https://pfraserdesign.cargo.site PFD Tue, 12 Aug 2025 22:22:30 +0000 https://pfraserdesign.cargo.site en https://pfraserdesign.cargo.site/Splash-Page Tue, 29 Mar 2022 19:07:17 +0000 PFD https://pfraserdesign.cargo.site/Splash-Page creative direction and leadership brand and design strategy copywriting and naming hands-on design development project and team management brand standards and guardianship ︎ https://pfraserdesign.cargo.site/Info Tue, 29 Mar 2022 19:07:18 +0000 PFD https://pfraserdesign.cargo.site/Info Thanks for stopping by!My name is Patrick Fraser and I’m a Creative Director and Designer based in Petaluma, California. I’ve had the privilege of working with many great companies, creative agencies, design teams, and clients. For more on that, please head over here.&nbsp;I’ve had some nice things said on my behalf as well. Some excerpts can be found&nbsp;here. Otherwise, there are case studies and other work you might be interested in,&nbsp;here. And a gallery of projects can be viewed&nbsp;here. https://pfraserdesign.cargo.site/just-dance-2022-edition-design Tue, 29 Mar 2022 19:02:09 +0000 PFD https://pfraserdesign.cargo.site/just-dance-2022-edition-design just dance 2022 As contract art director for Ubisoft’s San Franciso office, I was tasked with the retail design system development of the 2022 edition of their beloved game title; Just Dance. <img width="1440" height="733" width_o="1440" height_o="733" data-src="https://freight.cargo.site/t/original/i/c25949a6b86612e18b62bef9754f09f2eabb2dd4af7b40fe14b132e63a64407b/JD22_cs.jpg" data-mid="137943935" border="0" src="https://freight.cargo.site/w/1000/i/c25949a6b86612e18b62bef9754f09f2eabb2dd4af7b40fe14b132e63a64407b/JD22_cs.jpg" /> previous retail packaging of the Just Dance game franchise&nbsp; After the internal client kick-off, I dissected the creative brief and developed five conceptual territories for the design team to develop against. All five territories addressed the requirements of the marketing and brand team’s objectives for this edition as well as providing visual stories that would resonate with the target audience. We developed mood boards around each territory to provide visual inspiration and keep the initial design development on point. <img width="1440" height="805" width_o="1440" height_o="805" data-src="https://freight.cargo.site/t/original/i/3f4401266aee3bc4b4837516afc0e7ca752c7caaee677aeb198e1050d19f9376/JD22_cs_Layout.jpg" data-mid="137943936" border="0" src="https://freight.cargo.site/w/1000/i/3f4401266aee3bc4b4837516afc0e7ca752c7caaee677aeb198e1050d19f9376/JD22_cs_Layout.jpg" /> Five conceptual design directions were created, one for each of the creative territories and it’s accompanying visual mood board. <img width="1440" height="805" width_o="1440" height_o="805" data-src="https://freight.cargo.site/t/original/i/e2b02640bcf01d5e545775f54a2da2d81398a76206952b3f44ce5e177fd96500/JD22_cs_Layout-copy.jpg" data-mid="137943940" border="0" src="https://freight.cargo.site/w/1000/i/e2b02640bcf01d5e545775f54a2da2d81398a76206952b3f44ce5e177fd96500/JD22_cs_Layout-copy.jpg" /> The five initial concepts were also presented in digital mobile formats, as well as online game store assets to suggest how they would play out across the various consumer touchpoints that are part of the gaming industry’s digitally dominant retail landscape. <img width="1440" height="805" width_o="1440" height_o="805" data-src="https://freight.cargo.site/t/original/i/bacef31d9faa74cc2b5d7c3bc1ef820b5663b9ccd642bf80b93de979cbf0f989/JD22_cs_Layout-copy-2.jpg" data-mid="137943939" border="0" src="https://freight.cargo.site/w/1000/i/bacef31d9faa74cc2b5d7c3bc1ef820b5663b9ccd642bf80b93de979cbf0f989/JD22_cs_Layout-copy-2.jpg" /> A testament to the brief-grounded strategic approach I took to the project, the client was able to select a concept direction to move forward from the first presentation, without needing to see revisions or additional concepts. Something that had never happened before in the current brand team’s tenure with the Just Dance brand. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/694a6e59c2802c6228a096c32e0e68b35cc61a7d36043c0955d03b6b3c38b7f2/slide_justdance2022.jpg" data-mid="137943942" border="0" src="https://freight.cargo.site/w/1000/i/694a6e59c2802c6228a096c32e0e68b35cc61a7d36043c0955d03b6b3c38b7f2/slide_justdance2022.jpg" /> <img width="1440" height="932" width_o="1440" height_o="932" data-src="https://freight.cargo.site/t/original/i/e7492699a98e8a0356c58d9f8f3db682449cb56a38707adc3277efcbd695ea0e/JD22_cs_Layout-copy-3.jpg" data-mid="137943938" border="0" src="https://freight.cargo.site/w/1000/i/e7492699a98e8a0356c58d9f8f3db682449cb56a38707adc3277efcbd695ea0e/JD22_cs_Layout-copy-3.jpg" /> “360° of Fun” final key artwork and physical packaging in it’s final released state across it’s various gaming platforms. Once the key artwork was finalized, we developed a comprehensive Tool Kit to assure that the JD 2022 visual story-telling was consistent as the creative assets were shared across Ubisoft’s various offices, departments, and with outside vendors and partners. <img width="1440" height="805" width_o="1440" height_o="805" data-src="https://freight.cargo.site/t/original/i/d997f2e7b9b7473a7f54c44df5babe0545539d0b6faa28cde0672f3261293813/JD22_cs_Layout-copy-4.jpg" data-mid="137943937" border="0" src="https://freight.cargo.site/w/1000/i/d997f2e7b9b7473a7f54c44df5babe0545539d0b6faa28cde0672f3261293813/JD22_cs_Layout-copy-4.jpg" /> sample pages from the Just Dance 2022 Tool KitLastly, we created a Social Media Tool Kit to guide the social design team in developing assets that were relevent to the JD 2022 visual story, but were also on-point &amp; on-trend with the ever-changing and “ADD” nature of social media, as well as being easy and fast to produce. <img width="1440" height="805" width_o="1440" height_o="805" data-src="https://freight.cargo.site/t/original/i/e94dafc9bbb38c2b32fa0d53a5afd55ae1f00b77921aff6301fcf4ec470e5886/JD22_cs_Layout-copy-5.jpg" data-mid="137943941" border="0" src="https://freight.cargo.site/w/1000/i/e94dafc9bbb38c2b32fa0d53a5afd55ae1f00b77921aff6301fcf4ec470e5886/JD22_cs_Layout-copy-5.jpg" /> sample pages from the Just Dance 2022 Social Media Tool Kit https://pfraserdesign.cargo.site/safeway-select-packaging-redesign Tue, 29 Mar 2022 19:02:11 +0000 PFD https://pfraserdesign.cargo.site/safeway-select-packaging-redesign safeway select As the senior design director at Anthem/SF, I was tasked with the challenge of repositioning and improving the quality perception and overall sales of Safeway's highest-tier private brand, Select. Upon reviewing the broad assortment of offerings under the Select umbrella we realized that the rigid design system currently in place was limiting the individual product lines ability to go up against, and beat the national brand equivalents in their respective categories.&nbsp;Therefore our challenge was to create a category relevant package designs that hold together as a flexible system. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/98974204e66d8f5f36a85934370c2b92f03491445bb231e1e291babd7f365a29/SLT_cs_previous.jpg" data-mid="137943956" border="0" src="https://freight.cargo.site/w/1000/i/98974204e66d8f5f36a85934370c2b92f03491445bb231e1e291babd7f365a29/SLT_cs_previous.jpg" /> previous "rigid" design system Our research and pre-design phase consisted of solving for the following criteria: Determine visual guardrails and brand positioning Define how the compelling idea would be communicated from aisle to aisle The solution came about through the analysis and review of a series of mood boards that broke down the the various attributes, styles, and themes that are typically utilized in premium food and beverage packaging. These mood boards were presented to the client in a series that built from basic design principles, to visual paths that combined the various principles in different combinations, and finally more brand story-esque narrative themes that put the principles and paths into a context that would resonate with the target consumer. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/74419aa38ab95fcbee3cc92bf895367378cbda29edb0606fcb8905343a25167f/SLT_cs_principles.jpg" data-mid="137943957" border="0" src="https://freight.cargo.site/w/1000/i/74419aa38ab95fcbee3cc92bf895367378cbda29edb0606fcb8905343a25167f/SLT_cs_principles.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/7fd528aaa689d94b906e8226eea0672f17a0e57686941f4cdd25ef993f4728a3/SLT_cs_path_theme.jpg" data-mid="240130579" border="0" src="https://freight.cargo.site/w/1000/i/7fd528aaa689d94b906e8226eea0672f17a0e57686941f4cdd25ef993f4728a3/SLT_cs_path_theme.jpg" />This systematic approach enabled us to quickly land on the new brand direction, "Food as Art", and the following brand manifesto: "Safeway Select is all about discovering delight through a premium expression of quality and epicurean indulgence. To convey the indulgence and originality of this brand demands a series of artfully imagined solutions. It’s about exploring the variety of places and personas where “Food as Art” can go." The inherent flexibility of the "Food as Art" private brand system is activated by the various "Art of" visual interpretations that were built into the system's "tool box"; along with set of five visual "stylistic keys" that were adhered to in the design development phases. <img width="2880" height="1800" width_o="2880" height_o="1800" data-src="https://freight.cargo.site/t/original/i/aadabdf6fe6bcf6fd17097684f270f7591a7dea5a4f69e20b2f18f92dda151c5/SLT_cs_art_of.jpg" data-mid="137943959" border="0" src="https://freight.cargo.site/w/1000/i/aadabdf6fe6bcf6fd17097684f270f7591a7dea5a4f69e20b2f18f92dda151c5/SLT_cs_art_of.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/56d33a7bded65b20793f4b5f63ec6d07133b2395b02acc1c6ee7bc1fc77d1953/SLT_cs_guardrails.jpg" data-mid="137943969" border="0" src="https://freight.cargo.site/w/1000/i/56d33a7bded65b20793f4b5f63ec6d07133b2395b02acc1c6ee7bc1fc77d1953/SLT_cs_guardrails.jpg" /> The flexibility built into this loose "system", was extremely successful in allowing individual product lines to have the creative latitude to go up against and beat the NBE products within the same category, while still holding together as a system though the varied visual interpretations of "Food as Art". In addition to the commercial success and increased sales generated, the system garnered a total of nine CPG design industry awards from sources including: American Graphic Design Awards/GD USA and Vertex Awards/My Private Brand. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/b1c53fbeb2a98af76ad6cafd4fc4be2ac67e142122593b23fdd54b716f2f487e/SLCT_gelato_2025.jpg" data-mid="230531307" border="0" src="https://freight.cargo.site/w/1000/i/b1c53fbeb2a98af76ad6cafd4fc4be2ac67e142122593b23fdd54b716f2f487e/SLCT_gelato_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/5eb3f29df265d679a881926da14eacd0db7d4d8deffbbe94db738f99a8dfbf04/SLCT_icecream_2025.jpg" data-mid="230531309" border="0" src="https://freight.cargo.site/w/1000/i/5eb3f29df265d679a881926da14eacd0db7d4d8deffbbe94db738f99a8dfbf04/SLCT_icecream_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/5734a7af8518f24253a3427f024865428276a6c1e08f3fb4d97a96824d913bd1/SLCT_sauces_2025.jpg" data-mid="230531310" border="0" src="https://freight.cargo.site/w/1000/i/5734a7af8518f24253a3427f024865428276a6c1e08f3fb4d97a96824d913bd1/SLCT_sauces_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/08853865d43852361bd1d46c577fdab0b4d86fccebfbba63972ef61727571151/SLCT_dressing_2025.jpg" data-mid="230531311" border="0" src="https://freight.cargo.site/w/1000/i/08853865d43852361bd1d46c577fdab0b4d86fccebfbba63972ef61727571151/SLCT_dressing_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/70ce1434f3508e904386a293fbf90e8a555dd09b7ca2bf32d9707b599c5223a2/SLCT_balsamic_2025.jpg" data-mid="230531318" border="0" src="https://freight.cargo.site/w/1000/i/70ce1434f3508e904386a293fbf90e8a555dd09b7ca2bf32d9707b599c5223a2/SLCT_balsamic_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/e8a7ad9b70559ea6770e26620af1590e7e2430fd91e9dd4552c592708d735790/SLCT_pasta_2025.jpg" data-mid="230531342" border="0" src="https://freight.cargo.site/w/1000/i/e8a7ad9b70559ea6770e26620af1590e7e2430fd91e9dd4552c592708d735790/SLCT_pasta_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/6131c320daec8a04c84fe9551468d4c2c4284f4d2c715b4eb4de18937d6c5956/SLCT_entrees_2025.jpg" data-mid="230531341" border="0" src="https://freight.cargo.site/w/1000/i/6131c320daec8a04c84fe9551468d4c2c4284f4d2c715b4eb4de18937d6c5956/SLCT_entrees_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/f63f8aafc17c1b62e6ca291824f65ee7dfb2f38ccd729b1b7eea88e79c20e76a/SLCT_crackers_2025.jpg" data-mid="230531340" border="0" src="https://freight.cargo.site/w/1000/i/f63f8aafc17c1b62e6ca291824f65ee7dfb2f38ccd729b1b7eea88e79c20e76a/SLCT_crackers_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/abfb61ab6b8a0419ea8426e4761a1d6c3411cdba0882f647a6ad7dba10c04739/SLCT_lemonades_2025.jpg" data-mid="230531339" border="0" src="https://freight.cargo.site/w/1000/i/abfb61ab6b8a0419ea8426e4761a1d6c3411cdba0882f647a6ad7dba10c04739/SLCT_lemonades_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/d7db0c0d86a8f7d3db077e2aa7dfedb40d259336aed7b87861ae346b018fd6ae/SLCT_chocolate_2025.jpg" data-mid="230531338" border="0" src="https://freight.cargo.site/w/1000/i/d7db0c0d86a8f7d3db077e2aa7dfedb40d259336aed7b87861ae346b018fd6ae/SLCT_chocolate_2025.jpg" /> https://pfraserdesign.cargo.site/wonka-brand-packaging-redesign Tue, 29 Mar 2022 19:02:10 +0000 PFD https://pfraserdesign.cargo.site/wonka-brand-packaging-redesign wonka As the design director and creative lead for the CBX office in Larkspur, CA, I was tasked with the challenge of revitalizing and "aging up" one of the world's most popular and beloved candy brands. The FDA was putting pressure on companies like Nestlé for aiming towards too young of a demographic with their confection products; as a response to a rise in adolescent obesity and diabetes in the US. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/fb49aaaea7d4dba938ffe1b1875d78790d3e00449686cce4fdb889c90f34688a/WnkCS_intro2_o.jpg" data-mid="137943944" border="0" src="https://freight.cargo.site/w/1000/i/fb49aaaea7d4dba938ffe1b1875d78790d3e00449686cce4fdb889c90f34688a/WnkCS_intro2_o.jpg" /> previous brand identity and package designs of the three leading sub-brands Given the lack of a clearly defined branding system, our challenge was to develop an evolutionary yet flexible design that clearly positioned Wonka as the parent brand. This new system needed to appeal to an older more tween to young adult demographic while maintaining the key visual equities of some of America's favorite candy brands. Our research and pre-design phase consisted of exhaustive competitive audits, along with market and trend research targeted around the tween to young adult demographic.&nbsp;Our solution came about through the analysis and review of mood boards that presented four thematic directions embodying the trends and themes which were most applicable to the Wonka brand. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/18ca008b00f8c6367f756d254fded6f43c6f1d809965a0851b47755e7b5c9ff9/WnkCS_mood_o.jpg" data-mid="137943945" border="0" src="https://freight.cargo.site/w/1000/i/18ca008b00f8c6367f756d254fded6f43c6f1d809965a0851b47755e7b5c9ff9/WnkCS_mood_o.jpg" /> Based on the client preference for the 70’s Revival theme, we began the initial design phase; exploring the Wonka brand identity and the three leading brand’s packaging. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/db7bb2fde6d59658e17a9f4362f1e91aa31ee8ee77aaaf0c912f79f7f9957c0a/WnkCS_logos_o.jpg" data-mid="137943946" border="0" src="https://freight.cargo.site/w/1000/i/db7bb2fde6d59658e17a9f4362f1e91aa31ee8ee77aaaf0c912f79f7f9957c0a/WnkCS_logos_o.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/e5c7478816b2cbf5b6ae8cd53b6907b7dfb1c0cebb841577f2082645a5e4f635/Wnk_research1_o.jpg" data-mid="137943948" border="0" src="https://freight.cargo.site/w/1000/i/e5c7478816b2cbf5b6ae8cd53b6907b7dfb1c0cebb841577f2082645a5e4f635/Wnk_research1_o.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/0f8726060c02c1ff729df35ebd0b283798ad6618bb733957d60bd930bfa7c338/Wnk_research2_o.jpg" data-mid="137943947" border="0" src="https://freight.cargo.site/w/1000/i/0f8726060c02c1ff729df35ebd0b283798ad6618bb733957d60bd930bfa7c338/Wnk_research2_o.jpg" /> four designs that were taken into consumer focus group research <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/60ab163fb320c09f65930ebc16d8124886bec4a8b74ea8bffa1cf1f5cd8fe980/WnkCS_final_syst_o.jpg" data-mid="137943949" border="0" src="https://freight.cargo.site/w/1000/i/60ab163fb320c09f65930ebc16d8124886bec4a8b74ea8bffa1cf1f5cd8fe980/WnkCS_final_syst_o.jpg" /> redesigned WONKA BRAND identity and FINAL package designs for the three leading brands The visual aesthetic that permeates the Wonka brand redesign is best described as "product characteristics". For example, the new LaffyTaffy background pattern visually suggests pulling and stretching much in the way the product itself behaves. This redesign was so successful for Nestlé that it was used as the benchmark on how to redesign a product line; company wide. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/cc7637bee2a1b5e4069bbc920c64aca501dc1e78d2224b881f0db3206ce9758e/WNK_sweetarts.jpg" data-mid="137943952" border="0" src="https://freight.cargo.site/w/1000/i/cc7637bee2a1b5e4069bbc920c64aca501dc1e78d2224b881f0db3206ce9758e/WNK_sweetarts.jpg" /> before/after comparison: Sweetarts <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/89f72188c7d3c6d6fa7e89c892d8fd4f5894035783768818ce28341875bd1576/WNK_laffytaffy.jpg" data-mid="137943950" border="0" src="https://freight.cargo.site/w/1000/i/89f72188c7d3c6d6fa7e89c892d8fd4f5894035783768818ce28341875bd1576/WNK_laffytaffy.jpg" /> before/after comparison: LaffyTaffy <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/9150a2792d48cf3e29b9c72b722af3aaf2be01c0bebde36e9bfc32c9a80bac75/WNK_nerds.jpg" data-mid="137943954" border="0" src="https://freight.cargo.site/w/1000/i/9150a2792d48cf3e29b9c72b722af3aaf2be01c0bebde36e9bfc32c9a80bac75/WNK_nerds.jpg" /> before/after comparison: Nerds <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/970965832ff95c81ecadf7f4f314b48cdd16b6c3324de51863e6de8fa0b0a087/WNK_group.jpg" data-mid="137943953" border="0" src="https://freight.cargo.site/w/1000/i/970965832ff95c81ecadf7f4f314b48cdd16b6c3324de51863e6de8fa0b0a087/WNK_group.jpg" /> hero shot of the three leadING brands <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/1aa0ad78d07a2427db44fbdce06f867141348a65bd05bf55b31dfa4d8cdc2042/WNK_other_skus.jpg" data-mid="137943951" border="0" src="https://freight.cargo.site/w/1000/i/1aa0ad78d07a2427db44fbdce06f867141348a65bd05bf55b31dfa4d8cdc2042/WNK_other_skus.jpg" /> several of the ADDITIONAL brand Packages we designed https://pfraserdesign.cargo.site/the-snack-artist-packaging-redesign Tue, 29 Mar 2022 19:02:13 +0000 PFD https://pfraserdesign.cargo.site/the-snack-artist-packaging-redesign the snack artist As the senior design director at Anthem/SF, I was tasked with the challenge of improving brand recognition and the overall sales of Safeway's snack foods private brand, The Snack Artist. The Snack Artist brand was launched in 2010, a year prior to my the beginning of my tenure. The project was initially briefed into Anthem/SF as a simple redesign of Safeway's house brand or "S-brand" chips and pretzels product line. As the result of some very "out of the box" thinking on the part of the Anthem/SF creative team, an opportunity emerged to do much more, and actually create a new private brand offering under the Safeway banner. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/c2dc50f68902c9e648e14e1221a8e2a9d9f3d4c65f0da03e3baae20684b86272/tsa1_groupA.jpg" data-mid="137943980" border="0" src="https://freight.cargo.site/w/1000/i/c2dc50f68902c9e648e14e1221a8e2a9d9f3d4c65f0da03e3baae20684b86272/tsa1_groupA.jpg" /> original "khaki" design system The original "TSA" system, which was comprised of salty snacks, chips, pretzels, peanuts, popcorn, and frozen appetizers, was built around the concept of a "quick sketch" artist who liked to create funny "one-liner" sketches involving his favorite snacks. The "anti-big-brand" look and conceptual approach was very well received by the creative community and it won a 2011 Silver Pentaward, amongst other industry accolades, as a result. Unfortunately initial sales weren't as impressive. Within a year of the brand launch, Safeway presented Anthem/SF with the results of some extensive in-store consumer research and observations. These were the key findings that drove the need to revamp the TSA design system: • There was little to no brand recognition due to the TSA logotype being treated as an artist's signature. • Although the matte khaki-colored substrate stood out from the competitive set, much of the product photography was lost on it as a background color, and the neutral overall cast of the packages made them recessive on shelf due to the poor in-store lighting quality. My design team's solution borrowed from the original conceptual direction of doodling on a cocktail napkin while snacking. Additionally, we did an extensive category color audit to land on brand color that would work across the entire ever-expanding system regardless of the location within the store environment. Lastly, we optimized the TSA logotype and created a consistent, prominent, and proud placement on the PDP. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/7f34d16dbe399a3bc70196ef4790aacd4d51cc07f5ebac049ed484206c21f1a6/tsa2_3bags.jpg" data-mid="137943978" border="0" src="https://freight.cargo.site/w/1000/i/7f34d16dbe399a3bc70196ef4790aacd4d51cc07f5ebac049ed484206c21f1a6/tsa2_3bags.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/30e345a0fc4107eab5ddc278f12f0acfd0fc0ae1bd6ef05ee8fac63c2f56b03b/tsa2_others.jpg" data-mid="137943977" border="0" src="https://freight.cargo.site/w/1000/i/30e345a0fc4107eab5ddc278f12f0acfd0fc0ae1bd6ef05ee8fac63c2f56b03b/tsa2_others.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/a3ef70d91c5355d27fc27f49a121bddbc672d80073f0d5cfed7f4240f7f1e73d/tsa2_salt_schem.jpg" data-mid="137943976" border="0" src="https://freight.cargo.site/w/1000/i/a3ef70d91c5355d27fc27f49a121bddbc672d80073f0d5cfed7f4240f7f1e73d/tsa2_salt_schem.jpg" /> interim redesign and schematic color system guide for chips, pretzels, nuts and popcorn As Safeway continued to rapidly add new products and categories to The Snack Artist brand, it soon became apparent that despite the success of this update in solving the original system's shortcomings, this would need to be an interim solution. The sameness and reliance on a unique sketch and a corresponding joking wordplay to do the heavy-lifting on every single product and flavor began losing the originality that made the original (and much smaller) system so unique and fun. So, we were faced with another challenge for the brand which had outgrown it’s retail strategy and design system. How do we revitalize the design system and segment the categories to perform their best within their competitive shelf sets, without losing the original essence of the TSA brand? The solution came about through an epiphany that the "artist" could potentially work in other types of artistic media, beyond simple gestural sketches. He could broaden his skill set to create artwork that fits each product category individually and uniquely. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/0c0cf2870d578656cdf1a1ccb7baee0d270dd22734bae2e1bd334ad784b221e0/tsa3_concepts1.jpg" data-mid="137943974" border="0" src="https://freight.cargo.site/w/1000/i/0c0cf2870d578656cdf1a1ccb7baee0d270dd22734bae2e1bd334ad784b221e0/tsa3_concepts1.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/5126baa504a32a7c649c51989654a4b64e43392e8b750664921563553836785d/tsa3_concepts2.jpg" data-mid="137943975" border="0" src="https://freight.cargo.site/w/1000/i/5126baa504a32a7c649c51989654a4b64e43392e8b750664921563553836785d/tsa3_concepts2.jpg" /> selected TSA redesign round 1 concepts We began by determining what artistic media would be applied to the original chips and pretzels line, and worked out from there. In every case, we took the competitive set, shelf placement, and store environment into consideration in determining the type of art that would be appropriate for each category. For example, since frozen appetizers are always behind a glass freezer door, we chose kinetic sculpture to convey the active engagement promise of the food, along with a contrasting background color that allowed the similarly-colored products to stand out behind a potentially frosted glass shelf environment.&nbsp; This overall "loosening" of the rigid TSA system revitalized the entire brand and enabled the individual product lines to perform at a much more successful level within their respective competitive shelf sets. <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/336bfa856444379e2330384246d8f4660a6bcda680c0eb14e79b9c8b9a05aee1/TSA_chips_2025.jpg" data-mid="230531654" border="0" src="https://freight.cargo.site/w/1000/i/336bfa856444379e2330384246d8f4660a6bcda680c0eb14e79b9c8b9a05aee1/TSA_chips_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/eb7a0211520149dba69c65ddbbc4d001ed4196af44343227a4478429a8f1d826/TSA_pretz_2025.jpg" data-mid="230531652" border="0" src="https://freight.cargo.site/w/1000/i/eb7a0211520149dba69c65ddbbc4d001ed4196af44343227a4478429a8f1d826/TSA_pretz_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/99f1aa1cee0b8f93c5282bd1791db51ce7a7947006e93b7ca223d704190d4dd2/TSA_aptzr_2025.jpg" data-mid="230531651" border="0" src="https://freight.cargo.site/w/1000/i/99f1aa1cee0b8f93c5282bd1791db51ce7a7947006e93b7ca223d704190d4dd2/TSA_aptzr_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/851dff849725cde1d69b90387dfe3aad6e2a1718f96a8b5282ca3fadcd8c9edc/TSA_nuts_2025.jpg" data-mid="230531650" border="0" src="https://freight.cargo.site/w/1000/i/851dff849725cde1d69b90387dfe3aad6e2a1718f96a8b5282ca3fadcd8c9edc/TSA_nuts_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/cce1867a74859a8b9a7ac1db698a136b92ce19c7c9c7509011d0c264a5244e5c/TSA_dips_2025.jpg" data-mid="230531649" border="0" src="https://freight.cargo.site/w/1000/i/cce1867a74859a8b9a7ac1db698a136b92ce19c7c9c7509011d0c264a5244e5c/TSA_dips_2025.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/48e91912e16d0130a796a1ea3fc3c7d65fd7b95b8ddb25e99f9c8431c19f8a75/TSA_cakes_2025.jpg" data-mid="230531725" border="0" src="https://freight.cargo.site/w/1000/i/48e91912e16d0130a796a1ea3fc3c7d65fd7b95b8ddb25e99f9c8431c19f8a75/TSA_cakes_2025.jpg" /> https://pfraserdesign.cargo.site/growers-brand-new-brand-development Tue, 29 Mar 2022 19:02:14 +0000 PFD https://pfraserdesign.cargo.site/growers-brand-new-brand-development growers brandPackaging and multiple product line development for a proposed cannabis brand. <img width="1440" height="726" width_o="1440" height_o="726" data-src="https://freight.cargo.site/t/original/i/1343e72879e2fe413cd5103ce2e0897af6e291d950ca8709b4cc2fd6b517cd7a/growers_audit_pg-01.jpg" data-mid="138098371" border="0" src="https://freight.cargo.site/w/1000/i/1343e72879e2fe413cd5103ce2e0897af6e291d950ca8709b4cc2fd6b517cd7a/growers_audit_pg-01.jpg" /> <img width="1441" height="1501" width_o="1441" height_o="1501" data-src="https://freight.cargo.site/t/original/i/636913b290ef37656a46a2c19e184beda2d3eac9ead01eb84968c847cc3ff89b/growers_casestudy-01.jpg" data-mid="137943996" border="0" src="https://freight.cargo.site/w/1000/i/636913b290ef37656a46a2c19e184beda2d3eac9ead01eb84968c847cc3ff89b/growers_casestudy-01.jpg" /> audit &amp; initial concepts <img width="1441" height="631" width_o="1441" height_o="631" data-src="https://freight.cargo.site/t/original/i/43ac93e10f287c690a345f1a103e7a533da2d78901eb3e806a3ad79cf8c15ea2/growers_casestudy-02.jpg" data-mid="137943997" border="0" src="https://freight.cargo.site/w/1000/i/43ac93e10f287c690a345f1a103e7a533da2d78901eb3e806a3ad79cf8c15ea2/growers_casestudy-02.jpg" /> general/recreational product line <img width="1441" height="556" width_o="1441" height_o="556" data-src="https://freight.cargo.site/t/original/i/deea0078003530d19b31db61da802cddc36e9ba15dd2c362a5dfc33b8922ee73/growers_casestudy-03.jpg" data-mid="137943994" border="0" src="https://freight.cargo.site/w/1000/i/deea0078003530d19b31db61da802cddc36e9ba15dd2c362a5dfc33b8922ee73/growers_casestudy-03.jpg" /> men’s &amp; women’s specific recreational products lines <img width="1441" height="631" width_o="1441" height_o="631" data-src="https://freight.cargo.site/t/original/i/4b224a5c9fe335bf3af1430ce29de053296a7b81934f6cfad8c71c6dc1b8f8ea/growers_casestudy-04.jpg" data-mid="137943995" border="0" src="https://freight.cargo.site/w/1000/i/4b224a5c9fe335bf3af1430ce29de053296a7b81934f6cfad8c71c6dc1b8f8ea/growers_casestudy-04.jpg" /> health/wellness product line https://pfraserdesign.cargo.site/big-cedar-home-new-brand-development Thu, 01 Aug 2024 00:58:13 +0000 PFD https://pfraserdesign.cargo.site/big-cedar-home-new-brand-development big cedar home As a contract design director for Quad, I was asked to develop an omnichannel design system to introduce a new in-store and eCom retail brand for their client, Bass Pro Shops &amp; Cabela’s, called Big Cedar Home. Leveraging their newly created logo and color palette, I designed creative marketing samples for the furniture and home decor brand that included web, print, social, in-store signage, retail display, and guidelines for photography &amp; videography. The deliverables were developed as editable templates which were provided to the various vendors responsible for design production and implementation. <img width="1440" height="1551" width_o="1440" height_o="1551" data-src="https://freight.cargo.site/t/original/i/b87631708acccdcca169bab80c38d60ba514b87b6ad2e063b84607c1b3c8efe4/BCH_website.jpg" data-mid="215625444" border="0" src="https://freight.cargo.site/w/1000/i/b87631708acccdcca169bab80c38d60ba514b87b6ad2e063b84607c1b3c8efe4/BCH_website.jpg" /> website DESIGN <img width="1440" height="502" width_o="1440" height_o="502" data-src="https://freight.cargo.site/t/original/i/3180d0e98dcc1c7ae7fb49321edcd683b06f7043cf4231d733e67eba9b367656/BCH_catalog.jpg" data-mid="215625449" border="0" src="https://freight.cargo.site/w/1000/i/3180d0e98dcc1c7ae7fb49321edcd683b06f7043cf4231d733e67eba9b367656/BCH_catalog.jpg" /> PRINT DESIGN / CATALOG <img width="1440" height="556" width_o="1440" height_o="556" data-src="https://freight.cargo.site/t/original/i/ebcffe27d867019d03869602dceb5b5c9db54ff59c1e677abc61404ccb361650/BCH_circular2.jpg" data-mid="236837317" border="0" src="https://freight.cargo.site/w/1000/i/ebcffe27d867019d03869602dceb5b5c9db54ff59c1e677abc61404ccb361650/BCH_circular2.jpg" /> PRINT DESIGN / CIRCULAR HALF-PAGE AD <img width="2880" height="1362" width_o="2880" height_o="1362" data-src="https://freight.cargo.site/t/original/i/68218c82d2206ac5df81adaa729189fc7e201206aab954853cc98f7dbd220110/BCH_social2.jpg" data-mid="215625493" border="0" src="https://freight.cargo.site/w/1000/i/68218c82d2206ac5df81adaa729189fc7e201206aab954853cc98f7dbd220110/BCH_social2.jpg" /> social media DESIGN / facebook, instagram, pinterest <img width="1440" height="1949" width_o="1440" height_o="1949" data-src="https://freight.cargo.site/t/original/i/390954504db3b0cc22294fd083ee8aac5f6259822270d9347a4bf83ff9e32fcc/BCH_photo.jpg" data-mid="215625447" border="0" src="https://freight.cargo.site/w/1000/i/390954504db3b0cc22294fd083ee8aac5f6259822270d9347a4bf83ff9e32fcc/BCH_photo.jpg" /> guideline DESIGN / PHOTOGRAPHY <img width="1440" height="1020" width_o="1440" height_o="1020" data-src="https://freight.cargo.site/t/original/i/89607e778314b5191b4ff826d79ae09255f8cfe5412e3e85932d68985e10444f/BCH_video.jpg" data-mid="215625448" border="0" src="https://freight.cargo.site/w/1000/i/89607e778314b5191b4ff826d79ae09255f8cfe5412e3e85932d68985e10444f/BCH_video.jpg" /> guideline DESIGN / VIDEOGRAPHY https://pfraserdesign.cargo.site/marcom-print-digital-ecommerce Tue, 12 Aug 2025 22:22:30 +0000 PFD https://pfraserdesign.cargo.site/marcom-print-digital-ecommerce marcom print, digital &amp; ecommerce <img width="1440" height="588" width_o="1440" height_o="588" data-src="https://freight.cargo.site/t/original/i/a58957999caf64651db639456e2de8c0b1dc88174290dd0d7da537771b625647/p_fraser_marketing_slides-01.jpg" data-mid="236972826" border="0" src="https://freight.cargo.site/w/1000/i/a58957999caf64651db639456e2de8c0b1dc88174290dd0d7da537771b625647/p_fraser_marketing_slides-01.jpg" /> in-store promotional triptych poster concept for Spectrum Mobile / client: quad <img width="1440" height="588" width_o="1440" height_o="588" data-src="https://freight.cargo.site/t/original/i/1ea4f2a1e9d96950af5bcc25e6f5e64009e90079b41a5358c7076241a123fbcb/p_fraser_marketing_slides-12.jpg" data-mid="236972825" border="0" src="https://freight.cargo.site/w/1000/i/1ea4f2a1e9d96950af5bcc25e6f5e64009e90079b41a5358c7076241a123fbcb/p_fraser_marketing_slides-12.jpg" /> in-store promotional triptych poster concept for Spectrum Mobile / client: quad <img width="1440" height="736" width_o="1440" height_o="736" data-src="https://freight.cargo.site/t/original/i/96fd56c52992f5767a5af755c7581974cc1075ce6ebec9807d1cd6d708243dea/p_fraser_marketing_slides-02.jpg" data-mid="236972822" border="0" src="https://freight.cargo.site/w/1000/i/96fd56c52992f5767a5af755c7581974cc1075ce6ebec9807d1cd6d708243dea/p_fraser_marketing_slides-02.jpg" /> various eCom &amp; mobile assets for Hyperscape / client: ubisoft <img width="1440" height="784" width_o="1440" height_o="784" data-src="https://freight.cargo.site/t/original/i/9b0e7b406507ed7d89d21b7f61461097525d6598babcf3c74e7fb73747cdb4a2/p_fraser_marketing_slides-04.jpg" data-mid="236972823" border="0" src="https://freight.cargo.site/w/1000/i/9b0e7b406507ed7d89d21b7f61461097525d6598babcf3c74e7fb73747cdb4a2/p_fraser_marketing_slides-04.jpg" /> various eCom &amp; mobile assets for Watchdogs Legion / client: ubisoft <img width="1440" height="699" width_o="1440" height_o="699" data-src="https://freight.cargo.site/t/original/i/d7a9e44bf0fa4180159d5f8787d1a99ce52149cb665ba5b39558134a11def05a/p_fraser_marketing_slides-05.jpg" data-mid="236972821" border="0" src="https://freight.cargo.site/w/1000/i/d7a9e44bf0fa4180159d5f8787d1a99ce52149cb665ba5b39558134a11def05a/p_fraser_marketing_slides-05.jpg" /> in-store POP displays &amp; signage for Watchdogs Legion / client: ubisoft <img width="1440" height="1158" width_o="1440" height_o="1158" data-src="https://freight.cargo.site/t/original/i/1aa1c00f2b30797e05c352cfd58aa75faed6962a45e2f0530ec81fda33c34cd6/p_fraser_marketing_slides-06.jpg" data-mid="236972820" border="0" src="https://freight.cargo.site/w/1000/i/1aa1c00f2b30797e05c352cfd58aa75faed6962a45e2f0530ec81fda33c34cd6/p_fraser_marketing_slides-06.jpg" /> Youtube thumbnail design system / client: ubisoft <img width="1440" height="713" width_o="1440" height_o="713" data-src="https://freight.cargo.site/t/original/i/c528e4d00a45d11536f9b77ba8c0734886cd7c6222070f35f6c3808ffea47f6e/p_fraser_marketing_slides-07.jpg" data-mid="236972819" border="0" src="https://freight.cargo.site/w/1000/i/c528e4d00a45d11536f9b77ba8c0734886cd7c6222070f35f6c3808ffea47f6e/p_fraser_marketing_slides-07.jpg" /> various print &amp; eCom assets for Costco (US) / client: premier nutrition company <img width="1440" height="623" width_o="1440" height_o="623" data-src="https://freight.cargo.site/t/original/i/fdc1adb303cee1585b761b2320728f73f537dd62dee4962ef2c4a6a2460c8adc/p_fraser_marketing_slides-08.jpg" data-mid="236972818" border="0" src="https://freight.cargo.site/w/1000/i/fdc1adb303cee1585b761b2320728f73f537dd62dee4962ef2c4a6a2460c8adc/p_fraser_marketing_slides-08.jpg" /> various print &amp; eCom assets for Costco (International) / client: premier nutrition company <img width="1440" height="455" width_o="1440" height_o="455" data-src="https://freight.cargo.site/t/original/i/1794d2bcead5a088d6ee4c7bcf5d7bd34c5cdd6c8ec1841495d30c57f0bcfa74/p_fraser_marketing_slides-10.jpg" data-mid="236972816" border="0" src="https://freight.cargo.site/w/1000/i/1794d2bcead5a088d6ee4c7bcf5d7bd34c5cdd6c8ec1841495d30c57f0bcfa74/p_fraser_marketing_slides-10.jpg" /> <img width="1440" height="455" width_o="1440" height_o="455" data-src="https://freight.cargo.site/t/original/i/2c277344a18eff5b75ea33f1885dfc8eb801689ddb0faccacf3a6d627d6c7da7/p_fraser_marketing_slides-11.jpg" data-mid="236972815" border="0" src="https://freight.cargo.site/w/1000/i/2c277344a18eff5b75ea33f1885dfc8eb801689ddb0faccacf3a6d627d6c7da7/p_fraser_marketing_slides-11.jpg" /> excerpts from the Premier Nutrition Product Guide / client: premier nutrition company https://pfraserdesign.cargo.site/logos-identities-brand-guidelines Tue, 29 Mar 2022 19:02:17 +0000 PFD https://pfraserdesign.cargo.site/logos-identities-brand-guidelines logos, identities &amp; brand guidelines <img width="2880" height="3600" width_o="2880" height_o="3600" data-src="https://freight.cargo.site/t/original/i/5a287572480a096ddc1d93f8fd882ca096bbef8a98e0932aac16fe2999e5a197/pfd_logos3.jpg" data-mid="138096572" border="0" src="https://freight.cargo.site/w/1000/i/5a287572480a096ddc1d93f8fd882ca096bbef8a98e0932aac16fe2999e5a197/pfd_logos3.jpg" /> various Logos and brand identities THAT I’ve Designed <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/7ac816f4695a1c06ee6b2af8909921d2cd81a0be7f9a9bd3850455d86cda9e45/systems-05.jpg" data-mid="137944020" border="0" src="https://freight.cargo.site/w/1000/i/7ac816f4695a1c06ee6b2af8909921d2cd81a0be7f9a9bd3850455d86cda9e45/systems-05.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/da99f6c29de95df90a227e2b8246fbc6bcf1f92b3dcba4d98f769c36bc33e1e8/systems-07.jpg" data-mid="137944022" border="0" src="https://freight.cargo.site/w/1000/i/da99f6c29de95df90a227e2b8246fbc6bcf1f92b3dcba4d98f769c36bc33e1e8/systems-07.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/69c58718d4bca989f1ada853caa089a1b41696d3e610c6b2019508d204a249f3/systems-06.jpg" data-mid="137944021" border="0" src="https://freight.cargo.site/w/1000/i/69c58718d4bca989f1ada853caa089a1b41696d3e610c6b2019508d204a249f3/systems-06.jpg" /> AMDRO brand Design AND guidELIneS <img width="1440" height="750" width_o="1440" height_o="750" data-src="https://freight.cargo.site/t/original/i/269dd9c11afaa6e4a507c69c1dd07c5bc4264c9a9cf1ecb325a6981311f65bad/systems-03.jpg" data-mid="137944018" border="0" src="https://freight.cargo.site/w/1000/i/269dd9c11afaa6e4a507c69c1dd07c5bc4264c9a9cf1ecb325a6981311f65bad/systems-03.jpg" /> <img width="1440" height="900" width_o="1440" height_o="900" data-src="https://freight.cargo.site/t/original/i/ca21b6e1dd758491b10eb5eb0acb5e7cf84977fff1c08cf35e2c8e60cf468e4d/systems-04.jpg" data-mid="137944019" border="0" src="https://freight.cargo.site/w/1000/i/ca21b6e1dd758491b10eb5eb0acb5e7cf84977fff1c08cf35e2c8e60cf468e4d/systems-04.jpg" /> OPEN NATURE brand Design AND guidELIneS