bailey keefe

creative director

  • Dynamic Creative Director with 18 years of advancing leadership experience and instrumental in steering creative vision and direction within corporate settings, along with executing a multitude of branding, media, and graphic design freelance projects. Diverse clientele spans across various industries, including healthcare, restaurants, and notable celebrities

  • Broad spectrum of work reflects versatility and capacity to tailor creative solutions to a wide range of sectors, major campaigns, and marketing projects

  • Passionate leader of people with extensive experience managing, training, and inspiring teams of creatives including graphic designers, artists, and other specialists, while ensuring alignment with the overall vision and creative strategy

  • Lead and engage in highly collaborative communications with all levels, partners, clients, and members. Ensure transparency and present creative concepts by using deep knowledge, and professionalism

  • Strategic acumen includes oversight to paid media channels, social media platforms, website, email marketing campaigns, and in-restaurant marketing collateral, and establish goals for current brand creative efforts

  • Offer comprehensive art direction for video content, encompassing everything from conceptualization to final execution. Provide strong proficiency in menu engineering and the strategic placement of items to enhance both sales and guest  experience

  • Review and approve all creative materials before they are released, ensuring that they meet the desired quality and effectively communicate the intended message

  • Technical proficiency includes Adobe Creative Suite (InDesign, Photoshop, Illustrator, Bridge, and Acrobat), Microsoft Office, Chrome, Project Management software, Asana, Slack

PROFESSIONAL
SUMMARY

Creative Vision & Execution

Creative Brand Strategy

Persuasive Presenter

Establish Creative Goals

Budget Management

Source Talent

Manage Approval Process

Senior-Level Leadership

CORe
COMPETENCIES

PROFESSIONAL
EXPERIENCE

The ONE Group

Director of Creative
09/2013 - Present

Spearhead the scalable development of creative materials, ensuring consistency across all existing and future location, and establish comprehensive brand guidelines for an existing brand experiencing swift expansion both within the US and internationally

  • Initiative focuses on creating uniformity in brand materials across all locations, while also developing targeted outreach materials for local restaurant teams and event sales. Key strategy was the promotion of national programming over individual local-level initiatives

  • Brand saw significant growth, expanding from 7 STK units in 2013, with a revenue of $125.7MM, to 27 units by the end of 2023, achieving a revenue of $316.6MM. Notably, STK was listed publicly in 2013 and traded on NASDAQ, marking a significant milestone in its growth trajectory

Revamp, revitalize, and rebrand the look and creative guidelines for newly acquired Brand Kona Grill (24 Units)

  • Utilize existing company data and sale information to establish the most successful programing and offerings to create attractive collateral appealing to existing audience

  • Optimize messaging and streamline creative for constantly evolving digital mediums emphasizing our new direction as a Vibe dining American Grill

  • Successful maintaining consumer trust in the brand and increase database opt ins as well as social media presence

  • Produce substantial double digit growth year over year as new locations increased profitability, and successful launching takeout and delivery services to maintain sales during covid lockdowns

Art Director
09/2013 - Present

Direct and produce a series of venue, lifestyle, and food photo shoots to enhance brand materials, a task undertaken almost immediately within the first few months of my tenure. Within 30 days of joining the company the branding went public

Alignment with ambitious "Road to a Billion" growth strategy, which entails a rapid increase in store openings, including additional brands and global locations as well as airport outlets, focus has been on optimizing marketing materials and streamlining the ordering process for both in-store sales and outreach activities

  • Collaborate with a major printing group to establish an in-house ordering platform for a variety of marketing and stationery items, ensuring easy access to business cards, takeout packaging, and other promotional materials

  • Enhance marketing agility by expanding the team by hiring two additional designers, who are responsible for managing rapid programming and menu updates

  • Strategic approach in bulk ordering and inventory management not only saves an average of $200 per order but also keeps our collateral consistently up-to-date and aligned with our brand identity. System simplifies the process for managers to order business cards and is designed to scale seamlessly with the opening of each new location

Freelance Work

03/2009 – 12/2014

  • Developed a comprehensive suite of marketing materials including postcards, email campaigns, posters, and logo/identity concepts for new restaurants - David Burke Group (2013-2014)

  • Crafted an engaging media kit to enhance brand visibility and outreach - Dr. Konstantin Vasyukevich M.D. (2013)

  • Designed and produced packaging, postcards, posters, and point-of-purchase displays to elevate brand presence - Body Works / Relaxzen (2013)

  • Created a capabilities deck for the McDonald's Chicken McBites product launch, showcasing innovative marketing strategies - The Narrative Group (2012)

  • Developed logo and brand identity, and designed and built a new website/travel blog (leeabbamonte.com), enhancing digital presence - Lee Abbamonte (2012)

  • Created website layouts, logos, and collateral for various non-profit clients, enhancing their brand identity and online presence – Luminys (2009 – 2010)

  • Executed targeted email campaigns to drive brand engagement and customer loyalty - Kwiat (2010)

  • Designed web banners for insatiablecritic.com, enhancing the website's visual appeal and user engagement - Gael Greene (2009)

  • Developed and managed email campaigns, effectively communicating the brand's message and promotions – Blueprint Cleanse (2009)

Previous Career Overview

Senior Art Director / Graphic Designer, Rocketdog NYC, New York, NY 05/2012 – 05/2013

Art Director, Bowlmor Lanes, New York, NY 10/2006 – 05/2012

EDUCATION &
TRAINING

 Bachelor Of Fine Arts, Emphasis in Graphic Design

California State University Long Beach

 Continuing Education

Advanced Photoshop, School of Visual Arts,
New York City

Advanced HTML & CSS, School of Visual Arts,
New York City