FASHION ILLUSTRATION
www.traffic-nyc.com info@traffic-nyc.com t. 1 212 734 0041
ILLUSTRATION PHOTOGRAPHY *Art Fashion Still Life Lifestyle Portraiture Interiors Motion/Animation
*Print Digital Social Media
BRANDING STRATEGY DESIGN COPY WRITING
BB
CLIENTS: ADK AMAZON AMERICAN EXPRES ARTEMUS ASSOULINE ASTROLOGY ZONE A BARON BARNEY’S NEW YORK BATH & BODY PUBLISHING BLOOMINGDALES BREATHE MA NYSON BON POINT BULFINCH PRESS BYRON ERINE MALANDRINO CHANEL CHIC SIMPLE C CLINIQUE CLUB MONACO COCA COLA CONC CLINIQUE DANA BUCHMAN DELTA AIRLINES TRIBUTED ART PUBLISHERS DURST ORGANIZ MAGAZINE ESSENCE ESTEE LAUDER EURO R DEPARTMENT STORES GO SMILE GREY ADV BOOKS HARPER COLLINS HANRO HENRI BE CO. INSTYLE MAGAZINE ISLAND RECORDS I COME LAURA MERCIER LILLY PULITZER LEO L’OREAL LOWE MAC COSMETICS MATRIX MA CANN ERICKSON MCDONALDS MODCO MOR WOMEN MY HABIT NEIMAN MARCUS NEUTR NEW YORK TIMES MAGAZINE NISSAN NYLON PARACHUTE PUBLISHING RANDOM HOUSE R RIS RODALE CUSTOM PUBLISHING ROSEWOO FIFTH AVENUE SEAGRAMS SELECT COMMUN IDO SIMON SCHUSTER SIGERSON MORRISON ZINE STARWOOD HOTELS STEPHEN KNOLL S SVEDKA VODKA TARGET TIFFANY & CO. TW LIMITED VENDOME PRESS VERA WANG VICT WELEDA WSJ WETSEAL WOOLITE WWD WW
SS ANN TAYLOR ANN TAYLOR LOFT ARAMIS AVEDA AVON AWAKE COSMETICS BARON + WORKS BIGELOW BLACKDOG + LEVENTHAL AGAZINE BROADWAY BOOKS BROGAN TENN PRESS CALYPSO CHRISTIANE CELLE CATHCHRISTIAN ROTH OPTICAL CIRCLE OF BEAUTY CRETE BRANDING CONDE NAST COTY CFDA S DEPARTURES MAGAZINE DESIGN BOP DISZATION EDELMAN ARTS EILEEN FISHER ELLE RSCG FAIRCHILD PUBLICATIONS FEDERATED VERTISING GUESS HAMMITT LA HARLEQUIN ENDEL HUGO BOSS HUNTER DOUGLAS INK & ITEM M6 J BRAND LAIRD & PARTNERS LANO BURNETT USA LIZ CLAIBORNE LLOYD & CO. AYBELLINE MARCEL SCHURMAN MATRIX MCRGAN HOTEL GROUP MS FOUNDATION FOR ROGENA NINE WEST NORDSTROM NOXZEMA N ONE KINDS LANE PANACHE MODE PAPYRUS REDKEN REVLON RIZZOLI ROBERT LEE MOROD HOTELS ROYAL PROMOTION GROUP SAKS NICATIONS SELF MAGAZINE SEPHORA SHISEN SMASHBOX COSMETICS SONY SPA MAGASTETSON ST. REGIS HOTEL SUNDARI SVEDKA WINNINGS TEA TROJAN TBWA CHIAT DAY THE TORIA’S SECRET VIRGIN VOGUE WALLPAPER W NORTON & CO.
THE IDEA We’ve got what you need. We’re a Creative Agency like none other. A creative hub. An industry resource. A multi-armed juggernaut of expert branders, creative matchmakers, gifted talent and artists’ management. 20+ years of cultivated alliances and long-standing relationships make us almost uncanny. With a 360 degree vision, we thoughtfully curate solutions and offer seasoned guidance to our clients for branding, research, strategy, creative direction, design, multi platform advertising, digital media, social media, content development, licensing, publishing, and knowledgable referrals for public relations. Our talented collaborators include creative directors, graphic designers, copywriters, film directors, animators, motion designers, packaging designers, digital strategists and designers, social media specialists, and marketing strategists. What tops it off is our massive archive of illlustration and photography for content development. Our clients range from international brands, Fortune 500 companies, to smaller local brands, as well as fresh start-ups.
HISTORY We opened our doors in the fall of 1995 with offices on Spring Street in New York City with a new vision. We were the first agency to represent independent art directors, copywriters, and the individual components of a traditional advertising and design agency. This quickly proved itself to be the zeitgeist of the time, as more amorphous relationships between talent, agencies, and clients became an optimal way of pairing the best creative talent with the most compelling corporate campaigns and identities. And, all this without the overhead costs of a large agency. Izak Zenou was the first illustrator to join Traffic and brought an unexpected addition to what is today, a signification roster of talented illustrators and photographers. We represent the top echelon of brand name talent and unearth artists, illustrators, photographers, and writers you’ve never heard of who are tapped by some of the world’s leading creative directors. As the artists’ careers blossom, we use our branding and management skills to expand their reach. For Izak Zenou, it meant creating a signature brand and licensing program. Today IZAK products are sold in 15,000 retail doors in over 30 countries on 4 continents with over $20 million in retail sales. Key partners include Lippault, Bloomingdales, Macy’s, Sephora, and Target. Our mission remains— to bring exceptional solutions and talent together with innovative brands and work in a dynamic and flexible form, constantly evolving with the industry and culture as a whole. We believe this is the key to our success. We as an agency and creative individuals are continuously evolving and engaging with the world around us. Our tenacity and curiosity are what makes our work and collaborations exciting.
MICHELLE EDELMAN CEO and founder Michelle Edelman is an expert in the field of branding, design, and publishing. A colorful and diverse career journey lead her to create an agency as unique as Traffic. She honed her skills at two highly regarded branding agencies, Desgrippes Beauchant GobÊ, and Lister Butler. She also worked as a fashion stylist and a photography agent for several top fashion photographers, including John Stember and Michel Comte. She eventually went on to become the Photo Editor of Mirabella magazine, and later was part of the original launch team for Allure magazine. Post publishing days, Michelle joined forces with famed Creative Director, Lucy Sisman, and ran the business side of Sisman Design, helping to grow it into a significant branding agency before branching out on her own. Fast forward 20 years—Traffic continues to thrive, working with a wide range of exciting clients in multiple industry sectors, while nurturing outstanding creative talent. Michelle is an affiliate and shareholder of Edelman Arts Gallery, Art Assure LLC, and Artemus LLC. She is an executive board member of the American Scandinavian Foundation and Scandinavia House. She holds a BA degree in Social Psychology and Communications, University of California Santa Cruz. Michelle is an avid art collector and world traveler. She spends her free time with her husband and son, tending to her roof garden in NYC, on her farm in Northern Norway, and with artistic and eccentric her family in Egypt. michelleve@traffic-nyc.com IG michelle_edelman
SHEREKA EVANS Executive Vice President Shereka Evans oversees business operations, marketing, artist relations, and account management. An industry insider with 15 years at Traffic, she plays an invaluable role in bridging the relationships between clients and artists, as well as keeping a tight ship on projects. She is strategically minded, solutions-oriented and results driven. She is culturally attuned and media savvy, with a keen understanding of shifts in new media culture. On a personal note, she is a keen writer, poet, and taste-maker. She has a BA in Forensic Psychology from John Jay University. shereka@traffic-nyc.com IG xaymacabird
CREATIVE DIRECTION MICHELLE EDELMAN AMEENA MEER DEANNE CHEUK DEANNA FILIPPO MICHELLE ROQUE
PAUL LAMB STEFANO DE BELLIS NHI MUNDY SILKE VISHAB ERIKA PERRY
ILLUSTRATION IZAK ZENOU SOPHIE GRIOTTO PENELOPE ROLLAND MIA MARIE OVERGAARD WENDY PLOVMAND MONSIEUR Z JASON BROOKS ALICIA MALESANI RIKKE JØRGENSEN MOKSHINI LUCILE PRACHE MAREN ESDAR MARGARETE GOCKEL CECILIA LUNDGREN
PHOTOGRAPHY MICHAEL MUNDY DAVIES AND STARR LISA SALTZMAN
CREATIVE/COPY AMEENA MEER AMY SWIFT BRENDA CULLERTON DIMITRI EHRLICH FAYETTE HICKOX MICHAEL GROSS
MOTION ANIMATION FILM STEFANO DE BELLIS MICHAEL MUNDY LIONEL DJAOWE DAVIES AND STARR IZAK ZENOU MONSIEUR Z
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CORPORATE IDENTITY AND BRANDING Our work lies in breaking down your brand DNA so that we can provide intelligent and creative solutions to help you maximize your brand’s true potential. We ask questions. Who are you? What’s your brand story? What makes you unique? How do you stand out from the crowd? What are your stumbling blocks? Who is your audience? What is your brand voice? Is it consistent across all media? How are you speaking to and engaging your market? Are you reaching them? Once we have the complete story and are clear about your goals—we research, investigate, and analyze every aspect of your communications—both visual and voice. We identify and study your competition, the overall market, as well as over-riding trends. Through our unique Visual Research methodology, honed through years of study and experience, we help you define who you are, where you need to go, how to succeed, and we create the roadmap for you to get there. Your success is our success.
ARTEMUS, the leader in the top-tier of the art leasing and finance sector, provides businesses and private collectors with a way to make significant works of art an integral part of their environment and culture. For businesses it’s about branding and financing, for collectors and galleries it’s about financing. Traffic worked closely with the Artemus team to develop a brand strategy that conveyed luxury in a modern, minimalist, yet elegant way. We developed the name through to copyrighting, and brought in Equancy No. 11 to design the corporate identity and website. www.artemus.com Brand Strategy, Naming, Creative Direction: Traffic Design: Equancy No. 11 Brand Voice and Copywriting: Brenda Cullerton and Andrew Dermont
ORIGINAL GENUINE SIGNIFICANT ART TRANSFORMS YOUR
SPACE SPIRIT ARTEMVS EMPOWERS YOU TO MAKE
INSPIRING VALUABLE WORKS OF ART AN INTEGRAL PART OF YOUR
CULTURE IMAGE ENVIRONMENT
Artemus is an art finance, leasing, lending and advisory firm providing advantageous ways for individuals and businesses to make significant works of art an integral part of your life. With over eighty-five years of combined experience in fine art, finance, and real estate, we are uniquely suited to fulfill our premise and promise —empowering you to exhibit authentic works of art which will captivate and inspire you and the world around you.
To make an appointment contact info@artemus.com t.+1212 472 7770 www.artemus.com
Final AD Artemus Art Miami.1.indd 1
Basel Art Miami Print Campaign, 2016 — present Left page: Website Creative Direction/Design: Traffic
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Final AD Artemus Art Miami.4.indd 1
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FASHION AND ACCESSORIES
Rebranding and Design of Website for Christian Roth Optical Creative Direction and Design: Equancy No. 11 Project Management: Traffic Photography: Formento + Formento
Creation of a co-branded logo for Christian Roth Optical and Selima Optical, 2015. Graphic Design: Traffic Illustration: Izak Zenou Left page: Advertising and Promotional Campaign for Carrera Creative Direction and Copy Writing: Max Blagg Project Management: Traffic
HENRI BENDEL 1996—2018
Art Direction and Design: Ruba Abu Nimah 2001-2002
Art Direction and Design: Paul Lamb 2008
Art Direction and Design: Giovanni Russo, No. 11 2010
Hammit Los Angeles Brand Positioning Research and Analysis Traffic Team
For over 8 years we have collaborated with Guess on a multiitute of projects. For the Guess magazine, we work as a team to develop new concepts, develop and execute editorials, as well as consult and curate suplementary artwork. All photography is produced by Guess.
Creative Director: Paul Marciano Design Director: Leslie Oki-Yoshimura Creative, Editorial Consultation: Michelle Edelman Editor, Writer: Amy Swift
G by Guess Catalogs and Signage Consulting: Michelle Edelman/Traffic Logo Interpretations and Art: Vince Fraser
Logo Interpretations and Art: Left Page Wendy Plovmand; Right Page Vince Fraser
Logo Interpretations and Art: Left Page Vince Fraser; Right Page Wendy Plovmand
THE BRAND For years IZAK’s witty, whimsical illustrations have taken fashion to new places. His work, long associated with exclusive brands and high-end publications instantly conveys a breezy, fashionable style, and fresh enchanting view of life. We helped IZAK conceptualize and develop his brand into a colorful lifestyle of its own. We developed the brand positioning, corporate identity design, overall graphic look and feel. From the logo, labels, hangtags, promotional materials, and website through product design. We continue to be involved in the day to day aspects of developing products, design and ongoing design approvals. We work in partnership with Jewel Branding, a boutique licensing agent, to manage and continue to grow the program.
Today, IZAK products are sold in 15,000 retail doors in over 30 countries on 4 continents with over $20 million in retail sales. IZAK has licensing programs in Accessories, including Totes, Handbags, Wallets and Cosmetics Bags, Tech Accessories, Luggage, Custom Stationery, Back to School and Everyday Stationary, Fragrance, Bank Checks and Credit Cards. Products are carried by Bloomingdales, Macy’s, Target, Sephora, Apple, At&t and Verizon stores, and specialty gift stores across the country.
Travel in Style!
Izak @ Sephora
Sigerson Morrison Instore Design and Billboards Creative Direction and Design: Leah Singer Project Mangement: Traffic
BEAUTY AND FRAGRANCE
Over the past three years we have worked closely with WELEDA USA developing the brand’s positioning, creating the branding guidelines and campaign concepts that become the templates for the agency partners (advertising agency, digital agency, packaging designers, retail designers, public relations agency). All of the agencies work very closely and uniquely as a group with us and the client. Ameena Meer, is the creative lead in this ongoing project, and provides her deep knowledge and expertise in the beauty industry. She is supported by Traffic on all facets, including photography research, concepting, and project management. Ameena art directs still and video shoots and oversees the creative process through to implementation, ensuring the concepts and the quality of the work meets her unique vision. Our challenge was to build brand awareness for Weleda and create an emotional connection between the U.S. consumer and one of the oldest wellness brands in Europe. Our mission is to continue to push Weleda into a dominant position in the natural skincare sector, leveraging Weleda’s long European history with deep roots in natural products with biodynamic and anthroposophic practices. Over the last three years, Weleda’s sales at Whole Foods increased 68 - 77% a year, the sales in other natural lifestyle stores increased 65% a year and the sales in mainstream stores like Target, Walgreens, Wegmans and Walmart increased 100%.
be
the change
e e
Shift your thoughts, shift your experience. See things differently. Be a vision of fabulous. Say it til you feel it. Say it like you mean it. Look how different the world feels when you’re wearing red lipstick. Or painting your nails in an electric rainbow of neon colors. Envision a planet where high heels take you to another level. Where lip gloss doesn’t just make you shine, you enlighten. Use your powers of persuasion. Open your doors of perception. Change it up. Start with great make-up. See things differently. Revlon.
Calvin Klein Euphoria Branding, Name Development and Advertising Creative Director: Ameena Meer
Miu Miu Fragrance Branding, Naming, Advertising Creative Director: Ameena Meer
Urban Playboy/Coty Concept Development Art Direction and Design: Yodi Research, Strategy, and Project Management: Traffic
Brand Strategy and Positioning, Name Development and creation of brand voice for a Cosmetics retail concept in Soho. Creative Director and Copywriter: Ameena Meer Project Management: Traffic
Right Page: Advertising Campaign for L’Oreal Art Direction: Giovanni Russo/No. 11 Project Management: Traffic
HOME AND LIFESTYLE
MY DESIGN LIFE and the sub site ANTIQUES OF THE FUTURE is an online design archive that was spearheaded and is managed by design guru Lisa Roberts. The archive is based on her own extensive collection and it’s purpose is to bring more awareness to design. She has published several books and has hosted a TV show based on the Antiques of the Future archive. www.mydesignlife.com Branding Strategy: Traffic Coroporate ID and Website Design: Equancy No. 11 Traffic also produced an animated motion video with Davies + Starr for the publication of My Design Life book, based on the very pages of the book and the objects inside.
Hunter Douglas, a dominant player in the worldwide window shade sector, sought our help to re-position their brand through their automated, pre-programable window shade product, Powerview Motorization. As new companies were emerging with similar technology and the category was beginning to be absorbed by these more innovative companies, HD needed to work quickly and to create something that would help them maintain their leadership position in the market. HD created the Pebble, a fun and beautifully designed remote controller for Powerview as a hook to sway the perception the company as more modern and innovative. The design of the Pebble was very successful, however, the visual materials and advertising were outdated and did not present the product in an innovative way. We started by creating an animated video for the Pebble, which was used to launch Powerview Motorization to the press and was used on their website and social media. The 15 and 45 second animated video was created by our photographer Davies + Starr. The fresh and fun video was extremely successful. We went on to explore a new voice for the ads, which was more straight forward and smart, a more modern presentation with more focus on the Pebble, as well as the overall concepts for print advertising. Creative Direction and Design: Michelle Edelman and Chalkie Davies Digital Design: Jeffrey Hurley Copywriting: Ameena Meer
VIDEO LINK
LINK TO BRAND BOOK
CHAMPALIMAUD DESIGN Brand research, analysis and positioning for helping company evolve into a cohesive brand with products in multiple categories in the Interior and Lifestyle sectors of the market. The project included extensive Competitors and Market Research, Visual Reseach and devloping a Brand Positioning Strategy. Research and Branding: Traffic Copywriting: Ameena Meer Design: Traffic
GALLERY ARTS EXHIBITION BRANDING AND DESIGN, PRINT ADVERTISING, INVITATIONS, PRESS RELEASES, WINDOW SIGNAGE, CATALOG AND BOOK DESIGN.
Design of Book, Invitation, Print Ad Creative Direction + Design: Michelle Edelman, Traffic Essay by Charles A. Riley II, PhD
Design of Book, Invitation, Print Ad Creative Direction + Design: Michelle Edelman, Traffic Essay by Charles A. Riley II, PhD
Exhibition Concept, Installation and Design, Design of Invitation, Print Ads Creative Direction + Design: Michelle Edelman/Traffic
Design of Artist Website Creative Direction + Design: Michelle Edelman/Traffic
Design of Invitation Graphic Design: Albert Lin
Design of Catalog, Print Ads, Invitation and Signage Creative Direction: Michelle Edelman Graphic Design: Albert Lin Text: Glenn O’Brien Production: Traffic
Design of Book, Print Ads, Invitation amd Window Signage Creation for Exhibition Design/Whole House Installation during Halloween Creative Direction: Michelle Edelman/Traffic Graphic Design: Albert Lin Production: Traffic
Design of Catalog, Print Ads and Invitation Creative Direction: Michelle Edelman/Traffic Graphic Design: Albert Lin Production: Traffic
Design of Catalog, Print Ads and Invitation Creative Direction: Michelle Edelman/Traffic Graphic Design: Albert Lin Art Direction of Photography: Michelle Edelman Production: Traffic
Design of Catalog, Web Splash Pages, Ads and Invitation Creative Direction/Design: Michelle Edelman Text: Charles A. Riley II, PhD Production: Traffic
Design of Book, Print Ads, Invitation and Signage Creative Direction + Design: Michelle Edelman/Traffic Production: Traffic
ADK AMAZON AMERICAN EXPRESS ANN TAY ASSOULINE AVEDA AVON AWAKE COSMETIC BATH & BODY WORKS BIGELOW BLACKDOG LES BREATHE MAGAZINE BROADWAY BOOKS PRESS BYRON PRESS CALYPSO CHRISTIANE C SADLER GROUP CHANEL CHIC SIMPLE CHRIST NIQUE CLUB MONACO COCA COLA CONCRE COTY CFDA CLINIQUE DANA BUCHMAN DELTA BOP DISTRIBUTED ART PUBLISHERS DURST O ER ELLE MAGAZINE ESSENCE ESTEE LAUDER ERATED DEPARTMENT STORES GO SMILE GR LEQUIN BOOKS HARPER COLLINS HANRO HE INK & CO. INSTYLE MAGAZINE ISLAND RECO LANCOME LAURA MERCIER LILLY PULITZER L CO. L’OREAL LOWE MAC COSMETICS MATRIX MCCANN ERICKSON MCDONALDS MODCO MO WOMEN MY HABIT NEIMAN MARCUS NEUTRO NEW YORK TIMES MAGAZINE NISSAN NYLON PARACHUTE PUBLISHING RANDOM HOUSE R RIS RODALE CUSTOM PUBLISHING ROSEWOO FIFTH AVENUE SEAGRAMS SELECT COMMUN IDO SIMON SCHUSTER SIGERSON MORRISON ZINE STARWOOD HOTELS STEPHEN KNOLL S VODKA TARGET TIFFANY & CO. TWINNINGS T VENDOME PRESS VERA WANG VICTORIA’S SE WSJ WETSEAL WOOLITE WWD WW NORTON
YLOR ANN TAYLOR LOFT ARAMIS ARTEMUS CS BARON + BARON BARNEY’S NEW YORK G + LEVENTHAL PUBLSHING BLOOMINGDAS BROGAN TENNYSON BON POINT BULFINCH CELLE CATHERINE MALANDRINO CATHERINE TIAN ROTH OPTICAL CIRCLE OF BEAUTY CLIETE BRANDING CONDE NAST PUBLICATIONS A AIRLINES DEPARTURES MAGAZINE DESIGN ORGANIZATION EDELMAN ARTS EILEEN FISHR EURO RSCG FAIRCHILD PUBLICATIONS FEDREY ADVERTISING GUESS HAMMITT LA HARENRI BENDEL HUGO BOSS HUNTER DOUGLAS ORDS ITEM M6 J BRAND LAIRD & PARTNERS LEO BURNETT USA LIZ CLAIBORNE LLOYD & X MAYBELLINE MARCEL SCHURMAN MATRIX ORGANS HOTEL GROUP MS FOUNDATION FOR OGENA NINE WEST NORDSTROM NOXZEMA ONE KINDS LANE PANACHE MODE PAPYRUS REDKEN REVLON RIZZOLI ROBERT LEE MOROD HOTELS ROYAL PROMOTION GROUP SAKS NICATIONS SELF MAGAZINE SEPHORA SHISEN SMASHBOX COSMETICS SONY SPA MAGASTETSON ST. REGIS HOTEL SUNDARI SVEDKA TEA TROJAN TBWA CHIAT DAY THE LIMITED ECRET VIRGIN VOGUE WALLPAPER WELEDA N & CO.