GRAPHIC DESIGNER / ART DIRECTOR
GRAPHIC DESIGNER / ART DIRECTOR
Description: Assorted print collateral for Goodman Air Conditioning & Heating — a residential and commercial HVAC brand.
Objective: Implement new visual identity consistently across multiple print applications. Maintain brand standards (visual and messaging).
Responsibilities: Ranged from art direction to production.
Employer: Goodman Manufacturing (Daikin North America) | Houston, TX
Description: Biyearly product catalog of heating, ventilation, and air conditioning (HVAC) products. For use mainly by HVAC installers and contractors for commercial and residential applications.
Objective: Update overall current catalog design. Reduce clutter, improve consistency in Goodman’s visual identity and messaging throughout. Redesign cover each year to keep it fresh visually.
Comments: All content was rearranged in order of importance to improve ease of use. Competitors’ materials were reviewed for comparison and I consulted with product managers to ensure it met the consumer’s needs.
Responsibilities: Art direction, production. Collaborate with product managers, marketing directors and engineers over content/data. Proof content, produce final artwork, and supervise printing.
Software: Adobe Indesign, Photoshop
When I started at the marketing department Goodman had a very basic visual identity guide, which created a lot of room for error. As a side project, I redesigned and rewrote 75% of the guide. Details such as trademark usage rights, cross-platform color formulas, and secondary font options were added.
Software: Adobe Illustrator, Photoshop, Indesign
People smiling from ear to ear are in many of Goodman’s redesigned print materials. To reflect some of the joy seen in the models I added a simple horizontal red half moon to the existing tagline. Which was well received and generously used throughout all pieces in the new visual identity.
One of the many graphics we supplied to employees and dealers to help promote the Goodman brand. My role was to update all large format banners and decals (roughly a dozen) with Goodman’s new visual identity and ensure supply was maintained in our internal print distribution department.
Software: Adobe Indesign, Illustrator
Description: Door hanger graphics for use by Goodman HVAC dealers with room for personal copy/logo.
Objective: Refresh and update materials on a regular basis. Provide multiple choices for the client. Incorporate elements from Goodman’s new visual identity.
Responsibilities: Graphic design. Work with graphics manager over content and design.
Software: Adobe Indesign
Description: Die-cut pocket folder for multipurpose use. The design is refreshed every 2-3 years.
Objective: Add graphics that dealers and sales teams favorably responded to — happy smiley family.
Responsibilities: Work with graphics manager over design. Produce piece and supervise printing.
Software: Adobe Illustrator, Photoshop, Indesign
Description: Goodman relies heavily upon HVAC dealers to represent their brand to homeowners. The marketing department’s main goal was to cater to dealers and their needs. Such as promoting their HVAC company at trade shows and events. These materials were provided to dealers, via a pre-approved print vendor, to customize with the dealers’ content/graphics.
Objective: Refresh and update materials on a regular basis. Provide multiple choices for the client.
Responsibilities: Graphic design. Work with graphics manager over content and design. Coordinate printing and distribution with fulfillment print company.
Software: Adobe Illustrator, Photoshop, Indesign
Description: Customizable fleet graphics for use by Goodman dealers.
Objective: Refresh and update materials on a regular basis. Provide multiple choices for the client. Incorporate elements from Goodman’s new visual identity and ample room for dealer graphics.
Responsibilities: Graphic design. Work with graphics manager over content and design. Coordinate printing and distribution with fulfillment print company.
Sofware: Adobe Illustrator, Photoshop, Indesign
Description: One of many customizable (roughly 1/2 dozen) ad campaigns the marketing dept. produced yearly for dealers to use for self-promotion.
Objective: Provide multiple choices for client leave and ample room for dealer graphics/copy.
Responsibilities: Art direction, copy. Work with communication director and graphics manager over concept, design, and copy. Produce all pieces.
Software: Adobe Illustrator, Indesign
Description: Baby onesie made available to staff and dealers via the Goodman employee store. The design incorporates a logo Goodman uses on all marketing materials to express their pride in the manufacturing of their products in the USA.
Objective Generate more employee, dealer, and consumer social media interaction and traffic via humor.
Comments: Goodman was new to social media and needed a little leg up. I suggested the concept to one of the social media team members and the project was born from there.
Responsibilities: Art direction. Collaborate with the social media team, graphics manager and marketing coordinator over the concept, design and print production/distribution.
Sofware: Adobe Illustrator
Description: Die-cut itinerary given to participants of tours in the Goodman (Daikin) manufacturing facility in Texas. And a visual identity guide to support the creation of additional tour collateral by team members.
Objective: Create fun memorable graphics for tour participants. Itinerary must be cost-efficient with room for a bc and updatable itinerary card, and be easily assembled/updated by tour coordinators.
Responsibilities: Art Director, production. Collaborate with the graphics manager, event coordinators, over design and needs. Direct use of visual identity throughout the marketing department. Produce artwork and supervise printing.
Software: Adobe Illustrator, Photoshop, Indesign