Creative Edge Software appoints business development director

Building on the initial success of iC3D with a wide range of major brands throughout the region, Zapata will be focused on rolling out recent iC3D product developments to the likes of packaging designers and branding agencies, and others who provide packaging production services. Her appointment coincides with the most recent release of iC3D, version 5.0, which includes capabilities claimed as previously only available from specialist 3D design software.

The company said Zapata brings to the role a breadth of experience in brand management and high-end photographic services.

Following previous roles in marketing, business development and brand control, Zapata spent nine years managing the staging and production of high-quality photographic shoots for premium food brands and other consumer goods. Working with many household brand names, she carried responsibility for the successful execution of brand-critical photography for clients including PepsiCo, 3M, Post, General Mills and Kraft-Heinz.

Creative Edge Software CEO Nick Gilmore said: ‘We’re delighted to be welcoming Lalita to the team, especially at such a key stage in the iC3D story. With version 5.0 we’re now at stage when even the most hard-bitten cynics are forced to admit that iC3D can accurately replicate, and even replace, physical mock-ups and studio photography. These capabilities open up a whole new world of opportunity that plays directly to Lalita’s strengths and experience.’

Zapata commented: ‘I feel very excited to be taking on this role just as iC3D has reached a level of sophistication that makes it unmatched in the world of packaging design software. To be able, quickly and easily, to create any shape, simulate the physical behavior of packages, and visually enhance their aesthetics to suit different environments, all with total photorealism, is unique from a single software application. It’s a powerful capability that I feel eager and confident to present to the packaging design community, knowing that the time-to-market gains will benefit both the brands and the service providers equally.’