Over 25 years of visual design industry experience. A problem solver with an extensive detailed eye in several design mediums. An ability to add to or create a team using strong management and leadership skills. Strategy and Design for social media, web, user experience, identity, branding, furniture and fashion.
2016 – Present. Design Director, Free Association/Nest/Google, Palo Alto, CA
Branding strategy and development for POS (Point of sale systems), Advertising, Online and Interactive Media design.
1991 – Present. Contract Designer, Creative Director, Genes Sotto Design San Francisco, CA, New York, NY.
Levi’s, Old Navy, Banana Republic, Bill Blass, Timex and Rafaella. Art direction and development of programs for
Levis, fixtures, ad campaigns and showroom design. Branding Strategy and Development for Rafaella and Gap inc. Developed R5, a new athletic workwear line. Strategy for online social media marketing for Old Navy and
2001 – 2009. President, Designer, Creative Director GENES, New York, NY. San Francisco, CA.
Owned and operated 8year-old Brand/Fashion house, specializing in collections of Hi-end contemporary women’s clothing. The 70 piece collection has sold in 180 boutiques and specialty stores in US, Canada, and Japan. 14 seasons with 5 full-time employees and 5 interns. GENES has appeared in several magazines i.e. Lucky, Glamour, Instyle and OK. Tradeshow, press & sales in Coterie, Intermezzo, Project, DnA, Magic, and Project.
1999 – 2001. Director of UX, UI, Metazoa/Pharsight, San Francisco, CA. Palo Alto, CA.
Director of UX and all aspects of collateral and representation of website and branding. Created corporate standards and production protocol. Managed a design team of 4 employees which developed innovative navigation systems, interface designs, page layouts for software applications, interactive banner ads and mobile media. Lead the team
in concept development using, wireframes, workflow diagrams, user scenarios, flowcharts, storyboards, prototypes, interaction specifications and QA. Extensive knowledge of online user habits and preferences.
2001 – 2002. Designer, Zang Toi, New York, NY.
Coordinated Fall 2002 Japanese couture collection from concept to runway to retail sales. Specialized in styling and garment details across all 52 pieces. Organized branding, press and public relations for Bryant Park, Mercedes Benz fashion week. Producer for front of house Bryant Park fashion show.
B.S. Graphic Design, San Francisco, 1995 California College of the Arts
- Extensive experience everything Mac. Adobe CS Applications, Photoshop and Illustrator. Final Cut Pro and Pro Tools.
- Styling, Shooting, Retouching, Lighting, Location/Talent Scouting.
- Process/Digital Printing, Prepress, Press checks, Print, Video and Web Production.