The idea behind this project was to create a cohesive mini-brand combining both Susan G. Komen’s Race for the Cure brand and Talking Rain’s Sparkling Ice. In doing so, the campaign needed to communicate a feminine and fun nature and use the color pink. I was also asked to come up with a headline or phrase that Sparkling Ice could own. I leveraged the often-used words that volunteers and survivors use with Sparkling Ice’s signature word—bold.
Seattle Seahawks/Talking Rain 2 Liter Sparkling Water
When Sparkling ICE became the official sparkling water of the Seattle Seahawks, I was tasked to come up with 2 new labels for the 2-liter sparkling waters sold in Washington State. The approach was to leverage both brands without compromising one or the other while keeping the design bold, clean, and exciting for the fans (12's). The idea was also to use both color palettes of the Seahawks to help differentiate the flavors. The blue and gray was used for the Natural flavor as it doesn't use any lime-green, but instead uses a light blue which helped communicate a 'natural' flavor. The blue and lime-green color palette was used for the lemon lime flavor as the green color helped communicate the lemon flavor. The look was also extended to include window clings, case cards, ads, and several other POS.
The final step was to ensure the labels came off the press check as best as they could (see photos).
LOOK FOR THEM IN STORES!!
Associate Brand Manager: Drew Simons Lead Designer: Dalila Copeland
Sparkling ICE Tea 2016 Campaign
Established the Sparkling ICE Tea 2016 Campaign for Talking Rain.
The strategic thinking behind this new look was to make Sparkling ICE Tea feel more like a sparkling tea and less like fruit juice without compromising brand equity. The green-to-yellow background and the leaves were a crucial part of the design as they better communicate 'tea' to the consumer rather than 'sugary juice'. The leaves further help communicate a 'healthier' drink, and the bubbles—the effervescence Sparkling ICE Tea is known for. The new look emphasizes a more vibrant, contemporary, and stylish personality than the previous one. When tested, consumers said the new look felt bold, refreshing, healthier, fun, inviting, and more like a tea—a goal we were striving for. The previous creative confused consumers because it felt too generic and too much like a fruit juice.
The campaign will continue to roll out throughout the rest of 2015 and beginning of 2016.
The topic of depression is not a very happy conversation for anyone, let alone a poster advertising an event on how to overcome it. The challenge was to come up with an image that was far from the cliché we're used to seeing. The concept was created around the idea of a flower “withering away” as many people who suffer from depression often feel. The end result is a poster with hand-made typography on a cement background that evokes a sense of loneliness and connects with the target audience. It works well because it speaks metaphorically to people with depression, but also catches the attention of others.
Green Mountain Coffee Rebrand Concept
The approach for Green Mountain Coffee (GMC) rebranding and packaging design concept was to communicate the company's organic coffee and their goal of protecting the environment by incorporating sustainable coffee bags, hand-rendered illustrations, and earth-tone colors. Made out of sturdy cloth, these reusable coffee bags promote sustainability and waste reduction to consumers. Furthermore, by reusing the coffee bags, and having a longer staying power in homes, consumers also learn to trust Green Mountain Coffee as an environmentally-friendly household name.
The final rebranding concept of Green Mountain Coffee included a logo, stationery, coffee bag and K-cup illustrations, packaging design, and an updated color palette.
* Student AAF Gold ADDY Award & Best of Show (Yakima, 2014)
*Typeface credits: Homestead by Luke Lisi (Lost Type Co-op) & Static Bold by Astronaut Design
Kathryn Jeanette: Lifestyle Photographer
The concept behind Kathryn Jeanette's photography logo and stationery design was to capture an aesthetic that reminded people of a simpler and less processed lifestyle. In doing so, earth tone colors were chosen. The use of roses were also selected to remind people of life and its beauty that the photographer captures with every client. The rose was also used primarily as the logo and to differentiate her business from the competition. In addition, hand-done map illustrations, in the shapes of roses, were also employed. Once again, the organic illustrations were used to reinforced a simpler lifestyle. As an added benefit, the map and roses also give insight about the photographer—Kathryn Jeanette—who loves to travel the world and believes that roses are particularly beautiful.
Party Animal 2
I designed the GolfPNW icon part of the logo during an internship as a graphic designer. GolfPNW needed a logo update and branding. Their original logo was made up of a mountain inside a golf ball.
The idea for the logo update was to convey the Pacific Northwest while making it feel fresh and up-to-date. The color palette also conveys 'the evergreen state'.
*Did not design website.
The No Touchy! Campaign is a class project for one of my graduate classes. The objective for this project was to come up with a topic of investigation that I felt needed attention, but most importantly a topic that mattered. My final topic was prevention of child sexual abuse.
During my research, I learned that almost all parents had anxiety about talking to their child about this sensitive topic. I also investigated and realized that similar campaigns had not targeted calming parents' anxiety. Knowing that, my approach was to encourage parents to talk to their children about the difference between appropriate and inappropriate touching and other related information about this topic. In doing so, the campaign presents research that dispels the anxiety parents have when they think about talking to their children about child sexual abuse. Furthermore, the campaign's purpose was also to grab the attention of children so once their parents were ready to talk to them, the deliverables were enticing enough to want to learn from them. This was done by creating a fun and young aesthetic, which included hand-drawn illustrations, a colorful palette, hand-done typography, and an appropriate logo. Along with the posters, the campaign included a parent guide, a set of thermo ink cards, and a *school curriculum that could be offered to public schools.
The most challenging part was coming up with a brand name as I didn't want to use the words “child sexual abuse”—I felt it was too negative and direct. After much brainstorming and research, No Touchy! felt appropriate. The purpose of the two words are to leverage the recognizable phrase that kids and parents use when they don't want their children or other children to grab or touch something. The brand name is also a way of thinking for children—with authority and empowerment toward perpetrators.
*School curriculum includes: A set of 4 teacher lessons, 3 DVD's, a follow-along workbook, stickers, and a certificate of completion.
*Photo credit: Kevin Stanchfield, Philippe Put, Brian, & Zweirad-Industrie
This illustration was done for an article spread about shark finning. The approach was to show the brutality, done to sharks, in a less offensive way, yet interesting. In order to capture the attention of the audience, each illustration was painted, inked, cut-out, and mounted separately. The result was an illustration with a lot of dimensionality and impact.
Campaign concept for Talking Rain and Susan G. Komen's 'Race for the Cure'.