Aaron Lazar

With an MFA in Conceptual Art and New Media and over 20 years of creative direction under my belt, I’ve built a career blending artistry with strategy to create visuals that don’t just look good—they resonate. From sleek branding to innovative packaging, my work connects with audiences on a deep, visceral level. I specialize in branding, packaging design, web design, photography, and visual storytelling. I’ve led the creation of standout brand identities—logos, visual languages, and collateral that come together seamlessly across digital and print. My approach to packaging design balances aesthetics and functionality, delivering solutions that grab attention and perform in the market. Whether it’s launching a brand from scratch or elevating an established one, I thrive on turning big ideas into exceptional designs that help businesses grow. If you’re ready to make something unforgettable, let’s talk.

Projects

The Behavioral Investing Institute - branding

Target Audience: Institutional investor and asset managers who are looking for a way to understand and incorporate psychological sciences into their portfolio and client relationships. Brand Positioning: BII is intended to be a resource for advisors to support them in thier practice. It charges a nominal fee which is typical in the financial space, its not especially exclusive though. Think more institutional, educational and open. Mission, vision & values: BII seeks first and foremost to be a resource for asset managers. It focuses on clarity, openness, and a soft touch. Its aiming to be a managers online mentor the voice of reason that will help one resist the knee jerk emotional reactions that tend to ruin long term plans. Speaking the letters out loud that made the logotype simple memorable and strangely direct: "Bee eye eye". or "Bee aye, aye," This suggested a face of some sort, incorporating the letterform of B and some illustration of eyes. The eyes are meant to convey far sightedness, vision and calm.See More

Waiq Uhp - branding

During the election cycle of 2024 a call went out on social media for volunteers who could help younger creatives develop their talent to form a counterbalance to the right wing media ecosystem. Being a left leaning person I added my name to a large spreadsheet that was published and dispersed on TikTok. That's how I met D'tresean Burge. He is an up and coming creator who has taken his personal journey of being diagnosed with narcolepsy and is using it to advocate on behalf of fellow narcoleptics as well as mentor kids and young men in a positive and sustainable way. We started with the name. A vernacular intentional mis-spelling of the phrase “Wake Up”. Tre was adamant that this was how he wanted to brand himself and his organization which has been extant for a few years but without many brand assets to speak of. See More

Work History

Owner

Aaron C. Lazar - creative servicesStrategic Visionary: Formulate and implement overarching visual strategies, customized to the unique needs of both individual and corporate clientele. Digital Craftsmanship: Specialize in user-centric web design and development, focusing on engagement and seamless digital experience. Videographic Excellence: Conceive and produce video content that enhances brand narratives and captures targeted audience attention. Logo and Identity Maven: Create compelling logos and visual identities that align seamlessly with brand ethos and market positioning. Layout Artisan: Exhibit a refined eye for layout design across multiple platforms, harmonizing visual elements for cohesive, polished end products. Illustrative Flair: Employ custom illustrations to introduce an element of singularity and sophistication into design projects. Photographic Direction: Oversee all facets of photographic content, from initial concept through to post-production, ensuring a memorable visual impact.

Creative Director / Packaging Manager

Zorlu USA Inc.Sep 2018 - Nov 2024 • 6 yrs 3 mosVisual Brand Custodian: Conceive and execute nuanced brand identities, integrating logos, visual languages, and collateral across both digital and print mediums. Digital Conductor: Lead meticulous planning and execution of web design and development initiatives, anchored in user engagement and sales optimization principles. Packaging Virtuoso: Commandeer the ideation and realization of packaging designs, balancing aesthetic appeal with functional requirements. Oversee photographic art direction to create indelible brand impressions. Pioneer of Innovation: Originate and shepherd avant-garde design concepts from ideation through to final production, setting new benchmarks for creative excellence.

Creative Director

BCP Home Inc.Jan 2010 - Sep 2018 • 8 yrs 9 mosGuardian of Visual Identities: Managed the visual branding for a multitude of licensed products, ensuring cohesion and impact across varied product lines. Corporate Aesthetic Curator: Created and maintained robust visual components for the parent corporation as well as its subsidiaries, including logos, lockups, layouts, and comprehensive branding systems. Digital Virtuoso: Developed and successfully deployed websites and online strategies, anchoring the brand's digital presence and customer engagement. Photographic Director: Took charge of the artistic and technical aspects of photography, including direction and retouching, to produce imagery that aligned with the brand's ethos. Presentation Architect: Crafted compelling presentation materials that effectively communicated brand values and product features, ensuring the message was not only heard but also remembered.

Freelance Art Director

CHF IndustriesJun 2008 - Dec 2009 • 1 yr 7 mosDigital Facelift Master: Spearheaded the comprehensive redesign and implementation of the DKNYhome.com e-commerce site, encompassing layout, branding, wireframes, and user behaviors. Photographic Conductor: Directed all photo shoots and executed meticulous retouching on product shots, ensuring visual congruence with brand standards. Design Artisan: Created a wide array of print materials, from packaging and training documents to promotional catalogs, each tailored to meet distinct audience needs. Web Material Creator: Designed digital assets that contributed to a cohesive and engaging online experience for visitors and potential customers. Toolbox Virtuoso: Utilized an extensive skill set in Adobe Creative Suite, art direction, graphic design, and image editing to produce work that was both artistically and commercially impactful.

Freelance Graphic Designer

Ralph LaurenJan 2007 - Jan 2008 • 1 yr 1 moTextile Innovator: Developed graphic assets for a range of techniques including screen printing, dye transfers, intarsia, and embroidery, setting a high bar for material design. Technical Maestro: Created meticulous technical specifications and drawings, covering the gamut from apparel and packaging to hardware and accessories. Aesthetic Sculptor: Shaped the visual elements to align with Ralph Lauren's iconic branding, ensuring that each piece fit within the larger design landscape. Detail-Oriented Designer: Focused on the intricacies of design elements, ensuring quality and consistency across various mediums. Software Virtuoso: Leveraged a skill set spanning Adobe Creative Suite, QuarkXPress, and other key tools to deliver graphics that were both technically sound and visually compelling.

Education

New York University

MFA, Conceptual Art and Performance

Kent State University

Bachelor of Fine Arts (BFA), Sculpture

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