double page spread ad for the collective
Throw away everything you think about a 55+ Age Qualified community. The Collective is for those who are disruptors. They are looking to play pickleball in the morning, a painting class in the afternoon and wine-o-clock near the fire pit with their friends. They want to live life their life to the fullest.For the rebranding/new campaign, the aim was to stand out from the competition and their typical sleepy campaigns. The focus was to utilize the bright colors, primarily the attention-grabbing yellow to emphasize the uniqueness of what The Collective has that no other community does.
series of posters also used in advertising
The Take it Easy Campaign Ethos
It’s a life of simplicity with no stress in sight, where your everyday is whatever you want it to be. Take up a new hobby. Train for a 10k. Volunteer your time to support a worthwhile cause. Or simply hang around with the kind of friends you swear you’ve known your whole life. It’s all here, and it just easily falls into place each and every day. Make your next chapter the best one yet.
brochure featuring illustrated map and master plan information
The Collective won top prize at the 2021 BIA MAME Awards for the following:
Best Overall Advertising Campaign
Award Winning Website
E-blast and social media posts
Located in Anaheim’s Platinum Triangle, Lewis and Mason was a collection of modern, luxury townhomes.
The intention behind the brand was to bring a higher-end style of living to the land of Disney. Setting itself apart from the location of brand-name restaurants, while still maintaining a level of California cool. This is reflected in everything from the minimal logo, to the materials used on the signage and sales gallery. The colors are grounded in a deep muted blue with pops of bright aqua and pink in an ode to the pacific and the proximity to Disneyland.
sales gallery signage and interior mural
At the 2019 BIA Awards, Lewis + Mason brand was awarded the top prize in the following categories:
Best Graphic Continuity
Best Signage Program
touchscreen and website
e-blasts and facebook posts
A store with highly curated goods that are made in various countries all over the world, is also included on the site.
old and new classic packaging
new side and back of packaging
silver foil and texture detail
Starting with the product that started it all, the swaddles, the move to change the signature window was strategic. Other competitors changed their packaging to use the same window, so to stay one step ahead, a new signature “smile” was created. The new window allows for more of the product to be seen as well as create a signature shape that could be used in multiple ways on other collateral.
Everything was simplified and upgraded to a sophisticated feel, from the product name on the front to the flexible grid of images on the back. Even with the addition of translations, the packaging does not feel cluttered or out of proportion.
To make a corrugated box feel more sophisticated and special, finishing techniques are used to elevate the look of the simplified box. An overall debossed texture was applied to the original matte lamination, giving the consumer an instant feeling of the quality product that is on the inside. A spot UV and embossed logo pops off the signature pool to contrast the debased texture. To highlight the smile and add another pop on the shelf, silver foil was added as a border to the signature smile.
The old packaging utilized colors and paper stocks to distinguish between the different types of fabric: classic cotton, bamboo and organic. With the interest of a smooth transition in mind, color was utilized on the lower portion of the box to clearly distinguish the difference between the fabric types. The bamboo did away with the crunch kraft paper, for a rich, chocolate brown that is a primary brand color. The organic set stuck with the signature warm gray, as it is a wonderful complement to the primary colors.
old and new Canadian bamboo packaging: front
old and new Canadian bamboo packaging: back
closeup of Canadian bamboo packaging
old and new organic packaging
new organic packaging closeup
To see the rebranding of the aden line, click here
The Brooklyn, NY skateshop moved into a new location in the rapidly changing culture hub of Williamsburg. They were looking for a logo that upgraded the brand to transcend skateboarding and to attract newer, affluent residents of the area – all while not isolating the skateboard community that helped build them to the influential shop they are.
The redesigned logo uses the colors of their old logo, while dramatically upgrading the type and style. The style of the type may be sophisticated, but speaks of the “urban cowboy” rebellious skateboard culture. The addition of the skateboarding crown represents the county of Kings (Brooklyn is in Kings County in NYC), and subtly suggests that they “run and skate Brooklyn”. It can also be used as a stand alone element and accent both soft and hard goods.
logo on skateboard deck
logo on shirt
before and after
side and back
6 uses in one call out
When you have a recognizable, successful, rapidly-growing brand, it’s only natural that competitors would try to emulate you. After competitor brands did just that and managed to outsell the original, muslin swaddle brand in the US, aden + anais knew it was time for a rebrand. The first step was to upgrade the look of their secondary, mid market brand, aden.Competitors were boxing their swaddles in a similar box to the boutique aden + anais brand, which increased sales due to its more sophisticated look and giftability. aden needed a look that could not only compete, basically with itself, but the emulators.
First step was to eliminate the plastic packaging and move to a giftable box. The overall design was upgraded to a more fun and cheeky design, which better reflected the brand. The signature aden and anais colors have more of a presence, but the white gloss makes the box pop in the harsh lighting of the mid-tier stores.
Many people didn’t know the many uses of the swaddle (not including moms wearing it as a scarf or beach wrap!), so it was important to call out the multiple uses on both the back and front of the box. The existing illustrations received a few tweaks to round out the look, and the large image on the back is fresher and more up-to-date. The information was simplified so it was easier to read and understand.
new back and old back of packaging
To see the rebranding of the boutique line, click here
ideal baby products
swaddle packaging: front close up
swaddle packaging: back close up
ideal baby targeted big box and drug stores, with products at a lower price point without sacrificing quality, for a different demographic than their other two tiers. The prints are brighter and more simplified, making it more versatile and accessible. The key was to make it recognizably a sub-brand of aden + anais. The same colors and similar illustration style were utilized, as well as the introduction of the slope that was introduced in their new rebranded products. The slope was doubled to make the packaging look like it was hugging the product, making it more friendly.
Education for this demographic was also key. Tips and pointers where placed on each product to better educate the consumer on ideal baby, what muslin is and other parenting advice. Illustrations were used instead of lifestyle photography to show the product being used.
Prize Fighter Cutlery 50s Ad Wheels
Prize Fighter Cutlery, a start-up company specializing in skateboard wheels, wanted artwork and brand positioning to stand out in a highly competitive market.
50’s ad wheel graphic extension into hard and soft goods | golden gloves wheel series
“survival never goes out of style” is what this company stands for. Each series of wheels either
feature a weapon or boxer inspired artwork; a unique brand position that no other brand
of skateboard wheel has explored. The artwork, especially forteam rider wheels, center around
a theme inspired by the Brooklyn-based founder’s surroundings, friends, and experiences.