Whole Foods Market
November 2014 – October 2018
In-House / Senior Designer
Working in the Global Office, I touched on all retail and marketing elements including branding, seasonal marketing campaigns, program specific campaigns, shelf-level signage, reusable bags, gift cards, outdoor, and email graphics.
Global Animal Partnership + Whole Foods Butcher Paper
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Patterned butcher paper celebrating the 10 year anniversary of the partnership between GAP and Whole Foods that raises the standards for sustainable meat production.
Patterned butcher paper celebrating the 10 year anniversary of the partnership between GAP and Whole Foods that raises the standards for sustainable meat production.
Holiday 2018 Campaign
Design, Production
I leveraged assets from our outside agency to extend across all deliverables for a consistent campaign experience.
Decor Banners
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Design, Production
I leveraged assets from our outside agency to extend across all deliverables for a consistent campaign experience.
Decor Banners
Department Poster
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Seafood Case Picks
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1-Up Store Signage
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1-Up Store Signage
Extension of campaign including outdoor and shelf-level signage
Evergreen Reusable Bags
Concept, Design, Production
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Concept, Design, Production
Seasonal Bags
Concept, Design, Production
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Parmigiano Reggiano
Campaign Poster—Concept, Content, Design
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Concept, Design, Production
Parmigiano Reggiano
Campaign Poster—Concept, Content, Design
Art Direction
Photography
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Photography
Whole Planet Foundation
Every year the Whole Planet Foundation has a campaign to raise awareness about its efforts around the world to help bring wealth and dignity to impoverished people, 98% of which are single women with families.
For 2018, the stakeholders wanted the look and feel to come from Central America. The campaign used colors, iconography, textile patterns and textures authentic to the region. Fonts were consistent with the Whole Foods branding.
Every year the Whole Planet Foundation has a campaign to raise awareness about its efforts around the world to help bring wealth and dignity to impoverished people, 98% of which are single women with families.
For 2018, the stakeholders wanted the look and feel to come from Central America. The campaign used colors, iconography, textile patterns and textures authentic to the region. Fonts were consistent with the Whole Foods branding.
Spreetail
November 2018 – July 2019
In-House / Senior Designer
November 2018 – July 2019
In-House / Senior Designer
Spreetail is an e-commerce site focused on products for the home, yard, and garage. Using its in-house fulfillment and logistics network, they deliver fast, free shipping and returns with no subscriptions. They also have a 24/7 customer service team that isn’t off-shore.
As senior designer I was responsible for concept and execution of the brand and its many deliverables. This included rebranding the company and creating a new logo system, designing and managing production of the branded shipping box, art direction of photoshoots, digital asset creation for web including iconography, private label naming and branding, email header images, social campaign integration, and SEM+Affiliate advertising.
Digitally Printed Shipping Box
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Stronger Than Hunger
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Stronger Than Hunger is the first initiative from Spreetail Communities. This program seeks to end childhood hunger in Nebraska by parterning with the Huskers team and local foodbanks to donate meals based on the team’s offensive performance during the season.
I participated in the team-wide exploration for the brand, ultimately designing the mark which uses the greater than symbol as a rallying cry for progress on this issue.
Environmental Messaging
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Private Label
Limina is latin for ‘threshold’ and is the name for the value-driven, cross-category indoor brand for Spreetail: Space heaters, air purifiers, storage solutions, vacuums, microwaves and fans.
I was responsible for naming, identity formation and packaging.
Space Heater Packaging
Tahoe Gear is an existing in-house value-driven outdoor gear brand that we were tasked with refreshing to modernize with the new Spreetail brand.
I strengthened the letterforms to evoke a stronger, more expansive mark that mirrors the lifestyle and outdoors the products are built for.
Colorway for TentBelly Band for Stainless Drinkware![]()
Digital Ads and Category Page Headers
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Emails
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Company Shirts
Strange Land Brewery
Brand Identity, Art Direction, Hand-Lettering, Packaging, Web
A modern craft brewery with a heart for tradition, Strange Land entered the scene to bring some gravitas to the lighter-styled Austin market. Focusing on flavorful belgians, robust porters, and forgotten styles, their beers are well-made reinterpreations of historic recipes.
A modern craft brewery with a heart for tradition, Strange Land entered the scene to bring some gravitas to the lighter-styled Austin market. Focusing on flavorful belgians, robust porters, and forgotten styles, their beers are well-made reinterpreations of historic recipes.
The name came from Walker Percy’s Stranger in a Strange Land. The Brewery’s direction became an historic whiskey-label-inspired collage of public domain European and Americana photos and illustrations, each grounded in the place the styles originated from. Ploughshare features fields and farmers. Dewi Sant, a braggot from Wales, features a Welsh cathedral and mountains. Entire, a thick British porter, features Industrial machinery—the kind an overworked factory man might take a beer break from when laws didn’t prohibit such a thing.
Historic imagery was juxtaposed, arranged, and treated in a new way to emphasize the modern reinterprations of older styles, and to show just how strange and beautiful this world we live in is, and a great beer is the perfect way to ponder that.
Can Packaging
Handmade Taproom Posters
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Coasters
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Website
Dark Rye
Digital Designer
Dark Rye was a James Beard award-winning online magazine from Whole Foods market. Its focus was on telling the stories of passionate people—sometimes food related, and sometimes far from it. Its heart was to shine a spotlight on the human experience in hopes of inspiring others to pursue whatever it is that makes them whole.
I worked hand in hand with executive producers, directors, editors, copywriters, developers, and freelance creatives to build the online issues. The content I created or art-directed included all imagery for the website including hero imagery and typography, DIY guides and illustrated how-to's, editoral layout, and Whole Foods supplier features.
This was fast-paced work and took some scrappy ingenuity, but it was worth it for the creative expression it afforded and for the mission of the project.
Dark Rye was a James Beard award-winning online magazine from Whole Foods market. Its focus was on telling the stories of passionate people—sometimes food related, and sometimes far from it. Its heart was to shine a spotlight on the human experience in hopes of inspiring others to pursue whatever it is that makes them whole.
I worked hand in hand with executive producers, directors, editors, copywriters, developers, and freelance creatives to build the online issues. The content I created or art-directed included all imagery for the website including hero imagery and typography, DIY guides and illustrated how-to's, editoral layout, and Whole Foods supplier features.
This was fast-paced work and took some scrappy ingenuity, but it was worth it for the creative expression it afforded and for the mission of the project.
‘Art’ Issue Home Page![]()
Video Intro Header and Ancillary Recipe Content
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Video Intro Header and Ancillary Recipe Content
Editoral Article
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Andy Warhol on Making Art![]()
The Ubiquity of Canned Marketing Slang
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Header Images for Monthly Issues
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Custom Typography for Screen Title
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Illustrations for Top Wine Regions & How-To Serve Wine Guide
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Postcards Announcing SXSW screening
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Additional Collateral for SXSW event
Infographic for the ‘Future’ Issue
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‘Cowtown Keylocko’ Illustrated Poster
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Posters
Posters are great opportunities to tell complex visual stories on one page.
Posters are great opportunities to tell complex visual stories on one page.
