Art Directors collaborate with others to build a system of communication around a focused idea using images, words, and sounds. They coordinate the work of many into one unified voice to support an objective outcome.
Visual Systems These images were designed to work within flexible systems in many combinations while still serving the same communication purpose.
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These images were created to compliment the ingredient photography on Nutrilite packaging. The lighting and angle for every shot was set exactly the same, allowing designers working with this visual systems to create believable compositions from any combination of ingredients in Photoshop with minimal effort .
Stories The purpose of these images is to place products within the story of peoples’ lives.
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The packaging update for SA8 Concentrated Liquid Laundry Detergent coincided with a new Amway focus on the under-35 market. Instead of high-end aspirational concepts, we focused on the circumstances in which adults between 18 - 35 might actually do laundry.
This led to a photography series for our Latin American Market featuring two young people meeting, falling in love, and starting a family through through the lens for their time spent at the laundromat.
Change Management These visuals were created to support eSpring’s updated product positioning and communication for our internal marketing and sales teams, as well as our customers.
These floor to ceiling layouts supported the introduction of the new eSpring Brand Guide during an immersive workshop by providing a visual reference to reinforce the new brand. They were then used throughout Amway to help reposition the product on the mind of all employees.
Peers and competitors
Communication elements
Window clings
Banner for western markets
Banner for eastern markets
Posters
Point of purchase display
Bands & Music
Identities & Communications
