Since the beginning of 2017 I have had the opportunity to work in-house at Outdoor Edge, a successful outdoor company that was in desperate need of a updated look. The rebranding effort spearheaded internally by myself has taken more than a year thus far and has included a top-to-bottom overhaul. This includes everything from a reimagined brand position to an evolution of their iconic logo, new packaging, trade show installations, and more.
The OE brand has a ton of loyalty and we didn't just want to throw everything they've invested into that out the window. The idea here was to take what they had and polish it.
The previous tagline was more of a mission statement than anything. Make the Cut is as strong a call-to-action as it is a declaration about the brand.
Logos & Icons
Clean lines and bold color turn me on. Simpler is better. Every logo should have a story hidden within it, and every icon should tell a story without having to say a word. Custom typography makes every logo better, period. But hey; that's just like my opinion, man.
Happy Camper BBQ
A vintage camper that sells BBQ? How about a blend of old school BBQ nostalgia and road-tripping/camping fun? The various icons and assorted logos adorned this food truck start-up's trailer, business cards, apparel and more.
Identity theft protection service logo that combines a stylized thumbprint with the silhouette of a boxer, the CEOs desired mascot. Strong and modern custom typography tells the potential client their identity is safe through idwatchdog's tested tech.
Halloween thematic designed for Kellogg's used exclusively at Walmart stores. The look and feel was applied across packaging and POS and included illustrations of classic monsters that I also designed.
The prism-like cube with a hidden M represents the multi-faceted approach this IT consulting firm takes. The typeface, custom and unique blends organic lines and pixels to represent the interface of human and machine.
P&G Future Friendly Icons
This icon set was developed for use across P&G brands to show shoppers how their products, often derided for not being so, can and do assist the sustainability movement.
Gregory, a leader in the pack industry needed a logo to go with their new technology. But it also had to match the style of the logos for their existing tech. You can see how they match up here.
Real American Roadtrip
Part of a spring/summer promotion kicking off the vacation season in the US this lock-up was used by Walmart in-store and online. The goal? To encourage shoppers to stock-up at the big box retailer before hitting the open road with the family.
Packaging design is by far my favorite design discipline. I have been lucky enough in my life to have always been given the opportunity to work on it in one way or another going all the way back to a design class I took in high school. My favorite project; the first year out of school my creative director was gutsy enough to let me redesign the entire kid's line of Gamesa cookies, the number one selling cookie brand in Mexico and number one selling cookie brand amongst Mexican-Americans.
Girl Scouts Bars
The company that makes Girl Scouts cookies is actually a subsidiary of the Kellogg's company so this makes perfect sense from a business standpoint and besides, they look ridiculously delicious.
I have probably done digital comps of over 100 packaging ideas for WhiteWave Foods, and ten times as many pencil sketches. So much research and testing goes into just getting one product to shelf that most of those ended up in the trashcan. This was one that did not. I lead the project from initial sketches to printing.
Duracell Packaging Innovation
Tasked with rethinking the way batteries are packed I came up with quite a few ideas. The favorite, dubbed the "Matchbox Pack" provides a battery storage solution once home, unlike traditional blisters. It included an easy to understand, grab and go color coding system for different sizes and I wrapped the entire package in Duracell's iconic gold and black for increased brand presence. Ultimately Duracell decided adjusting plant operations to accommodate new packaging would be too costly.
Pop-tarts 50th Anniversary
This limited edition flavor produced only for Pop-tarts 50th anniversary is a little different than the standard pack. Instead of the traditional food shot with blue background we decided to wrap the whole pack in a close up of the birthday cake frosting on the toaster pastries inside. It took the brand team some time to come around but they eventually saw the value in doing something disruptive.
Structural & 3D
Displays, industrial design, branded environments, aisle reinventions, packaging, vehicle wraps, way finding signage. Once I even designed the shelving units for a tequila bar. Taking designs beyond the two dimensional has always been a passion of mine.
P&G Came to us with a very specific problem, Walmart didn't like how long it takes their employees to get their products onto the shelf. Tasked with designing these shelf-ready packaging units I saw an opportunity to deliver something more than just a box. Using die-cuts and folds I developed a series of unique solutions that deliver additional space for messaging.
Fruit of the Loom Displays
Displays developed for Fruit of the Loom for placement in action alley during the back to school time period.
Gregory Pack-Fitting Station
Gregory makes extremely technical packs and as part of the pack fitting process a trained retail employee uses a variety of measuring tools and weights to find the right size and fit of pack. Unfortunately there has never been a way to store or organize these items. Until now.
Design & Print
Posters, brand guidelines, business systems, infographics, key visuals. Here you will find some of the miscellanea I have tackled over the years that doesn't fit into one of the other categories.
Cereal Category Infographic
Walmart was having a hard time getting their employees to keep the cereal shelves stocked. One of the problems identified was that they just didn't understand how huge of a category cereal is at the retailer. This infographic, placed in break rooms, told the story in an easy to digest and playful way.
Gregory Business System
Gregory, a leader in the world of outdoor backpacks since the 70s was in need of an updated and not-so-stale business system. The inspiration taken from vintage trail maps, state park literature, camping permits, and more also paid homage to their Californian roots.
Rice Krispies Treats Easter
This key visual/packaging mock-up was used to sell the idea that RKT could create a fun and unique experience around the Easter time frame by printing wrappers with blank eggs and including sticker sheets in every box.
This in-house piece designed for a yearly event at a previous agency allowed me to show off one my best and most enjoyed design skills. Custom typography.
The Hunt is On
This key visual/lock up with playful illustration and typography was created to sell in the idea of a kind of scavenger hunt promotion that had Kellogg's consumers searching for clues to win the season's most coveted gifts.
Bixby Brand Standards
This fledgling energy company was growing fast and in need of a complete brand built from the ground up. I was given an already designed logo and a copywriter. With almost nothing else to go on it took a few weeks to tease out what they stood for but we succeeded.
I have spent a large portion of my career as a sort of a hybrid between an art director and a graphic designer. The experience allowed me to work on a lot of different projects that I would not have been able to do had I been strictly one or the other, making me better at both.
We turned a Pringles can into a piece of trick shot equipment by delivering pallets with backboards to Walmart. Then we hired prominent trick shot artist Dude Perfect to make a video for us that encouraged fans to make their own. Shortlisted at Cannes amongst many other awards the biggest success was a 22% sales lift over the same time period the previous year.
Flavor Slam Year Two
In the first year of the program (see above) Pringles required us to use the look and feel of their national campaign. After the success of the first year the reigns were taken off, a new logo was designed as well as an entire new look and feel. I worked with LPK, Pringles packaging design agency to create custom packs and combo packs that housed 2 cans and a rare backboard you could get nowhere else.
Make the Most of Summer
This program that looked to make Kellogg's an integral part of the Walmart shopper's summer experience included in-store displays, a site within a site on Walmart.com, and this spot we shot in Austin. Watch the 30 second version here: https://vid.me/R0Lo
After years of success this Effie award winning program that has seen thousands of Scholastic books given away by Kellogg's let us do something a little more creative than just pushing the program on the back of a cereal box. These print ads are featured in the 2015 edition of Graphis.