Art Direction
Designing for the Shelf: Editorial, Packaging, and Product Design at Simplicity
Hundreds of SKUs. Recurring seasonal cycles. A brand that needed to show up consistently across every format and every shelf. Simplicity Creative Group is one of the most recognized names in consumer sewing patterns, with a catalog spanning hundreds of SKUs, a retail distribution footprint that demands print precision, and a consumer audience ranging from first-time sewers to longtime hobbyists. Every season means a new collection. Every collection means new editorial spreads, new packaging, and new products to shepherd from concept to shelf. Working within the art department, I was embedded in the full creative lifecycle: seasonal design production, packaging QA, new product ideation, and a brand identity project that went from blank page to photoshoot.
Seasonal editorial design, retail packaging, and brand identity work for one of the most recognized names in consumer sewing patterns.
From Brief to Brand: Visual Identity for Two Podcast Series
Two shows. Two different worlds. Both needed a visual identity that could carry their conversations further than audio alone. Future of Things (Blue Bite) covered connected products, blockchain, smart packaging, and the circular economy. Dear Workplace (InnovatorsBox) tackled creativity, leadership, and how professionals navigate change. Both were launching with no visual guidelines, no content system, and no existing assets. I built both from a brief: full brand guidelines, visual identity, and content systems designed to be handed off and run independently from day one.
Visual identity, video production, and self-serving content systems for two podcast series spanning emerging tech and professional development.