Remedy Phytoplex was created using both science and nature. With the use of illustrations, photography, color and copy, this message is made clear from the moment the customer looks at the catalog.

The challenge was to take the existing catalog and reorganize it so that it was easier to understand the function of each product. It needed new copy, layout, illustrations and graphics, and it all needed to be done within 2 weeks. I worked around the clock reorganizing, planning, communicating and creating so that it would be ready for our upcoming tradeshow.

A wallpaper was created that would later be used for a variety of other marketing material. The leaves combined with the illustrations create the look and feel of both science and nature. Each section of this catalog was crafted with care. It continuously builds excitement and makes the customer want more.

Each section of the catalog is broken down by color. The color coordinates with the product and helps customers find the products they need quickly. The pop of color also helps make the catalog more exciting. It feels less sterile and more friendly and approachable.

The catalog follows a grid system. This was established in the very beginning of the design. It creates consistency and gives the catalog a clean, organized look.

Before executing the catalog, I created quick sketches of what I was thinking and presented them to the creative director for approval. Going into the project with a clear idea of what I was designing made the process go a lot smoother and was helpful in maintaining a tight deadline.

Graphics from the catalog were applied to banners at the Medline tradeshow.

My job was to create a sales tool that reps could leave behind with their customers. It was essential that the kit build awareness and allow customers the opportunity to test out the product and provide us with feedback.

I sketched ideas for the kit and worked back and forth with the vendor to create packaging that would hold product, posters, greeting cards and evaluation cards. It was also important that it be able to sit upright on a table.

1. GREETING CARDS
Nurses get graded based on their patients satisfaction in various aspects of their care. We wanted to give the nurses a tool that would help increase the overall evaluation of their performance.

The card has a cute poem inside that talks about our Remedy Cloth. Nurses can give this to their patients and include a handwritten message. The personal message creates an intimate moment between the patient and the nurse. The patient feels valued and appreciates the sentiment, increasing their satisfaction.

2. EVALUATION CARDS
After the nurse has the opportunity to use the cloth, they’re able to provide us with feedback regarding their experience. This is valuable information. It tells us what they like, don’t like, and allows for improvements. Their feedback can also be used as a testimonial in the sales force. People like to buy and use products that they trust.

The cards are perforated, so that when the nurse gives us back the evaluation card, they can tear away the ends, leaving them with a handy booklet containing facts about the cloth.

3. POSTERS
The posters help build awareness around our product. They can be hung on the walls and include tape on the back. The tape is wall safe and won’t peel away paint when it’s taken down.

The product manager came to marketing wanting to create a mailer that could be sent to sales reps informing them of a new product launch. The cloth was the first of its kind to contain 4 benefits in just 1 cloth. Ultimately, it would save time and increase satisfaction of both nurse and patient.

I physically wanted to show sales reps how tedious and time consuming 4 separate steps could be. In order to enforce this idea, I created a custom dieline that forced sales reps to open the mailer 1 step at a time. Later, another mailer would be sent out that took only 1 single step to open. It physically showed that just 1 step (versus 4) is easier and quicker.

On the inside of the card, the majority of the product is covered with leaves and will not be unveiled until the follow up mailer. This created curiosity and left the rep wanting more.

Artwork was developed using elements from the catalog and Remedy cloth packaging. Consistent use of copy, fonts, graphics and illustrations creates a cohesive experience for consumers and helps build trust.

The challenge was to take product that most people would consider mundane and make it beautiful, exciting and professional. This was accomplished through copy, photography, color, and illustrations.

The copy is playful, but still maintains a professional quality. On the front, the headline is written out like an equation and copy circles around the product making it look active. On the back, the paragraphs are short and narrow, making the information more digestible and less intimidating.

The photography builds energy and helps customers understand more about the product. Leaves surround the image on the front, pulling in nature and creating an interesting layout. We’re grabbing the customers attention immediately. Also, included is an image of the cloth outside of the packaging. We see that the product is thick, durable and it feels authentic. We’re creating trust. The customer knows exactly what they’re buying.

Color is used throughout the sell sheet and helps the product look less sterile. It also guides the eye around the page and helps to establish hierarchy. The illustrations also achieve this.

The illustrations are minimal, but effective.They have a technical look to them, making us think of science.

This was a concept that I created for the new Remedy brochure. I wanted to show the science behind the formula and all of the options that the customer had to choose from. The direction that I ended up taking was less scientific and more nurturing. It put more of a focus on the patient and the health of their skin.

Photography and color bring warmth to the brochure and help the product look less sterile.

The division came to marketing wanting to create a brochure that would introduce the full range of Remedy Essentials and Remedy Phytoplex products and explain the differences between them. They also wanted the brochure to feel less sterile and more inviting. To help achieve this, I added color and updated the photography and fonts.

COLOR: Color adds warmth to the brochure. It begins to feel less sterile, more friendly and the products pop off of the page.

PHOTOGRAPHY: Images were added of the product in use. The customer is able to connect more to the product because they can see themselves using it. It creates intimacy and makes the product feel more authentic.

FONTS: The new font has curved edges and looks less rigid. It’s progressive, open and friendly. It makes the product look approachable and customers feel welcomed and comfortable.

A diagram was created to visually show the customers the differences between Remedy Elements and Phytoplex. It makes the information less abstract and easier to digest.

A guide is provided at the beginning of the catalog that breaks down the color coding system and shows customers which products best suit their needs. Icons were included to give the customers an additional way-finder.

Visual elements are presented in the same tone across different platforms. Over time, these details get deeply rooted in the consumers minds and as a result, the brand is more likely to be remembered.

The client had an upcoming tradeshow and wanted to generate traffic to their booth.

The solution was to create a series of peel off posters that could cling to different surfaces and be hung anywhere at the tradeshow. Not having to use tape created less work for the client, but also prevented them from ruining the walls.

The copy was clever. ‘TOTALLY PUMPED TO MEET YOU’ placed next to an image of lotion coming out of a pump, ‘EVERYONE WANTS OUR FOAM #’s (MSCO092104)’ placed next to a pump of foam cleanser, and ‘LOOKING FOR YOUR MAIN SQUEEZE?’ placed next to a tube with lotion coming out of it.

The headlines grabbed peoples attention. They were bold, colorful, cheeky and fun. They made people want to find out more about the product.

My job was to create the concept and design the posters. I worked back and forth with the copywriter to make sure our visions aligned. I discussed the vision with the vendor and found the right material for them to be printed on. We worked effortlessly, making sure that the posters were delivered on time.

The design was simple, yet effective. Competitors were tearing down the posters and throwing them into the trash because they were generating a lot of buzz and ultimately driving a TON of people to the Medline Booth. People wanted to know more.

Remedy 50+ is a moisturizing face lotion that is formulated for the changing skin of adults 50+. It’s enriched with plant-based nutrients and helps improve skins moisture, smoothness, elasticity and pH balance. The typography, graphics and imagery work hard to communicate this.

Gradients and transparencies were used to signify the changes our skin makes throughout or lives. This is seen on the header and on the graphics that overlay the woman’s skin.

A slightly transparent grid adds texture to the background. It indicates the structure of skin and brings in the science of the formula. It’s geometric and less organic.

We’re also communicating through visuals that this is a plant-based formula. This is seen through color and photography. The background color is an earthy brown tone and brings warmth to the page. The color of the background can also be seen as the color of skin. The women on the front has natural beauty, no make-up. She has soft features and looks friendly. It feels authentic and inviting.

This is the last banner that the customer sees on the page. We end with a family shot, showing customers the range of products we offer. The angle of the shot is on purpose. We’re looking up at the product, making it look grandiose. It’s a hero, strong and dependable.

Icons and color are used as a guide and help customers choose the right formula for their specific needs. The icons are geometric and help balance the idea of science + nature.

Artwork can be found here: https://www.amazon.com/Remedy-50-Daily-Moisturizing-Lotion/dp/B076CXT8SR

Ave is short for avenue. Avenues (and clinicians) are constantly moving and adapting. They have purpose and a clear direction.

To help the customer understand the brand name, I knew that I wanted to include an image of the clinician on the front cover with a street in the background. The tag line helps tie it all together, ‘the best way to work’.

‘The best way to work’ is the route that is the quickest, safest, and most productive. Ave scrubs were specifically created with the on-the-go clinician in mind and designed for movement, with a comfortable stretch fabric, flattering cuts and sportswear-inspired waist bands. They provide fashion and function. ‘The best way to work’ is by wearing ave scrubs.

The brochure is printed on a 12 pt matte paper. The thickness of the paper feels good in the customers hand and makes them think ‘quality’. It also prevents it from getting bent and sits nicely on top of a desk or bookshelf. I chose a matte paper because it reminded me of a newspaper or flyer, something that you would see in the city, while out on the ave.

Lifestyles were shot in the city using an outside photographer. The location was important. The energy of the city, and the backgrounds that it provided, helped tell the brand story.

Clinicians were shown coming to and from work in their scrubs. They were sitting, leaping, biking, laughing, and moving. We wanted the brand to feel active, comfortable and modern.

To help call out the different features of the scrubs, flat lays were also included. I worked with a stylist and our in-house photographer to establish these. I wanted the flat lays to feel active even through they weren’t being worn. To accomplish this, the scrubs were styled with shoes at their feet, items in their pockets and positioned to look like they were walking or running.

For the font, I chose a modern slab serif with strong, geometric serifs and a balanced weight, providing a modern yet classic appearance. A handwritten font was used for accents of copy. I wanted the font to look like notes that the clinician had made.

Bright accents of color were added to the typography and provide movement. They highlight words that describe an action, such as, move, perform, leap and entice. The color provides energy and the action words pop out at us.

When sales reps present the brochure to potential customers, they also carry with them a sell sheet and business card. The product managers wanted to create a place inside of the brochure that would allow all three pieces to be housed together. When left with the customer, this would help prevent the artwork from being separated and would inevitably make it easier for customers to go back to and reference.

MY JOB: To create a space within the brochure that would house a sell sheet and business card.

I wanted this space to be unique, unexpected and generate excitement.

I enlarged a photo of one of the pant pockets and utilized it as a holder for the sell sheet and business card. This was a great opportunity to show the utility of the pant and create some interest around the product.

I worked back and forth with the vendor, communicating my vision and making sure that the pocket would adhere to the back page and carry the weight of the sell sheet.

Front and back

I wanted to create a unique sell sheet that went beyond an 8.5 × 11 sheet of paper. I looked for inspiration and sketched out ideas, ultimately landing on an accordion fold that could be housed in the back of the brochure.

I included shots of the scrubs being worn and also flat lays. The shots of the scrubs being worn helped customers visualize what the product would look like on members of their staff. The flat lays helped customers easily identify the unique features of each bottom and top. Including both helped customers decide on the best scrub for their practice. Also, included were swatches of our scrubs. The swatches took on the shape of the logo, reminding customers of our brand and creating more interest.

To help maintain brand consistency, the same colors, typography, and imagery were used as in the brochure.

So many ideas are bouncing around in my head. To help me make sense of them, I like to lay them all down on paper. This helps me explain the ideas better to the creative director and also gives me a clear direction before designing.

Ave is short for avenue. It represents movement, direction and reliability. It was made for the modern professional. It’s simple yet bold. The person wearing these is confident and moves through their day flawlessly. They know exactly where they’re going.

I kept this in mind when developing the logo. The logo looks modern. I achieved this by keeping it simple and focusing on clean lines, geometric shapes and bold color contrasts. The letters connect to the shape that surrounds it. It looks seamless, ongoing and creates movement. The shape that surrounds it looks similar to a street sign. This allows us to connect the word ave to the word avenue.

The soft edges make the logo look friendly and approachable. The hard edges give the logo strength, speed and durability.

The color is vibrant, dynamic and optimistic and can often be found on street signs. The signs give us direction and help guide us to where we need to be. The color is also gender neutral allowing us to reach a broader audience.

When developing the ave logo, I explored a lot of different options. I played with different fonts, colors, and containers. I came up with 3 different possibilities for each moodboard, trying to portray the feeling of each. The concepts were presented to the creative director, VP of creative, division and president for input.

This is for the active clinician who wants to move in comfort.

She’s active. Vital. On the move. She’s not just a watcher, she’s a do-er and her uniform matches the exuberance and vitality of the way she thinks about her profession — and the way she gets things done all day long.

To show movement, the letters are slanted and a swoosh is created between the letter forms. The letters are curvy and are contained in a circle, showing softness and giving it a feminine quality. The color of ave is bright pink. Bright colors are vibrant and energetic. Pink reminds us of a woman.

The challenge was to design an 8.5 × 11 map that would show customers which Target stores were going to be carrying ave scrubs.

Instead of just handing our customers an 8.5 × 11 sheet of paper, I thought it would be interesting to create a booklet. This was challenging due to size and budget constraints. I looked for inspiration and landed on a pocket-fold. The pocket-fold reminded me of what it’s like to unfold an actual map. It felt appropriate. When unfolding to view the map, the customer would also get information regarding the scrubs, ultimately driving brand awareness.

The customer unfolds the booklet and finds an unfolded map of the United States. The US is highlighted in green, the same color as the ave logo and supporting text. This helps signal to the customer where ave scrubs can be found.

To help further clarify, Target logos are placed on the map and locations are listed below it. Customers know exactly where to go. There’s no confusion.

All of the time spent developing the brand paid off. Ave scrubs hit Target. This was Targets first time carrying scrubs and Medline’s first time selling scrubs at a retail level.

I worked collaboratively with the copywriter on developing the concept for the hangtag. Each hangtag opens to reveal a series of verbs that help describe the way we move in ave scrubs (walk, run, push, pull, twist, turn, push, reach, and respond). They make the scrubs feel active and help us visualize a clinician that’s on-the-go and prepared for anything.

I worked with a stylist and photographer to curate an image for the banner. The goal was to create a flat-lay that highlighted the features of the scrubs and looked as though it was being worn. It needed to look comfortable and provide movement.

To help call-out the features, copy and arrows were added. I chose a handwritten font and designed the arrows to match. I wanted it to look like notes that a clinician would make on their patients chart.

Each style of scrubs is named after a famous avenue. The style names help customer understand the brand name, ave.

Ave was first launched in 2013 as the 'little black dress' of scrubs. We wanted nurses to feel smart, stylish, authoritative and confident. Their uniform would be a display of achievement and prestige. I created the logo, layout, selected models, art directed the photoshoot and worked directly with the vendor.

This brochure won the 2013 award of excellence for booklets with 4 or more colors.

Final artwork was printed on vinyl and carefully applied to the wall.

My ideas began with a sketch and were used as a blueprint for my final design.

This is the foundation of the design. All of the other illustrations were built off of it.

Each illustration represents a different division within Medline. They were created in Illustrator using the pen tool and were made with a combination of textures, transparencies, gradients and colors.

Copy, textures and illustrations overlap each other and create interest.

Textures are used throughout the design to help build a story and add more depth.

The 3 components of skin care are categorized by color - purple (prevent), blue (nourish) and green (treat). When these colors come together they create ‘Total Skin Health’ or ‘Skintegrity’. All 3 colors are applied to the logo creating a more clear, meaningful message.

The goal was to create a guide that would help people navigate through Skintegrity’s components for Total Skin Health. It would also serve as a place for people to leave their contact information - providing leads for the sales reps.

THE CONCEPT:
The idea for the triangle came from inspiration I found looking at macro images of skin. When viewed up close, there are thousands of lines interconnecting and forming shapes that resemble triangles. Triangles can symbolize power, stability and strength. Being that skin is the largest organ in the body, and protects us from external elements, I felt that this shape was appropriate. Also, I loved the connection it made to the word Skintegrity. Skintegrity represents the 3 components of skin care - preventing, nourishing and treating. The triangle has 3 sides and represents science.

COLOR:
The bright colors show energy and movement and make us feel like the skin has been activated.

I created a custom dieline for the passport. I worked with the vendor to fine-tune and make sure that when folded the passport would lay flat without any issues.

The biggest challenge was laying out the artwork. I needed to be mindful of how the information was presented as it unfolded.

As people walked through the booth they visited the 3 pillars of skin health (preventive, nourishment, and treatment) and learned about products within each category. After visiting each section, their passport would get stamped (stickered). If all 3 stamps were collected, they filled out the contact information inside and were entered into a drawing for a free spa gift card.

The passport gave people an incentive to walk the entire booth and learn about each product offering. It generated more traffic, which opened the doors to more conversations and to a larger list of potential customers.

A triangle on the bottom of each poster and banner indicates which section of the booth you’re at.

Consistent visual elements are used throughout the booth to establish uniformity and help convey the same message throughout.

Hand drawn illustrations are paired with copy to create a wallpaper on the inside of the PDQ’s. As customers take product out of the display, the graphics are revealed. They add an element of surprise and help maintain the customers interest.

Using a consistent color palette helps customers easily identify the brand, build trust and create a strong visual impression.

Campaign artwork applied to PDQ's on end aisle at Walmart. Video for bandages seen overhead.

Artwork from my original design applied to PDQ at Walgreens.
 

Artwork from my original designs taken and applied to Curad website.

designed concept & logo

designed concept & logo

created concepts and logos for the owl, busy bugs & cupcake bandages. Also, created POP for them to house in.

Developed concept and Truly Ouchless logo. Helped art direct illustrations

Developed concept. Art directed illustrations.

Through the use of color and line work, the typography on the wall becomes more meaningful and visually illustrates growth and innovation.

COLOR:
A gradient is used effectively on the typography to show an increase of time.

LINE WORK:
The word ‘Growth’ is connected to the words ‘Over 100 Years of’ with a line that resembles steps. Also, the word 100 is created with lines that indicate technology and innovation. There’s movement within the letters that create energy - propelling us forward.

The number 100 was created in illustrator with the pen tool.

The colors and lines create movement and suggest the passage of time. The font has a technical feel and reminds the viewer of technology, innovation and growth.

Each illustrations and photo represents a significant moment in Medline history. The illustrations are original and were created in Illustrator.

Each tile on the wall is represented by an illustration or photograph. This title shows the launch of medline.com. The mouse connected to the barcode/shopping cart indicates online purchases.

R&D labs have a heavy focus on prototyping and experimentation and exist to promote in-house innovation and inventing. The lightbulb is used on this title to represent an idea for an exam glove.

The renewal reprocessing service includes validated cleaning, disinfecting and sterilization, as well as refurbishing and extensive functionality testing to ensure devices are essentially brand new.

This title shows the process of renewing. The colors, graphics and photography help achieve this.

COLOR:
The background color is divided. On the left, the background is flooded with gray. Gray is used to indicate old age. On the right, the color is green. Green represents freshness and renewal.

GRAPHICS:
The arrows in the background help show the renewal process. The old becomes new, and the new becomes old. Once again, it’ll go through the renewing process.

IMAGERY:
The scissors on top of the background show what old medical tools look like vs. new. Visually, we can see a distinction.

The worlds fastest medicine cup machine - producing 1.6 million cups a day.

The first tile shows the creation of the cup through a line that spirals downward. Thoughts of icing going on a cupcake, or yarn building a scarf. The idea is that something is being built.

The other tiles show a series of lines (factory belt) with medicine cups on them. Using multiple tiles helps show just how big 1.6 million is.

The physician office market refers to all of the services provided by doctors in their private practice. I chose to illustrate this with an image of a doctor. The stethoscope around their neck also functions as their eyes and mouth.

All illustrations are original and created in Illustrator. The biggest challenge was finding different animals/elements in nature and combining them to create a double headed layout. Traditional playing cards are double headed, so that the cards can be readily identified whichever way up they are.

Each illustration is shaded and includes small details that help create a more interesting layout.

I created icons to indicate the card number. Example: for the 5 of diamonds there are 5 hotdogs, for the 2 of hearts, there are 2 fishing poles. Each icon is representative of an item you would find while camping. This helps keep the deck of cards interesting and maximizes the customers experience.

For the back of the cards, I took already designed elements from the inside deck and tin to create a pattern that’s perfectly symmetrical and balanced.

There’s a lot of history behind a deck of playing cards. They’re believed to have originated during the Mameluke empire. During this time, playing cards were designed using ornate, carpet style to differentiate each card. I wanted to incorporate some of these traditional design elements into my packaging. I did so by creating a symmetrical design that uses outlines mixed with iconography. It was also important to me that the outer packaging explained what was inside of the tin. Through illustrations and copy this was achieved.

The display holds all of the product and sits on the customers shelf. It needs to be well designed and tell customers what the product is at a quick glance. We achieved this through use of copy and illustration. Design elements from the cards and tin were used in order to maintain a consistent look.

Oops. Ouch. Ahh. was the main messaging for the hardware show. I took the corporate font and applied a texture, outside stroke & numbers to it. This created a more interesting lock-up and helped make it look more like a blue-print.

Elements come together to resemble a work bench. Products were shot from a birds-eye view and mixed with tools that you'd find lying around inside of a garage. The copy looks like it was burned into the wood and a texture was applied to the Medline logo to make it look painted on.

Concept for antimicrobial copper phone case. Created structure and layout.

Ultrasorbs® Dry Pads. Created logo, overall layout & provided art direction for illustrations.
illustrations: Michael Bast

Easybath™ disposable washcloths. Created the logo, art directed the photoshoot, created all illustrations & designed layout.

I created the custom die for this bandage box. When the customer pulls the box off of the shelf they are able to flip open the top and hear music. When the flap is opened there is still another closure keeping the bandages intact so that the product is not compromised.

logo exploration for Remedy

Logo concept for 'On the Go' packaging

Created concept and layout.

Catalog for travel items. Shot all products, rendered displays, heavy photo retouching, created concept and layout.

Taking illustrations and copy and laying them out to create an interesting, balanced design. Final artwork was applied to Medline’s campus wall.

This illustration was created for Progenity’s office in Ann Arbor, Michigan. The office was in need of graphics that would liven up their space and immediately let people know that that they were entering into a space dedicated to DNA and scientific research. Phone conferences were set up with the team. We began by discussing their needs and then I immediately started researching. After research and sketches and the idea was approved by the team, I moved forward into production. The illustration was created in Illustrator. The structure follows that of a traditional DNA strand. Towards the end of the strand there are numbers that refer to the binary code. The name ‘bioinformatics’ is spelled out with it. Progenity’s brand colors were used on the strand. This helped maintain brand consistency.