Lamps Plus, Chatsworth, California – 2006 – 2009

Lamps Plus Catalog Cover

Sr. Art Director
Design Manager
Studio Manager
Graphic Designer

Based on my work with The Disney Catalog, I was brought in to build up the Catalog Department and create catalogs that were aesthetically competitive to West Elm, Pottery Barn, and Crate & Barrel catalogs.

  • Created 18-22 catalogs, 2 per month based on segmented markets, with more than 25 million catalogs distributed in 3 years.
  • Setup all of the photoshoots for the catalogs. Including changing the photography style of the photoshoots and photoshoot set direction.
  • Oversaw 3 designers, 1 photoshop artist and photography team.
  • Redesigned the catalog from scratch, including: New photography styling and Art Direction, Merchandising and Product flow in the catalog. Text and Design Layout, Editorial Styling, Pre-Press and oversaw Press Checks (at World Color & RR Donnelly). Created the style guide and standards.
  • Managed a very tight and strict budget for photoshoots, designer salaries, and printing while improving the very high standards of quality throughout.
  • Hiring and management of the entire team from photography, 2-3 designers and photoshop retouchers, proofing and printing costs.
  • Images that I generated for the Catalog where supplied for the entire Lamps Plus advertising, website, in-store kiosks, signs and print collateral.
  • Besides the catalog work, I also created mock ups and consulted on brochure and email campaign designs.

What we ended up with was a very well received catalog (customer reviews were glowing), and a customer base that exceeded expectations.

Art Direction, InDesign, Photoshop, Illustrator, Powerpoint, HTML/CSS, Management, Excel

art direction

While I was Sr. Art Director at Lamps Plus, I Art Directed and managed hundreds of full room, external, and vignette scenes. I worked with a team that included a Set Stylist, Photographer, Photo Assistants, and an On-Set Assistant. We created scenes that covered the wide arena of home styles including, but not limited to Mid-Century Modern, Classic Contemporary, Shabby Chic, Rustic, Craftsman, Prairie, Funky, New York Loft, Traditional, Eclectic, Garden, Tuscan, Country French, Organic, Coastal, Asian and many more. Here is a sampling of some of the shots that were created.

Art Direction, InDesign, Photoshop, Illustrator, Excel, Powerpoint, Management

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Catalog Covers & Page Layouts

Catalog cover and layouts designed to show off multiple products (in most scenes we are selling almost everything that you see including lamps, chandeliers, sconces, furniture, rugs, accessories, and wall art.
The catalog page layouts were designed to showcase categories of style genres so that the catalog would flow from one style to the next. I created a style guide for all image and text layouts and formats for the other designers to utilize for consistency throughout all catalogs.

InDesign, Photoshop, Illustrator, Management

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Email & social media assets

As Senior Art Director, I setup the shots, produced the images, did various mock ups and consulted on the creation of these emails for Lamps Plus.

Art Direction, Photoshop, HTML/CSS

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"Seen’s leadership, planning and organization drove positive change and results in our catalog program. He enhanced production planning which resulted in substantial process improvements. Moreover, he maintained a highly complex and high volume production schedule flawlessly despite staff vacancies or learning curves. Seen would be an asset to any program requiring a seasoned creative professional."
Mark Salek
VP of Direct Marketing - Lamps Plus