Category: Case Studies

AMCO International

I served as the Director of Graphic Design & Marketing for AMCO International, leading the creative direction for all brand touchpoints within the multi-brand ecosystem. This included crafting distinct brand strategies, marketing campaigns, and designing marketing materials for each brand.

Brands Include: Nail Systems International, Tridox, AMCO Mfg, and AMCO Dental.

AMCO International Branding Project

I spearheaded the a new branding strategy and visual style for AMCO as a part of an initiative to bring more visibility, and new customers to the AMCO brand. We chose not to update the logo for the company, as it has been recognized by customers for 20 years, but wanted to give the brand and marketing an updated look. The new branding would need to represent AMCO as a whole, and complement its subsidiary companies.

The new visual identity is fresh and clean, representing quality and trust. The blue is bright and bold, for bold innovations and complemented with science like imagery to reflect the research and development side of the company.

AMCO International Website

I led the design of the website for AMCO International. The website serves as an overview of the parent company, AMCO Mfg, with a timeline of events and the history of the company.

The website incorporates the new visual identity, utilizing the same imagery and brand elements. Making the website an integral part of the brand system.

AMCO Dental

I spearheaded a packaging and instructional redesign for AMCO Dental as part of an initiative to modernize the brand’s look without disrupting product recognition among its long-standing customer base. We chose not to update the logo or product labels, as they had been trusted and recognized by dentists for years, but wanted to give the packaging and marketing a more modern feel. The new design preserves that familiarity while elevating the overall presentation and usability of each kit.

Tridox Products

I lead the website redesign for Tridox Products. I updated the logo and branding to keep the same look and feel but focused on simplifying the design.

Since this product is an industrial adhesive product that is mostly used in aerospace and engineering applications, I chose imagery of planes and molecules to represent the brand.

Nail Systems International (NSI)

I served as Art Director & Marketing Director, leading design direction across Brand, Product, User Experience, and Marketing. I spearheaded a full brand redesign—including logo, packaging, and marketing strategy—and directed integrated product launch campaigns across print, digital, social media, and e-commerce, as well as sales collateral and email marketing (EDM) for both B2B and DTC audiences, ultimately driving brand awareness and sales on a global scale.

Nail Systems International

I served as the Art Director & Marketing Director at Nail Systems International, leading the design direction across Brand, Product, User Experience, and Marketing. Led integrated product launch campaigns across print, digital, social media, and e-commerce, driving brand awareness and sales.

Branding Project

As creative director, I spearheaded the redesign of the logo and branding for Nail Systems International (NSI) to elevate the branding and mission of the company. I created a new, distinct brand strategy and marketing campaign for the rebrand that included refreshed packaging design.

The outcome: Increased brand awareness, with an updated logo that was distinctive and direct, appealing to new customers worldwide.

Product Packaging

A part of the rebrand initiative for NSI included updating the packaging of the existing products to represent the new brand direction and new logo. We wanted to freshen up the packaging of the products that were already loved, while keeping some of the brand elements familiar.

For the Attraction Acrylic System, the most important product for the company, we chose to combine old and new. We chose to retain the existing product line logo to maintain familiarity and updated the overall packaging design with a fresh look. This included choosing a new bottle to represent the liquid products, and updating the labels of bottles and jars as well as product line kits.

Marketing & Sales Collateral

I led the design direction for the sales collateral materials for NSI and their global sales teams, for all touch points the customer would encounter. From trade show banners, catalogs, and sales folders and product sheets. Sales and marketing collateral are essential when selling b2b, introducing new products to buyers, and even communication with employees. The print materials were also distributed to new direct consumers of the product.

Electronic Direct Mail (EDM)

I led the creative direction on email marketing campaigns for Nail Systems International. This included drip campaigns within the customer journey, product launches, event advertising, and promotional campaigns for B2B and DTC e-commerce audiences.

Product Launch Campaign

I worked closely with the sales team to plan the successful launch of new products to market. From product packaging to marketing on a global scale, I played an integral role in helping the various aspects come together to make a successful product launch.

I led the creative direction aimed at reaching the intended audience, including creating the design for the product packaging and creating sales materials to be used across all forms of print, digital media, and advertising.