the skateroom
Limited, unique and mass skateboard art editions, created by the world’s most influential artists & museums, with 10% of all revenue going to NGOs
CLIENT
The Skateroom
ROLE
Creative Director
DATE
2021—2023
“Working closely with the world’s most influential artists, we empower international skate and education nonprofits & projects”
Creative photo & video campaigns
Creative collaboration on exhibition & in-situ displays
Storytelling in-store (Pictured: MoMA Design Store)
Release events (Pictured: Michelle Lamy x THE SKATEROOM)
Direction of new web development (especially content)
Social media strategy (via direct reports)
Tone of Voice and Brand Guidelines (Int & Ext)
Mail marketing & content writing
Project Description
As Creative Content & Brand Director for THE SKATEROOM, I led the marketing department, developed content strategies, directed & wrote content, and guided the overall brand messaging for two years, over 15 collection drops
Over the course of my role, I developed many campaigns around limited edition, unique releases and mass-market editions, working directly with the marketing teams of the world’s biggest museums and galleries; licensers of Basquiat, Warhol, Haring, and more; as well as creatively collaborating on content featuring living artists like Jeff Koons, Cindy Sherman, Michelle Lamy and more.
For each launch, a full PR campaign, content marketing strategy and hero assets were developed with me as lead creative and strategist. I led my team to produce all this and, thanks to a reporting loop I put in place, we were able to track ROI and adapt to ensure more efficient and impactful marketing and storytelling every time.
In addition to this, working with Art Director Kevin Lenaerts, we developed brand guidelines, a new visual identity and tone of voice, as well as devised a new social impact model whereby NGOs received 10% of revenue from all sales. A podcast series, THE SKATEROOM Podcast, which I hosted would dive into the stories behind these charitable projects and why we found them so exciting to support.
Watch all creative assets in the above playlist