CRUTCHFIELD
rebranding + print
In order to differentiate Crutchfield from its competitors, a more human, organic illustration style is used. This positions Crutchfield as the destination for the type of personal, professional service a customer won’t find at a big-box retailer.
In order to differentiate Crutchfield from its competitors, a more human, organic illustration style is used. This positions Crutchfield as the destination for the type of personal, professional service a customer won’t find at a big-box retailer.
Published on:
2011
Creative Direction, Illustration
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rebranding + digital
Straight from Milan, this manufacturer looks to enter the US market with their high-end line of appliances by way of a sleek new brand and website. By equating these designer products with art rooted in Italian culture, using dramatic chiaroscuro photography and introducing a fresh tagline, a new contender in the US appliance market is born.Creative Direction, Design2011 -
print
Store employees are used as“Champions of Your Entertainment”to highlight the fact that Blockbuster has real people that you can talk to in order to get the perfect movie recommendation, unlike their online-only competitors.Creative Direction2011 -
rebranding + in-store environment
A powerful in-store environment is crafted to resemble the movie-going experience. Dramatic lighting with glowing LED accents and edge-lit transparent displays combine with a label maker aesthetic to showcase the all-important human element—Blockbuster superhero employees coming to the rescue to select the right entertainment for you.Creative Direction2011 -
digital
Visitors to the new website introducing the Motorola PEBL V6 are enticed to check out the ”House of Moto,” a virtual fashion house created to accentuate the sleekness of this hip, stylish new phone. By exploring, experimenting and shopping for all things Moto, visitors find codes hidden throughout the site that may lead them to win free phones and service.Creative Direction, Design2011 -
rebranding + print
While Bibby is a widely known financial services company in the UK, such is not the case in the US. By separating the iconic red flag from their logotype, powerful headlines and images take on a whole new air of pride and confidence.Creative Direction, Design2011 -
print
To make B2E stand apart from the crowded adult beverage and popular energy drink markets, a print campaign was created to target 21-24 year old males who are into partying all night. By using seemingly innocent images that combine to make a provocative statement, B2E is positioned as the adult beverage that creates a crazy night you wouldn't want to miss out on.Creative Direction2011 -
print
To introduce the new Lexus Pursuits Visa card—only available to Lexus owners—elegant, heroic objects are used to express the sophisticated pursuits of the Lexus owner. In this case, the car takes a back seat to the variety of high-end purchases a Lexus owner may make with their new card.Creative Direction2011 -
rebranding + digital
To highlight the positive impact Off the Street Club has on inner-city youth in Chicago’s West Garfield Park neighborhood, a new interactive giving platform was launched. This includes a fresh identity, microsite and “Take a Child Off the Street”event held on a major plaza on Michigan Avenue. Commanding much attention on the street as well as in the press, tens of thousands of dollars were raised to send these kids to camp and fund after school programs.Creative Direction, Design2011 -
rebranding + poster campaign
As children, the Lost Boys traveled hundreds of miles across Southern Sudan to flee their oppressors. Often, the boys would hide high in the treetops to escape wild animals as well as gunfire. This logo and campaign work to tell that story, as well as represent the hope that these boys have for rebuilding their country in the future.Creative Direction, Design2011 -
packaging
Hot Shot’s flavor doesn’t just pack a wallop, it’s flying off the top rope. Mexican wrestler masks communicate big flavor in a small package with an interactive, youth-friendly design, while lines on the back add to the Luchadore concept. The wrestlers act as a subtle nod to the item’s ethnic authenticity in a way that’s friendly, approachable and familiar.Creative Direction2011 -
packaging
Customization of your Sonic meal is brought to life right on the packaging. The new “This is how you SONIC” branding is demonstrated through fun iconography that displays a seemingly limitless combination of possibilities.Creative Direction, Packaging2011 -
promotion + packaging
To draw customers in to Sonic drive-ins for a late night treat, the world of the Real Ice Cream Rumble comes to life. Engaging customers to root for their favorite character in mock competition, Sonic’s frozen treats after dark become more than just food, they’re a topic of discussion and a reason to keep customers coming back for more.Creative Direction, Design2011 -
digital
To leverage the fact that new parents are one of the largest groups to seek information and advice online, the color-coded developmental guide designed for The First Years packaging is made interactive. Heartwarming photography, images of the products in use, social elements and helpful articles all work to ease the new parent’s mind while gaining repeat customers.Creative Direction, Design2011 -
rebranding + packaging
This distinctive new brand for The First Years appeals to a new parent's need for clarity and simplicity when choosing products for their growing family. A clean logotype, generous use of white space and elegant photography, along with a bold color-coded system of developmental stages helps guide the new parent—or gift givers— to the right product for the right stage of development. This makes shopping quick and easy, whether it's with a registry or without a full night’s sleep.Creative Direction, Design2011 -
packaging
Capitalizing off the trend popularity of microbrews, Anheuser-Busch line extension concepts are created for test marketing. Looking to appeal to specific customer segments, these cans, labels and bottles are crafted in great detail, just like the beers themselves.Creative Direction, Design2011 -
packaging
To take full advantage of the growing adult beverage market, innovative concepts are created with unique flavors combined with breakthrough packaging design to present to discerning focus groups.Creative Direction, Design2011 -
event environment
To draw concert goers to the Velveeta Shells & Cheese sample booths at the Kraft Best Side of Dinner Tour, featuring country music star Rodney Atkins, an iconic poster is created. It not only accentuates the appeal of the artist through illustration of his signature look, but also highlights the brand in a hip way that didn’t over-sell the product to the fans.
These posters are displayed at the event and also sold at each of the Kraft booths, which are designed to be fun, interactive and a seamless part of the concert experience.Creative Direction, Design2011 -
brand realization + print
A traditional cracker transforms into a holistic vision of mind, body and spirit: “Eat Wasa Feel Good.” A kaleidoscope of toppings and a healthy lifestyle is spotlighted, making this once plain food into a world of possibilities. The original campaign is used to create brand transforming guidelines with the intent of extending this new look and attitude throughout the range of Wasa marketing.Creative Direction, Design2011