Dog treat packaging design and streamline of branding elements.
The client company owns their farms and controls production, ensuring a more safe and natural pet treat. As a higher price point item their packaging needed to express quality without getting lost on the shelf—their previous packaging was dark and hard to read at a glance, and the treat window was very small. While customers loved the idea of the "owner dogs," the photos felt moody and dim.
With this major redesign we wanted to simplify and brighten. I played up the dog photos, really showcasing the animals and making a more emotional connection with the placement of the eyes. I also reduced visual confusion, using one dog per shape of treat and assigning secondary colors by protein. The protein source is called out as an icon and as a unifying color throughout the package. The treat window is larger, allowing more light into the package and better showcasing the product. The matte finish over the denim blue area appeals to the natural farm feel, and the gloss over the orange and product window areas brightens the package and unifies the related elements.
My role included design, project management, and art/creative direction.
The client brought in RadiantBrands for assistance with the naming rights of one theatre within their complex of three performance spaces. The initial challenge was creating a new identity and style that fit within the client's branding system, but also showcased the logo of their new sponsor in an elegant but clear manner. This portion also involved presenting to, and getting sign off from, the sponsor on both the visual direction and materials choices.
The ongoing challenge was to create additional elements within the branding system (everything from street-facing signs, to donor displays, to wayfinding, and even a neon sign), and to coordinate the production process with vendors and the client's facilities team.
In addition to branding the space, a history display for the theatre and two major sponsors was needed for the lobby. Five different materials were used to achieve a sense of depth and interest at museum-level quality.
Logo design, brand system, and light pole banners created for a local campaign in Berkeley and the East Bay.
The initial challenge focused on a campaign logo and how to best feature all six cultural organization sponsors. Creating an eye-catching mark and bold overall look was vital to stand out on 80+ light poles in Downtown Berkeley. Extended project included advertising in BART and on AC Transit buses, web ads, and other items.
My role involved conceptualizing and executing the design, and ensuring each of the sponsors was featured in a way that best showcased their organization and brand. I also sourced stock photos and incorporated client images and image requests.
Photography of installed banners by Eric Vogler
Packaging redesign for flagship products of a craft brewery with 30 years of history.
Goals were to brighten the packages so they’d be more eye-catching in store, create a unified brand blocking on the shelf, and to attract a new younger crowd while retaining elements familiar and recognizable to their longtime customers.
Original photography of products used in PR launch materials.
A few samples of e-newsletters, which are just one element of the larger digital marketing campaigns we put out 2-4 times per month. Campaign concepts are developed collaboratively with the Digital Marketing and Creative teams. After concept development my role includes product styling/layout, photography and lighting, photo editing, and graphic design.
Moshi was expanding the brand into a lifestyle/fashion market and needed relevant assets. To meet the expectations of the fashion buyers we created printed and digital lookbooks, and the individual photo assets were used across all channels.
As part of a small in-house team I helped to coordinate, plan, and execute all elements of the photo shoots. This included location scouting, model selection, styling, and even details such as bathroom stops for everyone on a two-day outdoor shoot around San Francisco.
In addition to the design and planning, for the Spring Summer 2017 Lookbook I was also second photographer and shot roughly half of the photos used.
Complete pdfs can be viewed at the following links:
Fall Winter 2016
Spring Summer 2017
Logo design, branding, print materials and signage for a large development project in Oakland, CA.
Brooklyn Basin was a unique challenge in that the design had to appeal to both American and Chinese financial investors in the project, future residents of the housing to be built, and current local community members. Many considerations were made for color, imagery, and style that would appeal across cultures.
Other project elements included a folder/press kit and related map illustration, paper and email invitations to the groundbreaking ceremony, event program for the groundbreaking, signage, banners, billboards, and print ads.
[Event photography © TNT Pictures]
The client company was launching a new partnership and needed new branding for a frozen raw dog food product. The request was to create a clean-looking bag that would appeal to the organic and paleo shoppers, but still use the concept of "owner dogs" woven throughout the Superior Farms Pet Provisions brand story.
The two size bags had different shapes and contained products intended for different size dogs, and so the solution was to assign one dog photo per product size and use colors/icons for proteins. This was also another tie-in to the SFPP brand systems.
Print materials and style development for a non-profit supporting all public schools within Berkeley.
The annual report took a new approach for the organization, with an ultimate goal of directing recipients to their website. Several things were done to encourage this; video interviews were screen capped and quoted within the document, accomplishment details were summarized and readers directed to the website for more information, and the donor list was truncated with similar instructions.
As the first major application of the new brand identity, the fundraising brochure and annual report needed to showcase the new look-and-feel while still communicating their own messages. These styles were then worked into the brand guide.
Fundraising event for Berkeley Humane. Style to complement the recent rebranding of the shelter. Challenges included creating a design that worked in color and would be single-color screenprint-friendly while also incorporating beer, cats, and dogs, all into the same logo.
Self-promotion for RadiantBrands, Semi-monthly "unusual holiday" designs. Digital illustration, my own art direction.
- Typical Moshi homepage banner, produced 2x monthly. I would do photography/layouts, editing, and code updates to add live text.
- Several web display ads, some animated and some not.
- A few landing pages. (Nubo Day Spa logo/branding also by me)
Internal design work updating the look and feel, including new website design.
As a small in-house team, we created a promotional strategy to build awareness of our power products among floor sales reps at a major mobile carrier.
The first mailing was a "kit request," which included three pins and the postcard. Those who responded were mailed a full training kit and demo products to use in-store.
Pictured are the kit request items, which I designed.
Logo design and website for a 90-year-old mortgage and investment firm. Reflecting their stable and long lasting history, the "Fe" mark is a reference to the periodic table symbol for iron.
This infographic was designed to be sent via email to the RadiantBrands mailing list.