1. Kevin E. Ford
Professional Credentials!
KEVIN E. FORD
BRAND STRATEGY, PACKAGING, INNOVATIONS, VISUAL IDENTITY, PROMOTIONS, PRINT, OOH
Professional Credentials
2013!
DESIGN MANAGER / CREATIVE DIRECTOR
3. Kevin E. Ford!
Professional Credentials!
33
Creative Inspiration !
The catalyst for innovation
and brainstorming as a
source for emerging ideas
and creative is inspired from
new thinking and designs
derived from various industry
categories, agencies
consults and constantly think
outside of the box.
CREATIVITY / CONCEPTING
4. Kevin E. Ford!
Professional Credentials!
44
Evaluating Viral Trends!
Evaluating and perceiving
emerging viral design trends is a
driving force to my inspiration,
management and direction of
new innovative projects. The
diffusion of new and accepted
trends based on consumer
insights and preferences helps
to shape and mold my vision to
inspire purchase intent thru
creativity.
SOURCE: Packaging Design Workbook
EMERGING TRENDS
5. Kevin E. Ford!
Professional Credentials!
55
Project Creative Briefs!
Brief-to-Retail: Projects begin with
the creation or development of solid
marketing creative briefs capturing the brand
essence, brand voice, brand equities,
consumer insights, promotional content and
design objectives for agency direction.
Inspiring highly creative solutions requires
and begins with the development of a well
written creative brief. Usage of everyday
human language; not marketing speak that a
designer would not understand.
SOURCE: Packaging Design Workbook
PROJECT MANAGEMENT / CREATIVE PROCESS
6. Kevin E. Ford!
Professional Credentials!
66
2012 represented the most important “reinvention”
of the Miller Lite franchise since 2003. Designed
to revitalize and grow share w/ in the premium light
segment. Led team “Design” and strategy direction
on one of the most accelerated and successful
projects to leverage brand toolbox in building a
bolder masculine approach to engage consumers.
Packaging redesign over indexed on success
criteria and since T2 2012 launch has garnered (+)
STR basis points in franchise growth.
MILLER LITE - FRANCHISE REINVENTION / OVERVIEW
2012–Miller Lite Franchise Re-Design!
PACKAGING
PRINT / POS MEDIA
7. Kevin E. Ford!
Professional Credentials!
77
2012 Miller Lite Packaging Re-Design!
Based on the ever-changing competitive landscape coupled
with Millenials evolving and outpacing GenXers and
Boomers in purchase behaviors and choices, the 2012
Packaging redesign over indexed on every measure in its
design attributes and success criteria. 2012 3rd Qtr. Results
since the launch has demonstrated significant (+) STR basis
points change in franchise growth. The shift to a clean, more
contemporary dynamic graphics with bold branding
demonstrated a powerful billboard effect that drives
purchase . The move to a darker blue color palette dials up
masculinity while introducing a larger glass dialing up the
appetite appeal and “taste” communication.
MILLER LITE - FRANCHISE REINVENTION / PACKAGING RESEARCH
2011
2016
42%
61%
THE CONSUMER IS EVOLVING
8. Kevin E. Ford!
Professional Credentials!
8
MILLER LITE - FRANCHISE REINVENTION / GLASS INNOVATION
2012 Miller Lite Packaging !
Re-Design/Vortex Bottle!
Designed and managed the
global brand re-stage for Miller
Lite franchise Packaging and
Brand Identity in 2012, 2009,
2007, and 2004 revitalizing the
overall look/feel of the Miller Lite
brand franchise for all ATL and
BTL media throughout stage of
evolution of the brand. In 2011,
the launch of the new ML Vortex
bottle innovation, was the
recipient of the regional (US)
Mercatus Award for
strengthening mainstream
brands through distinctive
positioning and integrated
commercial programs .
2012 label graphics signaled
franchise change to bold new
graphics and new color palette
conveying shift to more
masculine positioning.
8
2012
2008
9. Kevin E. Ford!
Professional Credentials!
99
2012 Miller Lite - Promotional Packaging!
In 2012, led the vision and architecture in the
developing a new comprehensive set of
promotional packaging guidelines for Miller
Lite franchise streamlining to a more simplified
and “consistent” delivery brand messaging
creating a more effective consumer
shoppability while to protect revitalized brand
equities. New guidelines strengthened system
engagement amongst key distributor
stakeholders to help elevate franchise growth.
Consistent look/feel of new guidelines helped
to support strategic vision to reduce and
consolidate the volume of regional programs
that could negatively impact franchise (ROI).
MILLER LITE - FRANCHISE REINVENTION / PROMOTIONAL PACKAGING
T2 NFL Football Packaging
Examples of Sports Alliance/Event Pkg.
10. Kevin E. Ford!
Professional Credentials!
1010
Miller Lite - Brand Evolution !
Design Asset management of the
Miller Lite Packaging re-design
projects from 2004, 2007 and
2009, thru 2012 protecting and
strengthening the brand equities
as the brands positioning evolved.
Led direction in protecting a
careful balance in maintaining a
subtle yet powerful evolutionary
shift in the Brand ID toolbox
leveraged throughout all aspects
of Above the line and Below the
line Advertising media, Packaging
and Perm POS.
PACKAGING EVOLUTION
1974 1980 1985 1989 1998 2003 2008 2012
2012 2003 2007 2009 2008 2011
11. Kevin E. Ford!
Professional Credentials!
1111
Miller Lite - Aluminum Pint!
Led overall design direction inspiring the
(new) 2010 Aluminum 16oz. Pint bottle
based on the brand s repositioning of taste
and masculinity within the premium light
category. The design approach and
architecture of this new re-sealable
(innovative) aluminum structure captured
and supported the brand s proposition to
reinforce consumers choice in “taste” and
the new “Man UP” advertising campaign
reinforcing masculinity .
PACKAGING INNOVATION
12. Kevin E. Ford!
Professional Credentials!
1212
Miller Lite - Visual Identity Guidelines!
Designed, authored and led the overall foundation and vision for Miller Lite franchise Visual identity
system and brand standards in 2004, 2007, 2009, and 2012. The development of this comprehensive
system of brand assets, backgrounds and usage guidelines are the guiding principles enforced and
embraced by the organization, agency partners, distributors and all field personnel. The 2011 Miller Lite
Visual identity guidelines 2nd edition was a key driver in controlling brand equities and was the
culmination and streamlining of existing assets to a new and more consistent set of standards.
BRAND STANDARDS / VISUAL ID SYSTEMS
2012
2010
13. Kevin E. Ford!
Professional Credentials!
Miller Lite – Promotional Packaging Guidelines!
Designed and led the foundation and vision for the development of a comprehensive Miller Lite
Promotional Packaging guidelines system for all trimester programs. This templated system was
designed to maintain consistent look/feel of brand equities w/ out sacrificing or diluting the branding
over time. The 2011 guidelines are the guiding principles aspect of the 360˚ marketing activation for all
Natl. or Regional Retail promotional programs.
PROMOTIONAL PACKAGING / RETAIL STANDARDS
13
2010
14. Kevin E. Ford!
Professional Credentials!
1414
Brand Standards / Visual Identity Guidelines!
Designed and led the development of various Brand Standards manuals and Logo guidelines including the recent MillerCoors® corporate
Brand Standards based on the 2007 joint venture. Majority of work went into the comprehensive development, care and asset maintenance
of the 2 lead focus brand standards - Miller Lite, Miller Genuine Draft.
BRAND STANDARDS / VISUAL ID SYSTEMS
15. Kevin E. Ford!
Professional Credentials!
1515
Lite / MGD - Promotional Packaging Guidelines !
Presented and led the vision and architecture in the developing a comprehensive set of
promotional packaging guidelines for Miller Lite and Miller Genuine Draft franchises to protect and
maintain consistent brand equities throughout the variety of regional and national promotional
programs. Recent guidelines helped to validate and support the development of superior promo
pkg. in the marketplace efforts in the (ROI) of managing over $25M and 127 successful retail
promo packaging launches that led sustainable growth for the brand’s promotional sponsorships
towards annual sports/event programs such as NFL, MLB, NBA, NASCAR Racing .
PROMOTIONAL PACKAGING GUIDELINES
2010
17. Kevin E. Ford!
Professional Credentials!
1717
Led development of Innovation
Success Formula model which is
grounded in testing the Right Ideas
to drive purchase intent which are
clearly anchored in the brand’s
positioning, driven by compelling
consumer insights, dramatized by a
point of difference vs. competition,
and provide a reason to believe or
functional benefit. This insight-
driven validation process is a proven
to deliver profitable results.
PACKAGING INNOVATIONS
Innovation Process!
18. Kevin E. Ford!
Professional Credentials!
1818
Innovation Ideation/Launch !
In 2012, led design
direction and naming
nomenclature for the new
PunchTop® Can
innovation featuring a
secondary opening
mechanism delivering a
smooth pour delivery
system for better taste
palette. First months of
the national launch
generated huge system
engagement and
significant positive sales
results validating the high
positive scores from the
Pre-innovation concept
research phases.
PACKAGING INNOVATIONS
PunchTop® Can Innovation:
Secondary Opening Allows Great Taste to Flow Right Out
T2 2012 Launch - PTC Can Sales were up +16% vs. YTD Plan
IDEATION PLATFORMS
19. Kevin E. Ford!
Professional Credentials!
1919
Miller Lite Innovation - Home Draft Unit!
PACKAGING INNOVATIONS
Designed the innovative In-Home product introduction of a 5.7 liter
Miller Lite Home Draft dispensing CO2 unit designed to target home
use occasions. This patented home draft unit design was a very
successful breakthrough innovations product launch in 2009
reinforcing the brands taste positioning. As a competitive advantage
against Heineken, this secondary keg container was designed to drive
velocity by selling the unit cold in the cooler zone area in addition to
selling as floor case displays in retail beer caves.
HEINEKEN HOMEKEG
BUDWEISER - BUD BALL
20. Kevin E. Ford!
Professional Credentials!
2020
Miller Lite Innovation – 24oz. Football Tactile Grip Can!
Designed the new innovative 2011 T2 Miller
Lite Football grip can as an strategic opportunity
to drive incremental volume based on consumer
preference and insights of Miller Lite’s Taste and
“masculinity” positioning in key channel
segments and reinforce promotional football
graphics as a functional reason-to-believe (RTB)
amongst KBDs. This Miller Lite aluminum can
innovation was the 1st industry can to introduce
this new raised (tactile ink) technology in the
U.S. which Ball Corp. recently launched only in
Europe.
PACKAGING INNOVATIONS
21. Kevin E. Ford!
Professional Credentials!
2121
Miller Lite Innovation – 24oz. Soccer Grip Can!
Designed the next evolution of the national Soccer
promotional program launch with a 2012 Miller Lite Chivas
Mexican Soccer grip can as an additional strategic plank to
accompany the multipacks for this Big Rock initiative. Key
insights show Hispanic consumers prefer the 24oz. Can size
which tested well surrounding the use occasion of home
soccer events amongst friends and family.
PACKAGING INNOVATIONS
22. Kevin E. Ford!
Professional Credentials!
2222
Miller Genuine Draft!
In 2006, managed and led the team in creative
development of the new Miller Genuine Draft
packaging redesign launch supporting a
repositioned franchise to reflect the brand s offer of
mainstream sophistication. MGD was premium
positioned to be the “signature” brand of the
company portfolio. Both MGD primary and
secondary packaging won the 2006 Best New
Packaging Impact Award. And in 2007, the new
packaging was also awarded the prestigious
Frederick Miller President s Award for Marketing
Impact and Packaging Excellence for redesigned
packaging as well as the SABMIller Mercatus
Award for Global Packaging launch.
PACKAGING RE-STAGE
23. Kevin E. Ford!
Professional Credentials!
2323
Miller High Life !
With a brand steeped in the rich heritage
and tradition as Miller Brewing Co. 1st
major domestic beer developed in 1903,
I managed and led the team in creative
development of the new Miller High Life
packaging redesign launch supporting
the brands return to a classic yet
simplified contemporary look/feel.
Recognized in 2010, the new MHL was
“One of America's Best Re-Brands” for
primary and secondary packaging.
PACKAGING RE-STAGE
24. Kevin E. Ford!
Professional Credentials!
2424
Miller High Life !
Harking back to Miller High Life s infamous post-war
Pin-Up Girl campaigns, led the art direction and
creative development of a series of Miller High Life
Single Serve Pin-Up Girl 24oz. Can designs and print
ads featuring three different ethnic American girls
(Caucasian, Hispanic and African-American) to drive
velocity in culturally high-propensity geographic
markets. These new can designs were a integral
aspect of the overall 360˚ activation.
PACKAGING
25. Kevin E. Ford!
Professional Credentials!
2525
PREVIOUS EQUITY PREVIOUS PROMOTIONAL
Miller High Life !
Inspired Brand to re-evaluate and move to a classic
contemporary approach for the 2010 Miller High Life secondary
packaging by losing the clutter and focusing on utilizing existing
equities with the essential tools of bold branding, color blocking,
and elevating of the story and importance of the “Girl in the
Moon” icon. Leveraging simple recognizable icons for the
“Extras- Get the Goods” promo packaging was a successful
turnaround from the former extremely busy packaging at retail.
PACKAGING RE-STAGE
26. Kevin E. Ford!
Professional Credentials!
2626
PRINT
Print / Collateral!
Creative development of a
high-volume of consumer
print advertising campaigns
with years of experience in
design, art direction,
managing photo shoots,
post-production and
prepress knowledge
delivering great results.
27. Kevin E. Ford!
Professional Credentials!
2727
Out-of-Home Billboards / Signage!
OUT OF HOME BILLBOARDS
Creative development of many
consumer Out-of-Home ad campaigns
and Venue signage with years of
outdoor media experience in design,
art direction, and innovative 2-
dimensional and 3-dimensional
creative solutions. Utilized cross
functional sphere of influence
management to create alignment b/w
Brand Mgt. and agency partners to
best understand the power of good
OOH advertising and how print often
times does not translate well into this
medium in the mist of more online
digital marketing.
28. Kevin E. Ford!
Professional Credentials!
2828
Permanent Point of Sale / Signage!
PERMANENT POS
Visionary industrial design and
brand art direction of hundreds
of 2D and 3D permanent POS
merchandising materials and
signage developed based on
retailer and consumer insights
understanding the channel
needs for the various classes
of trade for Miller Lite, Miller
Genuine Draft, and Miller High
Life.
29. Kevin E. Ford!
Professional Credentials!
2929
Creative art direction of many
3-Dimensional Perm POS
merchandising prototype items.
Led the visualization based on
branded style guide in addition
to the industrial design
direction w/ management and
core suppliers on how to
develop this new innovative
open cooler refrigerator unit
designed for the ML Home
Draft Keg unit. Collaborative
process of Design Mgr. leading
internal/external functional
groups inspiring fresh design
ideas to fill merchandising gaps
in certain classes of trade.
Permanent POS Merchandise!
PERMANENT POS
30. Kevin E. Ford!
Professional Credentials!
3030
Environmental Design!
INDUSTRIAL DESIGN
Art director / industrial designer of 3D
designs and floor plans for company
brand trade show environments and
various retail class of trade
environments .
32. Kevin E. Ford!
Professional Credentials!
3232
Gatorade!
PACKAGING
In 1994, managed and art directed the
packaging re-stage of the worldwide
packaging redesign implementation of
the #1 Quaker Oats franchise, Gatorade
Thirst Quencher brand. The domestic and
international launch was the first
instrumental change to contemporize
Gatorade franchise. This project was also
a structural substrate change from glass
to plastic and while boldly differentiating
an expansion to new flavors reinforcing
the brand s #1 thirst quenching
positioning. This global launch was highly
successful and led to years of
sustainable growth.
33. Kevin E. Ford!
Professional Credentials!
3333
Gatorade!
PACKAGING
The ‘94 contemporary
Gatorade Packaging re-
stage was extended
across the various types
of professional (sports)
and consumer
packaging formulas,
structures and
packaging substrates.
34. Kevin E. Ford!
Professional Credentials!
3434
PACKAGING INNOVATION
Gatorade Sports Bottle!
Designed and introduced the first plastic
squeezable 20oz. sports bottle for
Gatorade Thirst Quencher brand
targeting the young active lifestyle
consumers . This innovative squeezable
re-sealable bottle design and structure
succeeded in opening a all new segment
w/ in the beverage category.
35. Kevin E. Ford!
Professional Credentials!
3535
PACKAGING
Ken-L Ration!
Designed and revitalized the
mainstream Ken-L Ration Gravy
Train Pet food franchise for North
American launch to reinforce the
big, bold product of consumer
choice and preference for large dog
owners. Art direction and design of
Ken-L Ration sub-brand extension
“The Cycle Plan” introducing a
nutritional healthy choice line of
product designed for the various
stages of a dog s life.
36. Kevin E. Ford!
Professional Credentials!
3636
Quaker Rice Cakes!
In 1993, designed the first
introductory line of flavored
Quaker Rice Cakes packaging
designed to attract the healthy
low-calorie alternative consumer.
The bold branding and strong use
of color to differentiate b/w the
flavors led to a highly successful
product launch and expansion to
more new flavors.
PACKAGING
37. Kevin E. Ford!
Professional Credentials!
3737
Pounce Cat Treats!
Designed the introductory line of crunchy
tartar-controlled Pounce Cat Treats
packaging designed to create a new
category of healthy cat snacks to clean
cat teeth. This simple and fun design
approach of introducing 2 natural flavors
was launched initially in various test
markets before national rollout garnering
positive lift and ROI to support national
rollout. Consumer insights supported
rationale in our development of a small
“shakable” container as the key signal for
pet owners to call their cats for the
medical treat.
PACKAGING
38. Kevin E. Ford!
Professional Credentials!
3838
Aunt Jemima!
In ‘93, managed the cultural re-
branding of the Aunt Jemima
spokesperson icon and re-
vitalization to produce updated
packaging. Led the design team in
concert w/ consumer insights to
embark on a 40 yr. historical
Quaker Oats analysis of the racial
connotations, color, inflection,
tonality and presentation of the
Aunt Jemima female icon which
was key component in developing
a positively-accepted package
design in the marketplace.
PACKAGING
40. Kevin E. Ford!
Professional Credentials!
4040
INDUSTRIAL DESIGN
Led team design exploration and
development ideating various concepts on
large format supermarket check-out counter
systems. Vision and methodologies utilized
were how to design/integrate a more
inspiring and efficient way for consumer
shopping experience and ease at point of
purchase.
Supermarket Checkout !
Counter Systems!
CONCEPT- 1
CONCEPT- 2
FINAL CONCEPT
IDEATION
41. Kevin E. Ford!
Professional Credentials!
4141
Modular Wheel Chair Scale!
INDUSTRIAL DESIGN
Designed lightweight/flexible weighing apparatus or modular Wheel Chair Scale
designed to weigh patients and wheelchair to obtain accurate weight readings when
paralyzed patients are unable to be weighed on traditional scales in hospitals. The
Height adjustable Cross beam w/ dual wheel rails are designed to lower and release
rails allowing chair to ride onto track and lock into position for appropriate weighing
analysis. Design concepts and explorations was built on researching an emerging need
for weighing patients more efficiently in clinic and emergency room environments
42. Kevin E. Ford!
Professional Credentials!
4242
INDUSTRIAL DESIGN
Designed a high-tech modular digital sewing machine unit
developed for spacing saving considerations filling a consumer
need for reinventing the look/feel of sewing machines as a
compliment to home decors and environments. Unit can be
stored efficiently in room, closet or work areas.
Modular Sewing Station Storing Unit!
43. Kevin E. Ford!
Professional Credentials!
4343
BBRRAANNDD // CCRREEAATTIIVVEE AACCCCOOUUNNTT LLIISSTT!
Miller Lite
Miller Genuine Draft
Miller Genuine Draft Light
MGD 64
Miller High Life
Miller High Life Light
Milwaukee s Best
Milwaukee s Best Light
Gatorade Thirst Quencher
Aunt Jemima Syrup
Aunt Jemima Pancakes
Rice-A-Roni
Quaker Puff Rice Cereal
Quaker 100% Natural Cereal
Quaker Cap n Crunch Cereal
Quaker Rice Cakes
Ken-L Ration Gravy Train
Ken-L Ration Kibbles N Bits
Pounce Cat treats
Snausages
44. Kevin E. Ford!
Professional Credentials!
KEVIN E. FORD
7626 W. KNIGHTSBRIDGE DRIVE, MEQUON, WI 53097, 414-350-3563 KEVIN.FORD@MILLERCOORS.COM / KEVINEFORD@ATT.NET
Thank You!
