Retail Storytelling – Signage
Role: Art Director, Concept Collaboration, Environmental Design, Branding & Storytelling, Campaign Team, Presentation, Budget Management, Design Documentation, Brand Standards, Wayfinding, Customer Journey Strategy.
I established comprehensive retail brand standards for Duluth Trading stores, assuming full responsibility for art direction in over 65 retail locations. Within each men's and women's branded shop, I skillfully orchestrated cohesive departmental storytelling, strategically determined signage hierarchy, and meticulously planned customer touch points.
Retail Packaging
Role: Graphic Designer, Art Director, Strategy, Branding, Budgeting, Material Selection, Prototype Review, Vendor/Supplier Management, Customer Journey
I spearheaded the initiative to introduce hangtags & packaging to products, effectively persuading the team that the benefits far outweighed the impact on margin. The initial launch covered approximately 3% of product line, but over the course of 4 years, packaging gradually became a standard item considered essential for all products. As the company evolved, product packaging assumed a pivotal role in amplifying the unique benefits of the offerings, differentiating the brands, and significantly reducing the need for tertiary signage in retail stores.
Packaging Identity System – Apothecary
Role: Art Director, Branding & Storytelling, Concept Collaboration, Illustration Art Direction
This project was a dynamic and creative endeavor, beginning with the conception of purpose-driven products. The team and I diligently cultivated every aspect of branding internally, crafting the product name “Spit & Polish” that truly captured the core of the brand. Through the creation of a distinctive brand identity system, the product line resonates with both men and women.
Redesign E-Commerce Packaging
Role: Art Director, Focus Group Leader, Project Manger
The redesign of the shipping packaging represented a notable departure from the previous branding, which had been utilized for 12 years. The objective of this fresh design was to cultivate a more inclusive experience for Duluth Trading customers by featuring the family of brands instead of solely highlighting men's national ad artwork. To guarantee a successful rollout across all shipping facilities and nationwide retail stores, I assumed the lead in conducting diverse focus groups. These sessions addressed critical elements such as sustainability, conformity to distribution center standards, durability testing, and inventory management, all of which played a significant role in the overall success of the project.
Catalog Design
Role: Graphic Design, Art Direction of Illustration, Art Direction of Photography, Typography, Pagination, Campaign Ideation, Presentation, Print Production, Logo Design
Having a strong background in print design, I have built a solid foundation of designing visually appealing and organized layouts. This experience provided me with the necessary skills to pay meticulous attention to detail and to create products that facilitate easy navigation for customers. Given that this particular brand had a strong emphasis on illustration as its core identity, my creative boundaries were limitless. If It could be imagined, it could be brought to life in an omni-channel campaign. Below, I present a selection of my favorite catalog projects as examples of my work.
