The Ole Henriksen (Kendo Holdings inc.) line of skincare products was due for a fresh and colorful make-over to better convey the bright Ole Glow® strategy.
The original packaging state was dated and inconsistent across the brand. The updated color blocking strategy for the franchise broke down into four strong color choices - Orange for Truth, Green for Balance, Pink for Nurture and Blue for Transform - based on your skincare needs. Each primary box received a swoop (or as I call it "a slice" since the Truth line uses orange/citrus as an ingredient) to provide a distinct look and subtle motion across franchises.
Photos courtesy of Kendo Holdings
In 2017, after the Ole Henriksen rebrand, came the Holiday 2017 packaging project. The overall design was inspired by the playful Danish tradition of Christmas seals (a.k.a. stamps) for Christmas cards and the cool crystalline nature of long nordic winters. Since the brand was recently launched, the client wanted to inject the brand's colorful DNA though out the design system. The next challenge after concepting, was iterating the design in multiple package configurations - pouch, tote, blockbuster set and the advent calendar.
Photos courtesy of Kendo Holdings
For the Morphe Pride Collection, we wanted to capture the mood of the 70’s expression of love, fluidity and excitement.
Morphe NYE set was inspired by Art Deco and designed to invoke the energy of NYE and The City.
Morphe Haul influencer set. Morphe wanted a packaging system that was unique to each influencer but maintained a consistent Morphe look. A large metallic Pantone personalized signature was the solution. Each set will have their signature customized to the personality of the influencer and contents.
Photos courtesy of Morphe
ENVIRONMENTAL DESIGN
At Sephora, I Art Directed several large scale projects - including the launch of a refreshed store look at the Roseville, CA location, the Naturally Gorgeous store-with-in-a-store, and Skincare Solutions bay.
WINDOWS, STORE SIGNAGE, EVENT COLLATERAL
For The Body Shop, my responsibilities included art directing and managing a team of up to 5 designers and contractors. In this position I designed and produced art for windows, all store signage and supporting collateral - which ranged from package design to catalog to external marketing.
STORE SIGNAGE, GIFT CARDS, AND WINDOWS
On the Pottery barn and Pottery Barn Kids team, I collaborated with the VP and Director of retail to concept, design and implement signage, and gift card collateral.
PACKAGING, PHOTO ART DIRECTION
I was tasked with art directing the TDK Life on Record redesign for the European and Asian Markets.
The current design which had been in place for close to 10 years felt stale dark and dated with the dominant black and gold color scheme.
The stakeholder team’s request was a look that conveyed energy and sophistication across the headphone product line. The price points for the TDK headphones ranged from low to high - with several being Signature Sound collection.
The product line was redesigned to use a bold sound wave, and warm-rich colors. Then we created a two looks - separating the premium headphone out with higher end packaging materials.
DISPLAYS, MERCHANDISING AND PHOTO ART DIRECTION
Working with the the Americas team and the EMEA teams, designed and implements the new look of store displays and a fresh merchandising look of a store-with-in-a-store for a retailer. I also directed lifestyle and product photography.
From a marketing perspective, Trek was attempting to differentiate itself from TDK Life on Record’s Trek brand. The Trek sub-brand had gained enough momentum to become its own brand within the Imation family. Unfortunately, activist investors had a different vision for the company and the process ended.
Image: FPO
BRANDING, PACKAGE DESIGN AND BRAND GUIDELINES
In an effort to help Memorex grow market share in Latin America, I was brought on board to art direct the redesign the product line’s current packaging.
The previous state of the package followed strict guidelines – clean white packaging with multicolor type – which worked well within the US/Canada market. However, in Latin America a redesign was required to bring life to the product on the regional shelf sets - and to target a younger crowd based on the lower price point.
Working closely with a team consisting of a Product Manager, Global Marketing, Packaging Engineer, and the Global Creative Director we developed a bright, colorful and beautiful line of packaging to highlight the headphone line. We introduced a distinctive shape to the packaging and brought the Memorex multi-color palette forward. Referencing the classic Memorex "Is It Live, or Is It Memorex" campaign, we gave the product line a new name called “Memorex Live”.
TRADESHOW BOOTH AND SOCIAL MEDIA
Nexsan’s largest tradeshow booth, at the NAB Show in Las Vegas, required a larger than life feel to communicate their message “You are the tech hero” - capitalizing the current superhero craze on TV and in theaters. I developed the entire look of the event for booth, marketing and social media.
For the core Ironkey booths a flexible design was required to accommodate fast turnaround for international shows. The booths had to flex between 2 and 5 panels while maintaining consistent elements.
UI/UX
At Imation, an update to the Consumer Storage division was in need of a refresh - something more consumer friendly, bright and fun. The previous version visually felt corporate.
At Genereal Assembly’s UI/UX course I had the opportunity to develop and design a concept for Winary (a portmanteau of Wine and Diary) over a course of 10 weeks. This course gave me deeper insight into the field of UX/UI.
I’ve been fortunate to work with the talented photographer Ron Essex developing his branding and marketing look and feel.
ROAM Interiors - a high-end furniture and home accessories store in Minneapolis - launched their store as an line extension to Ligne Roset. My creative task to was to design and identify to reflect the modern and European tendencies of the new stores product line.
BRANDING, WEDDING INVITATIONS
Outside of large businesses, I've had several great opportunities to work with emerging brands and personal clients.
Morphe Haul image curtesy of Morphe.
