Tag Archives: Creative Director

Creative Director Debo Delivers The Sugar Factory’s Delicious Designs

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Creative Director Debo

For Deborah Magnan, best known by her mononym, Debo, making a scene is a job requirement. As the creative director for a stunning range of clients, Debo has proven herself invaluable as an unparalleled architect of campaigns the world over. Her entire life has been shaped by the enormous influence exerted by those who held the title of creative director before her. Even as a child growing up in Cannes in the South of France, the power and importance of branding and marketing were apparent all around her.

“It was magical to grow up by the beach in that beautiful city,” Debo said of her upbringing in the legendary home of the Festival de Cannes, “and to be able to get an international vision of entertainment and branding from Cannes Film festival, the MTV parties, and TV and licensing conventions.”

That upbringing, immersed in a world where marketing is king, awakened an early passion within Debo. She saw the ways companies would generate massive buzz through all kinds of innovative marketing tactics, and she knew exactly what she was meant to do.

“I began by making my own events in partnership with Barbapapa, an old kids’ cartoon licence… The events became so big that the brand came back very strong both in the market and on TV, so I got a name for that,” recounted Debo. “Then I opened my first nightclub called the Mini Club. I was in charge of designs, fabrics, lighting, floors, the name and logo, DJs and special guests, marketing and PR, and even smell, I did everything, and it was a hit! I was able to cover all the creative aspects of the business, fulfilling the role of creative director.”

Since then, Debo has sharpened her instincts and expertise to become one of the most potent and innovative creative directors in the industry today. Her relentless determination to carry every one of her clients to the absolute pinnacle of their potential makes her an unrivaled figure within her industry.

Far more than simply marketing, branding, public relations or advertising, Debo possesses an uncanny sense for exactly what will make her clients’ brands trend and explode. It’s a product of the unceasing and unwavering focus she’s always devoted to her clients. Before she ever wet her feet with Barbapapa and Mini Club, Debo has always had a keen and intuitive understanding of each of her clients’ unique needs.

“I’m able to cover concept to design, branding to marketing, merchandising to food, beverage to menu and production to show,” Debo said, explaining the vast array of responsibilities with which she is entrusted. “I have a 360 degree approach that few people have in this field. I’m able to take a brand and make it grow in every direction and dimension — where a lot of other creative directors only focus on one side of the brand: either logo, production, or merchandising.”

As a creative director, Debo’s job is to guide her clients through the complex process of establishing and evolving their brands’ identities. To that end, she is an unrivaled force in the industry. Among her illustrious list of clients is world renowned, Grammy Award winning electronic music pioneer David Guetta. Working closely with Guetta, Debo planned and executed a worldwide tour of parties dubbed “F**k Me I’m Famous” to coincide with Guetta’s album of the same name.

“‘FMIF’ went from a party to an international lifestyle… I did all the merchandising and collection design for more than 1,000 different products. I was in charge of production, packaging, show concepts, prop design, marketing, and branding,” Debo explained. “That meant planning everything from the giant neon door to the lollipops giveaway, outfits, handling the full creative direction of performers, as well as the neon swing, onscreen visuals, merchandising, store design and advertising.”

Among Debo’s most inspired work is the remarkable campaign she designed for the Sugar Factory. A restaurant chain headquartered in Las Vegas, the Sugar Factory has expanded to 30 metropolitan locations in major cities around the globe, including New York, Chicago, San Diego, Dubai and Manila. The Sugar Factory relied heavily on Debo in order to reach that level of worldwide market saturation.

“I was responsible for creative direction, food and beverage concept, and the entertainment concept,” Debo said, describing the wide range of her responsibilities. “I did some branding, such as the Gummy Bear World logo, Foodgod candy box logo… I designed a full museum of candy, 20 rooms full of sweet experiences. I did a lot of food, beverage and entertainment concepts.”

It was Debo who conceived Sugar Factory’s greatest claim to fame, the Rainbow Slider Burger. A favorite of both kids and adults, the Rainbow Slider also proved immensely popular with the celebrities and influencer patrons who love Sugar Factory. The long list of big names who’ve helped make Sugar Factory wildly popular includes Kylie Jenner, Kendall Jenner, Britney Spears, Drake, Nicole Scherzinger, Kim Kardashian, Eva Longoria and Rupert Grint.

“The client was looking for a branding signature, and that’s what I did with Rainbow Sliders,” Debo said. “The sliders perfectly match the Sugar Factory logo.”

As it turns out, Sugar Factory was an absolutely perfect client for an innovative creative director like Debo. Most of her peers could only dream of successfully promoted a brand by creating a product that appeals to every age group, in addition to being wildly popular among some of the world’s biggest celebrities. For Debo, Sugar Factory provided the perfect opportunity to express her true talents.

“I love the fact that it’s a family business. They care about every detail of the company and are very open about creativity,” Debo recalled. “Sugar Factory will always give you a chance to test a new recipe.”

No matter who the client, where the venue, or what the brand, Deborah “Debo” Magnan’s innovation and tireless dedication put her miles ahead of her peers in the industry. For clients determined to stand out in the crowded arenas of hospitality and hospitality, there isn’t a shred of doubt that Debo is the best, most driven, and most innovative professional to have in their corner.

 

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Jeff Venida talks honor of creating a shift in today’s branding culture with Paradam

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Creative Director Jeff Venida

There are two types of people in this world: those with compelling stories to tell and those who actually tell them. One of those people is highly sought-after creative director, Jeff Venida. What sets Venida apart from most is the fact that his storytelling doesn’t come bound between two book covers or scattered through carefully arranged music notes. On the contrary, Venida uses creative branding to stimulate the minds of consumers and to take them on quests they wouldn’t have otherwise imagined traveling. He takes a thought-based, captivating approach to creative branding and shares stories with the world in a way that keeps him at the top of his industry.

Throughout his career, Venida has earned himself the opportunity to work with some of the world’s biggest brands, allowing his talents to captivate consumers in a number of different markets. He prides himself on the fact that his job, unlike many others, requires him to have a keen understanding not only of top brands and their target audiences, but also of some of the world’s most niche industries. He realized from an early stage in his career, that being a creative director would require far more than an eye for design. He would need to be able to identify important trends in society and determine how best to gauge the audiences consuming them. It has been a journey rich with learning opportunities and chances to look at parts of the world in a new light. In addition, after several years spent working for other brands and striving to bring other people’s visions to life, Venida realized that he needed to shift his focus towards putting his own ideas first and bringing them to life on a large scale. For these reasons and more, he decided that his talents could be best offered to the world by starting his own company: Paradam.

Per Venida’s vision, Paradam is focused on developing a thought-based, storytelling approach to creative brand building and marketing. He sees great importance in communicating complex ideas to his clients that tap into their emotions and connect intimately with their minds. His reputation, along with his business savvy, allowed him to build a strong client base and to leave a lasting impression on all of his clients, everywhere from start-up companies to major brands. His venture has been so successful, in fact, that Paradam was featured on AdWeek’s podcast in 2017, reaching audiences on a mass scale.

“I wanted to change the way people consume media and I wanted to have a larger impact on the culture I was so clearly contributing to. I knew that I didn’t want to create a product that was ‘for sale’ because I don’t really believe that any product will have a larger impact on people’s lives. Having said that, I do believe that awareness and an opening of the mind can have a great impact on the collective consciousness of the world. I wanted to streamline my beliefs and processes in a way that others might be able to take something away from. I started Paradam so that I could disseminate my approach to a brand communication for a larger audience and hopefully leave a positive, lasting impact on the way we experience the world. It is so much more than just an agency or a company; it’s an ideology and a way of viewing the world,” told Venida.

When developing Paradam accordingly, Venida endeavored to become an agency that specializes in conscious consumerism. To the world, this may seem like too large of a feat to tackle; however, for Venida, it is unfathomable to build an agency in any other way. During Paradam’s inception, the idea of generating a fundamental change in the way people think about marketing and branding motivated Venida to honor the ideas and intentions that are embedded in Paradam’s foundation and he was shocked by how easily his ideas came to fruition. Using his photography and videography skills, he shot content for his website and created a brand video that would later draw clients into soliciting his services. He also created icons and logos to match his brand’s concept, and focused his efforts on developing a unified, coherent branding strategy to show prospective clients the sort of output they could expect from working with him. For clients like Paul Andre Pinces, knowing Paradam’s ethos and seeing the calibre of content it housed were nothing compared to what he experienced when he actually worked first hand with Venida.

“I first worked with Jeff on a project for Native Shoes in Vancouver. He had a vital role on all 2014 and 2015 seasonal campaigns, contributing to brand messaging, look-books, and online content. He defined the brand tone throughout each campaign, giving the company its distinctive voice in the market during their most vital period of growth. His company, Paradam, is an exceptional example of his command in the industry and he is certainly one of the best creative directors I’ve ever had the pleasure of working with,” raved Pinces.

Testaments from clients like Pinces serve as a reminder that the risk of stepping back from his work to focus on a passion project paid off in the end. He is humbled by the thought that through Paradam, he is able to practice what he preaches and to bring something fresh to the market.

“I can’t tell you how much it means to me that this project has become such a success. When people call me just to tell me they’ve discovered Paradam and that it really speaks to them on a personal level is indescribable.  It makes me feel like I’m on the right path. Some of the creative individuals I’ve worked with on this project have called me to tell me that the completed project is something they thought they could only dream of, and that makes me feel honored. I feel inspired to push the envelope more and try my next creative endeavor,” he concluded.

Jamie Maunder designs without limits

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Jamieson Maunder

There are two types of people in this world: those who believe that there are limits to what an individual can achieve, and those who understand that limits only exist to be challenged. The latter group are few and far between yet tend to exist within a small percentage of society’s highest performing achievers. In the case of designer Jamie Maunder, for instance, dreaming without confines is a natural part of who he is. With each goal he sets for himself, he expects to not only complete it, but to outdo his former self. All it takes is a mere glance at Maunder’s career as Head of Design to know that he wasn’t built for an average life. He was designed for greatness and with greatness, he designs.

Throughout the course of his career, Maunder has tested his hand at multiple disciplines within the design industry, including working in design studios and clothing factories, as well as print and production agencies. The skills he has acquired throughout these diverse experiences make him an invaluable part of any project he collaborates on, as was the case when he worked for entities like Loughborough Sport and the International Olympic Committee. This reality was exemplified in 2006 when Maunder began his three-year journey working with the elite sportswear brand, Stash. Having grown up being inspired by Stash’s unique, British premium sportswear, Maunder felt that this opportunity was something he absolutely had to be a part of. His ability to secure employment with Stash is a testament to Maunder’s networking skills and eye for design. At that point in his budding career, he had made a name for himself and Stash were not slow to notice.

When Maunder first began working at Stash, he was taken back by their unique setup and by their willingness to foster his development as a designer. Within their headquarters, Stash came equipped with a design studio, as well as a full production house with approximately 75 per cent of production in house. This presented Maunder with a learning experience unlike any other he had known in the past. The setup epitomized the concept of being able to see a job through from start to finish.

“Having the production under the same roof as the design facilities allowed me to witness and learn the processes involved in carrying a product through from inception, or the design phase, to being packed up and ready to be shipped. I couldn’t resist learning how to use all of the machines and this took my understanding of the development phase to a whole new level,” recalls Maunder.

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Jamieson Maunder, Kerry Williams

As he tends to do with every company he joins or project he contributes to, Maunder left a lasting impact on the employees and design protocols at Stash. He can be credited with not only introducing the first three-dimensional rugby jersey illustration during his time at Stash, but also for training his colleagues to use this method. This resulted in a significant reduction in the duration of the illustration phase of a design. It allowed Stash’s design team to provide their clients with a prompt idea of what their design would look like in reality prior to actually creating it. In addition, this allowed his co-workers to expedite these processes which, in turn, allotted him more time to develop new, exciting products and ways to increase Stash’s brand awareness.

Ultimately, during his time with Stash, Maunder was responsible for developing compression garments for some of the world’s top professional athletes. In 2009, for example, he worked with the British Bobsleigh Association to design and create cutting-edge race suits that not only looked appealing but were designed with purpose and functioned in such a way that helped these athletes remain at the top of their game. The skill set he developed here is one that he carries with him in every job he encounters today, and he considers the opportunity to invent with no barriers as having been one of the most liberating, important parts of his entire career. It felt as though he was working with the elite in order to serve the elite and the outcomes kept in theme.

It isn’t difficult to understand why Stash were honored to have Maunder on their team for such a growth-oriented period of time. In fact, Sailosi Tagikakibau, who captained for the Stash Allstars team and who’d had Rugby performance apparel created for him by Maunder, found him to be an inspiring, valuable person to have collaborated with. When asked what made Maunder such a pleasure to work with, Tagikakibau was eager to describe him as someone genuine and skilled.

“Jamie is someone that puts his heart into everything that he does. From scratch, he managed to put together a team of professional international and national players to test the products he had created and to ultimately win tournaments. He always wants to know how he can improve something, which in turn, made me very comfortable as a professional athlete. Knowing he had my personal interests in mind at all time made a world of a difference,” told Tagikakibau.

For Maunder, on the other hand, working with Stash was so much more than a resume builder. It helped him to identify a passion he hadn’t quite taken notice of in the past and one that far extended beyond simply designing and producing sportswear. Rather, he finds himself driven by the fact that his profession affords him countless opportunities to dive deep into his problem-solving skills and address issues in an unexpected, yet meaningful way.

“My time at Stash changed my whole outlook on a career in design. I became obsessed with the human form and with the way in which it moves. For this reason, my ability to design apparel that enhances an athlete’s performance was strengthened by my time at Stash and I couldn’t be better off for it,” Maunder concluded.