Created celebrate artwork for SPLENDA no calorie sweetener. This involved conceptual work and multiple color tests with our packet vendor.

Creative direction for the SPLENDA sweetener coffee creamers. Lead design team through conceptual process creating product renderings, mock-ups and finally creating pre-press files. I managed the product launch through coordination with executive, brand, R&D, commercialization and procurement teams. I was also responsible for coordinating the launch with the label vendor.

Creative direction and design of Kenra gift-with-purchase packaging for holiday. The account managers desired a theme that could remain on the shelves beyond the holiday season. The final design has a fashion-forward gift box feel with an abstract pattern and prominent red bar representing a ribbon. For the larger cartons, I worked directly with the vendor to develop asymmetrical windows that share the abstract, linear feel of the graphics. 

Creative direction and graphic design for the College of Business & Economics, annual report for the College of Natural Sciences, and strategic plan brochure for the Honors College.

Creative direction and execution of Kenra Ultra Freeze Spray. The goal of this product launch was to target a new, younger audience for the Kenra Professional Finishing Line. Various merchandising pieces, including floor and shelf displays, supported the launch of this product in our specialty retail stores. I worked with three different vendors to make minor modifications to stock pieces, thereby eliminating some of the costs associated with new dies and allowing us to develop a unique floor display at a competitive price point. As a result of this successful launch, sales of Ultra Freeze Spray surpassed our flagship Volume 25 hairspray product in 2015. 

The client’s goal for this new product launch was to reinforce the idea that the product can be incorporated into a daily hair regimen. To emphasize the product’s ability to protect hair from environmental stressors, we shot the model in action in an urban setting rather than in a studio. The launch encompassed POP display, product design, and social media. 

Package design and art direction for California Tan brand tanning lotions. I was responsible for product packaging, trade show design, photo retouching, product renderings, social media and print advertising campaigns. I coordinated new product launches and worked with multiple vendors to develop shrink labels, package accoutrements, pressure-sensitive labels, and all bottle deco. I created production files and attended press approvals for packaging and collateral materials. 

This page includes examples of packaging and advertising I designed and art directed for Australian Gold. I created conceptual renderings of new products for the client while maintaining brand standards. I also created product renderings of approved concepts, which are vital for coordinating proprietary printing techniques. I was responsible for package execution, including pre-press art production and press approvals, and facilitated communication between client and multiple vendors throughout the process.