Michael Tori

Creative Director @Sobel Westex

San Francisco, CA, US

In my current role I\'m fortunate to have the honor and privilege to partner with some of the most beloved and respected brands on earth. Designing for Disney, Lucas film, Four Seasons, Travel & Leisure, to name a few, have been thrilling. Designing successful product lines for these and many others brands allows me to enrich the lives of so many people who crave the beauty and lifestyle experience each brand offers. I also get to dive into the depths of the creative process that I love so dearly. To create something beloved, one must understand what is \"loved\" and why. In my role I create home textile home collections. I study each brand to understand its DNA and thereby, underlying relevance to consumers. Resulting in designs that are the visual embodiment of what is beloved about the brand and also how the consumer identifies with it. We see ourselves in the brands we love. We find joy and confidence in the ways they represent and nurture us. They add the expression and substance that help us \"become\" our best selves. From color and fabric, to innovative designs that encourage re-use and sustainability. I own the design. That\'s the product aspect of my world. The communication, the message or \"story tell\" of the brand is another prized creative journey for me as well. A visual of the products I design tell the story from only one perspective, the copy and digital experience however are like the layering chords of an orchestra. For me, writing this story in layers actuallizes the soul of the brand. And these combined sensory indulgences are what the consumer so wholly embrace. I create set design direction for studio photography, including specifying the architecture, furniture, colors, and props for each photo shoot. For each product, I craft the copy for PR and media platforms. Each adjective deepening the consumers longed for brand experience. I direct the website infrastructure and user experience. I believe creating the product is only the beginning.