Art Direction · Editorial · Retail
Belk
Seasonal catalog and campaign art direction for a major Southeast retailer, connecting photographic storytelling with the discipline of high-volume production.
Belk Store Services
Senior Art Director
2007–2015
Give a season a point of view.
At Belk, the work connected seasonal fashion and merchandise priorities with a clear customer-facing expression. Catalogs were part of a broader retail experience spanning print, in-store, and digital channels, so the creative direction had to hold together across both imagery and execution.
From concept to the printed page.
As Senior Art Director, I directed seasonal catalogs from concept through final delivery. My responsibilities included photography direction, styling input, design, copy review, layout, and print production. I worked with Marketing, Merchandising, and Digital teams to translate business priorities into consistent creative.
Build the team around the work.
I led cross-functional teams and outside partners, including designers, copywriters, photographers, stylists, producers, and print vendors. Alongside the visual decisions, I owned creative intake, priorities, and schedules across simultaneous campaigns with fixed launch dates, and coached junior creatives through the production process.
Craft and operational judgment.
This work shaped my approach to creative leadership: establish a strong direction, make expectations clear, and stay close enough to production to protect the idea. The selected pages show the output; the experience behind them is equally about collaboration, consistency, and delivery.
