Hola, y'all. I'm Jessie Martinez, an award-winning creative professional: branding and UX/UI design, based in DFW.
I've had the opportunity to help build and lead successful brand & UX/UI design teams in both general and Hispanic markets working for prestigious design firms, ad agencies and in-house design shops for over 18 years. I am also the owner/designer of an independent craft design studio, Avenueva, specializing in metalsmithing and traditional printmaking. View my LinkedIn profile to learn more about my professional background. Scroll on to see my work, and follow me on Instagram if you'd like to see updates on my hobby business.
DIRECTOR OF OPERATIONS + CREATIVE DIRECTOR
From April 2016 to September 2021, I headed up El Creative's creative branding and design initiatives.
During my time at El Creative, I led a wide range of exciting and challenging projects including brand identity, UX/UI design, website design, social media strategy and design, ad campaigns, promotional design, copywriting (English and Spanish), TV/Radio/Streaming Media and environmental design. Clients included Wingstop, Dallas Cowboys, Dallas Mavericks, City of Dallas, Love Field, Corgan, Dallas Films Society, CareNow, Trinity River Mission and Famsa.
CREATIVE SUPERVISOR – COMMUNITY AFFAIRS & DEVELOPMENT
From June 2015 to April 2016, I supervised all internal and external brand communication for the entire network.
Working closely with executive management and health administration, I led the development of a brand, communication strategy for internal and external stakeholders conducting brand and creative, operational analysis of the network. I cultivated buy-in from the executive team through effective communication, dialogue and transparency. Leveraging and utilizing insight from this analysis, the new process was implemented by the CEO, CFO, EVP of Strategy and implemented by executive management throughout the network. The implementation of the strategy helped institute positive change, improve communication and create efficiencies. The CEO's vision for the brand and the trajectory of the hospital was braodcast via the intranet, email and the internal JPS digital tv network. Surveys revealed the strategy was well-received by both staff and patients.
OWNER + CREATIVE DIRECTOR + DESIGNER
From December 2009 to Present, I established a brand design consultancy that has now evolved into a craft design studio focusing on printmaking and metalsmithing.
As a consultancy, I worked closely with clients to develop actionable, creative strategies that engaged customers through both relevant and consistent, brand communication. This created a brand experience that was unique to the customer and leveraged the significance of the customer/company relationship while enabling this dynamic to help drive the brand story. I helped clients move away from stagnant communication that isolated the customer and helped them move toward authentic, mutual customer engagement by creating and implementing a more customer-centered strategy. My solid experience in branding, marketing and design enabled me to effectively manage the creative process from concept through implementation, while my MBA helped me drive efficiency and deliver true ROI.
ART DIRECTOR
From November 2007 to August 2009, I was Pop Design Works' creative lead for branding and design initiatives.
I led the creative team in the execution of effective, brand communication throughout the value chain ranging from client projects and client relations to internal communication and strategic ideation processes. I facilitated competitive analysis and study sessions for designers and project management to enhance the relevance of our creative product, which included identity design, packaging and other traditional off-line communication, on-line media and emerging technologies. I worked closely with the Creative Director moderating brainstorming sessions, cultivating leadership within the organization and nurturing a creative and inspirational working culture. I also worked closely with the development team to integrate an enhanced work flow between the creative and development departments.
SENIOR GRAPHIC DESIGNER
From July 2006 to October 2007, I was the Creative Lead for the H-E-B Hispanic flagship store concept, Mi Tienda.
I coordinated with top management to ensure strong efficiency in translating consumer insights to actionable strategies. I helped implement these strategies throughout all marketing communications. These responsibilities included utilizing internal and external market research cues to sharpen qualitative insights within Hispanic segments. I took these findings and educated the production and design teams on effective, targeted brand communications. This entailed the creation and implementation of brand guidelines and strategic messaging in both Spanish and English, leading brainstorm sessions for both general and Hispanic market initiatives, and developing a Spanish terminology tool for consistent and relevant Spanish translation throughout all Spanish speaking segments. I also worked on brainstorming sessions and creative concepting for ad development in Goodness, an H-E-B magazine.
ART DIRECTOR
From June 2003 to August 2005, I helped Legion Advertising generate strong, relevant concepts and brand stories that engaged and resonated well with specific sub-segments within the Latino demographic.
I helped manage a team of Jr. Art Directors and Designers delegating responsibilities and supervised quality/brand specifications. This included managing tailored, brand strategies working directly with the creative director, account managers, copywriters, junior art directors, designers, printers, photographers, and web developers to meet tight deadlines within budget.