behfar.me 
Leotiz — independent creative practice
Founder / Creative Director — contract
I contract into brands as an embedded packaging and brand lead, and bring my own team. The work answers to the client's business objective — and to what survives the press.
- Own packaging development from concept through production — packaging systems, graphics, specifications and production-ready artwork.
- Staff and lead my own contract creative teams — recruiting, directing and holding quality standards across specialists.
- Developed packaging systems and production-ready artwork for consumer brands, designing for shelf impact and supporting new product launches.
- Partnered with print vendors and packaging production partners on specifications, proofing, color accuracy, manufacturability and on-time delivery.
- Scalable brand and packaging identity systems that hold across products, formats and consumer touchpoints — plus through-the-line advertising, web and UI.
- Brand and packaging development for consumer and retail product clients including BG Products, Tosi Health and GUARDaHEART.
client engagement — mellohome, a loanDepot company · contract creative lead / art director · 2017—2020
- Contracted to lead creative strategy for the ground-up brand build: positioning, visual identity and the brand system, concept through launch (January 2017).
- Directed the digital experience — website UI/UX, agent CRM and mobile application — as one connected consumer and agent journey.
- Developed creative for supporting advertising and marketing campaigns, holding brand consistency across every touchpoint.
- Led senior producers and designers against company-wide creative objectives, translating corporate goals into creative strategy.
client engagement — loanDepot · contract art director · 2015—2020
- Engaged as a contract art director under the company's Art Director, delivering production-ready creative assets across print, digital and retail environments under strict brand standards.
- Built and led my own contract creative team, scaled from 5 to 25+ specialists, with the operations and standards to meet company-wide demand.
- Delivered creative for the brand transition of three acquisitions — Mortgage Master, iMortgage and loanDepot Wholesale — into one identity.
- Worked with third-party agencies on national television commercials, corporate events and CEO-level initiatives.
- Supported executives and project management teams on campaigns including work involving Aflac, Capital One, Staples and Offerpad.
- Negotiated production and pricing with outside print vendors, and held accountability for deliverables, timelines, budgets and output quality.
