Below are a number of samples of items and projects I’ve worked on over the years. The work was performed both in-house and freelance, and is grouped in categories for ease of viewing.
Please contact me here with any questions or project inquiries.
Case Study— Gutter line redesign
The look for the gutter accessories category had not been updated in quite a number of years, having been relegated to a “second class” category. The rollout of new items for one customer, as well as increasing activity in this category, called for an overall refresh.
The old packaging.
Gutter accessories packaging covers a number of different media and substrates. Poly bags, labels, boxes, bellybands, display cartons. And all these items needed to have a cohesive look to them.
In order to establish visual consistency, I developed a family of word marks that would visually set aside the line of gutter items.
The Tilt n' Drain downspout extender kicked off this refresh. This was a completely new item. I came up with "tilt n' drain" as a way to draw consumer interest when walking through the stores. A unique word mark for this item became the platform one which other word marks were designed, helping to give the category a unique identity.
The carton presented a unique challenge, since the product could be merchandised 2 ways...
... The simplest solution was best. Creating a perforation that left a lip allows for the carton to be merchandised both as a free-standing displayer, as well as laid down on a shelf.
Even with the constraints of printing on poly bags, I was able to maintain consistency by focusing on the major visual cues-- the orange field on the bottom, which is used across most items; the use of the double teardrop shape; and the application of word marks unique to this line.
Substrates are not the only design constraint. Product cost and ultimate selling price point can sometimes guide or dictate the limitations of a design. In the case of the gutter guard, using a photo would have been costly vis-a-vis product cost/price point. So we needed to get creative with our art. In order to gain a broader palette, the use of overlays and screens was applied, which gave us a variety of darker hues and earth tones i order to get the desired "fall foliage".
In the end, the refresh and the new items were successful, bringing in $2 million in new and incremental business.
Gallery— “Frost King Premium” Window kit box design
This design was initially planned as a private-label family, but was quickly reconsidered as a viable, possible design for use across all customers.