From the onset of my journey at TIVOL, I was granted the unique opportunity to delve deeply into the realm of art direction, thanks to the unwavering faith that the leadership placed in my abilities. Over the course of six years, I've honed my skills, guiding brands to vividly communicate their essence through striking visuals and ensuring that every narrative aligns seamlessly with our overarching vision. The challenges of production coordination, from vendor alignment to on-the-day logistics, taught me the nuances of successful shoot production, ensuring every project's impeccable execution.
As the digital media landscape continually transforms, the importance of art direction has never been more paramount. Adapting to diverse formats and digital dynamics, I've emphasized the necessity of crafting visuals that not only captivate but resonate across varying platforms. Whether it's the print realm or the ever-evolving world of online advertising, my experience has solidified the profound impact of strategic art direction on brand growth and presence. With TIVOL as my foundation, I'm enthusiastic about exploring new terrains and further championing the significance of art direction in today's media-rich environment.
As the digital media landscape continually transforms, the importance of art direction has never been more paramount. Adapting to diverse formats and digital dynamics, I've emphasized the necessity of crafting visuals that not only captivate but resonate across varying platforms. Whether it's the print realm or the ever-evolving world of online advertising, my experience has solidified the profound impact of strategic art direction on brand growth and presence. With TIVOL as my foundation, I'm enthusiastic about exploring new terrains and further championing the significance of art direction in today's media-rich environment.
TIVOL 2022 Spring Magazine
Overcoming Challenges with Creative Ingenuity
The TIVOL 2021 spring magazine stands as a defining milestone in my journey as an art director. The groundwork for the project was an inventive vision, leading to a profound partnership with the iconic Nelson Atkins museum in KC. This collaboration amplified our brand's visibility and provided a unique platform for capturing evocative lifestyle imagery.
Our "On Display" article, originally envisioned to solely showcase these atmospheric shots, underwent a dynamic shift after the visuals surpassed all expectations. Recognizing the potential impact of these visuals, our leadership team – the CEO, President, and VP – decided to leverage the anticipated audience engagement by interspersing studio shots of our jewelry. In response, I integrated artistry into this pivot by overlaying the jewelry imagery on watercolor backdrops, thereby echoing the artistic essence of the entire magazine. Another challenge emerged during the conceptualization of our "Wearable Art" article. Originally, the vision was to highlight elaborate, unique jewelry pieces set against a model adorned with painted effects. However, our store expressed a preference for showcasing a broader spectrum of everyday wearables, which presented a new challenge: making these daily-wear pieces pop on the page. Collaborating closely with our photographer, we managed to ingeniously light a range of shots that I subsequently merged into a cohesive image. This final rendition masterfully underscored the allure of both the model and the showcased pieces, letting their innate beauty shine unobtrusively. The issue's impact was profound. Within two weeks of its launch, sales attributed to the issue covered all production costs – an achievement covering expenses from printing and distribution to model fees and clothing rentals. The success of this project encapsulates the transformative power of adaptable art direction and the magic that arises from navigating challenges with creativity. |
TIVOL 2021 Fall Magazine
Pioneering a New Era of Elegance
In 2021, the journey to redefine TIVOL magazine into a paragon of national publication standards commenced, and at the heart of this transformation was a strategic vision rooted in genuine representation and expert craftsmanship. As the art director, I spearheaded initiatives to resonate with our evolving readership. My vision for "Out on the Town" spotlighted the everyday elegance of young professionals, showcasing realistic portrayals of young women adorned in jewelry, bridging a connection with our emerging audience.
Navigating the challenge of engaging a broader readership without sidelining our cherished clientele, high-net-worth individuals, and affluent retirees, I conceptualized "Perfectly Paired" – an ode to our classic clientele, ensuring a balanced appeal. The constraints of the pandemic also presented unique hurdles. To safeguard our team yet retain the variety in our presentations, I innovatively integrated stone and marble textures into our studio shoots. This approach not only mirrored the cool ambiance of the season but also seamlessly transitioned into our social media, website, and advertising narratives for subsequent quarters. Amidst team transitions, my role transcended traditional boundaries. I took the helm in crafting articles, breathing life into stories like "Vineyard Vows", which I penned after an intimate chat with the newlyweds. This bridal narrative was complemented by the "Wedding Day Gift Guide", a heartwarming showcase of clients' wedding day jewelry exchanges. Collaborating closely with our seasoned photographer, our five-year partnership perfected the art of illuminating each shot, while I meticulously curated and edited every visual narrative. The resulting TIVOL 2021 Fall Magazine is not just a publication but a testament to the evolution of our brand, striking a chord with diverse readers while echoing our unwavering commitment to excellence. As we move forward, I remain dedicated to pushing the boundaries of art direction, ensuring TIVOL magazine continues to shine as an emblem of industry-leading storytelling |
TIVOL 2021 Spring Catalog
A Symphony of Colors and Craftsmanship
The 2021 Spring edition of TIVOL's catalog epitomizes how audacity paired with precision can redefine luxury. This issue was a bold departure from the norm, juxtaposing luxurious jewelry against vividly bright backdrops. Every page, every photo, carried its own unique challenge — and its own distinct story.
Central to this vision's realization was the symbiotic partnership between my photographer and me. For the studio shots, we adopted an intricate two-step process. The first step centered on capturing evocative shadows, even if it meant momentarily sidelining the luminosity of the jewels. Next, each individual piece was photographed under optimal lighting conditions. Merging these shots required painstaking precision on my part, ensuring the drama of the shadows melded seamlessly with the jewelry's inherent sparkle. But perhaps the most intriguing facet of this catalog was our collaborative work with renowned brands, notably LAGOS. Navigating their stringent guidelines — such as the exacting requirement of using fishing-line to suspend jewelry — was both a challenge and a testament to TIVOL's ability to mold itself without compromising its essence. This co-op served a dual purpose. Not only did it offset considerable print costs, but it also stood as a compelling endorsement of TIVOL’s prowess, signaling to other premium brands our capability to seamlessly align with external guidelines without losing our signature touch. The cover contrasted the vibrant interiors with a subdued palette: an ethereal white, graced by me in a sapphire pendant, creating a serene prelude to the visual symphony within. This was punctuated with a heartfelt note from our CEO, Cathy Tivol, laying the foundation for the reader's journey ahead. Moreover, to provide readers with moments of respite amid the riot of colors, we introduced a centerpiece spread — a chromatic range of jewelry set against a tranquil white — underscoring the breadth of colored stones TIVOL boasts. The catalog wasn't merely a publication; it was an art piece, a strategic masterclass, and a commercial powerhouse. Validating its unparalleled success was the over $1 million dollars in attributed sales within just two months, an accolade especially remarkable considering the season. Through this endeavor, the TIVOL Spring catalog resonated as a beacon of innovative art direction, collaborative excellence, and commercial acumen. |