I was headhunted for my position at Andrews UK. As the Brand Production Manager, I oversaw the creative and production management of thousands of digital and physical products. Developing workflow techniques and managing staff helped to maintain a good flow of products from ePub 2.0 – verified eBooks to deliverable audio assets to Audible and other partners. Whilst I worked with Andrews UK I must have laid out, illustrated and otherwise designed over 100 book covers. A great many of which have become well-established, profitable enterprises in their own right. Attention to emerging trends is key to an upstart book’s appeal. Knowledge of demographics is needed to get those key brand design hooks in and sell the product on that initial view.
I’ve laid out print artwork for physical items with specific attention to print technologies. Knowledge of working practises and manufacture turnarounds allowed me to design effectively but also to keep in contact with partners at both ends of the supply chain, delivering accurate information for a frictionless experience. Design for print requires a knowledge of the print process, ink density and specific technologies such as embossing, spot gloss and more. Having created hundreds of pieces of design-for-print over the years, I was able to turn this knowledge to AUK’s advantage. As part of my own personal working practices I wrote a series of guides to creating digital and print assets to be on-brand and on-message. This ensures a clean and efficient workflow for new employees and procedural workflow for otherwise complicated tasks.
As the branding lead at Andrews UK I was not just responsible for the look of our content, but the manner in which the branding was directed. Logo and website creation, brand and imprint design and liaising with external PR and marketing agencies. Brand development was a strong part of this role; Developing look and feel, strategy, awareness and management of brand imprints whilst generating new white-label licensing concepts. Lead generation, social networking and digital brand building led to my increasing Andrews’ content acquisition via liaison with authors, publishers and content providers.