Problem: Develop a CD case for debut album. Solution: Explore clients' visual and oral storytelling preferences and styles. Study graphic elements of his music genre and blend this knowledge into a presentation that feels like a natural expression of him. Coordinate with local photographer. Role: Graphic design.
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Problem: When discussing the latest iteration of the brand, the loudest voice in the room often wins. Shouldn’t brand attributes be more tangible and objective? Solution: Capture the essential meaning of a brand in a concise document that provides a road map for current and future brand expressions. Role: Deep dive into company histories to co-create guiding documentation that provide road maps for alignment in the brand’s future expressions.
(2 of 13)
Problem: Thermarest global advertising campaign - Introduce an innovative Thermarest product into a well entrenched market niche. Solution: Concept captures the experience of decadent comfort while sleeping outdoors with an evocative “comfort around the clock” message. Role: Art Director managing outside Designer and Copywriter.
(3 of 13)
Problem: Cascade Designs annual consumer catalogues - tell an industry leading story in as few pages, and for as little cost, as possible. Solution: Communicate new product technology in an engaging narrative that supports the brand’s heritage and strategic positioning. Role: As Creative Services Manager I provided strategic, tactical and creative design support to the internal creative staff.
(4 of 13)
Problem: Translate Ogilvy Mather’s new AT&T Wireless mLife campaign into graphic design principles. Solution: Apply new mLife brand guidelines to the creation of various communication vehicles in a way that pushes the creative edges while maintaining brand compliance. Role: Art Director / Graphic Designer.
(5 of 13)
Problem: Safety law requires manufacturers to constantly prove due diligence in protecting the consumer from danger. Solution: Re-design MSR stove instructions - apply best practices for instruction design to a high liability product category. Deepdive into product safety law, product usability consumer studies and the development of intuitive visual iconography. Role: Art Director/ Usability Designer.
(6 of 13)
Problem: Bikeworks Annual fund raising auction must attract and inspire benefactors. Solution: Juxtapose the imaginative musings of a child’s vision of her bike-centric utopia, with the image of a focused young bike mechanic working on her actual dream bike. Role: Graphic Designer.
(7 of 13)
Problem: Current BikeFit packaging does not clearly communicating technical advantages and category leadership. Solution: Re-design information architecture for an impactful “3-second read” by reordering messaging hierarchy, incorporating a refined technical schematic and using newly developed brand color palette. Role: Brand Consultant / Graphic Designer.
(8 of 13)
Problem: 6-panel DVD case must use existing brand attributes to quickly communicate value proposition in a competitive category. Solution: Distill product offerings from most unique to least, and present these on the package using colors and textures that resonat with the client and her audience. Role: Brand Consultant / Graphic Designer.
(9 of 13)
Problem: AT&T global cell phone packaging must communicate Ogilvy Mather’s “mLife” promise of communication simplicity, ease and freedom. Solution: Simplify messaging. Show product as “technical jewelry”. Flat, contemporary color palette provides stage for product to be hero, while communicating simplicity. Role: Art Director for White Runkle Creative agency.
(10 of 13)
Problem: Purchase photography for SealLine that communicates brand promise of gear protection for challenging environments. Solution: Work closely with international freelance photographers, providing them with gear, budgets, photo guidelines and calendar milestones. Role: Design Manager / Photo Buyer for Cascade Designs.
(11 of 13)
Problem: License branded lifestyle photography for Cascade Designs’ global marketing campaigns. Solution: Develop and communicate brand photography guidelines to a pool of 70 international photographers in order to ensure that annual photo submissions were on brand. Role: Photo Buyer / Storyboard Artist.
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Problem: Create several new product category images for Thermarest camping mattresses that communicate a specific “series” story. Solution: Mobilize photographers, props and models to capture iconic moments that communicate the essence of each product category use-mode. Role: Art Director / Storyboard Artist / Photo Buyer.
(13 of 13)
