Graphic Design 2018

Freelance production design for EssilorLuxottica's global campaigns — across Ray-Ban, Persol, and Arnette. Working directly with Luxottica's marketing team, responsible for designing campaign materials and producing the print guidelines that defined how each piece was reproduced across markets worldwide. Once design was locked, coordinating directly with the print vendors responsible for global production.

What it does:
The scope covered the full range of campaign touchpoints: retail posters, point-of-sale materials, packaging, and brand guidelines documents. Projects ran on two different rhythms — seasonal collections tied to the Spring/Summer and Fall/Winter fashion calendar, and specific product launches tied to individual releases or brand collaborations. Each project closed with two deliverables: the finished artwork files and the production guidelines document that local teams and distributors in different countries used to reproduce the materials correctly.

How it works:
The workflow had three distinct phases. First: briefing and asset intake from Luxottica's marketing team — approved photography, typography, color systems, campaign direction, and usage rules per brand. Second: design and adaptation — composing campaign layouts across all required formats and sizes, adapting copy and proportions for different languages and international paper formats, always within each brand's visual system. Third: production handoff — authoring the print guidelines themselves, defining proportions, safe areas, bleed specifications, color profiles, and format grids so that files could be reproduced consistently by printers and local teams across dozens of markets.

The hard part:
Managing three brands with fundamentally different identities simultaneously. Ray-Ban operates at the intersection of pop culture and attitude — bold, referential, high-contrast. Persol carries Italian craft heritage — restrained, material, precise. Arnette targets a younger, action-sports audience — louder, more graphic. Switching between them required holding each brand's voice separately while applying the same production rigour to all three. A single specification error at global scale has downstream consequences across dozens of markets — production discipline was non-negotiable. Among the projects handled: the Ray-Ban × Ferrari collaboration, a limited co-branded campaign requiring strict adherence to two brand systems simultaneously.

Tech stack:
Adobe InDesign, Illustrator, Photoshop