This shopper marketing project used existing assets to create a core visual and then branch out into print and digital pieces.
I participated in this project heavily from sketching through final creative including designing and copywriting.
The goal of this shopper marketing project was to showcase the entirely new fresh stock product including its taste, fresh ingredients and that it saves time in the kitchen.
Layouts were restricted only by the photography that had already been shot.
This is the final creative after several rounds with the client. The concept is all about the simple, basic nature of the product as well as the idea that the stock is the perfect blank canvas for the best home chefs to start with.
The brand team needed to alert consumers to an entirely new product with a very limited budget. Since the consumer doesn't know this type of product even exists, we needed to work hard to get on their shopping list.
Keeping the key demographic in mind of the "Home Chef", we suggested including digital media such as targeted web banners on Epicurious or Food52. To target those who are heavy stock users but may not have any stock in their pantry at the moment, we suggested also using targeted web banners on work-friendly sites such as Pandora to remind them at about 3pm before they leave work to drive them to the grocery store.
If consumers were not reached before their shopping trip to drive them to the refrigerated deli cases, we needed to find a way to get their attention in store. We created bold at-shelf signage that includes information, recipes and a coupon to drive purchase.
This core visual was created for Pernod Ricard's Graffigna brand of wine.
I worked on this project from the initial sketches through the core creative. The final creative was taken and used to create several off-premise pieces to drive consumers to purchase the product.
Pernod Ricard wanted to create a new core visual for their Graffigna brand wine.
The featured wine was their Malbec that is made from their Argentine grapes. The real point of difference that the brand wanted to focus on is the combination of grapes grown in the mountain areas as well as the lower valleys. This unique blend of flavors is what sets Graffigna apart.
CORE LOOK OPTION 1
CORE LOOK OPTION 2
We created two different core looks for the brand to choose from. The core visuals focused on the meeting in the middle of the two different locals. One layout of each set is the comparison of the valleys and the mountains. The alternative layout showcases the food pairings with the wine.
I managed this digital project from the design to execution stages. From drivers to the microsite to our follow up email, I made sure all elements followed our created look and feel.
The Gameday Great, Everyday Easy program focuses on the Slow Cooker line of sauces in the fall timeframe. Pulling inspiration from football parties this time of the year, we recognized that these sauces create dinners and snacks for any weeknight or any gameday party.
This promotion was designed to lead users to a generator where they could find the perfect Dinner Sauce recipe for their needs.
The microsite was designed for both desktop and mobile usage. The landing page worked as our generator where users could input their desired meal attributes. From there we delivered a customized recipe idea. To receive the full recipe and coupon offer, users then enter their email address and were redirected to a page where they could enter our sweepstakes.
We designed several banners used around the Campbell's brand to drive Campbell's frequent consumers to the microsite to engage.
CAMPBELL'S SAUCES WEBSITE BANNER
ANIMATED BANNER AD
CAMPBELL'S KITCHEN BANNERS
We were asked to create an FSI specifically for the new Collezione brand of pasta with entirely new creative. We were given free reign to create a premium look for their high-end pasta line.
I managed this project from start to finish. I sketched the initial concept, created the design and helped lead the photoshoot.
Benefiber wanted to update its core visual to be used across its shopper marketing. This visual had to work for both web and print while heavily featuring the Benefiber product shot and the main RTBs.
I managed the Benefiber and the other Novartis digestive health brands under my ACD including attending appropriate client meetings and reviewing mechanicals. For this project, I designed the core visual and create many of the elements that accompanied it with the goal of creating a unified look.
SAVINGS MAILER FOR RITE AID
KROGER AD WITH COUPON
MAILERS FOR PROSPECTIVE AND CURRENT BUYERS
PINTEREST RECIPES FOR WALGREENS
Working with Kris Holmes of Bigelow & Holmes, creators of Lucida, I created an original typeface. Based off of chancery cursive and including all ASCII characters, Sanscery is a sens serif font that works at sizes as small as 4 points. Perfect for small body copy while still maintaining character, Sanscery was an exploration in designing for legibility and structure.
Started as hand drawn calligraphy, each letter was refined by hand and then vectorized to create a perfectly balanced letterset.
RIT created a new waste system on campus and wanted a branded logo, a color coding system and icons created to mark the existing garbage cans on the campus.
I created the logo and all of the icons from scratch and presented the final look to the administration.
RIT's campus is focused on sustainability. Their goal was to limit confusion and encourage proper disposal of waste when they began their new waste system including: recycling, composting and garbage or "landfill".
They asked for a branded system for the garbage cans and bins that were already owned. They asked for a system that was easy to identify which bin was the correct bin for the item of waste the user was throwing away.
LOGOS AND MARKS
An assortment of logos, marks and custom typography for a variety of clients.
FOOD STYLING AND PHOTOGRAPHY
Flower Foods sought a cohesive approach to social media for two of their bakery brands. Using the different strengths of facebook, twitter and instagram – Flower Foods wanted to create shareable posts that would appeal to the key consumer for each brand.
Using a simple setup of basic lighting, a camera phone and kitchen props – I helped ideate, style and shoot these different posts.