Peerless Lighting Complete Visual Rebrand
Peerless Lighting is a global lighting design company that manufactures specialized lighting for classrooms, transportation, library and offices.
The following outlines the initiatives for their visual brand redesign:
Reassure loyal specifiers that Peerless leads the way in its market segment and offers excellent lighting solutions for a wide range of applications
and budgets.
Expand Peerless’ influence among a broader audience of specifiers
who are not as familiar with the company.
Position Peerless and its products with style, uniqueness and credibility
to its visually sophisticated audiences.
Peerless marketing materials will target primarily architects, as well as interior designers and lighting specialists.
Pioneer and thought leader of indirect linear lighting segment
Single high-quality brand with multiple price points
Close to the customers—collaborative with specifiers
Interest Awareness — Advertising, Publicity, Email and Trade Shows
Presentation/Selection — Catalog, Product Launch Pieces
In-depth/Technical Information — Website, PSG, Seminars
While I worked for them I provided the design for a new trademark, stationery system, specification sheet templates and an information system with style guides. Additionally, I provided hands-on art direction for show rooms, product launch brochures, ad campaigns, presentations and email announcements, along with a 202-page catalog and binder. For these materials, I also provided photography direction, print buying and content development, which entailed making presentations to sales reps, distributors and executive management teams for ensuring accuracy, targeting and improved functionality.
All of the Peerless sales and business materials were redesigned into templates, which made the implementation of an enormous amount
of content and a new nomenclature system easy to implement. The new
brand is a significant improvement over its former design, which was dated
and inconsistent.
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Numi Tea Brand Identity — Visual Refresh
Numi Tea is a leading natural global tea company. The following outlines
the initiatives for refreshing the design of their brand:
Reassure loyal customers and resellers that Numi leads the way in the natural tea market segment, offering tea experience through innovative premium quality, authentic flavor and a commitment to the environment
and our global community.
Expand Numi’s influence to European markets and nationally
with super markets, foodservices and hospitality chains.
Inspire consumers well being of mind, body and spirit through
the simple art of tea.
Educate new consumers to Taste the Numi Difference!
The sales materials for Numi primarily targeted hospitality chains, restaurants, retailers and cafes. The brand primarily speaks to Lifestyles of Health and Sustainability (LOHAS) with extensions for reaching diverse tea consumers.
Pioneer and thought leader of natural unique tea blends
High quality brand with mid-to-high price points
Close to the customers and collaborative with resellers
Interest Awareness — Advertising, Publicity, Email and Trade Shows
Presentation/Selection — Folder & Sales Sheets, Product Launch Pieces
In-depth Information — Website, Presentations, Tastings Demos
Design a custom capacity folder and sales sheets
Create a brand system for their corporate brand and multi-channels
Design new tea tags and tea envelopes
Design a new flowing tea gift package
Provide design input and production on their primary tea collections packaging
Design point-of-purchase display for their iced tea packages
Internationalized existing packages
Design co-brands programs and private labels for new ventures
Design a new package and brand for a new spa / music channel
Conceptualize and design national ad and promotional campaigns
Provide art direction for their e-commerce site and flash promotions
Provide photo direction, editing and content development
Provide purchasing, printing and press checking for all projects
I refreshed the design of their corporate and multi-channel brand identity system, as they had multiple logotypes for every channel, as well as numerous similar background colored stains with an assortment of fonts and repeated imagery.
My design simplified the system under one identity and corporate brand that
now serves as a pure consistent umbrella for their retail displays, business collateral, signage and cafe.
Additionally, I designed an extended look and feel with a fresh brand palate system that used the same font family, distinctive harmonious colored stains, select imagery and tag lines for its multi-channels. As I accomplished this internal style guide, I designed a unique three-pocket folder, sales sheets,
point-of-purchase displays, shelf talkers, trade show booths, packages
and ad campaigns, along with all the initiative items listed and whatever else was needed on a day-to-day basis.
These projects served as consistent design templates that effectively translated the vision and mission of Numi with more prominence and clarity.
Most projects entailed ideation with cross-functional teams, photography direction, purchasing and press checking.
Everything created for Numi was done with recyclable, biodegradable materials!
It was a delight to work with them and add to their positive brand equity.
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PRIMA Vini Wine eCommerce Site
PRIMA Vini is a premiere wine merchant located in Walnut Creek. They are known for having those hard to get wines and their friendly and informed service.
Redesign entire site to have its own cart and URL.
Create a unique e-commerce brand extension to match its restaurant brand.
Increase conversion rates for wine sales by 10% or more.
Increase customer retention.
Reduce returns.
Improve overall customer experience.
Design site to expand consistently for future additions.
These objectives are likely to be met within the first quarter
of it becoming live.
View Colored Layouts, Future Additions, Flowchart and instructions
The user can view the store without signing in
The shopping experience is personalized with the users name and saved cart
The overall shopping experience improved with its simplified design
The best sellers, staff favorites and other recommendations are highly visible
The navigation is intuitive and consistent for users
The menus remain visible for shopping ease
The users can shop by four types, as well as sort by price and wineries
The shopping cart saves items and provides ways to continue shopping
The user can see where they are in the store at all times
The application forms are intuitive, dynamic and secure
The search results and product details are highly visible and consistent
Provided the content placement with detailed instructions Planned the user experience ahead to incorporate future features
Designed clear shopping cart solution for easy and consistent implementation
Designed colored layouts for all unique pages
Provided organized PSD for all unique pages
Set font styles to avoid second line reflows with the data-driven information
Designed a relative color palate and typography system to compliment
the brand of PRIMA's already existing restaurant's site
CREDIT: Leaf artwork, leaf texture, logo, photos and content created by PRIMA
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More Notable Accomplishments
Selling
Up provides customized executive sales training courses
on and offline. For this company, I helped to recreate its
name. I also designed its corporate and brand identity as
well as all of its visual communications. These projects included
an eLearning center template and online audio course, Web
sites, logo, print style guide, stationery, PowerPoint presentations,
workbooks, corporate brochure and sales sheets. With the use
of these materials, Selling Up has acquired major
financial and high-tech accounts.
T. S. Wrobel & Associates provides legal
services to nonprofits, businesses and individuals. I redesigned
this company's logo, brand and Web site. The original Web
site was getting an average of 1200 unique clients per month,
but only 1% clicked through the site. Since its redesign,
30% of its visitors are signing up for its newsletter. The
design in this case made all the difference.
NextCard Visa was one of the largest advertisers
on the Internet, when I worked for them in '99. My banner
ads and affiliate promotions were published in various consumer
markets. This company's revenue was generated from online
direct marketing.
International Microcomputer Software, Inc.
a leading software developer for professional designers and architects, as well as home hobbyists,
derived conservatively 60% of its sales revenue from postal
direct marketing while I was working from them in '98. Before
I joined them, they had outsourced their direct mail kits. I helped
to develop a direct mail art department and eliminated their
need for outsourcing, while increasing production volume 100%.
The software direct mail campaigns I designed received an
average of 1.5% to 2% on new sales and 10% on its upgrades,
generating considerable revenue.
WeStaff Services, a national staffing
company, received several letters from its divisional sales
reps stating that they were thrilled about promotion programs, which I designed and helped to conceptually develop. One sales rep stated that she acquired
8 new accounts and another wrote that the phone was ringing
off the hook.
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