Creative Strategy | Marketing | Art Direction
 

hello!

 
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i create things that advance business ensuring everything looks good while doing it. in planning and reality.

 
 
 

marcom manager

FIELD OF FLOWERS

MARCH 2016 - PRESENT | MIAMI

 
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CHALLENGE:

Increase sales of a high priced luxury product that reserves the right to be changed at the fate of flower availability, perishes in days, and can only be visually consumed. The average floral arrangement is $60 + $15 delivery.

STRATEGY:

Present floral arrangements as an artist’s creation using a business model intended for mass-production.

RESPONSIBILITIES & ACCOMPLISHMENTS:


Responsible for brand compliance and marketing of Field Of Flowers & its’ three subsidiaries: Field Of Flowers Wholesale, Lush Celebrations and The FlowerBar. Leading the implementation & execution of branding & communication guidelines. Directing the revamp of company websites and omni-channel marketing strategies. Create traffic driving executions for print & digital platforms: Google Adwords, Facebook Business Manager, BigCommerce, iContact, SquareSpace, BlackTie Publishing & more. Consolidate social media and generate content while also yielding agreements with influencers. Design email marketing strategies & actualize necessary marketing materials. Conduct critical analysis of marketing tactics & ad impact on sales & engagement. Coordinate asset database building for in-studio product photography, on-site vendor photography, and on-demand marketing materials. Streamlined business model down to a self-explanatory, fool-proof representation that enabled the company to acquire large stable accounts each totaling over $300K annually as well as improved external communication with retail consumers & prospects. Other responsibilities: store signage, product photography & photo-editing, vendor sourcing & relationship building. 


RESULTS:

2016 vs 2015:
5.4% Core Sales
9.0% Online Sales Growth
5.5%
Walk-In Sales Growth
10.5%↑ Phone Sales Growth

Q1: 2016 vs 2015
(Before I joined)
Sales declined by ↓5.0% in Q1 2016 compared to 2015.

Q2: 2016 vs 2015

2.5%↑ Sales Growth

MOTHER'S DAY
12.6%
 Growth
ADMIN WEEK
7.1%
 Growth

Q3: 2016 vs 2015

6.8% Sales Growth

Q4: 2016 vs 2015

10.8%↑ Sales Growth

HOLIDAYS
16%
↑ Growth
(23.9% Online, 7.8% Phone Sales, 23.9% Walk-In)

AD SAMPLES:

2016 Holiday ad featuring limited time holiday product line.
Results based on 10 days after ad launch.

2016 Holiday ad featuring limited time promotion. Impromptu market response. 
Objective: Boost online & phone sales. Promptly.

Facebook Ad for short term summer promotion of selling membership cards at 50% off. A membership card gave the user a 10% discount off any purchase for a year.

A FEW FAVORITE POSTS:

content creation

EMAIL BLAST SAMPLES:

Christmas 2016

Mother's Day 2016


IMPACTFUL PROJECTS:

SYMPATHY COLLECTION BOOK:

“It's idiot-proof!” - Funeral home client based in South Florida.

Objective: Create a self-explanatory, easy-to-use tool for funeral home accounts. To be used at funeral homes and the Field Of Flowers retail shops.

Solution: Clearly & simply communicate the unique business model of the company's approach to flower design based on color palettes, not particular flowers.

Description: This book presents all available products in sketch form to steer the viewer into understanding the concept of selecting a product type first (standing spray, wreath, heart, etc.), size of product secondly, and floral color palette thirdly. This approach voids the concern of someone making a product selection based on particular types of flowers and being disappointed if the end result is executed with substitution flowers (a necessity in the floral industry due to seasonal availability).

Graphic Design, Photography & Editing, all content: Irina Zabelina


STYLE GUIDE IMPLEMENTATION → 4 BRANDS

Field Of Flowers has three segments:
1. Field Of Flowers | 2. Lush Celebrations | 3. The FlowerBar | FieldOf Flowers Wholesale

Art Directed & implemented style guides to ensure brand compliance between the 3 brands.


ABOUT FIELD OF FLOWERS:

A third generation floral company located in South Florida for 27 years, predeceasing 2 formal generations making a total of 100 years history in the floral industry. Field Of Flowers specializes in retail floral arrangement production as well as caters to the bulk-buying floral wholesale industry in South Florida. The company has its’ main retail company, Field Of Flowers, as well as 3 sub entities: Lush Celebrations, The FlowerBar and Field Of Flowers Wholesale. Lush Celebrations focuses on customer floral creations and services for events and special occasions, The FlowerBar is a portal into DIY design classes featured in all three retail locations as well as has the option of mobility to cater FlowerBar parties on-site at the choice of the customer, and lastly Field Of Flowers Wholesale caters to the wholesale floral industry in South Florida. 

 
 
 

brand manager, design

HOLLYWOOD BREWING CO.

JANUARY 2014 - APRIL 2016 | MIAMI

 

 
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ABOUT HOLLYWOOD BREWING CO.:

Hollywood Brewing is a local craft brewery in Hollywood, FL with focus on draught distribution and expanding into retail.

INSPO:

Branding inspired by the local proximity of sun, sand, and seashells of the Hollywood shore.

RESPONSIBILITIES & ACCOMPLISHMENTS:

Developed branding from concept to polished execution. Art Directed packaging: can & glass labels, screen printing, carrier packs, & mother cases. Was responsible for design and ensuring all label compliances were met legally and functionally. Conducted pre-press for bottle labels, can labels, carrier packs, mother cases and signage while sourcing vendors most suitable for the brand and building relationships.

 
 

art director & creative strategist

CONTRACT WORK


AUGUST 2013 - AUGUST 2016 | NOMAD

 
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RESPONSIBILITIES & ACCOMPLISHMENTS:

Advertising + Marketing, branding and art direction consultancy & execution, assisting small to large companies in branding, strategy, design, market exposure, communication and capitalization in order to directly impact business objectives by capturing target markets, acquiring new segments and ensuring consumer retention. 

SOME CLIENTS:

STINGHOUSE | A Miami based agency

Art Direction, worked closely with agency’s creative director, Casey Woods.
" Irina is an immensely talented Art Director with a great attitude and a multitude of skills. As Creative Director of Stinghouse, I've hired her multiple times for different types of projects and look forward to working with her more in the future. She has an education and understanding of strategy that's invaluable to the final product and guides the qualitative artistic decisions in her work. Maybe of most importance, she is a kind, genuine person who rises to the challenge under difficult assignments with tight deadlines. "
-- Casey Woods, Jan. 9, 2017

CHRIS SMITH MANAGEMENT & 21 ENTERTAINMENT | Toronto based entertainment firm representing artists including Nelly Furtado and Kreesha Turner

Art Direction & Design, worked closely with Christ Smith, Edward Power and Krystal Fahie.
"Irina is a hard worker and make you feel that your are the top priority. She brings creative ideas to the table, however, is very flexible so she gets the best job done." - Edward Power, Jan. 15, 2013

OTHERS: OD1N Media, Livox Corporation, Chic Naturel, Toronto Business Casual, Relentless Techies. 

 
 

marketing designer

CARILLION CANADA INC.

DECEMBER 2012 - JULY 2013 | TORONTO

 
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ABOUT CARILLION:

A global construction and services company with a DNA that stretches back to BC times (yes, really). The company’s abilities span from education, to health, to maintenance contracts to mining, roadwork, building universities, hospitals, oil rigs and more.

CHALLENGE:  

Carillion’s vast portfolio and the legalities involved with the variety of projects required that external communication be appropriate for all countries the company's projects reside on a federal level. Due to this, even though the company leads state-of-the-art projects in construction and innovation in the physical world, it falls short in portraying it in their marketing due to visually sub-par and bland, overly-safe presentation.

STRATEGIC APPROACH:

Break the rules while following brand guidelines to introduce information in an enticing way. 

RESPONSIBILITIES & ACCOMPLISHMENTS:

Introduced a strategic refresh to the graphic representation of marketing collateral while adhering to brand guidelines for Carillion & their partner: The Bouchier Group. Developed marketing materials for individual industry segments for current and completed projects, corporate events and internal communications. Executed graphics and user-friendly InDesign templates cohesive with brand compliance for the use of the proposals team responsible for new business pitches. Oversaw brand consistency in print & digital advertising, video production & internal as well as external communication assets. Developed vendor relations for print and trade-show commodoties while overseeing quality control of digital and physical marketing assets. 

 
 

graphic designer

CANAREN CANADA

APRIL 2012 - OCTOBER 2012 | TORONTO

 
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ABOUT CANAREN:

A textile manufacturing company with locations in Egypt, France, Canada, Bangladesh, and India. The company contracts with major brands like Wal-Mart as well as has 3 private labels of its’ own.

 

RESPONSIBILITIES & ACCOMPLISHMENTS:

Created marketing materials & consulted on industry trends with head designer. Executed product photography, editing & wardrobe styling. Created the Spring/Summer 2013 underwear line designs for 3F (a fashion forward sub-entity of Canaren). Designed custom textile patterns for 2013 Spring towel collection to be sold at Mark’s Work Wearhouse. Assisted with e-commerce site launch and brainstormed collection themes. 

 
 

creative intern

DEROOTED CREATIVE AGENCY

JUNE 2010 - AUGUST 2010 | TORONTO

 
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MOST MEMORABLE LESSONS LEARNED:

01.

NEVER use a mouse. Tablet all the way... the CD told me not to come back if I used a mouse.

02.

Research the cr*p out of everything.

03.

Keep your files clean no matter how annoying it may seem.

04.

Ask questions, a lot.

 
 
 

student

M.S. | B.DES.

MIAMI, 2016 | TORONTO, 2007

 
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MASTER'S OF SCIENCE
1.5 YRS

MASS COMMUNICATIONS SPECIALIZING IN GLOBAL STRATEGIC COMMUNICATIONS

DUAL PROGRAM BETWEEN FLORIDA INTERNATIONAL UNIVERSITY & MIAMI AD SCHOOL, MIAMI
JANUARY 2013 - JUNE 2015
GPA: 3.82
MIAMI AD SCHOOL SPECIALIZATION: ART DIRECTION


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BACHELOR OF DESIGN
4 YRS

SPECIALIZING IN FASHION COMMUNICATIONS

RYERSON UNIVERSITY, TORONTO
SEPTEMBER 2007 - APRIL 2011