Meet the man behind the brand – Kit Corral, better known as PRESS’ Creative Director. While now Kit spends his days strategizing and creating content (and planning the occasional PRESS team outing) on the corner of Bayshore and Bay to Bay, he wasn’t always here.
After growing up in Tampa, Kit made his way to Tallahassee to pursue a Fine Arts degree at Florida State University – go Noles! Following graduation, Kit made his homecoming and returned to Tampa to work in Advertising, after which he continued to explore the industry in Atlanta and later, back in Tallahassee.
Some highlights from Kit’s career ventures include constructing an ad campaign for Tobacco Free Florida, writing copy for Cartoon Network and Adult Swim and crafting print ads for Bertram Yachts.
Kit and our CEO, Holly Clifford Corral moved back to Tampa (no one can stay away from the Bay!) with their son, Tanner in the late 2000’s after opening PRESS, giving a home base to the new company. Some years, an office change and many projects later, Kit remains PRESS’ go-to guy in helping companies grow their brand and find their voice using content. More recently, one of his favorite projects has been spearheading a complete rebrand for one of PRESS’ longest-standing clients, Fitlife Foods.
The Fitlife Foods rebrand was sought out to give the brand an ownable look in order to stand out in a saturated market. To break through—as Kit calls it—the “sea of sameness,” Fitlife Foods pivoted to focus on its energy and dynamism as a brand and convey that to its audience through creative elements. Collateral included updated packaging, a website redesign, an array of newly branded advertising materials and a refresh reflecting these elements inside the company’s brick-and-mortar locations. Fitlife Foods doesn’t just help its customers own their day with healthy, ready-to-go meals, but displays that mindset throughout its branding.
To learn more about Fitlife Foods, visit this link!
When asked how he approaches projects such as this, Kit told us that he puts himself in the consumer’s shoes, stating, “it’s about what the consumer wants to see, not what we want to say.” This helps explain Kit’s favorite part about what he does – problem-solving. When it comes to finding the most unexpected solution to a problem, he finds the challenge exciting.
Now let’s get to the fun part: When Kit’s not working, he likes to go running, watch college football, practice Brazilian Jiu Jitsu, which he earned a black belt in (yes, you read that right) and of course, spend time with family.
This is just a small glimpse at Kit’s life and career history. If you’re interested in seeing more of his work, check out some of the creative here on our website, or stop by PRESS and say hi!