The document summarizes the career of Anne Sommers Welch as a creative director and strategist. Some of her highlights include creative directing a viral video for the New England Patriots and Julian Edelman's brand, managing creative services as director of brand and creative services at a consumer products company, and representing a client on national TV commercials in South Africa. She has over 25 years of experience in creative roles across advertising, branding, photography, and design.

1. Freelance SuperDigital agency, Boston, MA 2014 - present
• Creative Director and strategist on viral video “Smoothietyme II” with NE Patriots, Julian Edelman,
Shane Vereen & Ryan Allen. Product integration with Ninja® line of blenders. Creative support
for the Julian Edelman brand “JEII” on JEII.com https://www.youtube.com/watch?v=W0HFHON3M1k
Director, Brand Creative Services, SHARK®/NINJA® EURO-PRO LLC Newton, MA - 2005 to 2014
Creative lead and manager of in-house Creative Services department reporting directly to
CEO at a fast-paced, fast-growth results driven consumer product company.
• Developed new branding for product lines and managed brand consistency across all
visual touch points on product packaging, national trade advertising, trade show creative,
web social media, e-mail blasts, social media promotions and TV product integration
campaigns for CBS, HGTV BRAVO.
• Responsible for managing forecasting creative budget (500k) reporting fiscal year quarterly
projections - accountable for variances within budget.
• Oversee design of consumer product packaging/POP/Advertising/Display for home/kitchen
brands with retail media placement at major big box retailers WALMART, TARGET, KOHLS,
COSTCO, BJs and various other major retailers.
• Established the creative style tone for all brand photoshoots maintaining brand integrity
through a high production level, high quality of talent location approval across
product lifestyle shoots. Produced managed large scale photoshoots on-location.
• Work closely with sales team retail buyers to create best POS brand positioning for
on-shelf placement, end-cap design, multi-media displays, signage and ad circulars to
drive sales.
• Traveled to factories to troubleshoot print quality issues with Asian vendors and established
new processes to streamline production communications globally.
• Mentored provided leadership to staff of designers freelancers. Worked closely with HR
interviewing and matching talent to integrate with company values and culture.
Highlights
• Represented the client side of 2-30 sec. national TV spot 2 national print ads. Traveled to
South Africa and partnered w/Ogilvy Creative to manage approve every aspect of the
production of the two network commercials, including choosing talent, designing sets, managing
producers, directors, the post edit process and the finished commercials. Also visual translating the
campaign to other brand touch points. http://www.dailymotion.com/video/xrvm0x_shark-mop-rock-n-roll-commercial_shortfilms#.URJqwkIeXww
• Featured interviewed for “Chronicle” News Show on a EP photoshoot, about the new wave of
multi-cultural models being used in advertising. http://www.thebostonchannel.com/video/30226710/detail.html.
• Brand ambassador on new product integration for the show “The Talk”. Wrote brand statement
approved required by CBS. Was on set describing product features to show hosts.
School: Boston University
BA in Art History 1988
Studio Arts Center International,
Florence, Italy
Skills: Photo Prop Stylist,
Photography, Brand Development,
Copywriting, Creative Suite 6
Awards:
• 2014 Addy Award for digital/web
• Package Design International ‘12
• 2008 Package Design Award
ANNE SOMMERS WELCH • CREATIVE PROFESSIONAL • www.beyondfabcreative.com
1 Fitchburgh St. C511 Somerville, MA 02143 • 617-530-0154 • ASommers1@comcast.net

2. School: Boston University
BA in Art History 1988
Studio Arts Center International,
Florence, Italy
Skills: Photo Prop Stylist,
Photography, Brand Development,
Copywriting, Creative Suite 5
Awards: Awards:
• 2014 Addy Award for digital/web
• Package Design International ‘12
• 2008 Package Design Award
Freelance Art Direction/Branding, HOMEGOODS 2004 to 2006
• Designed and branded packaging for home product lines which
included logos, hang-tags, sheet comforter inserts, bath and soap labels
Created the brand name line of products, Posh Palace™, Joe Slept Here™ and Indigo Lounge™
Art Director, TJX COMPANIES, Framingham, MA 2003-2004
• Design and creative concept of direct mail campaigns, in-store signage, print advertising, press kits,
vendor brochures for the retail brands - HOMEGOODS, TJMAXX, MARSHALLS and A.J.WRIGHT
• Art Direction starting with tissue presentation to mac layouts to merch review to photoshoot to final film
selects, color corrections and to final press ready files
• Art Directed photoshoots, selected photographers, models, locations, stylists
• Worked closely with marketing managers V.P.’s to ensure brand integrity through design
photoshoot process
Art Director, DESIGN TIMES MAGAZINE, Boston, MA 2002
• Redesigned rebranded magazine from a niche trade publication to a fashion lifestyle magazine
• Art directed and styled photoshoots, hired all talent and coordinated photoshoots
• Developed creative content direction, customized the cover with in-house photography
• Worked closely with editor brainstorming new story concepts and creative direction
• Managed pre-press and on-press technical issues, managed over 500 transparencies slides
• Designed corporate letterhead, business cards, folders, media kits and web site
Creative Director, PTC SOFTWARE, Waltham, MA 1998-2001
• Responsible for the creative department of a Fortune 500 software company
• Creative concepting, production and project management of all print advertising, collateral systems,
direct mail pieces, product information brochures, and Fortune Magazine advertorials
• Developed branding strategy; wrote design briefs and standards, manage worldwide requests
for graphic deliverables, gave design direction to staff designers
• Art direct storyboard multi-media projects for PTC web-site and video clips
Art Director, KOVANT BRODSKY ADVERTISING, NY, NY 1997-1998
• Created ad campaigns from initial concept to final print production
• Art directed photo shoots, met with clients on all creative strategy issues
• Clients included: Chelsea Equestrian Center, Everlast, Tatou, Kimberly Hotels, Innovation Luggage
Freelance Design - NY, NY 1991-1997
• Cosmopolitan Magazine • Seventeen Magazine • New York Magazine • LMPM Advertising
ANNE SOMMERS WELCH • CREATIVE PROFESSIONAL • www.beyondfabcreative.com
1 Fitchburgh St. C511 Somerville, MA 02143 • 617-530-0154 • ASommers1@comcast.net