Alum creates ‘app-titude’

By Cory Orlando

How great does it sound to work with some of the world’s largest brands and modern technology like Twitter, Facebook and the Internet? To Mark Rosal, J/MS 1996, of Visual Goodness, an advertising agency in New York, it’s his favorite part of the job.

“I have complete creative freedom using the most modern technologies that people love to spend time on: Facebook, iOS, and the Web,” said Rosal.

Rosal, who resides in South Plainfield with his wife, also a Rutgers alumna, their two children and a dog, is creative director at the agency.

“My responsibilities are primarily split into two: lead the creative department and lead individual projects,” he reported.

Rosal’s expertise is in visual design, experience design, and photography. His clients include companies such as American Express, Lexus, AT&T, Pepsi and Citibank.

Many of the designs he undertakes range from iPhone and iPad apps and Facebook apps to outdoor interactive projections.

“I’m able to lead such a wide range of projects because I combine my creative skills with my background in code and most important, communications,” said Rosal.

Being a good communicator is vital in design, he continued, and the J/MS program has helped him get where he is today.

As an undergraduate, he remembers being the first of his friends to use a laptop for presentations and a webcam to copy notes. It was these new uses of technology that let him think that there was more to the world than just a textbook.

After graduating, he found work as an art director for smaller companies, one of which was in East Brunswick. He has been at Visual Goodness for more than five years.

“I feel rather fortunate that the average turnover for my position is one to two years,” he said.

He is in a career that requires such detail and attention, yet sometimes he admits it’s hard to see the overall effects advertising has on consumers.

“It’s funny,” noted Rosal, “but historically it was advertising that was changing the way people live. Now it’s the way that people live that is changing advertising.”

With social networking sites leading the American consumer market, the more information that you reveal to a company about yourself, the more it is inclined to change the direction of how it sells to you.

“As people provide more information about themselves, and advertisers find more innovative ways to identify a person’s likes and dislikes, the interaction between advertiser and consumer should theoretically become more engaging and useful,” explained Rosal.