Involvement:
Creative Direction, Packaging Design & Production

Description:
Led the rollout of Walmart’s ONN electronics packaging rebrand across approximately 650 SKUs. Translated the approved brand concept into a scalable packaging system across diverse products and formats, directing a team of designers and cross-functional approvals. Established color, print and substrate standards, developed packaging guidelines and press reference tools, and led execution through production and the department-wide retail reset.

Involvement:
Creative Direction, Packaging Design & Production

Description:
Led the refresh of Ozark Trail packaging across a broad range of outdoor products. Developed and proposed a new scenic background incorporating mountains, forest, water and shoreline to better represent the breadth of the Ozark Trail outdoor lifestyle. Following senior leadership approval, led the rollout of the updated visual system across applicable packaging and through retail execution.

Involvement:
Creative Direction, Packaging Design & Production

Description:
Led the rollout of Walmart’s Auto Drive packaging rebrand across the full automotive category. Translated the approved design into a cohesive packaging system across diverse products and formats, directing internal designers and external production partners. Developed packaging guidelines and press reference tools, approved color and print standards, and led supplier coordination, executive reviews, production and the final retail rollout.

Involvement:
Creative Direction / Global Packaging & POP Implementation

Description:
I led the internal design teams in all aspects of packaging for this line of Bright Starts™ toy packaging. Since this global packaging required 3 to 6 languages, the primary goal of the package design was to communicate key product features and show moms how their baby would interact with the toys. This was achieved with effective photography, shot and positioned to appeared as though the baby is playing with the actual toy displayed in the package. The line of packaging won numerous GDUSA awards.

Package Designers: Eden Peterson and Anjum Mohyuddin.

Ingenuity™ originally began as a sub-brand of Bright Starts™ for baby gear products incorporating cutting edge new technologies and features. Eventually Ingenuity™ developed into its own stand-alone brand requiring a design makeover and global launch. I was creative lead on the Ingenuity™ re-brand, managing teams in development of logos, packaging & POP graphics and global production.

Involvement: Led global implementation of In-Home Gear packaging brand revitalization for Baby Einstein™, Bright Starts™, and Comfort & Harmony™. I also illustrated baby images on brand badge graphics produced on Flexographic printing presses.

Kids II Company, a leading global toy manufacturer, partnered with renowned branding expert Joe Duffy to work with the in-house design teams on multiple brand revitalization projects.

I was responsible for global implementation of Gear packaging and POP, ensuring teams stayed on target with all style guide design requirements, cross-functional team and Executive reviews/approvals, development schedules, budgets, production excellence, and maintaining in-store dates.

Involvement:
Creative Direction, Packaging Design & Production

Description:
Led packaging refreshes for Walmart’s Kid Connection and My Sweet Love toy brands across a broad range of products and packaging formats. Directed internal designers and external agency partners through concept development and approvals, then led the translation of the approved designs across each brand’s packaging system. Developed packaging guidelines and press reference standards, worked with suppliers and printers to resolve color and production issues, and ensured consistent execution through final retail rollout.

Involvement:
Creative Direction / Package Design / Illustration

Description:
Rolocolor™ Art Desks are coloring books with refillable 22' coloring rolls with various themes. I create packaging for 5 themes including Curious George™, Babe™, Art Desco™, Trek Desk™, and Edu-desk™.

Involvement: Lead Product Designer

Involvement: Creative Direction / Package Design / Illustration

The Craft Brewed Beer package required various beer labels to be visible through the front die-cut windows. The illustration has a historical feel showing the beer being hand crafted in the brewery.

Involvement: Creative Direction / Package Design / Illustration

Zoo Time Animal Crackers sold in club warehouse stores. The packaging consisted of a large round paperboard drum with a plastic resealable lid and metal bottom. The client requested an eye catching colorful package design. The illustration is a seamless design wrapping around the drum for a continuous flow.

Involvement: Creative Direction / Package Design / Illustration

The Championship Boxing N-Flute marketing campaign announced Rock-Tenn's new N-Flute paperboard featuring direct print lithography. To showcase the printing quality of N-Flute paperboard I designed three separate boxes each with similar type of graphics, all printing in a different process including Round 1: Laminated Litho, Round 2: Direct Print Litho, and Round 3: Direct Print Flexo.

The 3 box samples were sized differently so small and medium boxes would fit neatly into the largest box. The box samples were a useful tool in showing a side-by-side comparison of how N-flute board accepted different printing processes.

Involvement: Creative Direction / Design / Illustration

The Caterpillar™ mailing envelope was designed and illustrated to allow the recipient to easily identify who sent the package. The client requested an envelope with a fun scene of heavy equipment in action.

For the first UPS™ REUSABLE Next Day Air envelope I created the how-to-use instruction illustrations.

Involvement: Illustrations

Illustrations for 7-Eleven™ used as stock imagery for print collateral projects. The illustrations included themes of 7-Eleven™ products, people, and employee benefits.

Involvement: Copywriting / Design / Illustration / Photography

I had the awesome opportunity to write award winning magazine articles for a How-We-Make Packaging series explaining various packaging manufacturing processes. The series lasted several years and allowed me to tour multiple packaging operation plants, interviewing General Manager and packaging manufacturing experts, conducting photo shoots and learning the production process step-by-step. The full spread articles ran in Rock-Tenn's 35+ page corporate magazine distributed quarterly to all customers, associates, and employees. Some article topics included How-We-Make Paperboard, Folding Cartons, Corrugated Boxes, Laminated Products, POP, Partitions, Recycled Packaging, Virgin Paperboard Packaging, and Plastic Packaging.

The graphics were also transitioned into brochures use as a sales call tool to help showcase company's capabilities and also as posters for guests touring the manufacturing facilities.

Involvement: Creative Direction / Design / Illustration

It is always fun designing promotional t-shirts for clients. I love designing for the screen printing process.

Involvement: Creative Direction / Website Design / Interactive Flash Development & Animation.

During the advent of websites with streaming interactive media, I became immersed in creating and developing websites, streaming product demos, storyboard, animation, video editing, web banners, and animated eCards. I became highly proficient in developing and optimizing Flash based streaming content including HTML and Flash Action Script.

Involvement: Creative Direction / Design / Illustration