PORTFOLIO
A curated list of the most career-defining projects I have worked on
Project: Dr. TEAL’S
SCOPE: FULL LINE REDESIGN
Organization: PDC BRANDS
I was brought in to oversee the refresh of this company’s flagship product line. It involved working with an agency to create a new and striking brand architecture that could be adapted across twelve different product types in twenty different varietals. Seven different vendors and five different substrates made color matching a top priority. Interdepartmental and vendor coordination became key to keeping this project on time and on budget.
CORE REDESIGN
REDESIGN SEASONALS AND SPECIAL EDITIONS
ORIGINAL DESIGN
Project: GERBER BABY FOOD
SCOPE: FULL LINE REDESIGN
Organization: GERBER PRODUCTS COMPANY
Coordinating workflow between internal reviewers, external vendors and contracted artists was a huge challenge for this redesign. Hundreds of SKUs and twenty-five product types, each with their own unique catalogue of flavors, had to be ready to replace out-of-stock items quickly and efficiently.
reDESIGN
ORIGINAL DESIGN
Project: S-26 GOLD INFANT NUTRITION
SCOPE: FULL LINE REDESIGN
Organization: NESTlÉ
A massive overhaul of an international product line. I functioned as the bridge between the design agency and the internal marketing team. The core challenge was finding a look that was fresh and exciting but still recognizable as the existing brand. I set expectations, budget, timelines, and lead other designers to help create and refine the vision of leadership.
reDESIGN
ORIGINAL DESIGN
Project: s-26 ultima infant nutrition
SCOPE: line extension
Organization: NESTlÉ
A line extension of the Gold redesign, this elevated tier product needed to mimic the architecture of the existing product while visually reinforcing next-level benefits. With this design I was allowed the freedom to explore possibilities. this more refined platinum finish was the result.
Project: soggy doggy
SCOPE: package refresh
Organization: SPIN MASTER
A TOTY winner, this game was a top seller upon its release, but the original packaging lacked a certain degree of shelf presence. I proposed the concept, commissioned the artwork, and worked closely with leadership to deliver a fresh and fun take on the design.
reDESIGN
ORIGINAL DESIGN
Project: proteCt the penguin
SCOPE: package refresh
Organization: SPIN MASTER
A perennial favorite, this game’s packaging was lackluster and outdated. I not only proposed the refresh but handled every stage of its development, resulting in a 30% uptick in sales after its release.
reDESIGN
ORIGINAL DESIGN
Project: monkey see, monkey poo
SCOPE: new product
Organization: spin master
The challenges with this project were numerous as the game itself was being designed in parallel with the packaging. I was lead on the entire process including commissioning artwork, creating the logo, handling photoshoots and working closely with engineering as the footprint and packout changed continuously.
Project: Meteor mayhem
SCOPE: new product
Organization: spin master
This project was being developed before a style guide for the movie it was based on was completed. It required careful timing and execution to make it to retailers in time with the film’s release. I learned to lead appreciatively and with grace to get the desired results from both the internal design team and the external vendors.
Project: ILLuma
SCOPE: FULL LINE REDESIGN
Organization: NESTlÉ
The ultra-premium line of infant nutrition formulas had to be refreshed in a way that signaled its superior benefits while retaining recognizable brand hallmarks that could be printed on tinplate with a pearlescent coating. Many vendors were challenged with the task to achieve marketing’s vision.
Project: Organics
SCOPE: new product / line extension
Organization: NESTlÉ
This design had to showcase itself as both a new product and a line extension of both the illuma and SMA designs. The brand had to speak to the existing packaging while showcasing new and premium organic benefits. Many iterations were developed and tested until this well received solution was reached.
Project: Joker party game
SCOPE: new product
Organization: spin master
With this game I got to oversee the packaging and had a hand in the design of the game itself. After numerous design iterations on a constantly changing footprint, I proposed using this very famous artwork on the box, then proceeded to secure the licensing rights for it.
Project: quick pucks
SCOPE: new product
Organization: spin master
This package required a design that was sleek, modern and spoke about gameplay with minimal verbiage to clutter the front. I worked to secure a window for what was supposed to be a closed box in order to showcase both the product and gameplay. This decision led to sales that were 15% higher than forecasted.
Project: NUTRISMART supplement beverage
SCOPE: new product
Organization: pfizer
This children’s nutritional supplement needed to showcase all of its benefits in a graphically appealing way that not only tied in with our existing product lines but told the story without relying on excessive copy. I designed twenty different versions before leadership aligned on the one that went to market.
Project: headbanz
SCOPE: product and packaging refresh and line extensions
Organization: spin master
Another top seller, this game was updated with new play components that needed to be featured in an updated package design. I oversaw the graphics team, commissioned the artwork, worked closely with marketing and sales and handled the timelines on both the core game and the thematically driven add-on packages.
REDESIGN
ORIGINAL DESIGN
line extensions
Project: PUPS and ladders game
SCOPE: new product
Organization: spin master
A take on the classic chutes and ladders, this game needed to be instantly recognizable within the constraints of the licensor style guide. To keep the project on budget I commissioned the artwork from a short list of licensor-approved artists and did the design and logo work myself.
Project: baby shark
SCOPE: new product line
Organization: spin master
At the onset of the Baby Shark craze, our team was one of the first to be granted the license before style guides were even available. I helped with the design, timing and budget and the company was the first to market with Baby Shark games and puzzles.
Project: multi-license puzzle lines
SCOPE: new product
Organization: spin master
The biggest challenge with both of these product lines was creating a line look that could speak cohesively on shelf together while also adhering to each individual property’s style guide as well as spin master’s internal corporate branding. I worked closely with different licensors to allow for style-breaking compromises so that the products would appear harmoniously together on shelf.
