LIFEWTR RESTAGE

The evolution of LIFEWTR has been a fun and interesting one, what started as 12 series of bottles featuring different artist on-pack, ended up going through a major re-stage that streamlined the brand and it’s functionality into a single label. My role in supporting the brand manager and marketing team was to help translate the new colorful spectrum label to different pack sizes, help bring the brand to life through various PoP for print and digital comms, oversee a strategy and photoshoot for social, work with CX teams on new product innovation and all creative needs.

Role: art director, lead designer, assistant manager
Assets created: 6ct carton, point of sale, social campaign, key visual concepts, photoshoot
Agency support: The Studio, and Vault 49

Social campaign and photoshoot

Key visual and brand system exploration

AMPM LIMITED EDITION BOTTLE

How do we differentiate Gatorade Thirst Quencher (GTQ) on shelves from our collaboration with AMPM’s Aqua Blast limited edition flavor? We create a unique label that takes elements from our GTQ line and make something unique that people would want to grab from the cooler. We worked alongside our marketing, and commercialization teams to solve for this original design - a two sided panel allowing us to communicate the duality of flavors - berry and pineapple. We also created print and digital point of sale items to advertise the drink made especially for AMPM stores in the West Coast.

Role: art director and lead designer
Assets created: concepts, product label, point of sale graphics, presentation

Point of Sale and Digital advertising

Kellogg and Kellanova

Supported one of the biggest food brands with product innovation - our goal was take existing brand architecture and translate communications to renders for insight testing.

Role: art director and lead designer
Assets created: various concepts for packaged goods

GX VESSEL ECOSYSTEM

Gatorade.com offers an expanded range of functional hydration bundles for DTC, and to support this innovative program for Gx squeeze bottles, jugs, shakers, and stainless steel bottles, we developed 3 unique box branded systems for the kits. Success was reached by supporting the brand and establishing a holistic look and feel for the kits, which created a cool unboxing experience that is actionable and empathizes with the consumer, and iterates on a unique insert strategy that also extends to other brands like Evolve, Muscle Milk, Gatorade Endurance, and Gatorade.

Role: art director and lead designer
Assets created: vessel packaging and story, inserts and oversaw printing process and capabilities

Fun facts:

  • Collaborated with equipment team

  • Worked with print vendors on dielines and print finishes

  • Alongside copywriter, we created a captivating story

Caitlin clark kit

Caitlin changed women’s sports by setting a new high record score of 3,951 point in the NCAA Division I, to celebrate her accomplishment, the G team wanted to surprise her with a one-of-a-kind present that would be delivered directly to her and her family (not sold in stores) - her own label on her favorite flavor, lemon lime (20oz). The creative concept was born from her motto “Dream Big”, which is shown creatively through these multi-directional lines reminding us that dreams start with thoughts or sketches, and we are the ones who can turn them into reality. The visual system shows her motto, the date she broke record and the total record number.

Role: art director and lead designer
Assets created: bottle label, box shipper, art for Nike hoodie

The concept was also translated to 28oz LTO as an internal exploration.