Pelican Reef
Senior Graphic Designer
My tenure at Pelican Reef marked my initial foray into a senior-level role. I spearheaded the organization and rollout of all new catalogs, ensuring alignment with brand standards and adherence to deadlines by collaborating closely with fellow designers. Additionally, I orchestrated image preparation with photographers for the website. A significant aspect of my role involved developing standard operating procedures (SOP) for the design department, enhancing operational efficiency. I optimized vendor order delivery processes and facilitated seamless integration of new logos and business units, including Skyline and the flagship Panama Jack Outdoor Furniture line.
The Catalog Fiasco
My initial significant undertaking at Pelican Reef involved designing and overseeing the launch of its annual catalogs. Upon receiving the documents, I discovered that over 70% of the content was in flattened JPEG format, including text. Recognizing the need for a more efficient process, I embarked on the task of creating editable versions of the catalogs to facilitate smoother turnaround in subsequent years. This involved painstaking recreation of all 24 catalogs, some exceeding 150 pages each, resulting in functional editable files for each booklet. Subsequently, I managed the budget allocation and collaborated with print vendors to ensure the highest quality printing for these catalogs. This project was both a labor of love and a significant learning experience, for which I am grateful.
Skyline Design:
Learning Elegance
At Pelican Reef, I spearheaded the revitalization of the Skyline Design furniture line, which had been overshadowed by the company’s flagship collection, The Panama Jack Outdoor Collection. Collaborating closely with the department head, we crafted a comprehensive strategy to elevate Skyline Design’s market presence. This included developing sophisticated black-and-white branding to accentuate the luxury and elegance of Skyline Design products. Simultaneously, I led impactful advertising campaigns highlighting the unique features and craftsmanship of Skyline Design furniture, driving engagement from both existing and potential customers.
The results were significant, with Skyline Design experiencing a notable increase in visibility and sales. This success culminated in securing contracts to supply its products to hotels—a pivotal achievement in our journey. These accomplishments validated the effectiveness of our strategic initiatives and positioned Skyline Design for sustained growth in the competitive furniture market.
Web Design 101
During my tenure at Pelican Reef, I adopted a hands-on learning approach that significantly advanced my professional skills. My journey into website management began with the Pelican Reef website, where I was responsible for updating SKUs and images. Initially, I managed a few photographs of the furniture, but my role quickly expanded to maintaining the site’s images across the entire organization.
Using Magento, I developed a keen interest in UI/UX and web experience. Within the first 30 days of navigating the platform, I successfully processed over 30% of the images, converting them to transparent PNGs. This optimization led to a 15% improvement in site performance by reducing image sizes without compromising quality.
This role provided me with a solid foundation in web management and design principles, laying the groundwork for my continued growth in the field. My experience at Pelican Reef equipped me with the skills and knowledge necessary to drive impactful results in web-based projects.