Project Manager + Art Director + Photographer
My Life's Work
(or at least some of it)
hard rock hotel branded collateral
Rooted in the rock 'n' roll spirit, Hard Rock takes pride in delivering authentic experiences - from tattooed front desk staff to walls lined with music memorabilia and unique amenity programs available only at Hard Rock Hotels. In 2015, we redefined the in-room experience by developing nearly 50 pieces of branded collateral - witty and beautifully designed, with subtle nods to the brand differentiator: music. My role included collaboration with operations, marketing, housekeeping, purchasing, and vendor partners to find the balance between function, economics, and aesthetics. I spent as much time in Excel creating cost comparison analysis as in InDesign adjusting production specs, and even more working with global hotel partners to ensure each piece met brand standards and fit within each property's budget.
Creative Direction by Linda Nelson. Design and Copywriting by OMFGco.
Connecting People Through the Power of Music
The Hard Rock brand guide was in much need of a facelift. Together with Hard Rock's VP of Creative, Senior Creative Director, and FutureBrand, I provided art direction, photography, and copy editing to bring this project to life. Currently, we are collaborating with Anson-Stoner on an interactive digital version of this book, expanding on specific brand-defining elements - logos, color palettes, photography standards, and brand voice.
Invitations
Lake Nona Golf & Country Club has attracted a vivacious community of members and residents who enjoy a wealth of social and recreational amenities. Each year, the club hosts multiple lavish events in which they spare no expense. During my time at Tavistock Group, I designed all of the invitations and collateral for these events.
Hard Rock Heals Foundation
The Hard Rock Heals Foundation exists to improve lives through the power of music. With the Hard Rock Heals Suite at participating Hard Rock hotels, 15% of room rates benefited partner organizations engaged in music philanthropy - and in turn, visitors received for the duration of their stay an iPad loaded with a curated relaxation playlist and meditation class, custom JBL speaker, and Manduka yoga mat. My role in this project included photography and art direction on the collateral, editing direction on the meditation video, and collaborating with our partners to ensure brand alignment.
Isleworth Collegiate Invitational
Founded in 2003, the Isleworth Collegiate Invitational is known as college golf’s major championship. The tournament is played at Isleworth Golf & Country Club, on one of the most prestigious courses and communities in the world, and features 15 of the nation’s top college golf programs. I designed the journals, brochures, lanyards, and signage for this event for three consecutive years.
VIP Investor Presentations
From design & development to brand marketing, operations support to technology integration, Hard Rock has curated a master plan that ensures that each and every property is successful. In collaboration with SunDance Graphics, I directed the production of this custom VIP presentation box, which contains the brand introduction book, global hotel directory, six development manuals, and custom foam cutouts for additional collateral items.
All Things Photography
During my time at Hard Rock, I have photographed epic concert festivals, intimate jam sessions, global culture, fascinating people, and more than five thousand pieces of memorabilia (self-proclaimed world's premier guitar photographer). These images have been used across all mediums in advertising, social media, and on property at Hard Rock locations worldwide.
Passion Projects
Embracing challenges. Savoring every bite. Enjoying every moment.
Travel, Lifestyle, and editorial Photography
My true passion lies in authentically experiencing other cultures. During my travels, I have visited floating villages in Cambodia, explored a spice farm in India, road fishing boats in Bangkok, napped on terraces at Machu Picchu, and dined with local farmers in Italy. All the way, building relationships and being inspired by the incredible people I've met. My second favorite part of every trip is coming home and sharing these experiences with others through my photography.
The Orlandoan
The ORLANDOAN's primary goal was to chronicle the journey of a city coming into its own. Along the way, we hoped to build an appreciation for Orlando and show off what The City Beautiful is all about. Together with co-founders Andi Perez and Alex Lenhoff, I provided editorial content and helped develop and market merchandise, including the infamous "Orlando Doesn't Suck" tshirts.
Burrow Press
Burrow Press is a nonprofit, independent publisher committed to publishing the best contemporary literature by new and established authors, as well as fostering literary community in Orlando and Florida. In collaboration with Ryan Rivas, BP's Publisher/Editor, and several local illustrators/photographers, I designed 13 Burrow Press published books.
Florida Symphony Youth Orchestra
Now in its 60th Concert Season, the Florida Symphony Youth Orchestra continues to educate and inspire. The programs that make up the FSYO reflect a commitment to provide young musicians with the opportunity to strengthen their musical talents and develop an appreciation of the arts through music. For four consecutive years, I designed all of the printed collateral and photographed students to be featured in the layouts.
Snap! Space Volunteer
Snap! Orlando is a leading Florida contemporary art organization, with two galleries and over 100 exhibited international photographers and multimedia artists. The mission of Snap! Orlando is to boldly increase the visibility and appreciation of the photographic medium as a significant cultural art form, and broaden the demographic of engaged art enthusiasts and collectors within our community.
Documentary Photography
My sincerest passion is capturing authentic moments.
West Elm Featured Local Artist
In 2015, some of my photographs were selected to be featured in West Elm Orlando's local artist collaboration. I was humbled to be included among a group of such talented artists.
Work Experience
Houghton Mifflin Harcourt, Marketing Operations Manager
Hard Rock Hotels, Creative Manager
Hard Rock International, Photographer
Tavistock Group, Senior Graphic Designer
PGA Tour, Photography Assistant/Intern
Contact
tinahcraig@gmail.com
904.955.5461