Having identified an opportunity in the market for a natural pet food at an economical price, PetSmart wanted to create a pet food brand that could capture the emotional connection between pet parents and their beloved pets. We all want the best nutrition for our pets, but we shouldn't have to spend more on them than we do ourselves.
The moment right before we feed our pets was the inspiration—when Fido is obedient, eager, and totally dependent on us. It is the sort of moment we look forward to each day and it can represent so much about our relationships with our pets.
PetSmart was even willing to go further and used this emotional platform to strengthen their commitment to charity by providing a meal to a pet in nearby shelter for every bag of Good Natured pet food that is purchased.
Going the extra mile and translating basic brand character into meaningful action will always resonate with customers.
Lead Design, Spicefire
Refresh the USGreentech brand story to pave the way for new product offerings and strengthening current product recognition.
Because Envirofill, USGreentech's "alternative synthetic infill," has so much brand recognition in the world of landscape applications a separate look and website were established for Envirofill Landscape. On the sports side, the USGreentech look and feel was refined with a clear, strong architecture in place for expansion with more products.
Design Direction, Spicefire
for The Motz Corporation
What started as a desire to see more culture and lifestyle focused content in cycling magazines (and less race summaries and gadget reviews) has become a personal mission to stir passion in the hearts of cyclists and motor-sport enthusiasts around the world.
The initial concept of a culture magazine exploring the reasons and passions that drive the common enthusiast now includes posters celebrating the great races in pro cycling and Formula 1 racing with plans to begin offering apparel soon.
If you're a fan, pick something up from my shop, Hors Catégorie.
Ashworth suffered from a familiar problem—aging and relevance. The brand was once seen as a pinnacle of fashion on the golf course and wanted to re-tailor the fashionable gentlemen of yesterday for the hipper and fitter players of today.
The old golfman was headed the wrong direction, both literally and figuratively. He looked slow and old, like he just had a good walk spoiled.
Instead of straining under the weight of his clubs, he should be marching proudly and politely to his tap-in for victory in the member-guest tourney. The logotype too should look fit and effortless, with just the right touch of class to pay homage to the centuries of men before him who have won and failed by the swing of the club or the grace of a good bounce.
Design, Landor Associates
A multi-billion dollar line of comprehensive oral care products, lagging sales, un-clear brand architecture, and a purpose driven customer base interested in improving their health and is an early adopter for tech they believe can have a positive impact on their health and productivity.
Crest Pro-Health had new products in the works, but needed a new product architecture to showcase the coming innovation and re-energize the category.
Create an architecture and strategy to give the brand the freedom to push into more innovative and ground-breaking oral health technology that could halo across the rest of the category. Identify a path forward that made space for a mark and product that would become as iconic as Nike or Gatorade.
Correctly identifying and drawing upon brand values that resonate with shoppers is key to successful product innovation. Seeing and solving a shoppers unmet need isn't enough, if they don't perceive your brand as being able to do the job for them.
Two Package Decoration patents where approved to protect the design from copy-cats; final product innovations became the model for subsequent innovations for sister brands.
Concept & Design, Landor Associates
for Proctor & Gamble
Concepts for launch campaign announcing the inclusion of the blue Sour Patch Kid in the main pack. Campaign was to be lead by packaging on shelf, with additional apps to help spread the word.
Lead Design & Art Direction, Landor Associates
for Mondelēz International.
Comic book page illustrated by Keith Neltner with Jason's writing.
Create a unique coffee brand for car enthusiasts that blends a sense luxury and adventure with an Italian passion for finely roasted coffee.
Lots of conversations were had about mutual passion for cars and adventures touring the open road. The client shared their inspiration for starting the company, their vision for the future, and even a few sketches to help visualize their thoughts.
I shared some sketches and put together inspiration boards to help carve out visual territories. Together we aimed for concepts heavily inspired by the shapes, lines, and attitude of European luxury sports cars. The client was particularly excited by the shield shape badges on Ferraris, Lamborghinis, and Porches.
Lots of concepts were shared, making the process highly collaborative. This made it easy to select and finalize one concept with minimal alterations along the way.
The end result was a logotype inspired by the script letters of european sports cars paired with a "CL" badge that can become the beacon on social media and other applications.
On pack, this shield was centered on-top of a strong diagonal line to suggest performance and split the pack into two large color fields—Italian racing red becoming the dominant brand color up top and a two-tone pattern sitting at the bottom to communicate roast variants. Each roast will feature a different pattern, inspired by fashion and the rich interiors of luxury cars.
The tension between a geometric sans serif and a flourishing script gives the brand a modern flare appropriate for a luxury coffee brand
Brand Creation and Design Direction
for Corsa Lusso Coffee, LLC