Pampers was growing up. Radically changing a $100 million brand is a daunting task, one that would take many years to accomplish. Charged with developing a new look for the packaging and introducing graphics, as well as developing a more shippable system for the product, developed the photo principles and helped provide brand character that gave Pampers its marketing mojo. The process took me literally around the world and saw the introduction of the first disposable diaper in China. Pampers went from a known diaper to a global billion-dollar baby brand. 

Metro, the mass transit system in Cincinnati was working to upgrade it's line of aging buses. The old graphics had been around since the seventies and they were in dire need of an upgrade to help attract a new generation of riders.

The new buses had to convey a message of clean, modern transportation.   

The answer, a large scale watercolor graphic on a clean white field, simple, fresh and colorful. In addition to the bus graphics, all uniforms, signage and communication materials were updated to the fresh new look.

The response?

Many riders had assumed all the buses were completely new, In fact, only a small number of the fleet of 350 vehicles were hybrid fuel buses at the time.

Consumer brands establish their “personalities” through the consistent communication of their identities.  A brand’s identity is derived from the special blend of graphic elements combined with a set of emotional values. 

LaRosa’s a growing local pizzeria, needed a new identity to develop and encourage a more consistent presence of LaRosa’s brand name and communicate the new "LaRosa’s is your neighborhood pizzeria" brand position. 
The revitalized design is had to be flexible enough to accommodate a range of applications from site signage to uniforms. Since some of the locations are franchised a standards guide was created to include specific details on optimized ways to use the new logo effectively and consistently. 
 

Owens Corning was looking for a way to make the selection process for their products easier for the DIY shopper. The brand strategy, in part, is to make the customer feel confident they can get their project completed with confidence.

The solution was to re-design their packaging and POS materials making sure their products have a clear consistent brand look and messaging.

As a result, Owens Coring “owns” the insulation aisle at Home Depot and Lowe's.

Dole uses a diverse array of media like digital ads and coupons and in store promos to target customers. This expansive range of marketing tools led to some interesting and fun projects. Including licensing from Disney and Star Wars helped draw kids into eating their vegetables.

I have had the good fortune of working with many great grocery brands. While I have extensive experience in consumer package design for Kroger, I have always enjoyed working in a 3D environment as well.

The images shown here are from various environmental graphic design projects for Kroger. From the new Kroger Clicklist distribution centers to in-store point of purchase, it is always a delight to create an interesting environment for Kroger employees and customers.

Top - Wall and logo behind the front desk at Kroger fulfillment center.

- Point of Purchase for Kroger Texas Produce promotion

- We Deliver Fresh mural at Kroger fulfillment center in Ohio

- Nolan Ryan Beef Point of Purchase display

- Feed the human spirit art for Kroger corporate headquarters.