Call me the design guy that knows advertising, or the ad guy that understands design.
A curious learner—a hybrid creative
I was the guy in design school wearing khakis and a button down—when everyone else was going goth and wearing all black. My roommates were all business students. So, I learned to be a translator between creative and business. A package design class and an avid interest in the products on the Price is Right steered me to Cincinnati and a career in consumer packaged goods. Cutting my teeth on Bounce Fabric Softener during the mid 1990s, I learned how design and storytelling at shelf can increase sales (pretty cool to see how the brand has evolved since). At any rate, I was afforded the opportunity to become somewhat of an agency hybrid—half designer, half strategist and half account person (ok, I know that’s three halves, but I said account, not accounting). From there, I’ve gone on to support other global CPG brands, as well as the B2C and B2B categories—including brands in retail, restaurant and healthcare industries.
The tactics may be different, but the overall goal is the same—make a connection with an audience, provide rationale to the business stakeholders and sell, sell, sell.
Some Things I’ve Learned from Clients and Their Brands:
All Brand Communication Starts as B2B
Take ownership in your work—compete at shelf.
“The purpose of business is to create and keep a customer.” —Drucker
Build relationships across corporate functions—listen, offer solutions.
- Corporate Communications
- Competitive Audit
- Workshop Development
- Consumer Research
- Brand Strategy and Positioning
- Brand Character and Architecture
- Brand Identity
- Brand Guidelines
- Creative Concepting
- Photography Direction
- Package Design
- Design Implementation
- Supply Chain Management
For a private review of portfolio projects or to access additional materials online, let’s talk!