The breadth of my experience is vast - across products, channels and markets. My product experience includes designing for fashion, luggage, food, and health care products, while recent channel experience includes design for broadcast, web, print, fashion, and environments. Most recently, I have added to my market experience through a two year stint in the southern hemisphere consulting for global firms and teaching at NGO's. My foundation in research and analysis allows me to gather up the most relevant information and then interpret that data into market insights using knowledge of global trends. EXPERIENCE: 3/05-PRESENT InfoGraphics Inc. 370 Lexington Avenue, NY, NY Client Services Manager Brand and Business Development for trial strategy and consulting firm with patent litigation expertise. The position requires liasing with attorneys and designers to create case winning strategic presentations for the courtroom 2002-PRESENT INDEPENDENT RETAIL CONSULTING, Cape Town and New York Client: The Food Network, NY, Branding and design for 3 daily cooking shows: 30 Minute Meals, Good Food Fast with Good Housekeeping, and How to Boil Water Work with show's producers and production teams delivering bimonthly graphic and branding packages used on live shows shown worldwide, Results audiences continue to grow, as do successful branded product ranges Client: South African Breweries - Conducted a study on Global Beverage Trends examining consumer behavior and new entrants in the non-alcoholic beverage market. Results supported a re-launch and the extension into new markets of Appletiser, a sparkling juice presently sold in South Africa, Britain, Spain and Japan Client: Woolworth's (affiliate of Marks & Spencer located throughout Africa and The Gulf States) Retail Consulting on product mix, retail trends branding and increasing employee motivation for Woolworth's stand alone department stores and 'Store within a Store' environments featuring high-end private label food and clothing. SA Design Clients include: Anatu - leading South African Winery, Created the brand identity, packaging and coming website for new line of award winning wines. Results validated expanding product range and marketing in new markets Discovery Health; and Health Partner - Create monthly illustrations for Medical Trade Journal highlighting the Medical Profession and the effect of new laws on health care in South Africa Conde Nast House & Garden and Glamour Magazines 1999-2002 IBM GLOBAL SERVICES (joined via Mainspring e-Strategy Consulting acquisition), New York, NY Executive Consultant: Strategy & Change Practice, Business and Customer Strategy Co-Developed the Customer Experience Practice of Mainspring E-Strategy Consulting, subsequently purchased by IBM Working within multidisciplinary teams (Business Strategy, Brand Strategy, Technical and Information Architecture and Design) implemented accelerated strategies for Fortune 500 companies including: Samsonite, Bath and Body Works, Credit Suisse First Boston, NTTC (part of NASA), Price Waterhouse Coopers, The Principal Financial Group, NY Life, and Phoenix Financial Group Developed thought leadership and methodologies to further the success of IBM's Business and Customer Strategy Group Recruited, trained, and mentored members of a 15-person department situated in Boston, New York and Chicago Working within IBM's Marketing Department, organized national seminars and conferences, with supporting white papers to showcase IBM's deep expertise within verticals Co-branded sponsors included The Harvard Business Review www.samsonite.com, www.csfb.com, www.principal.com, www.phoenix.com 1997-1999 CRUNCH FITNESS INTERNATIONAL, New York, NY (with locations throughout the US and Japan and subsequently purchased by Bally Fitness) Creative Director and Brand Manager reporting to CEO/Founder Supervised all creative direction and branding for Crunch Gyms within the environmental, retail, and online spheres Liaised with advertising firms to translate positioning into appropriate ad campaigns Worked with architectural firms to translate Crunch identity into varied physical environments nationwide Designed Crunch Juice Bars, lounges and massage rooms Negotiated budgets and delivery schedules with contractors and vendors Greatly enhanced corporate brand guidelines www.crunchfitness.com Results: Crunch was bought by fitness giant Bally Fitness in 2000, who retained the Crunch Brand and greatly expanded locations 1997-1999 VH-1 POP-UP VIDEO, VIACOM New York, NY Visual Concept Developer, Broadcast Designer Freelance Worked with TV Producers and copywriters to launch the original Pop-Up Video TV Show Developed the Look and Feel of the show including all icon illustrations, graphics, and animated bumpers for subsequent Pop-Up Video shows which were broadcast worldwide Created r graphics for the Oprah Winfrey Show, Showtime, NHL, NFL, and Pro Golf among others Branded Art was also used to create Games, Books, Mugs, T-shirts and other Pop-Up Retail items sold in upscale department stores 1995-1997 LIMITED TOO, New York, NY Art Director, Teen Clothing Division: The Limited Inc. Launched Limited Too's New York City based design studio (formerly located in Columbus, Ohio) Responsible for designing and commissioning all branding, retail and marketing graphics for The Limited's trendy teen line Liaised with fashion designers and merchandisers to plan seasonal lines and incorporate trends Managed internal and freelance staff Traveled frequently to Europe and Asia to observe retail trends and establish strong vendor relationships 1992-1995 THE GAP and OLD NAVY, New York, NY Graphic Designer, Product Development Corporate HQ Assisted with store concepts, branding and design for the Old Navy flagship store launch in NYC Designed original prints, logos, labels, embroideries, T-shirt graphics, hang-tags and packaging across various Gap Divisions including Baby Gap, Gap Kids and Gap Men's departments 1988-1991 ARTHUR ANDERSEN CONSULTING, London, England Corporate Graphic Designer Designed corporate slide presentations working with Arthur Andersen management consultants EDUCATION The London College of Printing, London, England, Design 1986-1987 D & AD Scholarship, Design, London, England 1985 The School of Visual Arts, New York, NY Bachelor of Fine Arts, 1984 Media, and Continuing Ed Animation 1994, 2002 The Fashion Institute of Technology, New York, NY Associate Art, 1982 VOLUNTEER AND EDUCATIONAL WORK Present: NYLPI.org Pro Bono design work for New York Lawyers for the Public Interest 10/04 - 6/05: NY Cares. English teaching for immigrants in NY homeless shelter 2003-Present: Volunteer Art Teacher and reading assistant Sea Point Primary School , Nazareth House and Imibala, Cape Town 2001 Directed several art projects for Primary School as a volunteer The United Nations School, New York, New York 1988 Taught English as a Foreign Language to schoolchildren in Rio de Janeiro, Brazil ADDITIONAL PROFESSIONAL TRAINING: The Cape Wine Institute, Cape Town, South Africa, Beginners Wine Certificate Course 2003 Mainspring, Cambridge. Mass. - Presentation Skills, Strategic Analysis, Customer Segmentation and Analysis, Information Architecture, and seminars in technologies including Broadband and Wireless 2002 The British Institute, London, England accelerated TEFL teaching degree, 1987 SKILLS: PC & Mac Platforms, Adobe Illustrator, Photoshop, Flash, PowerPoint, MS Office, Outlook, Lotus Notes LANGUAGES: Swedish and Portuguese FREELANCE CLIENTS HAVE INCLUDED: Nickelodeon, Guinness, H & M, Virgin Atlantic, St. Martin's Press, N.W. Ayer, VH1, Nautica, Van Huesen, The Independent Newspaper London, Time Out Magazine, Broadcast News Network, NY, Chicago Tribune, Dagens Nyheter, Jornal do Brasil and Guinness REFERENCES: Available upon request
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resumé of Tracey Berglund
152 east 35th street NYC 10016 USA tel 212 779 7663 Email
tra4art@aol.com
