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A natural-born creative lead, Cullen represents a terrific mix of hands-on skills and strategic thinking. From brainstorm to pitch to final production, Cullen contributes at every stage of an integrated marketing project and optimizes processes to keep things running smoothly. When it comes to brand strategy and identity work, Cullen is a capable lead in establishing standards that unify a brand, and leave plenty of room for extension and application. His methods include audits of past/present design, and as well as the competitive market. Once a brand position and guidelines are established, he swiftly (but carefully) considers all aspects of the campaign – what’s the message, who’s the audience, what’s the goal, what are the options for impactful methods of communication – then writes creative briefs, produces initial design concepts, and leads his team through completion (catalogs, trade shows, direct mail, print ads, Web sites and Flash pieces). He can direct external agencies, as well as internal employees. As a manager, Cullen thrives on art-directing and mentoring designers, writers, and developers; he takes care to understand their skills, and sets them on a path to excellence. He is a well-respected mentor, introduces best practices that save time and money, and excels at building vendor relationships (as well as negotiations).
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