Graphic Designer
Over the years, I've been fortunate to engage in a variety of projects that have not only fueled my passion for graphic design but also pushed the boundaries of my creative abilities. Below, you'll find a curated selection of work that reflects the journey of inspiration and growth I've experienced throughout my career.
Experiential Design - VP Converge
Varco Pruden hosts a builder meeting every other year, and leading up to the 2024 gathering; our team embarked on a mission to cultivate an environment where builders could seamlessly immerse themselves in products, ideas, and connections, free from the constraints of a singular theme, which had been done in years past. In response, I proposed a fresh direction: transforming our builder meeting into a user conference. After numerous brainstorming sessions, we settled on VP Converge as the conference's new identity. Collaborating with an external agency, I spearheaded the creative direction and production of various experiential design elements throughout the conference.
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Varco Pruden - Brand Design Guide
I designed a customized style guide using Adobe InDesign, specifically tailored for Varco Pruden. With careful attention to detail, I structured documents to define typography styles, incorporate logo requirements, establish color palettes, and outline usage guidelines unique to Varco Pruden's brand identity. Each element was thoughtfully considered to ensure consistency and clarity in design across various mediums. From selecting font choices and paragraph styles to specifying logo placement and color variations, the style guide provided a comprehensive framework for cohesive branding and design execution specific to Varco Pruden. Leveraging InDesign's capabilities, I created visually engaging and easily navigable documents that served as invaluable resources for both internal teams and external partners. Click here to view the entire brand guideline book.
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Varco Pruden - Conference Booths
Butler Manufacturing - Brochure
I managed a literature overhaul with Butler Mfg. Among the 40+ pieces that needed to be updated was the product brochure. Using existing copy and images, I designed the new brochure to incorporate the new design theme implemented by the brand. Click here to view the brochure.
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Butler - NEXT25 Save the Date Postcard
In anticipation of Butler's annual NEXT Builder Meeting, the marketing team and I collaborated to design a standout 'Save the Date' postcard for attendees. By rotating the layout to a portrait orientation, I aimed to enhance its visibility among other mail. This marks the second year of implementing this unique design direction, which significantly increased registration and attendance for Butler NEXT24 Builder Meeting compared to the previous year. It's a testament to the strategic efforts of the marketing team and my strategic marketing design contributions.
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Outdoor Colors - Brochure and Pull-up Banner
Parker Bows - Magazine Ads for National Publications
In my role as Creative Director at Parker Bows, I spearheaded the management of our annual advertising strategy and oversaw the budget, scheduling, and creative execution of product-focused campaigns. Our advertisements gained significant traction within the industry, often setting trends and serving as inspiration for others. These ads were prominently featured in esteemed Outdoor Magazines such as Deer and Deer Hunting, Bowhunting World, and Game & Fish. These placements not only underscored our brand's widespread recognition but also highlighted our impactful presence within the outdoor enthusiast community.
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Parker Bows - 2018 Catalog
I created this product guide using InDesign, incorporating linked elements crafted in Illustrator and Photoshop. The catalog's imagery was captured personally, combining studio and on-location shots using a Canon 70D. Click here to view the catalog.
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Parker Bows - Rewards Program Mailer
Parker introduced the Parker Rewards Program as a sales incentive for associates who successfully sold Parker bows. Each year, I orchestrated the production of a compelling direct mail piece in InDesign, distributed to Parker dealers nationwide, urging them to enroll in the program. Through my leadership, the rewards program saw significant success, resulting in a notable 15% year-over-year increase in both crossbow and compound bow sales through our dealers.
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Parker Bows - Broadhead Package
In my role at Parker Bows, I took a hands-on approach to ensure our RED HOT brand of Crossbow Accessories, specifically crossbow broadheads, had exceptional shelf appeal. I conducted extensive research at local retail stores, carefully studying consumer behavior and competitor positioning to inform our branding strategy. Leveraging these insights, I played a pivotal role in designing the clam-pack packaging with an outside vendor and header card using Illustrator. This coupled with a complete RED HOT package redesign led to an increase in accessory sales of 20% year-over-year.
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Parker Bows - Arrow Packaging
In the effort to enhance the shelf presence of Parker's RED HOT Arrows, I led the creation of a completely redesigned packaging. Staying true to the established RED HOT theme featuring carbon black, I introduced flame accents to elevate its visibility within the competitive arrow market. Notably, the triangular die-cut design, which unveils the arrows inside the package, marked a pioneering approach in crossbow arrow packaging, subsequently copied by competitors. This innovative design provided a unique opportunity to showcase a newly patented arrow nock, effectively drawing attention to this distinctive feature on the physical arrow. I designed this package using Illustrator, ensuring it met our branding and marketing objectives.
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