k.e.g. property maintenance inc. | website design

K.E.G. PROPERTY MAINTENANCE

WEBSITE DESIGN

digital | art direction

K.E.G. Property Maintenance is a local, family-owned landscaping company which also sells natural mulch. Their natural mulch business has been around for several years, but more recently became popular because of a need for mulch with no added chemicals, making it safer for families and pets.

The website visitors are residential customers rather than commercial accounts. The new design included adding an e-commerce capability (including mulch calculator) to be able to order mulch and schedule delivery – which no one else in the area had been doing.

Not only did I design the website and polish the existing copy, I also shot most of the photography – from landscapes to mulch in order to have a consistent look and feel. The gallery before/after site images were supplied by the owner.

kegpm.com

Website Homepage

Speaking with the owner and doing my own research of landscape company websites, it was really important to show visually a before/after of the scope of work that could be done. A slide show takes a potential customer through several jobs. There are also customer reviews throughout the site to reinforce the quality of work. I also made sure the site would work well on all devices, especially phones.

E-commerce Landing Page & Other Services

Incorporating the e-commerce portion of the site was a great challenge. Not only would a customer choose a type of mulch or loam to order. I had to incorporate a calculator which figured out how many yards of material was needed. A very industry-specific request which I also learned a lot about.

boston design studio | branding & design

BOSTON DESIGN STUDIO

BRANDING & DESIGN

concepts | branding | art direction | print

The Chadwick’s brand designed their own apparel. They also created a specialty sub-collection, Boston Design Studio (also relating to being owned by Boston Apparel Group). Boston Design Studio’s collection was designed to attract a younger customer – being sophisticated and fresh with modern details.

I designed the logo to draw off of the Boston Apparel Group logo. It would only be seen knocked-out of black. It appeared as apparel labels and also in the printed catalogs.

Logo shown in printed catalog spreads

Marshalls | art direction

Art Direction from multi-day location photoshoots. I was responsible for casting talent, photographer, stylists, and locations. I worked with crews in pre-production meetings as well as on-location. Images were used for Marshalls in-store signage and advertising.

Marshalls | art direction – accessories

Art Direction from studio photoshoot for accessories. I was responsible for casting photographer, stylists, and set concepts. I worked with crews in pre-production meetings as well as on-location. Images were used for Marshalls in-store signage and advertising.

Marshalls | art direction – children

Art Direction from a multi-day location photoshoot with children. I casted talent, photographer, stylists, and chose locations. It was all based on my creative concepts for seasonal in-store-signage and advertising.

Marshalls | art direction – home goods

Art directed Marshalls location photoshoot for home goods. I concepted and executed a direct mail piece as well as in-store signage for a Marshalls home event. The direct mail was so well received it turned into a press kit for editors (in both english and spanish).

Chadwick’s | logo design & development

CHADWICK’S

LOGO DESIGN & DEVELOPMENT

Chadwick’s catalog brought women irresistible style at a smart price featuring the same casual, career, and women’s classic styles found in department stores. The target customer was 50+ woman. With a newly created apparel design studio, the apparel was designed to attract a younger woman, 30+. The goal to redesigning the Chadwick’s logo was to look fresh and sophisticated, an updated classic. After I designed the logo, I partnered with a Copywriter to update all of the creative touchpoints. This also included taking the apostrophe off the Chadwick’s name (which eventually came back).

Competitive Landscape & Initial Ideas

Background research on brands that have the same values. These brands also represent the Chadwick’s customer we wanted to attract.

Before & After – the Final Logo

Catalog Covers

Redesigned logo. I art-directed the photoshoots and designed the promotional type treatments.

Email & Website Header

Branded Elements

I designed the apparel labels, concepted & executed marketing campaigns with a Copywriter, and gift boxes.

Chadwick’s | art direction

retail fashion art direction creative boudreau

Art direction from 12+ day location and studio photoshoots. I was responsible for casting models, wardrobe stylists, hair/makeup stylists, photographers, locations, props, and managing the budget. Images appeared in Chadwicks catalog, collateral, and website.

Pythia Analytics | branding development & design

PYTHIA ANALYTICS, LLC.

BRAND DEVELOPMENT & IMPLEMENTATION

As a startup company, Pythia Analytics needed brand development for every touchpoint of the business. I wore all of the creative and strategic hats (with exception of writing website copy). This included the creation and implementation of products, partnering with and managing vendor relationships.

Pythia Analytics processed data that catalog companies required: marketing/house file database, data modeling, merge services. What made Pythia different is that it delivered a large measure of online interactive capability for a very good price. There is a customer portal where customers posted data, order reports, set up new marketing campaigns, and other interactive functionality. The target customers were small to medium size catalog and e-commerce direct to consumer companies. There were few competitors in this arena.

Concepting & Initial Logo Presentation

Flushing out the story begins with pencil & paper. Pythia refers to the priestess of the Oracle at Delphi in ancient Greece. Until I dove in to the history of Pythia and the importance of what it could show a client, the name was initially only important to the Principal of the company, not a selling feature. It’s a unique name that set Pythia apart from competitors – Clario, Tricision, Web Decisions, Datamann, InfoGroup.

In order to start concepting, we arrived at three strategic words the logo/brand would represent and tie back to the priestess: connectivity, growth, intelligence. All deliverables relate back to these three words.

Final Logo with Color Options

Website

The website functioned as a marketing device to use during initial conversations with potential clients. However, there was a Client Portal Login which would bring a client to a password protected server. I purposely kept the photography all black and white. It relates back to a digital connection, the rawness of data and spreadsheets. It also supports the importance of the copy, doesn’t distract from it.

Branded Elements: business cards, letterhead, excel spreadsheets, invoices

The owner loved the choice of having two different colored business cards. The green logo was used mostly on the Client Server. They were printed on 32 pt stock, so the card would really stick out from the competition. Other elements included letterhead, invoices, and excel spreadsheets.