GRAPHIC DESIGNER / ART DIRECTOR
GRAPHIC DESIGNER / ART DIRECTOR
Description: Visual identity, packaging, web, and sales collateral for a new line of Non-GMO sweeteners made by Imperial Sugar.
Objective: Incorporate environmentally-friendly materials and print methods as much as possible. Must appeal to the target audience — a health-conscious, eco-friendly consumer.
Comments: Unique physical characteristics of some of the sweeteners were showcased by shaping or stenciling them into natural or food-related graphics.
Responsibilities: Overall duties included art direction, production, photography, photo styling, and web design.
Employer: Griffin Creative Agency | Sugar Land, TX
We first submitted a handful of design comps to the client to help us establish a base for the overall look of the line. Once that was completed I sketched out rough designs of the whole line to help up better organize it and develop a color palette.
Each of the sweeteners was assigned a category (syrups, granulated, etc.) which determined the color palette that best represented it. I put together a poster-sized chart to help everyone visualize the complete packaging line.
We also explored container and material options.
Objective: Create a design for each of roughly 20 sweeteners.
Comments: Images of the product or its main natural ingredient were made from modified photographs and/or illustrated from scratch. Elements from the logo were used to make a subtle pattern.
Responsibilities: Art direction, production. Collaborate with client and account executive on the development of design and copy. Build early rough prototypes. Procure and supervise vendors for functioning prototypes. Review/tour printer to grade printing capabilities and materials for the final production run.
Software: Adobe Illustrator, Photoshop, Indesign
Illustrator: Ben Garvie
Description: Static brand-building website for consumer awareness.
Responsibilities: Art direction, web design. Work with account exec. on the development of the visual design. Produce template files and supervise development.
Software: Adobe Illustrator, Photoshop
Description: Die-cut folder and product sheets for sales team use.
Responsibilities: Art direction, photography, photo styling. Work with account exec., printer, and production designer on the development of the design. Supervise production and printing.
Description: Sample box that was mailed to potential clients, primarily food and beverage manufacturers. Contained product samples and an insert card.
Objective: Make a cost-efficient, durable shipping container for 12 vials of sugar samples.
Responsibilities: Art direction, production, photography, photo styling. Collaborate with account executive and printer on rough comps, produce final selected artwork.
Software: Adobe Illustrator, Photoshop, Indesign
Objective: Create awareness of the new product line and generate foot traffic at the Natural Product Expo.
Responsibilities: (Same as above sample mailer box.)
Software: Adobe Indesign
Objective: Create visually clean, bold graphics for use at trade shows and sales events.
Responsibilities: Art direction, production. Work with account executive and client on the development of the design. Produce files and supervise printing.
Software: Adobe Illustrator, Photoshop, Indesign