designer Land Rover, client Brochure, project

6 Stephen Gray, art director, designer Cendant, client Advertisement, project

7 Stephen Gray, art director, designer Self, client

Party Invitation, project

6

5

7



[email protected]

FOR LAND ROVER NORTH AMERICA RETAILERS

Design and Advertising1 Stephen Gray, art director, designer Land Rover, client Magazine, project

2 Stephen Gray, art director, designer, writer Cendant, client Advertisement, project

2

1


4 Stephen Gray, art director, designer American Standard, client Brochure, project

5 Stephen Gray, art director, designer Englewood Hospital, client Newspaper Advertisement, project

6 Stephen Gray, art director, designer, writer Days Inn, client

Newspaper Advertisement, project

5

4

6



[email protected]

1 Stephen Gray, art director, designer, typographer, writer Logos for clients such as Prudential Realty, Cendant, Howard Johnson, Becton Dickinson, Days Inn, Ortho-McNeil and others.

Logos and Identity




[email protected]

Advertising, at its heart, is about ideas. Ideas that connect. Ideas that motivate. Ideas that sell. Talking animals and eye-watering CGI effects are no substitute for an idea that grabs the imagination of your customer. Playwright David Belasco once observed, “If you can’t write your idea on the back of my calling card, you don’t have a clear idea.” Likewise, if you can’t fit your idea into a concise headline or tag, you haven’t got an idea your customer can take away and keep. And that, at its heart, is the whole point of advertising: A little idea.

GRAY MATTERS

A BRIGHTER SHADE OF GRAY © 2011 Stephen Gray. All rights reserved.

Steve Gray Portfolio 2-2012

Documents

Transcript of Steve Gray Portfolio 2-2012