Creative Direction

Creative Direction at Yahoo

As a Creative Lead at Yahoo, I have had the opportunity to guide and inspire teams across various projects, including Augmented Reality/XR/MR, Tumblr, and our internal team branding initiatives. My role encompasses art direction, strategic oversight, and cross-functional collaboration, ensuring that our creative vision aligns with Yahoo’s broader goals.

Key Responsibilities:

  • Art Direction & Strategy: Developed and executed creative strategies, ensuring high-quality visual storytelling and engagement across platforms.

  • Leadership & Team Development: Led teams by organizing training sessions, mentoring designers, and fostering a collaborative environment to drive innovation.

  • Cross-Departmental Collaboration: Worked closely with development, sales, and leadership teams to integrate creative solutions that enhance user engagement and business objectives.

  • Global Coordination: Partnered with Yahoo teams internationally, working with leadership in APAC, LATAM, and EMEA to ensure cohesive creative execution across diverse markets.

  • Industry Expertise & Advocacy: Kept leadership informed on the latest developments in my focus areas, advocating for innovation and the adoption of new technologies.

By combining strong design leadership with strategic thinking, I have helped shape the creative direction at Yahoo, pushing boundaries in digital media, branding, and emerging technologies.

Augmented Reality/XR/MR Creative Direction

Email pamearle@mac.com for access to XR Creative Direction Presentation

I directed a team of designers in shaping innovative AR advertisements that elevated brand engagement and user interaction. My role involved a combination of art direction, cross-team collaboration, and product innovation to ensure that our AR offerings were both creatively compelling and technically feasible.

Key Contributions:

  • Creative Direction & Art Direction: Led the design team in conceptualizing and producing AR advertisement mocks, ensuring high-quality visuals and interactive experiences tailored to client needs.

  • Cross-Functional Collaboration: Worked closely with sales and account managers to translate client objectives into engaging AR experiences. Coordinated with developers to ensure feasibility and execution of our concepts.

  • AR Tool Development & UX/UI Advocacy: Partnered with the team responsible for Yahoo’s custom AR tool, providing weekly feedback on its UI/UX based on insights from designers and client interactions. This ensured the tool evolved to meet both creative and functional needs.

  • Industry Representation & Thought Leadership: Represented Yahoo’s AR/XR department at an XR conference in Singapore, speaking on creative innovation and the future of immersive advertising.

  • Industry Engagement & Continuous Learning: Attended leading industry conferences, including the Adobe Summit and various XR conferences, to stay at the forefront of emerging technologies and trends in immersive media.

  • Global Impact & Innovation: Helped position Yahoo as a leader in AR advertising by pushing the boundaries of immersive ad formats and ensuring seamless integration across platforms.

Tumblr Creative Direction

I directed a team of designers in developing engaging, on-brand content for the General Mills Tumblr account. My role involved collaborating with General Mills to align on quarterly content strategies and translating their vision into compelling visuals through our Yahoo design team.

Key Contributions:

  • Content Strategy & Direction: Worked closely with General Mills to establish creative direction for each quarter’s Tumblr content.

  • Team Leadership: Provided art direction and creative oversight to a team of designers, ensuring high-quality, brand-aligned visuals.

  • Collaboration & Execution: Acted as the bridge between General Mills and the Yahoo design team, ensuring seamless execution of each campaign.

This work helped maintain a strong brand presence for General Mills on Tumblr, fostering engagement with their audience through creative and visually dynamic content.

Yahoo Creative Branding Creative Direction

Established a cohesive visual identity for the department, aligning it with Yahoo’s overarching brand while tailoring it to the team’s unique culture and needs.

Key Contributions:

  • Brand Development: Created and defined the internal brand identity for Yahoo Creative, ensuring consistency across all internal communications.

  • Design Leadership: Developed original design concepts that set the tone for newsletters, internal documents, and collateral.

  • Collaboration & Implementation: Worked closely with the Yahoo Brand team to maintain alignment while guiding designers in executing materials that reflect our department’s voice and vision.

This internal branding work has helped strengthen team identity, streamline communication, and elevate the department’s presence within Yahoo.