FRNTPL8 – 3M Motor Vehicle Safety System's two plate microsite

FRNTPL8 is a site created to inform law enforcement officials, legislators and other interested parties about the safety of two license plates. FRNTPL8 gives general information, a state by state stature guide, news and downloadable powerpoint to help spread the importance of keeping both license plates on cars in a time that some states are trying to drop one because of budgetary worries.

Working with the development team we were able to have this off platform in order to bring responsive design elements and a little more creative freedom with html5.

my involvement: creative direction and program name ideation
design: Ryan Ullery
UX: Rob Stenzinger

Target Redesign Your School

Target worked with Great Schools By Design (American Architectural Foundation) on a scholarship program aimed at high school juniors and seniors.

The design concept actually came to me six months before we got the project. While at a photo shoot the day after the last day of school I snapped a photo of a student's doodles on his book cover. I knew I wanted to use it in the future.

Then the project came along. We hunted down the best illustrator to match the style and found Serge Seidlitz. He was fantastic to work not just because of his English accent.

This scholarship contest received many more entries than were expected and the American Architectural Foundation was incredibly pleased and impressed with the launch of this program.

Another fun project to be a part of...

Print (left). Web (right).

my involvement: concept and art direction
writer: Adam Reynolds
illustration: the awesome Serge Seidlitz
web: Amy Eian, Amy Negrete and Eight Hour Day

and here's the book cover that sparked the illustration direction.

Spark

A group of four people in the Target creative department felt like we needed to kickstart the creative department a little and create some collaboration. We saw that we were a little fractured and thought if promotions, store design, digital and product design could come together, talk and get inspired we could create better work.

Spark was created. It was a group that met monthly and brought someone from the industry in, usually a designer, to talk about how they get inspired. 

We armed the speakers with our logo of sorts, which was just 'spark' set in Helvetica Bold, and asked them to create their own logo. Here are some of the originals. 

Spark was created and run by: Adam Reynolds, Ted Halbur, Travis Robertson and me.

Cooper-Hewitt National Design Museum: re:DESIGN

While at Target we had the chance to work on a pro-bono project for the Cooper-Hewitt National Design Museum (If you find yourself in New York it's a great place to check out.) The project was to create a kit to mail out to supporters and influencers in order raise $250 million to renovate the museum.

We came up with the name re:DESIGN because the museum is all about design and because the capital campaign was to gain funds to redesign the museum. The book was designed to mirror familiar look of a Moleskine notebook...a notebook that is ubiquitous in the design community. Each section of the book had a title that followed the double entendre of the title. Sections include re:DISCOVER, re:IMAGINE, re:DRAW re:EDUCATE, re:ASSURE, re:NEW and re:ACT.

Letterhead was created to follow the same look and feel. The colon in the word re:DESIGN was drilled out in both the book and the letterhead envelope.


The campaign was wildly successful and the monetary goal was upped and more books were printed.

my involvement: creative direction, concept and design
the team: Writers – Adam Reynolds, Scott Jorgenson

Seagram's 7 Bottle Redesign Concept

Another old one circa the early 2000's but I still dig the design.

My old agency had Seagram's/Diageo as a client. 7 was one of our brands. We heard they wanted to redesign the bottle and wanted to submit ideas.

My main goal in my designs was to get 7 out of the rail and onto the shelf. I also wanted to leverage the great brand they already had. And, as a former bartender, I wanted to create a bottle that was easy to pour.

The one on the left was all about letting the 7 be hero while subtly hinting to 7&7 which is one of the most popular drinks made with the whiskey.

The middle was also about letting the 7 be hero and showing off the product.

The third (on the right) was about taking the existing brand elements of the type and logo with crown and modernizing it with a fresher color and die cut label.

Some logos

A sample of some logos I've created.