Branding
Previous design
Project Type:
Brand refresh
Objective:
Give Juicy Fruit branding more impact
on pellet packaging.
My role:
Led design team and all presentations,
developed design strategies based on
business objectives, worked with the
team leaders to decide how this logo
configuration would fit into brand
architecture.

Branding
Project Type:
First non-gum product line extension
for the Doublemint brand
Objective:
Maintain strong Doublemint branding
while allowing for colorful flavor
communication.
My role:
Led design team and all presentations,
developed design strategies based on
business objectives, developed final
design.

Branding
Previous design
Project Type:
Brand refresh
Objective:
Emphasize the whitening power and
give greater separation from the base
tab gum.
My role:
Worked with agency and my team
leaders to develop design strategies
based on business objectives, led
design presentations and concept
development.

Branding
Previous design
Project Type:
Brand redesign
Objective:
Increase impact of Extra logo and
improve taste appeal for the wide
variety of flavors.
My role:
Worked with agency and my team
leaders to develop design strategies
based on business objectives, led
design presentations and concept
development.

Branding
Project Type:
New limited edition sub-brand of
Hubba Bubba chewing gum
Objective:
Emphasize the metamorphasis from
fruity chew to bubble gum fun.
My role:
Contributed to strategy ideation and
design development, developed
original concept and layout.

Branding
Project Type:
New product introduction
Objective:
Create branding for a sugar gum with
similar brand equities as sugarfree
Airwaves. Both brands will share
advertising creative.
My role:
Developed design, layout and final
artwork.

Branding
Project Type:
New oral care product for Taiwan
Objective:
Use existing brand architecture
of the trusted oral care brand, but
communicate a new whitening
(“clean”) benefit.
My role:
Led design team and all
presentations, developed design
strategies based on business
objectives that would fit into
current Extra brand architecture.

Branding
Project Type:
Design update for Asia Juicy Fruit
Objective:
Apply the global brand architecture
to the products in the Asian market.
My role:
Led design team and all
presentations, developed design
strategies based on business
objectives, decided how these
Previous design unique to Asia flavors would fit into
global brand architecture.

Branding
Project Type:
Design implementation
Objective:
Introduce the global Doublemint
design in Asia.
My role:
Led design team, contributed
layout suggestions and worked
with the team leaders to decide
how these products would fit into
the global brand architecture.

Branding
Project Type:
New product introduction
Objective:
Position as upscale and decadent
to appeal to the new “coffee”
generation in China.
My role:
Led design team and all
presentations, developed design
strategies based on business
objectives

Branding
Previous design
Project Type:
Design implementation
Objective:
Apply the newly designed Orbit
branding for Europe and apply to
over 25 flavors, 4 sub-brands in over
40 countries.
My role:
Led design team, contributed
layout suggestions and worked
with the team leaders to decide
how these products would fit into
the brand architecture.

Branding
Project Type:
Design refresh
Strategy:
Previous design Update dental candy line with new
branding and more taste appeal,
maintaining the scientific claim.
My role:
Led design team and all
presentations, developed design
strategies based on business
objectives

Branding
Project Type:
Design refresh (Germany only)
Objective:
Update the Orbit packaging in
Germany to emphasize the flavor
appeal.
My role:
Worked with agency and my team
leaders to develop design strategies
based on business objectives, led
design presentations and concept
development.

Branding
Project Type:
New product introduction for
Eastern Europe
Strategy:
Emphasize fun and fruity for a new
Juicy Fruit chewy candy sub-brand.
My role:
Led design team and all
presentations, developed design
strategies based on business
objectives

Production
Project Type:
Global Artwork Production
Accomplishment:
Managed a team of 15 coordinators
who completed over 3000 item
change requests annually, for
confections sold in over 170
countries.

Promotional
Project Type:
Accent Products collateral pieces
Objective:
Design and lay out a cohesive
series of newsletters, sales sheets
and craft idea sheets to promote
Accent’s arts and crafts materials.
My role:
Developed design and layout based
on client briefing, selected photos
and illustrations, created final
artwork as needed.

Promotional
Project Type:
National Business Incubation
Association International
conference brochures
Objective:
Design and lay out promotional
material and catalog of events
tieing into a theme inspired by the
host city.
My role:
Developed design and layout based
on client briefing, created final
artwork.

Publications
Project Type:
Books for the National Nusiness
Incubation Association
Objective:
Design and layout clean, clear
information related to business
incubation.
My role:
Developed design and layout based
on client briefing, selected photos,
created final artwork.

Publications
Project Type:
Promotional magazine
Objective:
Design and lay out an advertiser
driven magazine featuring natural
products geared towards the
amateur athlete. Circulated to
supplement a natural product
sampling program at running
events around the USA.
My role:
Developed design and layout of all
editorial.

Publications
Project Type:
In-store magazine
Objective:
Create a design that generates
excitement about the fresh and
natural products available at Fresh
Fields supermarket.
My role:
Developed design and layout of
all editorial pages, art directed
photography, created final artwork.

Publications
Project Type:
Monthly magazine
Objective:
Art direction, design and layout of
a monthly magazine devoted to
vegetarianism and healthy living.
My role:
Developed design and layout
of editorial pages, art directed
photography and illustration,
created final artwork as necessary,
approved prepress proofs.

Publications
Project Type:
Special advertising sections for
Vegetarian Times Magazine
Objective:
Design and lay out a unique look
and feel that reinforces the theme
of the section.
My role:
Developed design and layout based
on client briefing, used existing
logos and photography, created
final artwork as necessary.