Packaging
Upon graduating college with a degree in graphic design, I embarked on my professional journey at Bailey Brand Consulting, a renowned brand consultancy specializing in designing packaging for the retail food, beverage, and pharmaceutical industries. This initial role proved to be an invaluable foundation, offering me a comprehensive introduction to the intricacies of brand development and the pivotal role of packaging in market positioning.
At Bailey Brand Consulting, I was immersed in a variety of critical learning experiences. Market research and focus groups became cornerstones of my approach, enabling me to understand consumer behavior and preferences deeply. I honed my skills in art direction, learning to guide visual strategies that resonate with target audiences. The practical applications
of color theory, combined with an unwavering attention to detail, were instrumental in creating packaging designs that not only captured attention but also communicated brand values effectively. This is when I first became curious about the business value of design. Moreover, client presentation skills were developed, teaching me the art of conveying complex design concepts in an engaging and persuasive manner.
These foundational experiences at Bailey Brand Consulting paved the way for my next venture: helping to start a new company, Design Force. At Design Force, packaging was not just a container but an integral part of the product itself, playing a crucial role in the customer experience. We pushed the boundaries of traditional packaging, focusing on durability and design to enhance the consumer interaction with the product. Beyond packaging, my role expanded into diverse projects, notably within the exciting industry of professional sports and entertainment.
Working for high-profile clients such as the NFL, NHL, MLB, and Disney, I had the unique opportunity to design logos and branding elements that would be seen and recognized by millions. This environment was exhilarating, blending passion with professionalism and requiring a versatile skill set. At Design Force, dedication, hard work, and creativity were the currency. In a startup atmosphere, my responsibilities ranged from the granular tasks of taking out the trash to the expansive endeavors of business development, all the while maintaining the high standards expected by our distinguished clientele.
This journey, from Bailey Brand Consulting to the founding team of Design Force, was marked by growth, challenges, and remarkable achievements. Each step provided me with a deeper understanding of the power of design in shaping consumer experiences and the importance of adaptability, teamwork, and innovation in reaching new heights of professional success.
Alpo
Embarking on the project to redesign a line of dog treats for Alpo marked a pivotal moment in my career, offering profound insights into the intrinsic business value of design. This endeavor was not merely an exercise in aesthetics but a deep dive into the strategic role of design in shaping product perception and enhancing market position. Conducting market research directly in the dog food aisle of local supermarkets, I immersed myself in the consumer environment, observing first-hand the buying behaviors and the factors influencing consumer decisions.
This hands-on research approach was complemented by a rigorous exploration of color theory, specifically how different colors and their combinations can influence consumer perception and differentiate products within the crowded pet food category. Understanding the psychological impact of colors and their associations within the context of pet nutrition allowed us to strategically employ color schemes that not only captured attention but also conveyed the quality and nutritional value of Alpo's dog treats.
The iterative process of testing various package designs with target audiences was instrumental in refining our approach. Feedback from these sessions was invaluable, enabling us to iterate on design elements to better meet consumer expectations and preferences. This iterative loop—design, test, feedback, and refine—underscored the dynamic nature of design as a tool for continuous improvement and alignment with consumer needs.
Through this comprehensive project, I gained a strong foundational understanding of the design process and its capacity to create significant business value. The redesign of Alpo's dog treat line was not just about updating a product's look; it was about leveraging design to better connect with consumers, differentiate the product in a competitive market, and ultimately drive business success. This experience solidified my belief in the power of design as a strategic business asset, capable of transforming product perception, enhancing brand loyalty, and fostering business growth.
Sports
