https://aliekouzoukian.com Alexandra Kouzoukian Mon, 09 Jan 2023 20:38:15 +0000 https://aliekouzoukian.com en https://aliekouzoukian.com/The-Conservation-Alliance-Website-Case-Study-2022 Fri, 06 Jan 2023 20:56:59 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/The-Conservation-Alliance-Website-Case-Study-2022 The Conservation Alliance Website: Case Study As the Creative and Digital Manager, I was TCA‘s keeper of the brand. For the website redesign, I brought my deep understanding of TCA’s brand to collaborate with external partners to shape a new site that showcased our brand’s evolution and solved for technical challenges. My role was to ensure that the new site advanced TCA’s organizational goals and pushed the brand forwards, but also stayed true to our core DNA. As the website admin, I also was focused elevating on the back end user experience. The site soft-launched in December 2022 and was built by True Blue Strategies.&nbsp;Here’s a before and after look at the homepage: <img width="3571" height="2577" width_o="3571" height_o="2577" data-src="https://freight.cargo.site/t/original/i/125b9119231cb13f5bfadab825c065fa2032b44dc386c40c328d461c6d219a58/TCA_Old_Site_Mockup.png" data-mid="163816737" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/125b9119231cb13f5bfadab825c065fa2032b44dc386c40c328d461c6d219a58/TCA_Old_Site_Mockup.png" /> <img width="1600" height="1077" width_o="1600" height_o="1077" data-src="https://freight.cargo.site/t/original/i/9c476a42ebfef23c9de997b938886b412391f406f0e5ece28e91bb106d56a980/TCA_New_Site_Mockup-2.gif" data-mid="164132389" border="0" src="https://freight.cargo.site/w/1000/i/9c476a42ebfef23c9de997b938886b412391f406f0e5ece28e91bb106d56a980/TCA_New_Site_Mockup-2.gif" /> Why did TCA need a new website? Brand evolution: The site didn’t portray the TCA accurately; felt like a “big green org”JEDI values were not coming through on the old sitePolitically, TCA’s coalition had broadened and an emphasis on bipartisanship was needed to make sure everyone felt includedMembership-wise, the site primarily reflected outdoor industry brands. In reality, TCA members span many industries like craft brew, renewables, tech, consumables and more. It’s hard to recruit new industries if they can’t visualize themselves as belonging to your group.For potential brand partners, the new site would make it easier for someone to pitch a prospective investment in membership to their leadership To potential grantees, a new site would provide validation that TCA is a modern organization that can be a trusted partner Technical: The old Wordpress site couldn’t be updated The site was not responsiveSite would crash; requiring freelance dev time but no budgetSite was not secure (https)Site was confusing to navigate as an outside user or staff memberThere were thousands of pages that were not being viewedCopy was redundant Content was hard to find and buried pages deep off the navUpdating the site was a labor-intensive processThe back end was not intuitiveContent was not templated; modules were hard to manipulateIt was hard to create new pages that looked goodSlider based header looked dated &nbsp; Goals for the site&nbsp; Make it clean and modernAccurately portray TCA’s updated brandMake it back-end friendly: The site needs be easy for TCA staff to useBring TCA’s justice, equity, diversity, and inclusion values to the foreground (Read more here)Represent of a conservation coalition of everyone <img width="1500" height="3371" width_o="1500" height_o="3371" data-src="https://freight.cargo.site/t/original/i/ae54b81565a77c46d5f7cfbc2c45d51dab9cbc746875eb72647488e548944507/TCA_Old_Site_Mockup_full.png" data-mid="163875648" border="0" src="https://freight.cargo.site/w/1000/i/ae54b81565a77c46d5f7cfbc2c45d51dab9cbc746875eb72647488e548944507/TCA_Old_Site_Mockup_full.png" /> <img width="1500" height="5095" width_o="1500" height_o="5095" data-src="https://freight.cargo.site/t/original/i/9eb34bdca20689135a68d9aa2c7238ffafb38ef17e1434d2399a5a36d8df314c/TCA_New_Site_Mockup_full-Recovered.png" data-mid="164017753" border="0" src="https://freight.cargo.site/w/1000/i/9eb34bdca20689135a68d9aa2c7238ffafb38ef17e1434d2399a5a36d8df314c/TCA_New_Site_Mockup_full-Recovered.png" /> https://aliekouzoukian.com/KEEN-Kids-Content-Shoot-SS20 Fri, 14 Feb 2020 03:34:00 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/KEEN-Kids-Content-Shoot-SS20 SS20 Kids’ Content ShootArt Direction For the SS20 season, we needed to refresh our Kids’ content for keenfootwear.com and our seasonal toolkits. I was asked to art direct a photo shoot intended to highlight 13 key products, with a goal of shooting a mix of kneedown and lifestyle photography that could work for both a Spring/Summer and “back-to-school” vibe. Working with the brand photographer, Art Director, and two PM/Producers, we executed this one day shoot at a local park in Portland, OR. Pre-shoot, we had initially looked to create a larger, narrative-based content story. To this end, I researched and proposed potential locations and collaborators that aligned with our values-based (KEEN Effect) initatives. Later, when we pivoted to capturing solely product imagery, I scouted my top location choices, sourced in-house talent, recommended look and feel for the wardrobe, and curated detailed photo swipe reference. Lastly, I built a shot list and pre-production deck for the day of&nbsp; shoot, which broke down the day into assets to be captured, shoe and wardrobe chages, and a schedule.&nbsp;On set, I assisted Maliah (Art Director), selected the wardrobe and styled the kids (they brought their own clothes), and ensured that the production ran smoothly. A major challenge we faced when planning and executing this shoot was that we were fighting seasonality, as leaves were turning. This was reflected in the choice of locations I proposed, as well as the final retouching direction. After the shoot, I was responsible for making the final selects, setting the color direction, writing the retouching notes, and working with the photo team to release 50 final images. Art Direction: Alie Kouzoukian, Maliah CoolidgePhotographer: Morgan Green Hopkins Retouching: Geneva Noel Producer/PM: Hayden Thompson, Micah Mayes <img width="3820" height="4480" width_o="3820" height_o="4480" data-src="https://freight.cargo.site/t/original/i/f0a7e54b6a17b3af6cc6d5cd585f654d5c4824d3010dc11c2064c4e285282283/KEEN_SS20_KIDS_NEWPORT_2393.jpg" data-mid="61068100" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/f0a7e54b6a17b3af6cc6d5cd585f654d5c4824d3010dc11c2064c4e285282283/KEEN_SS20_KIDS_NEWPORT_2393.jpg" /> <img width="5364" height="1944" width_o="5364" height_o="1944" data-src="https://freight.cargo.site/t/original/i/386b23bef4cbdc333cbe1ec223b5510b1836157393f3ac7d1e710d2f0d42a31b/Layout_web_2019_pieces_kids1.jpg" data-mid="61067453" border="0" src="https://freight.cargo.site/w/1000/i/386b23bef4cbdc333cbe1ec223b5510b1836157393f3ac7d1e710d2f0d42a31b/Layout_web_2019_pieces_kids1.jpg" /><img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/247e621cfacb362775478d3ca9dcf477ecce9217e50e2264a8d698de440d0f22/KEEN_SS20_KIDS_TARGHEE_TERRADORA_SPORT_GROUP_1581_LR.jpg" data-mid="61064649" border="0" src="https://freight.cargo.site/w/1000/i/247e621cfacb362775478d3ca9dcf477ecce9217e50e2264a8d698de440d0f22/KEEN_SS20_KIDS_TARGHEE_TERRADORA_SPORT_GROUP_1581_LR.jpg" /><img width="5364" height="1944" width_o="5364" height_o="1944" data-src="https://freight.cargo.site/t/original/i/c923462278aa9bb5b8bda4d313af21385f0af2dbb42bd9cf923d53db33975ae9/Layout_web_2019_pieces_kids32.jpg" data-mid="61067818" border="0" src="https://freight.cargo.site/w/1000/i/c923462278aa9bb5b8bda4d313af21385f0af2dbb42bd9cf923d53db33975ae9/Layout_web_2019_pieces_kids32.jpg" /><img width="2654" height="1683" width_o="2654" height_o="1683" data-src="https://freight.cargo.site/t/original/i/0239f9e90fc6198d3aae8898af04d7a146c40151754c75f1103d9909e97a4d27/Layout_web_2019_pieces_kids2.jpg" data-mid="61067584" border="0" src="https://freight.cargo.site/w/1000/i/0239f9e90fc6198d3aae8898af04d7a146c40151754c75f1103d9909e97a4d27/Layout_web_2019_pieces_kids2.jpg" /><img width="2654" height="1683" width_o="2654" height_o="1683" data-src="https://freight.cargo.site/t/original/i/4f5899d1278fcbb1defe75f981fa1eef909acbc0f07f2d66757d3021ac07911e/Layout_web_2019_pieces_kids3.jpg" data-mid="61067817" border="0" src="https://freight.cargo.site/w/1000/i/4f5899d1278fcbb1defe75f981fa1eef909acbc0f07f2d66757d3021ac07911e/Layout_web_2019_pieces_kids3.jpg" /><img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/070199e5dde7577f7f557de6f9e9c2e2fc52af0342658e78d5bafff3be5d13a8/KEEN_SS20_KIDS_CRUZ_2133_LR.jpg" data-mid="61064633" border="0" src="https://freight.cargo.site/w/1000/i/070199e5dde7577f7f557de6f9e9c2e2fc52af0342658e78d5bafff3be5d13a8/KEEN_SS20_KIDS_CRUZ_2133_LR.jpg" /> Research, scouting, and pre-production&nbsp; <img width="2338" height="1316" width_o="2338" height_o="1316" data-src="https://freight.cargo.site/t/original/i/c62e91402ef1c1c4e87a557b173799724eca9a20829ace31e7b540da2a771bc6/Screen-Shot-2020-02-13-at-7.54.04-PM.png" data-mid="61064763" border="0" src="https://freight.cargo.site/w/1000/i/c62e91402ef1c1c4e87a557b173799724eca9a20829ace31e7b540da2a771bc6/Screen-Shot-2020-02-13-at-7.54.04-PM.png" /> <img width="2340" height="1312" width_o="2340" height_o="1312" data-src="https://freight.cargo.site/t/original/i/b029444f25b872e8e1753676c428cd9f0a4bdd294c2fa2fcc669ed809206f45f/Screen-Shot-2020-02-13-at-7.54.14-PM.jpg" data-mid="61068452" border="0" src="https://freight.cargo.site/w/1000/i/b029444f25b872e8e1753676c428cd9f0a4bdd294c2fa2fcc669ed809206f45f/Screen-Shot-2020-02-13-at-7.54.14-PM.jpg" /> <img width="2342" height="1314" width_o="2342" height_o="1314" data-src="https://freight.cargo.site/t/original/i/e1e5159211cbfbf64f962462e726f61dab0951089af1c2cf1a6cac9b1367c471/Screen-Shot-2020-02-13-at-9.01.21-PM.jpg" data-mid="61068431" border="0" src="https://freight.cargo.site/w/1000/i/e1e5159211cbfbf64f962462e726f61dab0951089af1c2cf1a6cac9b1367c471/Screen-Shot-2020-02-13-at-9.01.21-PM.jpg" /> <img width="2374" height="1005" width_o="2374" height_o="1005" data-src="https://freight.cargo.site/t/original/i/f68eecb46cfdbe70d2a02ed9a5e70784bd3c9171c1164e8b0558fea5532cbf7c/Screen-Shot-2020-02-13-at-7.49.47-PM.png" data-mid="61068428" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/f68eecb46cfdbe70d2a02ed9a5e70784bd3c9171c1164e8b0558fea5532cbf7c/Screen-Shot-2020-02-13-at-7.49.47-PM.png" /> <img width="1446" height="1306" width_o="1446" height_o="1306" data-src="https://freight.cargo.site/t/original/i/10664c2e3b9b777fcf9a71cf2426a15ff3dcf46fb08feeb39922bd6b4fd87e8e/Screen-Shot-2020-02-13-at-7.52.03-PM.jpg" data-mid="61068430" border="0" src="https://freight.cargo.site/w/1000/i/10664c2e3b9b777fcf9a71cf2426a15ff3dcf46fb08feeb39922bd6b4fd87e8e/Screen-Shot-2020-02-13-at-7.52.03-PM.jpg" /> <img width="2340" height="1250" width_o="2340" height_o="1250" data-src="https://freight.cargo.site/t/original/i/b5ac948b4566d28b3fd73fe125d04f7562ebbe74b7022d54eeaa9a724da7158e/Screen-Shot-2020-02-13-at-7.51.00-PM.png" data-mid="61068439" border="0" src="https://freight.cargo.site/w/1000/i/b5ac948b4566d28b3fd73fe125d04f7562ebbe74b7022d54eeaa9a724da7158e/Screen-Shot-2020-02-13-at-7.51.00-PM.png" /> <img width="2344" height="1277" width_o="2344" height_o="1277" data-src="https://freight.cargo.site/t/original/i/e782e2d9e519a54a28f5a81bffecd09e4969f25c16a7d11206c59d49783385d1/Screen-Shot-2020-02-13-at-7.51.30-PM.png" data-mid="61068440" border="0" src="https://freight.cargo.site/w/1000/i/e782e2d9e519a54a28f5a81bffecd09e4969f25c16a7d11206c59d49783385d1/Screen-Shot-2020-02-13-at-7.51.30-PM.png" /> https://aliekouzoukian.com/TCA-Summit-2023 Tue, 03 Jan 2023 22:53:01 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/TCA-Summit-2023 TCA Summit&nbsp; - 2023 Logo Design and Social Media Toolkit Assets In 2022, The Conservation Alliance decided to launch a new event with a goal of empowering their business leaders and uniting their members, grantees and partners behind an equitable conservation vision for the future. The event will take place in Winter Park, Colorado in May, 2023.I designed the logo and social media assets for the event and created social media toolkit assets and copy for member companies and key partners to share to elevate the event and drive registration. Photo credit: Jon Mullen <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/7796f9da00dce7739c43e9b5dc29c65a6202a3bfcd3d3b33e66e05c22954dae7/TCA_Summit_photo_credit_Jon_Mullen_TW.png" data-mid="163462728" border="0" src="https://freight.cargo.site/w/1000/i/7796f9da00dce7739c43e9b5dc29c65a6202a3bfcd3d3b33e66e05c22954dae7/TCA_Summit_photo_credit_Jon_Mullen_TW.png" /> <img width="1200" height="630" width_o="1200" height_o="630" data-src="https://freight.cargo.site/t/original/i/0dc0c37edb17c953843a7a7389d1d814e0f9852256591b486c8433c8d06d4402/Coaltion_Partners_FB.png" data-mid="163463262" border="0" src="https://freight.cargo.site/w/1000/i/0dc0c37edb17c953843a7a7389d1d814e0f9852256591b486c8433c8d06d4402/Coaltion_Partners_FB.png" /> https://aliekouzoukian.com/Get-Out-the-Vote-2020 Thu, 02 Sep 2021 23:42:28 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/Get-Out-the-Vote-2020 Get Out the Vote 2020 The Conservation Alliance’s mission is to protect wild places, and as a 501c3 non-profit we don’t lobby. However, we felt that the 2020 election was about more than partisan politics, it was about voting on behalf of our public lands. To galvanize our audience and encourage them to head to the polls, I created a Get Out the Vote campaign that paired quippy copy and vintage vibes.&nbsp; The resulting tookit and assets were shared with The Conservation Alliance’s member companies, who in turn, shared the content on their social channels, amplifying the message to their end consumers.&nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/99c527a6cd4f58efed2e3cc0e685f5b36796ba765e7c9deadf935cd8709f19b2/TCA_GOTV_IG_Feed1.jpg" data-mid="117975447" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/99c527a6cd4f58efed2e3cc0e685f5b36796ba765e7c9deadf935cd8709f19b2/TCA_GOTV_IG_Feed1.jpg" /> &nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/366f98bfc2a73b1bea0d88f18e65ee2a11bfeb4f7912677ae27d6e58c6bd0757/TCA_GOTV_IG_Feed2.jpg" data-mid="117975449" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/366f98bfc2a73b1bea0d88f18e65ee2a11bfeb4f7912677ae27d6e58c6bd0757/TCA_GOTV_IG_Feed2.jpg" />&nbsp; &nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/69e32301aba0cfb05d69e3996fbc3831c5d982aa5e922567c1ca405181cf7d48/TCA_GOTV_IG_Feed3.jpg" data-mid="117975448" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/69e32301aba0cfb05d69e3996fbc3831c5d982aa5e922567c1ca405181cf7d48/TCA_GOTV_IG_Feed3.jpg" /> Instagram feed posts <img width="1500" height="984" width_o="1500" height_o="984" data-src="https://freight.cargo.site/t/original/i/56c8248147d76adc45e30f3c4157b0157fa7956352ee8c352a4642a0d3c6d988/GOTV_phone_grid.png" data-mid="117975451" border="0" src="https://freight.cargo.site/w/1000/i/56c8248147d76adc45e30f3c4157b0157fa7956352ee8c352a4642a0d3c6d988/GOTV_phone_grid.png" /> <img width="1372" height="1418" width_o="1372" height_o="1418" data-src="https://freight.cargo.site/t/original/i/dc057fa60ed42706b2dacfecdfaf24a50ed77ccd69cd2067edb41137478ccd81/Screen-Shot-2021-09-02-at-3.33.08-PM.png" data-mid="117975455" border="0" data-scale="90" src="https://freight.cargo.site/w/1000/i/dc057fa60ed42706b2dacfecdfaf24a50ed77ccd69cd2067edb41137478ccd81/Screen-Shot-2021-09-02-at-3.33.08-PM.png" /><img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/f12574ff792852253163f329c87e09c4b002196756137ef7a9a8586981054299/TCA_GOTV_Twitter4.jpg" data-mid="117975452" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/f12574ff792852253163f329c87e09c4b002196756137ef7a9a8586981054299/TCA_GOTV_Twitter4.jpg" />&nbsp; &nbsp;<img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/57127e2f67c307e6c3861aa66879d4a3300e494544233309f2a2ec9d7800396d/TCA_GOTV_Twitter6.jpg" data-mid="117975453" border="0" data-scale="49" src="https://freight.cargo.site/w/1000/i/57127e2f67c307e6c3861aa66879d4a3300e494544233309f2a2ec9d7800396d/TCA_GOTV_Twitter6.jpg" /> Twitter <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/9c84ca1b04273359adcb69e803bd1057cbc132319af68e437754118dd8daeb43/Vote_Landscape_Motion_1200W_loop.gif" data-mid="117975446" border="0" data-scale="99" src="https://freight.cargo.site/w/1000/i/9c84ca1b04273359adcb69e803bd1057cbc132319af68e437754118dd8daeb43/Vote_Landscape_Motion_1200W_loop.gif" />Horizontal GIF <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/83c63f9760b85299a35f928cebd6bbfea5dda67ca965a9a843783f1f20a1a901/Vote_Wildlife_Motion_1080W_loop.gif" data-mid="117975454" border="0" data-scale="54" src="https://freight.cargo.site/w/1000/i/83c63f9760b85299a35f928cebd6bbfea5dda67ca965a9a843783f1f20a1a901/Vote_Wildlife_Motion_1080W_loop.gif" /> Square GIF https://aliekouzoukian.com/Justice-Equity-Diversity-and-Inclusion-at-TCA Mon, 09 Jan 2023 18:32:40 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/Justice-Equity-Diversity-and-Inclusion-at-TCA Justice, Equity, Diversity, and Inclusion at TCA:&nbsp; Personal and profesional work to advance organizational goalsWhen I began working at TCA as a contractor in July 2020, the organization had recently decided to partner with Marcelo Bonta, the founder of JEDI Heart, as a JEDI consultant. Outside of any personal reading and conversations I had with friends and family prior to joining TCA, Marcelo became a key partner for my personal and professional JEDI work. Through sessions with him and TCA staff, I began to see first hand how an organization can begin to integrate justice, equity, diversity and inclusion into all areas of their work. A key 2022 goal for TCA was to integrate JEDI values into all program areas so that it wasn’t an afterthought or a box to be checked off. The website redesign and comms framework were two main areas of my focus. I also wrote a JEDI Reflections blog post to provide transparency to our members and supporters about where we are at organizationally with our JEDI journey.&nbsp; JEDI and the Website From the beginning of TCA’s 2021-2022 website and comms work, we sought to meet with a variety of voices to get input and feedback on how people experience the organization and avoid working inside an echo chamber. I coordinated a series of brand workshops where we solicited feedback from panels of board members, business members, and BIPOC conservation leaders. One of the main takeaways from the brand workshops was to highlight the people that are involved with TCA’s work and less emphasis on the landscapes being protected. The imagery used on the new site was another huge opportunity way to visually bring to life the organization’s JEDI values. I sourced authentic, inclusive imagery from members and grantees, instead of the recommmended stock photography&nbsp; I sourced imagery that aimed to break away from the traditional outdoors imagery that had dominated the previous site&nbsp; I then strategically deployed these images across the site to shape TCA’s visual narrative Lessons Learned It was a learning experience for me to work to change the language I use when talking about conservation and the environmental movememnt. It took a lot of slowing down and stepping back to assess my word choices. Also, getting feedback from outside sources was really necessary to break out of my bubble. Through conversations with Marcelo and other members of the BIPOC community that TCA had become connected to through the Confluence Program, we began working to expand our vison of what an inclusive conservation movement could look like. TCA used to solely focus on the concept of wild places, but as a staff, we now understand that a just, equitable, diverse and inclusive conservation movement must recognize that the definition of wilderness and wild places excludes many from seeing themselves as conservationists. All of the close to home outdoor places that are vital to communities of all kinds are excluded when only speaking of wild places. As a result, TCA shifted their language to speak about “wild places and outdoor spaces” as a way to acknowledge this truth. Additionally, through our brand workshops, we were able to get insight about how the way we present our organization could create a barrier to the inclusive vision we are actively working to cultivate. Main Takeaways: My main takeaways about integrating JEDI work into my personal and professional life, as well as at an organizational level are some things that Marcelo shared with us:&nbsp;Go slow to go far. Words matter. This will take time. Keep showing up. Sometimes it will be raggedy. Own your words and actions. Bring others in. https://aliekouzoukian.com/Homepage-Video-TCA-Website-2022 Tue, 03 Jan 2023 23:37:02 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/Homepage-Video-TCA-Website-2022 Homepage Video Art Direction: The Conservation Alliance Website As part of the new website for The Conservation Alliance, I art directed a homepage video to highlight the breadth of TCA’s industries and partnerships. True Blue Strategies brought the video to life and I provided storyboards and narrative vignettes that were curated from content I had gathered for the website project. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/bd0c0af1c4bcd0fe44eb8f987e117b5a4ef0b220d545d4be9430eb7f693b6dc2/TCA_HP_Header_Boards_AK_ideas-1_Page_1.png" data-mid="163465309" border="0" src="https://freight.cargo.site/w/1000/i/bd0c0af1c4bcd0fe44eb8f987e117b5a4ef0b220d545d4be9430eb7f693b6dc2/TCA_HP_Header_Boards_AK_ideas-1_Page_1.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/5074ecb0b6f4e25ab57589b48dc1e0f6b7fa6f23877adcbb71cb5857f16b9610/TCA_HP_Header_Boards_AK_ideas-1_Page_2.png" data-mid="163465311" border="0" src="https://freight.cargo.site/w/1000/i/5074ecb0b6f4e25ab57589b48dc1e0f6b7fa6f23877adcbb71cb5857f16b9610/TCA_HP_Header_Boards_AK_ideas-1_Page_2.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/1306d6117fca5d86e3477d9eab3c30f995722e16317a386a8d494e892119dbbe/TCA_HP_Header_Boards_AK_ideas-1_Page_3.png" data-mid="163465313" border="0" src="https://freight.cargo.site/w/1000/i/1306d6117fca5d86e3477d9eab3c30f995722e16317a386a8d494e892119dbbe/TCA_HP_Header_Boards_AK_ideas-1_Page_3.png" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c1a5af650e008a3ca7b012b50faabd1e592baff12a50cf57421cdfe59771b87d/TCA_HP_Header_Boards_AK_ideas-1_Page_4.png" data-mid="163465315" border="0" src="https://freight.cargo.site/w/1000/i/c1a5af650e008a3ca7b012b50faabd1e592baff12a50cf57421cdfe59771b87d/TCA_HP_Header_Boards_AK_ideas-1_Page_4.png" /> https://aliekouzoukian.com/TCA-Annual-Report-2021 Mon, 09 Jan 2023 20:38:15 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/TCA-Annual-Report-2021 TCA Annual Report: 2021 I designed TCA’s annual reports. The most recent one was from 2021. The report&nbsp; reflects on program area successes over the past year. In addition to design, I also coordinated / gathered all content &amp; images and translated it into impactful layouts. You can view the full report here. <img width="1024" height="576" width_o="1024" height_o="576" data-src="https://freight.cargo.site/t/original/i/f00bdca51308839c2a2fc6f39134c10021315c63671019049ee81d31ce9f68a0/2021-Annual-Report-for-GIF.gif" data-mid="164131126" border="0" src="https://freight.cargo.site/w/1000/i/f00bdca51308839c2a2fc6f39134c10021315c63671019049ee81d31ce9f68a0/2021-Annual-Report-for-GIF.gif" /> https://aliekouzoukian.com/KEEN-Laydown-Art-Direction-FW19 Sun, 14 Oct 2018 03:23:49 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/KEEN-Laydown-Art-Direction-FW19 Laydown PhotographyArt Direction In the summer of 2018, I art directed a series of curated product laydowns for the Fall/Winter 2019 season. Using insights from our product marketing team, I directed a set of styled product photos to bring these stories to life. We created these images over the course of two days in-studio. We shot some of the images on gray paper and then composited the backgrounds in post-production. Others were created entirely in studio with real sets, and then later retouched. Prior to the shoot, I created detailed style and concept decks to pitch this art direction to the Design Director. After obtaining buy-in, I built out the pre-pro deck with a curated list of desired items for each shot for the stylist to source. After the shoot, I worked with the editor to direct the retouching and color treatment for the final images. Below, you can see some of the process, as we moved from in-camera compositions to final retouched images.&nbsp; These assets were used in a variety of print and digital formats to drive sell-in and sell through. Art Director: Alie Kouzoukian Photographer: Morgan Green Hopkins Photo editor: Geneva Noel Producer/PM: Hayden Thompson Stylist: Seth Aaron Henderson <img width="1500" height="1057" width_o="1500" height_o="1057" data-src="https://freight.cargo.site/t/original/i/985216d0affa99e74c3d2165e7837138f73789c75f334224e64975647494e5cf/GIF_howser_RT.gif" data-mid="61130924" border="0" src="https://freight.cargo.site/w/1000/i/985216d0affa99e74c3d2165e7837138f73789c75f334224e64975647494e5cf/GIF_howser_RT.gif" /><img width="1600" height="1690" width_o="1600" height_o="1690" data-src="https://freight.cargo.site/t/original/i/26170f9d90fdd7df7d65cea665b645b155e26b0cce502a0619badb4d29089939/Screen-Shot-2020-04-08-at-11.23.33-PM.png" data-mid="66258808" border="0" data-scale="71" src="https://freight.cargo.site/w/1000/i/26170f9d90fdd7df7d65cea665b645b155e26b0cce502a0619badb4d29089939/Screen-Shot-2020-04-08-at-11.23.33-PM.png" /><img width="2058" height="1742" width_o="2058" height_o="1742" 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data-src="https://freight.cargo.site/t/original/i/2f1ae386ccec583833cc223f7ea32c5699089125816889808ea0585e7fe043a0/explore_uneek_gif.gif" data-mid="61129893" border="0" src="https://freight.cargo.site/w/1000/i/2f1ae386ccec583833cc223f7ea32c5699089125816889808ea0585e7fe043a0/explore_uneek_gif.gif" /><img width="3176" height="1944" width_o="3176" height_o="1944" data-src="https://freight.cargo.site/t/original/i/cc4b33cef7b6b82ecab47ec5855e0732eff48b9c3d4c5ef4c3e6c5fe0ef0ea4f/Screen-Shot-2020-02-14-at-10.40.22-PM.png" data-mid="61134861" border="0" src="https://freight.cargo.site/w/1000/i/cc4b33cef7b6b82ecab47ec5855e0732eff48b9c3d4c5ef4c3e6c5fe0ef0ea4f/Screen-Shot-2020-02-14-at-10.40.22-PM.png" /><img width="4000" height="2588" width_o="4000" height_o="2588" data-src="https://freight.cargo.site/t/original/i/c271fe943ac350ed5bf145389e481adbd0b75878df1723e15130bdebbdb4e2dc/EXPLORE_WOMENS_GROUP_BASE-3.jpg" data-mid="26153380" border="0" 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data-src="https://freight.cargo.site/t/original/i/c82f187e3256b5d3b90004f3dfacbe0c211f58e1a03994f74a5119b5c540a499/Laydowns_beforeAfter4.jpg" data-mid="61132026" border="0" src="https://freight.cargo.site/w/1000/i/c82f187e3256b5d3b90004f3dfacbe0c211f58e1a03994f74a5119b5c540a499/Laydowns_beforeAfter4.jpg" /><img width="4000" height="2544" width_o="4000" height_o="2544" data-src="https://freight.cargo.site/t/original/i/602cc3bd18d112357e26a40153ccc002f570067ec589370fbd83eceb1208f19d/EASTIN_BAILEY_GROUP_69685.jpg" data-mid="26153375" border="0" src="https://freight.cargo.site/w/1000/i/602cc3bd18d112357e26a40153ccc002f570067ec589370fbd83eceb1208f19d/EASTIN_BAILEY_GROUP_69685.jpg" /><img width="4000" height="2820" width_o="4000" height_o="2820" data-src="https://freight.cargo.site/t/original/i/cfd0a4dac2e95da4dd5f027c2e65aaf56a0024a86e716312bd10c858d0a3e1de/SADIE_WOMENS_GROUP_BASE-4.jpg" data-mid="26153385" border="0" src="https://freight.cargo.site/w/1000/i/cfd0a4dac2e95da4dd5f027c2e65aaf56a0024a86e716312bd10c858d0a3e1de/SADIE_WOMENS_GROUP_BASE-4.jpg" /><img width="3180" height="1938" width_o="3180" height_o="1938" data-src="https://freight.cargo.site/t/original/i/3cb8b8a5a08f35154ffc49faa7a9f719d2565bba31aaf92a7b35da3164940bf4/Screen-Shot-2020-02-14-at-10.40.45-PM.png" data-mid="61134862" border="0" src="https://freight.cargo.site/w/1000/i/3cb8b8a5a08f35154ffc49faa7a9f719d2565bba31aaf92a7b35da3164940bf4/Screen-Shot-2020-02-14-at-10.40.45-PM.png" /> GALLERY <img width="4000" height="2588" width_o="4000" height_o="2588" data-src="https://freight.cargo.site/t/original/i/c271fe943ac350ed5bf145389e481adbd0b75878df1723e15130bdebbdb4e2dc/EXPLORE_WOMENS_GROUP_BASE-3.jpg" data-mid="26153380" border="0" src="https://freight.cargo.site/w/1000/i/c271fe943ac350ed5bf145389e481adbd0b75878df1723e15130bdebbdb4e2dc/EXPLORE_WOMENS_GROUP_BASE-3.jpg" /> <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/5574ee3b26815b22de07d21403b092fe5c486d4abbb15de21557ace5698fe32e/INNATE_SHERPA_GROUP_BASE-9.jpg" data-mid="26153383" border="0" src="https://freight.cargo.site/w/1000/i/5574ee3b26815b22de07d21403b092fe5c486d4abbb15de21557ace5698fe32e/INNATE_SHERPA_GROUP_BASE-9.jpg" /> <img width="4000" height="2589" width_o="4000" height_o="2589" data-src="https://freight.cargo.site/t/original/i/02339892e607f95e46066c79b8869590a3e1cab0bb262ad2f2511732214dbfff/EXPLORE_MENS_GROUP_BASE-1.jpg" data-mid="26153378" border="0" src="https://freight.cargo.site/w/1000/i/02339892e607f95e46066c79b8869590a3e1cab0bb262ad2f2511732214dbfff/EXPLORE_MENS_GROUP_BASE-1.jpg" /> <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/87c197bddaf755b7abba440cafcb696ec7d6585b49c1c36317290446568eed16/FELDBERG_APX_GROUP_BASE-V2.jpg" data-mid="26153381" border="0" 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data-src="https://freight.cargo.site/t/original/i/c23358fc39e337e8e270eb4f757707d1c22d45b1c11c914ecc3f555257fc3604/59_II_Base.jpg" data-mid="26153374" border="0" src="https://freight.cargo.site/w/1000/i/c23358fc39e337e8e270eb4f757707d1c22d45b1c11c914ecc3f555257fc3604/59_II_Base.jpg" /> <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/b8f6be4f6fb011d2f0da6c9fc92c36b5d24986b22488a1a67764318f574fc1e5/ELENA_GROUP_BASE-13.jpg" data-mid="26153377" border="0" src="https://freight.cargo.site/w/1000/i/b8f6be4f6fb011d2f0da6c9fc92c36b5d24986b22488a1a67764318f574fc1e5/ELENA_GROUP_BASE-13.jpg" /> <img width="4000" height="2544" width_o="4000" height_o="2544" data-src="https://freight.cargo.site/t/original/i/602cc3bd18d112357e26a40153ccc002f570067ec589370fbd83eceb1208f19d/EASTIN_BAILEY_GROUP_69685.jpg" data-mid="26153375" border="0" data-scale="100" 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data-src="https://freight.cargo.site/t/original/i/cfd0a4dac2e95da4dd5f027c2e65aaf56a0024a86e716312bd10c858d0a3e1de/SADIE_WOMENS_GROUP_BASE-4.jpg" data-mid="26153385" border="0" src="https://freight.cargo.site/w/1000/i/cfd0a4dac2e95da4dd5f027c2e65aaf56a0024a86e716312bd10c858d0a3e1de/SADIE_WOMENS_GROUP_BASE-4.jpg" /> <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/ab8216c2d77d8f8b3f9ce728cbc80108e3b749b78db7b6b76e5d5467f0a509c3/EXPLORE_UNEEK_GROUP_BASE-11.jpg" data-mid="26153379" border="0" src="https://freight.cargo.site/w/1000/i/ab8216c2d77d8f8b3f9ce728cbc80108e3b749b78db7b6b76e5d5467f0a509c3/EXPLORE_UNEEK_GROUP_BASE-11.jpg" /> &nbsp; https://aliekouzoukian.com/TCA-Year-in-Review-Video-2022 Tue, 03 Jan 2023 23:59:38 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/TCA-Year-in-Review-Video-2022 2022 - TCA Year in Review Video Art Direction2022 was a big year for The Conservation Alliance. The organization matched an all time high in giving with $2.2 million awarded, 56 projects funded, and 14 projects completed, for a total of 178,815 acres and river miles protected in 2022. I project managed this video from concept through final product. I wrote the script, coordinated the team’s edits, designed two layouts for horizontal and vertical cuts, provided art direction and worked with the editor to arrive at the final version. I also crafted social copy and built mailchimp emails to share the video with TCA’s audience. Motion by Grant AldrichArt Direction by Alie Kouzoukian https://aliekouzoukian.com/Hand-Lettering-KEEN Thu, 09 Apr 2020 04:43:11 +0000 Alexandra Kouzoukian https://aliekouzoukian.com/Hand-Lettering-KEEN Hand Lettering @ KEEN I had the pleasure of doing many hand-lettered treatments while I was at KEEN, including the “Follow Your Feet” script that became the 2016-2017 brand tagline, appearing in toolkits, advertising, and sales tools. <img width="1100" height="619" width_o="1100" height_o="619" data-src="https://freight.cargo.site/t/original/i/4fcb75f54d0eb89e480ba462cf97dff7e73c43c362246a8a255e7d7dab1c6344/FYF_skyjump.jpg" data-mid="66254074" border="0" src="https://freight.cargo.site/w/1000/i/4fcb75f54d0eb89e480ba462cf97dff7e73c43c362246a8a255e7d7dab1c6344/FYF_skyjump.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/58307dedf1e4436514eeb244a60008e42d8a23dee11571d7eb991c1f68886c5a/FYF_2016_KeenGarage.jpg" data-mid="66254071" border="0" src="https://freight.cargo.site/w/1000/i/58307dedf1e4436514eeb244a60008e42d8a23dee11571d7eb991c1f68886c5a/FYF_2016_KeenGarage.jpg" /><img width="1861" height="2791" width_o="1861" height_o="2791" data-src="https://freight.cargo.site/t/original/i/3d53d4721f4871dfff1604c4077f0a8df50575451bac15265e4dac3a9fe8d362/_Q4A7165.jpg" data-mid="66254069" border="0" src="https://freight.cargo.site/w/1000/i/3d53d4721f4871dfff1604c4077f0a8df50575451bac15265e4dac3a9fe8d362/_Q4A7165.jpg" /> <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/fa2f00975708819d65acdbbde4a65144dc24f41b8741018d87d09ef65a5aeb59/KEEN_2019_KeenFest_Lo-Res_22.jpg" data-mid="66254072" border="0" src="https://freight.cargo.site/w/1000/i/fa2f00975708819d65acdbbde4a65144dc24f41b8741018d87d09ef65a5aeb59/KEEN_2019_KeenFest_Lo-Res_22.jpg" />