w i l l o u g h b y d e s i g n – From packaging to retail environments we
design brand experiences that leave lasting impressions and create brand believers.
We thrive on uncovering insights and helping clients bring fresh, inspiring and
innovative ideas to the marketplace. Let us take what makes your concept special
and make it irresistible.
w i l l o u g h b y k n o w s r e t a i l – We believe that business innovation grounded in
design thinking is one of the best ways to generate potent new ideas for products and services that people
covet. We design brand experiences that touch the heart as well as the intellect…delightful experiences
that satisfy the human need for beauty, purpose and meaning. For over 30 years our clients have told us
that we make serious work fun and that we “get” their brands and customers. On the following pages
you will meet our team and learn how we work.
602 WESTPORT RD
KANSAS CITY MO
p 816 561.4189
f 816 561.5052
staff 15 creatives
A N N W I L L O U G H B Y | president, chief creative officer
Guided by her ongoing mission to make a difference in the world through design, Ann’s creative
oversight is always set on the big picture. A passionate designer, Ann has built Willoughby Design
Group into one of the most respected branding firms in the U.S. Ever active with AIGA, the profes-
sional association for design, Ann was the first person from Kansas City to become an AIGA Fellow.
Ann has served on the AIGA National Board of Directors, the Center for Brand Experience board and
was co-chair of the ‘04 AIGA Business & Design Conference in New York.
M E G A N S E M R I C K | vice-president, brand innovation
Megan specializes in connecting clients’ brands with consumers by creating innovative brand experi-
ences. She is forever asking, “what is the story and why should anyone care?” Megan has been
responsible for strategic development and client satisfaction for over 10 years at Willoughby. She has
led brand identity and packaging innovation programs for Hershey’s, Nestle, Buckle, EK Success and
Deliver Now, an UN global initiative for women and children.
K A T Y B R I G G S | vice-president, brand strategy
Katy brings 15 years of advertising/marketing experience to Willoughby with an emphasis on
strategy, relationship management and brand development. She is a strategic thinker with a driving
curiosity to uncover insights. Katy is well-versed in a broad base of research initiatives from intimate
ethnographic work to full scale segmentation studies. She has retail category experience with national
brands from the agency and retail client-side including: Build-A-Bear Workshop, Whitehall Jewellers,
Helzberg Diamonds and H&R Block. Katy is a board member for the Kansas City Chapter of the AAF.
Z A C K S H U B K A G E L | vice president, brand experience
Zack has nearly 10 years experience as a brand and communications designer. He directs the creative
department at Willoughby specializing in brand identity systems and product innovation. Zack has
lead programs for New Leaf Paper, SPIN! Neapolitan Pizza, Feng, AIA Kansas City, Sheridan’s Lattés
and Frozen Custard. He has been instrumental on innovation teams for Nestle and Hershey’s. He
currently serves as president of the AIGA Kansas City Chapter and is a champion of sustainability
helping designers, clients and the public understand the benefits of considered design choices.
Over the years we’ve had the opportunity to work with companies in a wide
range of retail categories. Here is a sample of the great brands we’re proud to call clients.
Good ideas are the heart of innovation. Brand
I N N O VAT I O N L A B Innovation Lab Services
strategies come alive through ideation and concept visualization. Our process generates
scores of consumer focused ideas for new products, brand experiences and business Concept Ideation
models. Our team is trained to bring strategic insights together with business thinking to
2D-3D Concept Prototypes
visualize emotionally compelling brand experiences and product prototypes that can be User Forums
tested, optimized and launched in compressed time frames.
Research Visual Stimuli
User and Trend Insights
Initial packaging design concepts for Organicare
Hallmark Party Express 2-D Product Concepting
Final package designs for Organicare skincare line.
Giftwrapping sets for Hallmark Ready-mixed Mary Carol Artisan Paints
Every brand has a story. We specialize in bringing brands
br and identity Brand Identity Services
Brand Vision and Strategy
to life through smart visual storytelling. A well designed identity system distills the brand
vision and promise into a compelling visceral story that is unique and authentic. A brand Naming
Logos and Signatures
identity is a beacon for audiences, employees and stakeholders that expresses the brand
promise in every encounter and consumer touchpoint. Taglines
Illustration and Photo style
Identity collateral for Feng, an Asian-inspired fashion/lifestyle boutique
Kevin Carroll, Katalyst Identity System
Brand Concept Book for Lee Premium Heritage Identity Development
Willoughby has developed groundbreaking, one-of-a-kind retail concept
stores that enhance the brand experience for customers in every encounter. Identity systems are designed and documented
for every concept so that brand ambassadors can deliver a coherent experience. We work collaboratively with architects
and fabricators to develop templates and solutions that can be scaled.
SPIN! Neapolitan Pizza
Sheridan’s Lattés and Frozen Custard
Three Dog Bakery
Feng, an Asian-inspired retail experience
Before Willoughby Design was founded in 1978, Ann Willoughby was
fa s h ion a nd sp e c i a l i t y
a fashion illustrator for Macy’s. From jewelry and fashion to fine gifts and specialty boutiques, speciality brands have
always been part of our DNA. This understanding of fashion and speciality retail has continued through the years designing
signature brand experiences for fashion and luxury clients.
Lancôme Juicy Tubes package for Après Peau
Fall Catalog/Image Campaign for Buckle
Seasonal postcard for Peruvian Connection
Catalog and Package System for Tivol, an independent fine jeweler
Innovative new products and packaging go hand-in-hand. Helping clients develop the next
successful product is our passion. We combine strategy and smart design to engage the customer and invite them to
connect more intimately. We practice sustainable design and work with supply chain partners who provide materials and
printing technologies that reduce environmental impact.
Après Peau Signature Chocolates Tour of Washington D.C.
Apres Peau Signature Chocolates
Organicare Hyalogy for Après Peau
Willoughby is at the forefront of sustainable design as it relates
style & sustainability
to branding and package design. Ann Willoughby, an AIGA Fellow, served on the national AIGA board and is a founding
member for the Center for Sustainable Design. Willoughby is also a charter member of the Designer’s Accord.
Our designers spearhead initiatives to inform the public, designers, partners and clients about the value of sustainability.
Mohawk Fine Papers Sustainability Portfolio - feature on Herman Miller
New Leaf back-to-school notebook line for Office Depot
Hybrid branding for MAX Bus Rapid Transit line for the Kansas City Area Transportation Authority “Don’t forget your ARTitote™” Willobags™ by Willoughby
From our ongoing pledge to make the world better for women and children to partnering
c a us e b r a nding
with clients on cause-marketing related initiatives to our own dedication to designing with intention for a more sustainable
world, corporate social responsibility has been core to the Willoughby culture since the beginning.
Brand Identity Campaign for United Nation’s Deliver Now for Women and Children
Event Graphics for campaign launch at Bryan Park, New York City
Lee Jeans, National Denim Day Campaigns
Event materials for Deliver Now for Women & Children
Intrigued? We hope so.
If you are interested in how a partnership with Willoughby Design can help
you reach more customers and build your brand – let’s talk.
STEVE ROBBINS, DIRECTOR OF NEW BUSINESS DEVELOPMENT