Branding

Branding is a name, a design, a story and an experience for the 
senses that could last for generations...

MONTHLY CATALOGS

Product catalog for dietary supplements

Introducing this brand involved synchronized communications

The previous e-commerce site was designed to sell.

These channels included mulri-day events, web, print, TV, and radio. The major print pieces included a monthly health journal and monthly catalogs. Both publications are developed three months in advance with versioning for every issue. As the Director of Creative Services for the parent company I helped lead the branding efforts for this natural wellness drink, and many other dietary supplements, during my four year tenure. The process that we went through defined all the brand standards and guidelines along with the messaging architecture.

BRANDING: The first branded product for this product line was a wellness drink made from the fruit of a common desert cactus. Its nutrients provides an entire family of natural, and very rare, antioxidants that may help reduce inflammation in the body and provide relief from chronic pain! The brand included a unique web site that told the story behind this product. It was an interesting story about the ancient people who used this same product centuries ago for the purpose of healing. The branded web site was removed by January, 2011. You can now order the products shown here from the parent company.

MONTHLY HEALTH JOURNALS

In four years the creative team I managed and directed never missed a print or mail deadline.

THE BRAND LINE IS NAMED AFTER A DESERT REGION

The product naming included words and meanings from an ancient culture, language and their wisdom.

Softgel vitamins formulated for men and women. They are now packaged in white bottles.

Designing the box was a challenge

The bottle design for this brand was a cooperative collaboration, between the company and an outside design firm. This was not the case with the box design for a newly formulated product that was launched months later. This product was going to provide gender specific nutrients using soft capsules as the delivery system. Due to cost, time and other factors the outside design firm was not used. My team had to deliver a creative solution within a very short time frame. A week before our press date, and after presenting a range of options that were not accepted, I made a quick decision...

BRANDING: I took the bottle design and simply reconfigured it for a box. I also added a few additional colors to the color palette that complimented the color of the bottle so that we could make the manufacturing date. All of it was approved very quickly and we had product available to sell online and in our catalogs as scheduled. The box designs were recently replaced with a white plastic bottle and a label using part of the original design. This change significantly reduced the packaging costs. It also fit into the planned modifications we were working on to help streamline inventory requirements.

"Over a period of 48 months we never missed a print deadline for our monthly product catalog and health magazine!"

"....he led the rebranding of our company..."
Professional recommendation

"John is one of the most versatile Creative Directors I have hired. He is highly innovative and very strong in both design and copy with a mind for marketing. Our Senior Executive group was very impressed with his versatile background and we were fortunate to have him on our team. John contributed much to the growth of SFW during his five-year tenure and he led the rebranding of our company to PW. It is rare to find someone who can be both creative and analytical. John is definitely an influential leader who provided creative expertise and inspiration. He also created and directed a very large team of writers, designers and web producers. John is a solid collaborator who works cooperatively across technical and non-technical teams to achieve the desired goals. He is also a great coach and mentor. I strongly recommend John.” A.B. - VP of Human Resources, Seattle, WA

E-COMMERCE WEB SITE

Proposed web site was designed to replace and integrate twodifferente-commerce sites.

Branded Web Site

We intended to migrate to this site. It lasted about 18 months.

Horizontal format for the holidays - new layout inside.

Center spread for the holiday catalog.

1/5/2011