BRANDING | Marky’s Gourmet
Marky’s is a prominent gourmet food company catering to the high end food market in the US and around the world. The background story is Russian/European through it’s origins in caviar, and by association of it’s vast selection of gourmet products from around the word. Before committing to any design efforts I like to solidify a very clear, complete brand concept that will work for everything (simplified example on this website.) Visually I wanted to emulate richness, texture, elegance, with a touch of old world charm. I updated the logo and created graphic elements to integrate the brand across all media. I devised a color palette, chose fonts and with my developer created a template for the e-commerce website.
For marketing and promotions we created a product calender and every week I created unique banners for the website and a coordinated email. About half the time I would custom shoot products and would mix and match photos from stock photography as needed.
ONLINE | Marky’s Gourmet
When I started Marky’s had a bare bones website – see markys.com – and no marketing promotions or social media. First I worked with my developer to create the basis for a new e-commerce site. I then created a whole new look and feel for the brand that would propel them into a modern and competitive position. In addition, using product shots I took in-house and stock photography, I created unique slides for weekly promotions on the home page. As part of our overall marketing program these assets were re-purposed in our email campaigns and social media. As a result traffic and sales increased measurably.
PRINT | Marky’s Gourmet
Markys had a wide mix of print materials to be redesigned. A full product line catalog, packaging, graphics for their retail store, sales support, posters, and some ads. I typically generate lots of iterations fairly quickly and then critique designs with the team. I designed a series of posters that were hung in the storefront windows, and 5’x2′ banners that hung from the ceiling in the store with seasonal themes. For their main product – caviar, I created a brand new modern look for the packaging. We did a photo shoot for an ad and pop-up banners with Kelly Gaudet Edwards, a former Miss Florida runner up we photographed at the Biltmore Hotel with caviar.
PHOTOGRAPHY | Marky’s Gourmet
My original concept for Marky’s included a stylish retro vision for photography to be used for advertising and social media. I wanted to create a distinctive visual story that would unfold over time based on the Great Gatsby style. The concept: make the brand stand out as fashionable, with a touch of nostalgia and snob appeal. Once this concept was established I wanted to create videos and possibly tv spots. Additionally I wanted to extend the branding to events such as fashion shows, musical events and perhaps co-brand with other luxuray brands such as jewelry or fashion accessory companies. I story boarded and sourced everything necessary to produce the idea, including locations, props, models, clothing, stylists, and photographers. I did some test shots myself with a model. I also did a lot of studio photography of products for the catalog, the website and posters. This included straight product shots and more creative work in retouching, silhouetting products against backgrounds and colorizing.
YOUR CONTOUR | Created the concept for the photo shoot: clothing + accessories arrangement, directed stylist and photographer. Designed the new website, logo, color palette, and skin product line. (The client went rogue with the site so it does not reflect my original design now unfortunately.)
y passion is creative direction, design and production of visual media: branding, websites, advertising, social media, email, events, including and integrating all forms of print design. I live this profession; I love all things design, technology, art and photography. I aspire to make all communication points rich and interactive. In our media saturated world it’s harder than ever to stand out, so I bring as much creativity and inspiration as I can to every project.
• Shaping and organizing creative direction / developing voice and personality for a brand.
• Analyzing a brand’s competition, and strategizing ways to elevate them above the competition.
• Collaborating with technologists to interpret / maximize visual impact in user experience.
• Designing and building responsive websites, editing CSS.
• Generating stylistic themes for, and arranging photo shoots.
• Building out and organizing templates, color palettes, and style guides for a brand.
• Delegating design and production work and streamlining production methods.
• Advanced skills in Photoshop, retouching – photo composition, collage and illustration.
• Website/Email campaign design integration for promotion and story development.
• Print design experience: corporate identity, catalogs, brochures, sales support, posters, logos, packaging, retail display.
• Flash design and production experience for micro sites and interactive rich media banners.
Programs: Adobe Suite CS6 | Photoshop | Illustrator | Dreamweaver/CSS | WordPress |