Roadmap to Differentiation

Role: Content Development, Instructor, Design

I had the honor to teach branding to a group of budding solo entrepreneurs in the health/wellness industry. I realized a lack of differentiation between their brands was a problem. My objective was to help them uncover theirsingle unique point of differentiation, so they could leverage and create outstanding brands. What resulted was an eBook filled with infographics and a discovery process that helped them define their brands.

Below are some of the teaching tools I used to lead them to defining their point of differentiation.

eDetailer for iPad

Role: Interactive and Information Design

This eDetailer was built on the iPad for pharmaceutical sales reps to educate doctors on a particular disease. The design emphasis was one quick and easy charts and infographics for rapid communication. Shown below are the multiple screens a rep can navigate through.

Campaign Concepting

Role: Campaign Concept Development and Design Execution

A new drug was being launched in to the marketplace calling for a new campaign. The team was asked to execute several concepts targeted to health professionals, which would then be presented in front of a focus group.

Seven concepts in total were created. I worked very closely with the creative director to develop the two shown below.

Due to client request, the name of the drug has been blurred out.

Concept: See More. The method of action story is told through ink and water artistry. 

Concept: Power Within. Silhouettes frame the possibility of remission.

Within Reach

Role: Print and Digital Design

Our team was tasked to create a full US and Global HP campaign for a new pharma product. Featured below are animated banners, journal ad, and email. The concept speaks to harnessing the patient’s immune system to achieve remission.

The brand name has been blurred due to client request.

Jaguar

Role: Print and Digital Design

I worked on the Jaguar team for four years and in that time, we touched a vast number of dig-deep projects that took the brand to some beautiful places.

The work below showcases the Jaguar brand "taking over" two major transportation hubs in London. The archway illustrates a speedometer for the firey racing effect. All images reveal the speedy racing stripes that wrapped around the walls of these stations for thousands of people to experience on their way to their destinations.

Below are two Jaguar NYC billboards I designed.

This 8.5" x 5" brochure featured the entire line of Jaguar Cars. My role began with initial design concept, presentation to the client, production, and color correcting at the printer. 

The power of color enhancement!

The power of color enhancement!

Crayon Power

Role: Creative Strategy, Project Management, Client Relations

My role was to orchestrate a team to rebrand a therapist specializing in helping children learn through exploration and play. Every single creative piece had to reflect interactivity, exporation, and creativity. The outcome was a string of beautiful branded illustrations and business cards which had cut-out finger puppets.

Our philosophy is that a business card should leverage the physical experience of live networking and have an interactive element. These cards are cut-out finger puppets

Our philosophy is that a business card should leverage the physical experience of live networking and have an interactive element. These cards are cut-out finger puppets

Target

Role: Concept Development, Print and Digital Design

One of Target’s subdivisions is Wedding. Target refreshes the campaign annually to attract millennial couples to subscribe to a gift registry.

The brief was to develop a new campaign connecting with this audience. Millennials are beyond the gravy boat wedding gift. How could Target help couples create a registry that represented two individuals coming together?

Below are concepts presented to the client. We looked in to a new brand identity that would adjoin the bullseye.

Pattern became supporting graphics for the brand. We wanted the campaign to reflect Target's bold brand yet still feel like "wedding".

What if Target created custom registry invites for any kind of couple?

What if Target created custom registry invites for any kind of couple?

The acquisition mailer envelope utilized some of the pattern and was a beautiful way of packaging the registry catalog.

The acquisition mailer envelope utilized some of the pattern and was a beautiful way of packaging the registry catalog.

The Welcome Gift was a way of thanking couples for registering with suggestions of wedding favors. Idea inspired by Birchbox! This became 3D interpretation of “Be Yourself, Together”. A divider separated the gift items to represent individuality yet the center encompassed a card with a beautifully written “together” story.

The Welcome Gift was a way of thanking couples for registering with suggestions of wedding favors. Idea inspired by Birchbox! This became 3D interpretation of “Be Yourself, Together”. A divider separated the gift items to represent individuality yet the center encompassed a card with a beautifully written “together” story.

The illustration above shows an open book representing the story of a couples lives. Products would be placed on top with a real couple interacting together. Fun, a little quirky, and added a human quality. Illustration by Chris Martinetti.

The illustration above shows an open book representing the story of a couples lives. Products would be placed on top with a real couple interacting together. Fun, a little quirky, and added a human quality. Illustration by Chris Martinetti.

The idea here was to create stories from products. Real couples would choose items from the registry that would represent their individuality. The venn diagram became a template to show the individuals “coming together” over a common story-telling element, in this case a perfect morning over coffee. Shot overhead, this became a flat and iconic way to share the story.

Similac

Role: Digital Designer

Similac® is a brand which provides expert advice for a healthy pregnancy. This brand consistently refreshes itself by offering elaborate sweepstakes to a community of mothers. Below is a responsive design to the Here Comes Baby Sweepstakes website. Cheerful static and motion banners were also created as part of the system.