The Studio of
Frank Guia

Maide Golf

Art Director role for Maide Golf, the in-house golf brand by Bonobos. Led all creative marketing efforts, which included art direction for multiple photo shoots, designing a newsprint lookbook, and executing a variety of visual assets for all distribution channels.

Services —
Art Direction, Production

The small team consisted of two full-time employees dedicated to the Maide Golf line, which came with very tight budgets, limited resources, and demanding results. This role provided the opportunity to learn a variety of organizational and business skills. The ambitious goals set for a growing brand required expanding a variety of skills.

A style guide for visual consistency across all media was the first order of business. Typography was one of the most important aspects in maintaining uniformity. The goal then became to create a document which would meticulously outline typography and usage of all visual elements.

On-Location Photography

To create visual assets for the 2016 marketing calendar, we shot for three days in Boca Grande, FL. The shoot yielded a successful and robust collection of photography. We accomplished our goal with one model, a small crew, and a tight budget.

Engaging in a production role, I worked with the Brand Manager to find a location within our budget. Luckily, he found The Gasparilla Inn & Club in Boca Grande, FL. At that point, I developed our pre-production deck with a detailed shot list and visual themes.

We scouted locations on the first day and shot for two-and-a-half days after that. Our crew was lean and we were able to maintain a high-energy, collaborative spirit.

Photographer — Weston Wells
Brand Manager — Ben Wescoe
Stylist — Mac Huelster

Post-Production & Newsprint Lookbook

For this shoot, I managed all post-production with the help of an in-house project manager. We made final selects out of over 10,000 images shot. Due to budgetary constraints, I split the retouching workload with an outside studio. When upper management saw the images shot, its members pushed for a physical lookbook. Under a tight timeline, I created a newsprint catalog meant for wholesale distribution. I designed, presented, and produced the catalog for upload within a few weeks of the shoot. The massive workload was 100% worth the result.

Copywriter — Dennis Blanco