Matt Eads, AKA GrillSeeker approached me about a creative writing assignment reviewing BBQ grills and accessories for his web site to boost his published content and attract new web site visitors and followers. I wrote 12 reviews for his site that engaged existing and new visitors while increasing web site traffic. Links to my Creative writing for GrillSeeker.com Cooker Review: Primo Oval G 420C Ceramic Gas Grill Cooker Review: Chefman Electric Indoor Grill Cooker Review: Tayama Electric Indoor Grill Cooker Review: Zojirushi Electric Indoor Grill Cooker Review: Gotham Steel Electric Indoor Grill Cooker Review: Tenergy Redigrill Smokeless Infrared Grill Cooker Review: Delonghi Perfecto Electric Indoor Grill Cooker Review: Elite Cuisine Electric Indoor Grill Thermometer Review: Maverick XR50 Remote BBQ & Smoker Thermometer Thermometer Review: The MEATER Block from Apption Labs ThermoWorks Billows Review: Airflow Pit Controller Accessory for ThermoWorks Signals Thermometer Pit Controller Review: BBQube TempMaster Pro Smoker Controller
Primo University is a 10 part video series that was created to inform and instruct potential, new and existing customers about Primo Ceramic Grill usage. These videos were formed based on customer questions and feedback. The series was also used to train new employees, dealers and product distributors. This series covers many common customer questions and was used in customer service email responses. The series was accoladed by Popular Mechanics as "excellent" in their review called "The Best Grills in America Reviewed" in August 2017. I co-conceived, co-directed and scripted the Primo University series in collaboration with the Primo Marketing Director.
The Primo Ceramic Grill Social Media presence was basically non-existent when I started work there. Facebook, Instagram, YouTube, Twitter, and Pinterest were all but ignored and had minimal followers. I was tasked with creating original and engaging content for all channels as well as managing a team of brand ambassadors to spread the Primo brand message far and wide. I also created engaging advertisements for facebook and Instagram with low budgets that reached 12 million people. These ads included brand awareness objectives as well as product promotional ads. I created landing pages for the ad call to action buttons and tracked all metrics. Some of the Primo Social Media channels grew by over 3500% while I managed and created content for them. I used data collected from ads to create buyer personas and for ad retargeting. Buyer persona information was in turn shared with the internal sales team and used in the marekting departement to guide user experiences across all media. I also administrated a customer created, public facebook group called Primo Grill BBQers. When I linked the group to the Primo corporate facebook page, there were 1000 followers in the group. Those followers grew to over 5000 followers over 2 years. I monitored customer feedback in the group to report back to product development, sales, customer service, and to guide our customer user experience designs and research.
I guided and managed the Primo brand messaging through ChicExecs PR Firm to obtain premium product placements throughout various media including digital, social, radio, television, and print publications. Brand awareness increased by 30% in 2018 due to these placements and increased web traffic by up to 1300%. -> View digital product placements.
Primo How To videos was created in response to ongoing questions and feedback from customers. These videos demystified installation, setup, and maintenance questions. They were also used in customer service email responses to customer questions. I directed, scripted, planned, edited and served as the videographer on these short instructional videos.
This was created as evergreen content for social media posts. The intention was to celebrate the opening of BBQ season or certain holidays. For example "Click your tongs in celebration of Father's Day." Nobody can resist the urge to click those tongs!
This video short was created for a Primo Ceramic Grills brand awareness campaign on facebook. The objective was to entertain and engage potential customers. The response was positive with a reach of 250,000. I used the content later to tweet and make a regular facebook post.
Customers sometimes inspire content, especially in the foodie sector. Primo customer David Cosgrove posted a photo to the Primo Grill BBQer facebook group that inspired me to create this short video for tweets and facebook posts.
Zettaset is a "Big Data" management software company. Zettaset required a trade show booth for use at shows they present their software products and services. The idea behind the design was to play off their brand colors and create a look that fits into the technology sector revolving around the Big Data infrastructure. My involvement in this project: Logo Design3D Rendered Booth ConceptBackdrop DesignTable Throw DesignCollateral Materials DesignPowerPoint Presentation Design
During a brand image refresh; Dannon needed to translate their flat product schematics and drawings into something they could use for print, web, and television advertising well before the products launched. I created 3D models of the new products, enabling them to start the campaign before any physical or manufactured product was available for photography. Dannon had over 60 product SKU numbers that required imagery. The 3D images I created allowed Dannon to successfully launch several new brands. These images were used in print, web, and television advertisements to debut the product line. Dannon supplied engineering schematics and flat artwork for all packaging and containers. I translated these schematics into accurate digital 3D models. From a mass of flat AutoCad, Illustrator, and Photoshop files, I created photorealistic 3D images in high resolution for delivery over many types of media. My Involvement in this project: 3D modeling of all packs and containers based on supplied CAD filesLighting and then texturing the models with supplied texturesRendering the images in high resolution for use across multiple media
These are OEM products manufactured by American Gardener. The WeedEater brand manual and layout specifications were provided to me, and I adapted the American Gardener Product into the WeedEater brand package layouts. The products were already sold under the American Gardener brand, so I retouched existing product photography and repurposed the 3D renders to match WeedEater colors. The use of my 3D renders and photo retouching cut months off the production time required getting the products to market. My involvement in this project: Adaptation and layout of packaging artwork to match the WeedEater Brand3D renders of the tool with WeedEater colors and labelsPhoto retouching to reflect the WeedEater brand (I directed the original photography)Product label designProduct Manual design
American Gardener manufactures electric lawn and garden tools. As a matter of fact, they invented the cordless electric grass shear. When I was first approached by American Gardener, they felt their brand and packaging were outdated. They wanted to reinvent their brand. They requested a logo refresh, new product packaging, labels, an updated web presence. The brand refresh also included a customer service web site for people to have access to FAQs about the product and manuals. I have produced every aspect of marketing and packaging for American Gardener. I created some of their product packaging lines as OEM products for other brands that include WeedEater and Craftsman. The use of 3D renders for the packages cut months off production time and saved thousands of dollars. This approach allowed American Gardener to present the new packaging look in 3D to prospective buyers before any designs went to the press. My involvement in this project: Art director and designer for all aspects of the American Gardener BrandProject ManagerPhotography director for action shots used on the packaging3D artist for all rendersPackage designProduct label designProduct manual designPhoto retouchingDesign for marketing materials and sell sheetsTrade Show booth designWeb site design and managementBrand management with vendors and product buyers
American Gardener required imagery of their products and packaging on a shelf display for a presentation to Home Depot. I created a shelf display backdrop, modeled the shelves and the packages. The product models were provided for a prior project by the CAD engineers. The render was created to appear as if a person might be looking at the display while walking down an aisle in Home Depot. My involvement in this project: Backdrop graphics3D Modeling, texturing and lightingPackage designPresentation design
This was a significant ongoing project. Original Power OEM manufactures the product as a registered licensee of the Sharper Image Brand. I am commissioned with producing 3D renders of prospective products to present to Sharper Image before they go to final manufacturing as the first step. These images are used in presentations and printed sell sheets by Original Power's sales and marketing to sell the product to Sharper Image buyers. Once the product is purchased, we use the 3D rendered imagery in the package designs. Sharper Image provides the design specifications I use for the production design phases on the packaging. When production design is complete, flat artwork, as well as 3D renders of the proposed packaging, goes to Sharper Image for final approvals. I provide product packaging, product labels, and user manuals for final print once approved. Weeks if not months are removed from the production schedule using my 3D renders throughout the approval process. The packaging is often printed and ready for the product before the manufacturing of the product goes into full swing.
Original Power OEM Manufactures products under license for Sharper Image. They required a POP display for showcasing alkaline batteries to locate near checkouts and endcap displays in stores. Using the Sharper Image Branding Guide, I created the POP display after the alkaline battery packs were modeled and rendered from a prior project. The POP display was presented to Sharper Image for approval. My involvement in this project: Production design for the cell wrappers, packaging and POP Display3D modeling3D rendering
Encore is a battery-backed charger for any USB chargeable device. It charges while plugged into a wall outlet or unplugged. It also interfaces with a DC charge cable to power and charges while in a car. The rechargeable internal battery allows for charging in the absence of an AC outlet. Best of all, the Encore fits in your pocket and has a user-replaceable internal battery. The Encore is unique in the market with its features. PowerLine wanted a look that ties into their brand while also separating it from the rest of their product lineup. The Encore was released in an earlier incarnation a few years ago, and this is the refreshed/updated product and packaging. I named and branded this product during the initial product engineering phase. I produced 3D renders of the product and packaging for presentation to retail buyers long before a production prototype was available. I generated product renders from a CAD file provided by the product engineer. My involvement in this project: Product namingPackaging designProduct logo design3D renders of product and packagingCopywritingProduct manual design
PowerCup is a unique product that it is a Dual AC Outlet inverter with a USB port that fits in a car cup holder. The client wanted to play off the cup idea in the fashion of a coffee cup. The design was to be clean, yet should have some overtones of the creature comfort that might come from coffee. A corrugated cardboard band was added to appear similar to a heat wrap used on many cups as one might obtain from a coffee shop. I designed the package and created the instructional use illustrations on the side. I also produced product photography used on the packaging. The PowerCup is one of PowerLine's top-selling products. My involvement in this project: Product photographyPackage designIllustrationsCopywritingSales brochure designWeb site design (Joomla)
Most of my packaging contains 3D rendered images. 3D models are obtained from the product engineers during the product tooling process, and I create photorealistic rendered images. The use of 3D models and renderings cuts production time and offers a perfect representation of the product. 3D rendering also allows my clients to use product images across multiple applications. For example, for use in marketing and promotional materials, presentations, web marketing, and product design review. This package has a QR code on the front for a prospective buyer to scan and view details of the product and its usage through an informational video My involvement in this product 3D RendersPackage DesignLogo DesignProduct Manual Creation with Product IllustrationsProduct Label CreationPhotography DirectionVideo Direction and Creation of Digital Assets for the VideoSales and Marketing Presentation Materials
PowerLine Consumer Electronics manufactures electronics and accessories for home and mobile applications. I created this package design from the ground up. This packaging look is used across dozens of SKUs all designed and produced by me. This package was also rebranded as an OEM product for Sharper Image. All product renders are used on the PowerLine web site and by vendors to represent the product. Some photography was used on this package to demonstrate selling features for the product. The packaging is presented as bilingual to accommodate the French Canadian market. My Involvement in this project: Product packaging designProduct manual designPhotography directionPhoto retouchingCopywriter
This project was set in motion by request for a dynamic, multi-level plastic clamshell. The objective was to provide an appeal with an unusual clamshell shape that would allow the prospective buyer to see that the inverter has a pass-through 12-volt outlet on the side as a feature. Contouring the package allows the customer to see into the packaging to see more of the product first hand. My involvement encompassed all aspects of designing this package down to the shape of the clamshell, the inserts, product labels, and manual.
PowerLine sells a variety of consumer electronics through big-box retail stores in North America. 3D Renders of the products and packaging were created long before the physical products or packages left the assembly line and printing presses. I created the package designs and in turn, used the designs to create the 3D models and renders for use in sales collateral seen here. These brochures were presented to retail buyers to sell the products before the actual production of the products began. You will notice some of these products throughout my packaging design portfolio My involvement in this project: Packaging design3D modeling and rendering of products and packagingBrochure designIllustrationPhotography direction where applicable (PowerCube Brochure inset)
MS&L handled BellSouth’s internal corporate communications. Connections was BellSouth’s bi-weekly, internal newsletter to keep its employees current with company information. MS&L required an external source to collaborate with BellSouth and layout the Connections tabloid newsletter. On a bi-weekly basis, the content was gathered, and the design was shaped to communicate BellSouth’s message to its employees. My involvement in this project: Production artwork and layoutPhoto retouchingIllustration for infographics
This is a Corporate Identity Package I designed. The client approached me with requirements of a refreshed identity that would carry a conservative, yet contemporary look. The idea behind the design based on the client's request was to stylize a rising flowchart of cash flow along with a strong mark of the partner's initials. This logo is now used on their web site, business cards, letterhead, envelopes, folders, and more.
PowerLine required a logo for an upcoming mobile electronics product array. They wanted a look that spoke to long haul trips that would have visual impact and tell a story of movement with a touch of a retro feel. I created this logo with the idea of reflective chrome car badges and a hot rod feel. The logo was created entirely in Adobe Illustrator. This allows usage at any size in case the need arose for a large tradeshow, or outdoor advertising came into play. My involvement in this project: Art directorLogo designIllustration
I was approached by Zettaset to create a clean and fresh design for their corporate identity package. They desired a strong mark and a logotype version of their company name. This mark and logotype were required to fit into the IT sector. This was achieved using easy to recognize via color and design. The badge and logotype needed to be designed in a manner that could be combined or separated and still carry a recognizable look in all three instances. The logo badge and logotype is used in everything. This includes their web site, business cards, letterhead, sales brochures, trade show graphics, software splash screens, invitational materials, and more. My involvement in this project: Art DirectorDesigner
This was brought to me as a Corporate Identity Package project. All Contracting Services contacted me about producing a professional, yet inviting look that would incorporate the company name and a visual cue about what they do in a nutshell. I used simple and clean lines with a font that offered a familiarity to their industry and services. Compliments have been rushing in since All Construction Services started to display their new logo. The shot of the truck and trailer is a mock-up for future branding of the ACS fleet.