Alison Alexander, Designer
I have touched on many different facets of design throughout my 20+ year career.
January 2015 — present
As Hubbardton Forge’s lighting designs have become more modern over the years, I have kept pace by fluently evolving the company’s identity, and ensuring brand consistency across platforms.
New product development follows a 12-month cycle. From the onset, I’m involved in product design meetings with a team of industrial designers. I work to understand new product directions and conceptualize imagery in keeping with designer intent. As product concepts become prototypes, I art direct in-studio product photo shoots, style sets and source furniture and props for in-studio lifestyle photography. A few times I year I source and secure privately owned locations for lifestyle product photography. I sketch and develop extensive plans for these multi-day location shoots, as well as communicate with the homeowners, photographers, electricians, and Hubbardton product development group. Once on-site, I can best describe my role as choreographer, with a team upwards of 10 professionals working under my direction, setting up, breaking down, and moving from set to set while ensuring impactful, high-quality product lifestyle images. These images of new product designs are used for promotions by Hubbardton’s own marketing department and independent showrooms who sell HF product.
Concurrently, I integrate new product images into Hubbardton Forge’s product catalog. Printed annually, this 496-page book requires annual updates, extensive prepress, and a several-day press check. While electronic communications are increasingly important, we have found that a large portion of our customers continue to rely heavily on this catalog for sales and specification.
Ongoing projects throughout the year include design of supplementary print pieces, print advertising for luxury home and design publications such as Luxe and Interior Design magazine, overseeing electronic advertising, and merchandising designs for Hubbardton Forge and customer showrooms. While working with my team of marketing professionals I occasionally supplement copywriting, blog writing, editing and proofing.
Assistant Art Director
July 2016 — January 2015
A precursor to my position as Art Director, my Responsibilities included supporting the sitting Art Director with catalog development, photo shoots, design of supporting promotional materials, digital image enhancements, organization of electronic library, preparing materials for website, communicating with vendors, participation in product design meetings, writing catalog copy, and developing press releases.
June 2002 — July 2006
It was an honor and pleasure to design beautiful and inspired logos, print pieces and websites for amazing clients such as the University of Pennsylvania, Barnes Foundation, and Philadelphia International Airport while at this wonderful little design studio in Philadelphia. Projects were concept through completion, including print buying and production.
of Art & Design
September 1998 — June 2002
After several months of freelancing for Moore College of Art & Design I was given a once-in-a-lifetime opportunity to start up and develop an in-house design department. In this position, working closely with the Director of Communications, I conceptualized, designed, and managed printing and development for all college communication materials including brochures, catalogs, posters, print advertising, fundraising campaigns, alumnae magazine, invitations, school logo, stationary and signage. Moore was a very progressive all-women’s art school. I had the luxury of extensive creative liberty and I used it to create several award-winning designs.
• Creative solutions concept through completion
• Proficient in Adobe Creative Suite
• Photography planning and management
• Photo styling and art direction
• Photo editing
• Brand development and promotion
• Creative for digital and social platforms
• Working independently and within a team
• Printing specifications and press checks
BFA, Communication Design
cum laude 1995
Kutztown University, Pennsylvania
Interior Design Institute Online Program
University & College Designers Association