Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I’m a Creative Director with 6+ years of experience scaling licensed DTC brands through product design, packaging, campaigns, and ecommerce. I’m passionate about turning bold ideas into cohesive brand experiences that resonate with customers. I’ve secured and launched licensing partnerships with NBA, Sanrio, Crunchyroll, Pusheen, Transport for London, and S.L. Benfica, and I excel at owning projects from concept through production. My background spans brand systems, print production, and multi-channel campaign execution, from ideation to delivery.…I’m a Creative Director with 6+ years of experience scaling licensed DTC brands through product design, packaging, campaigns, and ecommerce. I’m passionate about turning bold ideas into cohesive brand experiences that resonate with customers. I’ve secured and launched licensing partnerships with NBA, Sanrio, Crunchyroll, Pusheen, Transport for London, and S.L. Benfica, and I excel at owning projects from concept through production. My background spans brand systems, print production, and multi-channel campaign execution, from ideation to delivery.

Melvin Simmalavong

Creative Director, Art Director, Brand Designer, +2





I’m a Creative Director with 6+ years of experience scaling licensed DTC brands through product design, packaging, campaigns, and ecommerce. I’m passionate about turning bold ideas into cohesive brand experiences that resonate with customers. I’ve secured and launched licensing partnerships with NBA, Sanrio, Crunchyroll, Pusheen, Transport for London, and S.L. Benfica, and I excel at owning projects from concept through production. My background spans brand systems, print production, and multi-channel campaign execution, from ideation to delivery.…I’m a Creative Director with 6+ years of experience scaling licensed DTC brands through product design, packaging, campaigns, and ecommerce. I’m passionate about turning bold ideas into cohesive brand experiences that resonate with customers. I’ve secured and launched licensing partnerships with NBA, Sanrio, Crunchyroll, Pusheen, Transport for London, and S.L. Benfica, and I excel at owning projects from concept through production. My background spans brand systems, print production, and multi-channel campaign execution, from ideation to delivery.

Available to hire

I’m a Creative Director with 6+ years of experience scaling licensed DTC brands through product design, packaging, campaigns, and ecommerce. I’m passionate about turning bold ideas into cohesive brand experiences that resonate with customers.

I’ve secured and launched licensing partnerships with NBA, Sanrio, Crunchyroll, Pusheen, Transport for London, and S.L. Benfica, and I excel at owning projects from concept through production. My background spans brand systems, print production, and multi-channel campaign execution, from ideation to delivery.

Skills

Experience Level

Expert

Expert

Expert

Expert

Work Experience

Art Director / Lead Creative at CUCU Covers

January 1, 2019 - January 1, 2026

Led all creative for 6+ years across product design, packaging, campaigns, and ecommerce for a DTC brand growing to 850,000+ customers. Secured and launched licensed collections with NBA (NBALAB), Sanrio, Crunchyroll, Pusheen, Transport for London, and S.L. Benfica. Directed marketing creative across paid ads, email campaigns, social content, and Shopify storefront. Managed full print production including dielines, packaging specifications, and production-ready file preparation. Directed product and lifestyle photography, developing mood boards and creative concepts for photographers, designers, and social teams. Designed and managed Amazon listing images and A+ content, including hero images, lifestyle shots, and infographic layouts across all active SKUs. Achieved retail placement at the NBA Flagship Store in New York City.

Lead Creative at The Playground Global

January 1, 2020 - January 1, 2022

Designed brand identity and visual systems across 7 basketball facilities in Canada and the U.S. Created large-scale illustrated murals across courts, training areas, and cafes. Designed merchandise and apparel graphics extending the brand beyond physical locations. Work featured on blogTO and Breakfast Television.

Freelance Merch Designer at BIG K.R.I.T.

January 1, 2018 - January 1, 2020

Designed merchandise for Billboard-charting Def Jam recording artist Big K.R.I.T. Created graphics for official tour merchandise, pop-up releases, and online drops. Delivered production-ready artwork and motion graphics for artist social media.