January 10, 2024

In our Associate Spotlight series, we are highlighting associates across our Company who are shaping our community and who embody our Centric Brands philosophy every day. 

Meet Anthony (Tony) Morelli, Art Director, Kids Division at Centric Brands. In his interview, Tony shares his creative process and how he strives to educate himself on the latest techniques and applications in his field.

Can you tell us about your role and what your team does?

In my role as an Art Director, I help manage the style and design of multiple brands. Collaborating closely with the Design teams, we create artwork tailored to their requirements. With a team of highly skilled artists, each with their unique style, we produce rough sketches and concepts before moving into the development phase. Once the design and graphics phases are finalized, we seamlessly transition to working closely with the Production team, ensuring they have all the necessary elements they need.

How did you become passionate about this career path?

Initially, I pursued a 3D and television animation degree at the Center for the Media Arts. However, upon graduation, I encountered challenges securing employment within this field. Taking a leap of faith, I interviewed and secured a position at a company specializing in licensed sportswear for various sports leagues. In this role, my responsibilities included creating artwork and preparing it for production. The knowledge I acquired during this period remains a set of valuable skills that I apply in my daily work.

What is one quality that you bring to your role that you think makes you stand out?

My strength lies in my ability to analyze and break down the creative process, coupled with my proficient skills in Photoshop and Illustrator. I am continually learning, conducting research, and watching tutorials to understand the intricacies of various techniques and applications. I am eager to swiftly acquire knowledge whenever a new program or update is introduced.

I see the value in promptly grasping new technologies and techniques, not only for personal growth but also to contribute to the success of the team and the overall company. Sharing my acquired knowledge with team members is a priority, as it enhances the collective skill set, benefiting the team and the organization.

What is a current project you’re working on that is especially exciting for you?

I am currently working on a project for Under Armour, encompassing their Outdoor, Swim, Underwear and Sportswear Divisions. My primary responsibility involve preparing prints and ensuring their proper repetition with accurate colors align to each brand’s specifications. This requires close collaboration with designers, implementing changes as needed, and handing over the finalized work to the production team. I enjoy working on prints and experimenting with new ideas and techniques to enhance the creative process.