We’re excited to welcome a new Creative Director to our team! Bill Masto joins us from the March of Dimes where he was the Director of Creative Services, working on the initiative to lead the fight for the health of all moms and babies. Bill is an accomplished creative director, well versed in strategic brand development and positioning, and we are looking forward to his joining our team.
We speak to Bill about what inspires him and what he’ll be bringing to the In-Store team!
Tell us a little more about you...
I am an experienced Creative Director and Visual Designer with over 20 years of art direction and award winning designs. Extensive understanding of marketing and brand objectives and the value of effective communications. I am a strong conceptual thinker and strategically focused visual designer. I have expertise in transforming and refreshing brands by developing creative solutions for identities, products, packaging, websites, digital experiences, advertising and communications. I work with strategy, account, marketing and creative teams to forge solutions that help to define and activate brands.
What inspires you?
Growing up I was always into the arts — at all times I found myself doing something creative like drawing, painting, collage and writing. I received my B.F.A after taking a combination of fine art and design classes which continued to feed my passion for creativity. I have always been intrigued by the marriage of words and images, which lead me to focus my career on design. My main source of inspiration comes from experiencing other people's creativity — whether it's walking through an art exhibit, viewing a digital design portfolio, listening to music, or being moved by a well crafted video.
What will you be bringing to the In-Store team?
In-Store Experience is modernizing the retail experience by strategizing, creating and enhancing consumer engagement — I am thrilled to be part of an impressive team and collaborative culture. My goal as the Director of Multimedia Design is to offer powerful, innovative and effective creative solutions as part of the continued evolution of this highly successful company.
What's your most memorable instore experience?
I am an in store shopper — always been, and always will be. The experience of feeling and learning about a product before purchasing it has given me confidence and loyalty with many different brands — and at the top of my list is Apple. Many may think of them as a product focused company, but in fact they have revolutionized and transformed in store into a destination to have meaningful and educational experiences.