Branding is simple... but not easy.
A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created to effectively communicate a company’s personality and its product value to potential customers, helping build brand recognition, association and loyalty.
The results, from Noah's to Quiznos, Musco to Collabrus, and Goodwill to DotGreen, are just some of the most lasting, memorable, and engaging visual symbols in the marketplace today (easy for me to say).
INTEGRATED CAMPAIGN: STRATEGY, PACKAGING, ADVERTISING, DIGITAL, SOCIAL MEDIA...
Targeted at a new health conscience audience, CamelBak’s new filtration bottle needed a fresh approach from start to finish. Created an integrated communication platform that has launched Groove into being a successful piece of CamelBak's business that continues to grow.
For over 20 years CamelBak has been the leader in active hydration. Along with rebranding their website experience, simultaneously launched them into a brand new market, water purification.
Tap water in. Freshly filtered water out... This intriguing promise, simple info graphic, and hero product photography tells a concise and appealing story of portable water purification. With national print advertising and equally eye-catching packaging, all focusing on a "Target" demographic, this effective campaign quickly made Camelbak Groove the leader in this expanding market.
Put yourself in the shoes of our bareMinerals customers for just a moment: you hear about a cool new product or you want to find something to help you with a skin issue, your first step is to go online. But not on a computer, on your mobile device. The importance of this channel has shifted the retail landscape in the last years so dramatically that the new conventional wisdom is that this isn’t our online store, it’s our flagship. And her daily connection to the brand is our stream of emails. Her favorite place to kill time? Pinterest. Her guilty pleasure if she has a minute? Instagram.
What makes this iconically California beauty brand different? The healthy, inner beauty that comes shining through with a simple smile.... From a Mona-Lisa to a gaffaw... Be Original. Be Natural. Be Good.
The Future of Foundation... Led the digital creative for award-winning bareSkin Foundation, the #1 launch in the prestige beauty industry, as well as the largest product launch in the 40 year history of bareMinerals. In addition, created numerous global toolkits including mobile UX, responsive website and email marketing, display advertising, social media campaigns, blogs and apps.
Freshly filtered water. Anywhere... Expanding this intriguing water purification promise into digital (website, microsite, and social media), broadened this effective integrated campaign and quickly made Camelbak Groove the leader in the expanding portable water purification market.
User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product. User experience design encompasses traditional human–computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users.
The California Closets national print campaign was inspired by blending the stylistic imagery of the product (home organization) with it's benefit (living the life you want). The artistic and beautiful "mood board" compositions showcased the "Space To Be" campaign concept. Strengthened by the interactive (and innovative) online camera enabled the customer to own their creative experience and to, with one click, begin a dialogue with their CC designer.
While bareMinerals continues it's evolution, the role of graphics and design needs to be updated to support the new bare Beauty positioning. The approach is to take is a slimmed-down graphic approach, with more emphasis on beautiful photos, characterized by smaller typography and more natural colors.
Created cutting-edge disruptive campaign starting with development of aspirational headline... "Space to Be" through editorial photography and interactive digital design which allowed customers to customize the site and "own" their creative mood board. This campaign instantly increased sales by 400%.
Art: Robert Rauschenberg, has always been one of my favorite American artists; his art of combining imagery to tell thought-provoking stories has always intrigued me. So, when developing the "Space To Be" campaign for California Closets, I found that combining the ideas of quality custom storage solutions (Space) with the freedom to focus on what matters most (To Be) told a very engaging dual-faceted story. The artistic mood board ad campaign was created.
Technology: After a thorough deep-dive into the client’s business goals, the Space To Be print campaign came relatively quickly; followed closely by the website’s dual-faceted UX. There were also lots of discussions regarding interactivity, and so, working very closely with UX development experts (GLG), and with the print ads top-of-mind, an innovative online camera was developed to easily snap Space To Be imagery throughout the site. This technology enabled the user to then create their own mood board and with one click, send their inspiration directly to their CC design consultant.
Seamlessly combining art and technology not only made for a beautiful integrated experience, but also immediately increased sales by 400%.
STRATEGY, POSTERS, ADVERTISING, PACKAGING...
People love a good story. Stories are the reason we stay awake late to finish a book, watch a movie or binge watch on Netflix. Stories engage us like little else. If done right, storytelling can make your print communications more engaging, more impactful, and more motivating for your brand.
Design that’s meant to be experienced in an instant is the easiest to recognize and has been around the longest. For over a hundred years, designers have told stories by arranging type, form, and image on posters, advertisements, packages, and other printed matter. Here are some of my favorite stories...
Mommy’s Bliss
I was responsible for the creative vision of the Mommy’s Bliss brand refresh (identity design, CPG packaging line evolution, website UI/UX, social media, and brand & product videos). I led the conceptualization and realization of all immersive experiences, and elevated the quality of the marketing campaigns and all communication resulting in unparalleled growth for the organization.
• Disruptive marketing campaigns
• Product MGX/videos
• Brand identity, styleguide, & CPG packaging refresh
• Social media & packaging line evolution
• Website UI/UX redesign & brand videos
24 Hour Fitness
I worked collaboratively with the marketing team to concept and develop integrated brand campaigns spanning print, video, OOH, digital, and social media. Envisioned a simplified lifestyle fitness brand with the design of a new website & app UI/UX (24HF, 24Go, and 24Life); including innovative new HIIT concepts PASE Factor and 9Round.
• Brand campaigns - print, digital, OOH, social, videos
• Club posters & banners
• Innovative HIIT concepts (PASE Factor & 9Round) - Launch campaigns & videos, social media, and email marketing
• Website UI/UX design for 24HF and PASE Factor
Specialty’s Cafe & Bakery
I established the visual brand identity of Specialty’s and was responsible for all print, digital, and MGX/video creative, including an engaging and award-winning cross-platform website UX & app. Developed advertising and promotional campaigns, and was responsible for all copywriting, photo & videography, email marketing, CPG packaging, and digital signage.
• Identity refresh & brand styleguide
• Product campaigns and in-store digital motion graphics
• Peet’s Coffee & Tea digital campaign extensions
• Redesign of CPG Cookie Mix packaging