While all of the design teams were integrated under my office and digital was increasing its footprint, conventional marketing collateral still made up a huge percentage of our teams' output. With 12 regions across 50 states, 3 countries and 350 stores (a number that grew every week) our designs had to be collaboratively thought through and impactful across demographics and market types. They also had to show in a variety of media, signage, print, outdoor and event materials. While I was responsible for all creative at WFM global offices, the individual designs were created by the global marketing team’s art director and designers, collaborating with regional marketing, ensuring cohesion down to the store floor.
