Client: VTech Communications, Inc.

Role: Creative Direction / Design

As VTech Baby Care products began to gain solid traction in the market, we decided to completely overhaul our brand presence for this category. It needed to be modern, clean and engaging to attract our target audience and provide them with clear detail regarding the products. This 6 month project begain with SWOT analysis of our competitors, then moved into brainstorming, and ultimately into the phases of design execution and content creation. My specific role revolved around working with our international team to provide creative direction and visual strategy. We ended up with an incredibly thorough 67 page brand guideline document that is now the international standard for this product line. An incredible amount of positive feedback has been received from major national retailers and all vendors that carry VTech Baby Care products.

Client: Palace Sports & Entertainment

Role: Art Direction / Design

These entry door graphics were created for The Palace of Auburn Hills. The 28 doors were divided between Detroit Pistons players and concert performers. While branding was already in place for the Pistons, I specifically conceived the performer art for this project. The primary goal was to create exciting and attractive designs for guests arriving at the venue.

Client: Chervon North America

Role: Art Direction / Design

Merchandising is a key component to the annual marketing efforts of Chervon and crucial for the in-store success of our products. My role in these projects varies from creating concepts for retailer product line reviews, to finalizing print artwork and arrangement of products on shelf.

Client: Chervon North America

Role: Art Direction / Design

The online presence of Chervon’s assorted brands is of the utmost importance in the digital first world that we live in. Working with various members of both internal Marketing and external retail teams, we were able to continuously provide a first class experience for consumers by showcasing our brands and specific products through brand pages and individual product page enhancements.

Client: VTech Communications, Inc.

Role: Creative Direction / Design

After years of traditional advertising, it was time to open up to some new and fresh ideas for our annual advertising theme that highlighted our Hospitality Division phone products. I began the project by conceptualizing several different themes to creatively represent our products that revolved around style, which was our core strength. With phones often being an afterthought for the modern hotel property, we needed to exemplify why our products stand above the rest. This campaign was created to break through the traditional imagery associated with hospitality advertising and rely more on bold and engaging copy that also works seamlessly as the design of the ad. The result received an enormous amount of positive feedback from our internal team as well as the customers and vendors that we work with, that made our brand stand apart from our competitors in both print and digital executions.

Client: Chervon North America

Role: Art Direction / Design

The SKIL brand was in need of a long overdue update to modernize and streamline our products and their perception in the market. Previous elements were outdated and bland, and we were able to come up with a much more exciting and modern approach, while also streamlining some disconnected brand elements that previously existed. Several key stakeholders were involved, and I was able to serve as the owner and designer of our brand guideline document, which serves as a crucial reference point for internal and external teams both locally and internationally. The 146 page document covers several key areas to provide a very thorough and easy to navigate roadmap to all who interact with the brand.

Client: Chervon North America

Role: Art Direction / Design

SKIL was in need of a major product catalog update to celebrate its 100 year anniversary, and I was able to create a thorough and refreshed approach to organizing its many product platforms and information. Working with the marketing and product teams, we were able to provide a 120 page document that was informative as well as visually appealing and easy to navigate.

Client: VTech Communications, Inc.

Role: Art Direction / Design

The brand presence for our AT&T family of products needed to make a significant transition based on a major overhaul to the corporate brand guidelines. My role was to provide visual guidance and design to the various internal teams affected by the transition with regard to layout, logo usage, photography, color, typography, iconography, and various other requirements necessary to comply with the new guidelines. Art direction was provided to the web team while also making the transition to a responsive format. These brand updates were also applied to all promotional emails that correlated to the website. I also provided art direction and design to the packaging team in order to make the transition for all of our products sold across a variety of retailers.

Client: Chervon North America

Role: Art Direction / Design

Email is a key component to the annual marketing efforts of Chervon and crucial for the success of our products. My role in these projects was to serve as the lead creative in determining an effective and engaging email layout and design, while working with our digital team to implement to the appropriate target audience.

Client: VTech Communications, Inc.

Role: Creative Direction

Previous video content for our VTech products was very straight-forward and feature focused with an absence of relatability to our target audience. I put together a proposal for our internal stakeholders, highlighting the importance of video in today's marketing climate. After gaining the necessary budget and approvals needed, I sourced a professional production company to collaborate with on the execution of our first video, for our Baby Monitor brand, which was gaining a lot of momentum in the market and needed to avoid the pitfalls of lackluster video content. Once I identified a suitable company, I engaged with them on establishing all details of the project such as creative direction, product details, and must haves from our perspective. After a few months of planning the video was executed and finalized with a significant positive result. The final product has been used on the websites of several well-known national retailers to work as a brand video for our baby monitor products. The success of this project proved the importance of our video presence to our international CEO. Working with this vendor to create engaging benefit-driven video content has now become the brand standard for our most influential products.

Client: Chervon North America

Role: Art Direction / Design

As a key contributor to the packaging process at Chervon North America, I have been able to work on setting standards for a variety of power tool and outdoor power products. Developing templates, branding and best practices, as well as reviewing the work of our agency partners and international creative team members to ensure consistency.

Client: VTech Communications, Inc.

Role: Creative Direction

A fresh perspective was needed for our lifestyle photography, spanning multiple product categories. Previous lifestyle photography was limited and lacked authenticity for our target audiences. My role was to provide creative direction for the shoot, talent, locations and wardrobe, as well as analyze vendors options, and develop the shot list.

Client: Chervon North America

Role: Art Direction / Design

I have led and created several print ad executions for various EGO and SKIL branded campaigns for many different publications. A few samples are shown here. Working with my fellow marketing team members, we would identify our target audience and objective depending on the publication, and work through various iterations before finalizing for publication.

Client: Palace Sports & Entertainment

Role: Design

This Media Guide for the Tampa Bay Lighting hockey organization was created to communicate all details and statistics of the organization for the upcoming season. The look and feel of the artwork highlighted the gritty side of the sport with the layout creating an easy to navigate format. My responsibility was to create the design and layout while taking into consideration the seasonal team branding that was put in place by FKQ Advertising.

Client: Palace Sports & Entertainment

Role: Art Direction / Design

Environmental designs working with The Palace of Auburn Hills Community Relations department. Sites involve Detroit Pistons and Detroit Shock themed large scale enhancement projects at various locations throughout Michigan in order to give back to the community and create a fun and exciting atmosphere for kids. Involved in the planning, design and execution of 10 Live, Learn and Play centers.

Client: Locust Brewing Company

Role: Art Direction / Design

Ohm Brew was a small scale beer brewing company in need of a visual identity. The logo and labels were created to communicate the personality of the beer.  Ultimately, the version that was chosen for their flagship black lager highlighted its unique, robust flavor and the additional labels created for their amber and golden ales also highlighted the personality of their beer, while staying within a cohesive and consistent brand execution.

Client: VTech Communications, Inc.

Role: Art Direction / Design / Development

I have led and created several animated ad executions for various AT&T and VTech branded campaigns that have been displayed on many major retail websites. A few samples are shown here. Typically, these campaigns started with research to identify our target audience and identify how we can engage them through a compelling story, relatable scenario or product features. Once that is established, I would work with copywriters to create storyboards of the animation to highlight all of the specifics of the ad execution, which often was ported out to several sizes. Lastly, the ads were moved into the development stage where I would put the animation together and package all necessary components for delivery to the publications.

Client: VTech Communications, Inc.

Role: Creative Direction / Design

The first in-store retail opportunity for our Wireless Monitoring products presented itself with Sam's Club, and we needed to put our best foot forward. I was involved in the initial pitch to create conceptual artwork to share with the buyer in order to gain approval to move forward on this multi-million dollar initiative, and subsequently execute the final display and packaging artwork to be produced for their stores. The design of all components worked within specific measurements provided by Sam's Club for this particular placement. The resulting display is a clean, modern and easy to understand presentation to the consumer to convey the product details, as well as communicating the overall benefit of peace of mind. This was achieved by utilizing the packaging and display panels to tell a cohesive story. The top row of boxes are arranged facing forward, utilizing a window box to show the product, with the bottom row of boxes arranged to showcase the back panel that highlights specific product information in an easy to understand format. A large corrugate center and bottom panel allowed us the opportunity to create an attention-grabbing billboard to engage consumers making their way through the store.

Client: VTech Communications, Inc.

Role: Art Direction / Design

A promotional campaign was initiated with LinkedIn that involved the creation of two infographics to promote our business phone systems. The goal was to engage potential customers by first and foremost presenting them with useful and engaging data points that they could apply to their own business. The design needed to be intriguing and lead them through these points in a fun and engaging way. Each infographic explored a different design theme to appeal to our target audience.