SENIOR CREATIVE DIRECTOR
PAVONE GROUP – EASTWEST MARKETING GROUP
NEW YORK NY
Paty’s design career is anything but ordinary. Starting as a Senior Art Director at Eastwest Marketing Group, she worked on brands like Labatt USA, Kraft Foods, and Nabisco before leveling up to her current role as Senior Creative Director. Now, she leads a powerhouse team that creates eye-catching merchandising and point-of-sale designs that demand attention. From American Express/Costco credit cards to Jose Cuervo tequila and Revlon mascara, Paty’s got an impressive portfolio that includes a wide range of household names—including the entire Mondelez International snack line.
Before Eastwest, Paty honed her creative craft at CCM Marketing, where she worked her magic on brands like Scholastic, Nivea, Pernod Ricard USA, and Yoo-Hoo, developing everything from packaging to print ads. She also led the charge as Creative Director for E.D. Marshall Jewelers in Scottsdale, Arizona, where she single-handedly transformed their advertising from outsourced to in-house, driving the brand’s rapid growth with her vision.
With nearly 30 years in the merchandising game, Paty credits her success to a relentless passion for creating designs that don’t just look great but are functionally bold, pushing the limits of what’s possible. She’s a design visionary who believes in making things both beautiful and distinctive, a mantra she passes on to her team. And when she’s not shaking up the creative world, you’ll find her diving into garment construction and deconstruction, or bringing her creative spark into the classroom as a teacher for seven years.
DO YOU THINK GRAPHIC DESIGNERS HAVE A SPECIAL RESPONSIBILITY TO USE THEIR TALENTS TO MAKE A SOCIAL IMPACT?
Design is everywhere, shaping how we feel, think and act. When used thoughtfully, it can break barriers, stir emotions, and inspire change — whether for a product or a cause. Designers hold the power to challenge stereotypes, promote equality, and drive positive impact. By thinking beyond profit, they can create work that makes a difference, fostering a more thoughtful, inclusive world. Design is more than aesthetics; it has the potential to spark meaningful transformation.
WHAT ADVICE DO YOU HAVE FOR SOMEONE JUST STARTING A CAREER IN GRAPHIC DESIGN?
Early in my design career, I thought I had to do it all alone. Over time, I realized that collaboration, openness to feedback, and mastering the basics were key to growth. Working with others improved my designs and sped up the process. Mastering software freed up mental space for creativity, while handling criticism helped me improve. I also learned the importance of thoroughly reading briefs, sketching ideas, and planning ahead. In the end, embracing these principles — collaboration, feedback, and preparation — laid the foundation for success in design.
