Permanant Merchandising

Role:

My role as Art Director is to extend the vision of the L’Oreal Paris Cosmetics brand across 15 retail outlets. Our team designs approximately 1,000-2000 pieces of artwork per season. Walgreens, CVS & HEB are among the accounts I manage which account for about 300-600 pieces of art per season. I design, review, and approve artwork.

360 Campaign

Role:
The overall concept was developed through another agency. My role was to extend the vision as a hands-on Art Director. I designed, directed and assisted in approving 1000 pieces of artwork per season.

Goal:
Reflect the attributes of the Covergirl brand vision across all touch points, so the user has one seamless brand experience.

Packaging Design

Role:
My role at Colgate was to concept and design solutions for a variety of brands including Suavitel, AJAX, Softsoap and Fabuloso.

360 Campaign for Glory Days Grill promoting the introduction of the Impossible Burger to their menu.

Role:
I concepted and designed the campaign.

Deodorant Redesign:

Role:
As Senior Designer, I was responsible for the project from research to concept to execution.

Challenge:
The existing design was outdated, harsh and didn’t reflect the feminine or gentle attributes of the brand. Almay had become lost in the cluttered plethora of deodorants. My challenge was to create a more approachable and fresh design that was impactful but remained true to its new positioning “delightfully playful, seriously safe.”

Design Approach:
My creative process began with a comprehensive audit of the competitive landscape. We used mood boards to create the brand's visual language. My desire was to create designs that were fun and simple yet spoke to the hypoallergenic gentleness, all while pushing the boundaries of the Almay brand.

End Result:
I used the teardrop of the new mark as a base for the graphic language creating cohesiveness in the retail space. The result was a delicately feminine yet playful solution that speaks to the simple, safe nature of Almay Deodorant. It differentiates from other deodorants in its more cosmetic beauty aesthetic.

WALL REINVENTION CONCEPT
Rimmel London is a London-based cosmetic company owned by Coty, Inc.

Role:
Hands-on Art Director

Goal:
Reinvent the Rimmel wall based on their new positioning: Self Expression.

Challenge:
The “before” planogram lacked education and visuals.

Design Approach:
Our design strategy was to activate the wall and drive the brand look by adding inspirational headers that told the “live the look” story, segment-specific billboards, educational finders with empowering headlines, and introduce brand expression elements. Red paint swipes support the edgy aesthetic and introduce an ownable element.

End Result:
The result is a wall that is inspirational and educational. The brand personality, Self Expression, came through with the playful talent imagery and headline copy. The red borders reinforced the brand heritage.

Packaging Structure and Graphics

Role:
As a Senior Packaging Designer, I worked in tandem with an Industrial Designer to create this structure and product graphics.

Challenge:
Revlon needed a structure for their Limited Edition lipstick. The goal was to differentiate this lipstick from the others in the boutique. The etched pattern created a matte and gloss texture which gave it an elevated look. The velvety feel of the soft-touch coating increased the tactile appeal.

End Result:
This received the Graphic Design USA's American Packaging Design Award. My cross-hatch pattern on the lipstick was very well received. The pattern was translated to other structures such as lip balms and lip glosses as well as environmental graphics.

Wall Graphics:

Role:
Art Director working in collaboration with Associate Design Director

Challenge:
Our client request was to translate Queen’s re-branded card design to wall graphics.

End Result:
We reinforced the brand with the use of angular color blocks of gold/black/white, empowering headlines, and showcasing product benefit.

Promotional Display Reinvention:

Role:
I was part of an ambitious project to redesign the Revlon displays. My role was to research the competitive landscape, concept and design.

Challenge:
Revlon came to us needing our help reinventing their displays. Their promotional displays needed to be rethought.

After an audit of the brand and the competitive landscape, we began explorations in concept, type and logo placement. Issues were:
• Inconsistencies with branding size, placement, and prominence
• Difficulty navigating to the product benefit
• Discordance with type treatment among displays

End Result:
We addressed the client’s issues by having a consistent size and placement of the branding, and simple messaging with updated type treatments. The displays were well received. Revlon later came to us to redesign their Almay displays.

Packaging Design:

The client's goal was to expand the Colorsilk franchise among Hispanics by targeting a younger consumer base.

Role:
As the sole designer, I was responsible for the concept, design and execution. I also attended the model photoshoots.

Challenge:
The design needed to fit within the ColorSilk franchise but have enough differentiation to stand out on shelf.

End Result:
My design offers new vibrant, youthful color cues and design elements that speak to the targeted market.

Social media campaign

Light City Week is a festival of light, music and innovation. The labs during Light City Week are discussions on trends and innovations. Our job was to promote the labs. We took inspiration from the light festival by using vibrant gradients. Playful design elements spoke to the quirkiness of the city. The GIFs and mobile ad were part of a broader campaign.

Role:
I contributed to the campaign through design of the GIFs and mobile ads.