Design for retail table display
Design project made for Groomsmen gifts. Natural wood prints, cigars, and manly type.
Special gift I made for my Bridesmaids.
I've been working through my portfolio elements, trying to improve some representations. Latest upgrade is providing more visuals for the campaign elements built with the No Doubt campaign. With this campaign, and a lot of the company needs were used across platforms; starting with an ad layout, would transpose to a web banner, that would then be used for an email blast story, and eventually seen in retail stores.
Make your assets work smarter and harder.
One of the reasons I was interested in my current job at SKLZ, was because I got the chance to work with package design. Products were developed and launched with a seasonal calendar, so they would be in market at relevant times for that products sport season. With the developed package guideline already existing, new design work was working with the action hero and action photos that were to be included.
In order assure that the best representation of the product, and to highlight the top feature, it was important to storyboard the layout of the action hero in the space provided by the package die line and template. This was important especially with unusual or limited size packages. This storyboard would act as a guide for the photo shoot. The product messaging docs would be a guide for the other action photos needed. With this information gathered, the photo shoots would have an outline for assets needed to capture.
Once the photos were collected, it was time to Photoshop. The images below are an example of some of the retouching process needed for the basketball products.
Product photos were also needed, as you need to see what the product is that you're buying. We would shoot these in our in house photo studio. Product photo assets were sketched to include the #1 feature, angle and that it would fit within the space allowed. A few photos would be shot for other panels that included a creative angle of the product.
Custom Package Design
Some products would need a custom box developed. Various aspects of the product would dictate this, weather its because of the unusual build of the product itself, or in order to highlight the product feature. A form factor meeting would outline what aspects are needed for each product. From there, we would sketch and comp up a package to fit the product needs. This would then be brought to a 3d rendering, and be provided to our boxologist to develop the dieline. The example below shows the sketches, renderings and developmental stages of the jump rope package.
Seldomly a product would need a unique design that is outside of the brand package style. One of the first package design projects I worked on was for Kool N Fit. This is a sports spray that is similar to Icy Hot. This product had a couple specific product trademarks that needed to be included in the SKLZ design.
The product had to be packaged in a white bottle for cost and manufacturing reasons. To incorporate with the SKLZ and sporty aesthetic, as well as demonstrating the product, a diagonal line that showed spray drops was featured in the background. This was colored in a green tone to tie in with a natural aspects of the spray, as well as the menthol smell. The label had a matte coating, and this diagonal strip had a spot uv applied.
A PDQ for this product was also designed. The front of the PDQ included a larger product feature label, and this was covered up on the package from the front build. The top of the PDQ would be folded and tucked in the back of the area to create a back header. This panel was used as a billboard for the product headline. Last, to demonstrate where and how this product was used, key body part applications were photographed and shown on the side panels. This was a really unusual product that fit outside of normal sport training products. And honestly, it smelt pretty bad. Unless you like overpowering menthol smell. I had to stare at a guys crotch for hours as I was photoshopping the leg photo. Not my favorite photoshop dilemma.
Well thats a pretty good wrap up for some of the package designs I worked on. A few randoms to wrap up will be included below as soon as I get the files and composite them.
A couple years ago, SKLZ photo resources were limited. Photos would be taken for the package, shot on a white seamless background. When an ad was needed, the environment would need to be rendered. This assets below provide some background into the pieces and process completed to get a final scene.
Composited & Adjustments
I have been at SKLZ going on 2.5 years. We just launched a new campaign, which brings the question 'What have I been doing the past two years'? I finally got the chance to put together the previous campaign pieces together and show that off here.
The campaign style for SKLZ for 2013 was using 'fractals'. The campaign story for baseball was based around hitting, 'How Great Hitters Are Made". The campaign story is demonstrated through the athlete shot, product and the headline. These elements are consistent through this brochure, the print ad and retail signage below.
For the style of the campaign, geometric shapes (fractals) were used to accent certain element of a page. The photographic style was also very dramatic, desaturated and strong hero athlete centric. This gallery features print pieces for baseball from core publication ads, catalog pages, and event promotion ads.
A large part of the look of the setting is composited. Find more about the rendering process in this article.
The above brochure was used for baseball trade shows that year. The hero product was shown on the cover, and was further featured on the first inside spread. The inside of the brochure gave further info about products that were seen at the show.
The fractal look was the style for all company collateral. Below are piece that were for a trade show ad as well as more retail graphics.
A new form of design I got to work on at SKLZ is product art. Often times product art is decorative, but sometimes it is functional. One of the more fun and explorative designs I got to work on was for a plastic baseball set- in other words a whiffle ball set.
Alias Bat (Initially Big Leaguer)
The direction for this piece was it needed to appeal to players from 10 - college age. The design needed to be competitively styled with real bat graphics. We decided to move forward with the white bat base concept, Comp 4 and last one in view.
Along with the bat graphics, it was important to figure out how the package was going to be delivered, initiating a study of how the ball would be attached.
One of SKLZ staple products is the 360º Tee. When it came time for product and brand update, this was one of my first projects. It was important to have the design be minimal and not distracting to the batter. Production cost was also a factor.
Previously it was a red lower tee shaft, and a similar product had a blue tee shaft. The color scheme of the product was an update that had to be brand aligned. The color scheme was designed to work with a base level product (360 Tee) and the higher grade product had a slightly different color scheme.
The final design is subtle, but brand aligned; sharp and emphasis' the product feature.
This products is one whose art was completely functional. An update to the design was needed because of licensing issues. The initial product art is first. The art needed to keep directional and stroke length guides at the same distance. The style needed to be 'sklz-ified'.
The artwork needed to change through material and process developments. It was learned that the ball traveling over the graphic would effect the speed and path of the ball. Final direction was there needed to be as little graphic in the ball path. The graphics still needed to convey club direction and stroke guides. Below is the final artwork on the product .
I've had my logo since college, and to date myself thats about a decade ago. Styles and people change dramatically in ten years. In working through putting together my mini portfolio, I was finally able to pull my thoughts together and narrow down a style I wanted.
I wanted to keep a crown, as that works really well for Czar. The type needed updating, as did the color scheme. The mini portfolio Im putting together has a vintage library/geometric theme. In simplifying the elements to the crown, and puling through the geometric look, a new version came together, and I really like it.
The type has a more current look, and the colors are more sophisticated. A friend said it looked like it grew up. I'm excited to implement this to all my new pieces.
Feel free to wander around the site to see the new updates. New colors, new fonts, subtle but details that take website presentation up a notch.
I also spent my weekend updating my resume. This piece will be used on my website, and an abridged version in my mini portfolio. The large directive was to follow the design currently developing for my mini portfolio. With these elements, you can see some of the look Im developing.
Another year is here, and another list on resolutions/goals. As many years have gone by with a brief thought of sticking to the resolutions, I figured if I put them down on 'paper', and set a timeline, these would be more resolute goals than a fleeting idea.
First thing on my plate this year is to finish my mini portfolio and start getting them out. I have committed to sacrificing my weekend social time this month in order have these finished by the end of January. Ive made a list and planned out what I need to do to finish it. I have plotted to have them ready to send out by first of February. Lets stick with it and make it happen!
Second thing, as with most peoples new years resolutions- lose weight, get more in shape. Next question is how do i intend to do that... I would like to make a go at running in the mornings before work. I found an article about how to do this. Ill start this weekend. Also I want to start building a week workout plan. Every Sunday, plot out what exercise routine I need to do that week. Ive added a note to my calendar to do this every Sunday.
For a gaining enrichment sort of goal, Ive been making a pinterest board of cool things to create. I resolve to make one of things things a month. Ive already selected a few and noted them in my to do task app. Next Wednesday, Im going to make a braided tshirt scarf. Ill probably post these to instagram or something.
I would like to have some travel goal, but I think this year will be a new building year. So travel will have to come after things have moved differently.
Well thats a lot to do this year. Heres to the resolve to stick with them!
Earlier this year at SKLZ, we worked on a new brand look for our marketing collateral. Lots and lots of work was done, and quite a few good portfolio pieces. I'm glad to finally get this work added to website.
The slider below are posters that explored how to visually represent practice and game imagery. You can see the posters larger and in detail here.
The company went through quite a few changes as we were developing these that affected the launching of these materials. So I am very happy to finally be able to show the good work I put so much time and effort into. With a little tease of final campaign on the right, you know you want to see the whole final campaign here.
Too long in the making, but I finally have a decent version live of my website redesign. Portfolio content from previous site is all included. I moved to a content management system that had built in responsive design- so the website changes viewing difference from cell phone, tablet and to computer. Go ahead, try it. Switch your device and view this baby.
Next step is getting work from the past 2 years at SKLZ included. I still have a couple pages of writing to do, but were at about 85% complete now. I've set a goal for end of the year to have everything updated and have my mini portfolio ready to send away.
Pumped on this forward momentum!
Be sure to click at the top left PORTFOLIO or below to check out my hard work.