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Belle Vinez Winery

Belle Vinez Winery

Belle Vinez Vineyard

Belle Vinez is a family-run vineyard and winery in Wisconsin. The Zimmerman family created a warm place for adults to kick back and trade stories about the good ole days, all while sipping a glass of wine–or two.

Scope

I was approached to take on this project early in its inception; Vines were just planted and I had a full growing season to establish a direction and create the deliverables. After meeting with the Zimmermans in search of inspiration, it was evident that family was their top priority. Their family was large and growing quickly. They wanted to literally establish roots in their own backyard of rural Wisconsin and have it become a communal place to slow down, relax and to enjoy life together. I took this notion and developed their full brand–logos, wine bottles, menus, signage and marketing collateral.

Creative Driver

The nostaligia of Norman Rockwell takes on Wisconsin family values. 

Contributions

Identity creation | Branding | Packaging | Illustration

Project Goal

Wine Labels

The goals behind these labels were to first represent the family and second to convey an empathetic narrative. I wanted the stories to initiate conversation and evoke relatable memories and feelings. This resulted in a series of illustrations I made loosely based on old family photos.

Project Goal

Marketing & Merchandise

I continued beyond the logos and labels to design the broader experience. I applied the brand across their digital entities, building signage, marketing collateral and merchandise.

Project Goal

True North

True North is a secondary line of wine from Belle Vinez and is offered at a slightly lower price point. The creative direction I took here was less family-centric than the main line. My intention was to play off the name True North and emphasize the idyllic setting of rural Wisconsin.

Bluestem Brands, Inc.

Bluestem Brands, Inc.

Bluestem Brands, Inc.

Bluestem Brands operates as the parent company of several eCommerce brands based out of the Twin Cities. Its subsidiaries include Fingerhut, Gettington & Paycheck Direct.

Scope

Fingerhut started as a print catalog company dating back to the early 1980’s. By the time I arrived on the team they had already begun shifting their efforts toward web sales competing with the likes of Amazon, Walmart.com and Best Buy. I worked on the Creative Team for two years as an Interactive Designer producing digital assets and developing seasonal branding concepts.

Creative Driver

Buy now, pay later!

Contributions

Interactive designer | Production | Seasonal branding | Email creation | Display advertising

Project Goal

Black Friday Promotion

I was asked to develop the seasonal look and feel for our Black Friday campaign–the largest single revenue-grossing event of the year. The extra challenge here was that the campaign was not for a single day but would actually be running all month long. So, I needed to visually convey changes in the product offerings and sales each week so they continually appeared fresh all the way up to the grand finale. I did so by creating a color system representing each week to convey the passing of time and fresh creative.

Project Goal

Christmas Branding

Next up after Black Friday came the holiday promotions. I collaborated with our Creative Director and Senior Designer to define the seasonal look and feel for Fingerhut’s Christmas promotions. I arranged the color palette, typefaces, designed lockups, mood boards and chose supplemental imagery. All of these pieces were then disseminated across both the digital and print teams to cohesively define the season’s style. The results were positive–seasonal sales revenue reached a new company high.

Project Goal

Display Ads

Bluestem utilizes display ads to engage customers with a wide breadth of product, drive them to the site, and increase sales. I created an interactive advertisement to accomplish just this. In this concept, a user types a word of their choice into our value prop to complete the sentance. On doing so, a product enters the scene directly corresponding to the word they’ve entered.

Johnny Cash Book

Johnny Cash Book

Johnny Cash

Johnny Cash recorded America IV with death weighing heavy on his mind. There were many days he couldn’t find the strength to sing as his health was in rapid decline. The resulting album is an intimate reflection on life, death, religion and love.

Scope

This was a project from an Advanced Typography class taught by Jeff Barlow at Seattle’s School of Visual Concepts. I was to pick one album that would be my primary subject throughout the quarter for a handful of exercises. The final project was to make an album tribute in the form of a commemorative book containing album lyrics, liner notes, and interviews.

Creative Driver

A lifelong struggle as a fearful believer & glorified outlaw.

CONTRIBUTIONS

Book design & layout | Typography

Project Goal

I developed a grid and type system to be applied throughout the book. I also wanted to set some extra limitations for myself. I chose to limit the color pallet and typefaces–two of each–to compliment the notion of Cash’s duality I’m pushing in the creative driver. Additionally, I chose the symbol of an arch to be used throughout the book after discovering this reoccurring shape throughout my collection of inspirational imagery. It came in the form of tombstones, church windows, and even at the entranceway to Folsom Prison and so I found it to be a perfect symbol to represent religion and mortality.

Sajan, Inc.

Sajan, Inc.

Sajan, Inc.

Sajan is a B2B language service provider offering translation technology solutions to some of the world’s leading brands.

Scope

Sajan was at the beginning of a major growth spurt at the time I came onboard. We were starting to compete on a global level and needed to step up our marketing presence. I lead our team to develop a Marketing strategy that supported Sales’ efforts, drove lead generation and promoted the company as a thought-leader and innovator in the localization industry.

Creative Driver

We’re your localization know-it-alls.

Contributions

Identity creation | Branding | Art direction | Print & web design | Web development | UX design | Marketing strategy

Project Goal

Company Rebrand

My first project upon being hired at Sajan was to lead a rebrand and visually define the next phase of growth with a more approachable and scalable solution. It was important to keep company values in the forefront of this rebrand — friendly customer service and superior technology — all while positioning the company as a thought-leader in the heavily saturated vertical. I dove in by researching the industry and our competitors, conducting interviews, establishing buyer personas and then on to sketching and ideation.

Original 1992-2014
Rebranded 2014-present

Results

The new style guide and design system were applied across our global offices and collateral. One year later, web-driven lead generation and email engagement had significantly increased. Web traffic had risen 163% due to our SEO efforts in the website redesign. 

Client Feedback

“I see you’ve modified your branding! It looks great, congrats! I do like it, the idea is simple and modern, clear and focused!”

Project Goal

Interactive Sales Presentation

I built a browser-based, interactive presentation to combat limitations of the linear path defined by traditional presentation tools. Sales were able to deliver a customized presentation based on the client’s needs and in the moment reactions. In addition, it helped maintain consistency with our branding, messaging and provided useful analytics for continuous optimization.