The Calmz Anxiety Relief System is the first of its kind therapeutic relief for dogs. It using patented acoustic and vibrational therapy to calm dogs that suffer from anxiety from storms, travel, separation.
The real challenge for the project was to create high-end packaging that reflects the high price point but keep production costs low. It also has to deter theft since it is a high cost item. I solved for both by creating a modular package that interlocks with each element. The harness is held under a PVC tray that the device clicks into. The packaging uses a soft touch varnish that creates a wonderful feel and also uses spot UV to enhance the effects of light on the box.
The color code system was a simple way to change the packaging for each size without having to create individual pieces. The soothing colors reflect the “spa” calming effect of the product with visual cues of sound waves.
The POP system was also designed around a modular system that would allow stores to get the high end, mid or low end display. The counter top unit with video monitor could be set into the free standing unit or placed onto the end cap unit. The large end cap display would also show case the product on a life-size molded dog and allow consumers to feel the vibration technology.
To further expand on the brand, there is an online presence consisting of a banner ad campaign, social media a responsive website with www.calmz.com. Additionally, there is a community component build around the success stories of users for Facebook and Twitter
The broadcast and in-store components are still a work in progress but here is the animatic that will be developed further.
The Grand Ole Opry is the longest running country music showcase in the world. The problem was they had become stuck in what made it an institution. Country become a new breed of music, artist and image so a rebrand was needed. Tasked with not only creating a new brand, a new message was also required.
The Show That Made Country Music Famous was born.
The new brand campaign told the story of the “young” edgier country artist. Rough textures, vibrant photography and a nod to the history, the ads translated the new messaging across different media including outdoor, around the venue, online, print and broadcast.
Taco Bueno is a regional Mexican fast food restaurant. Working on the account for 5 years I was able to help grow the brand and roll with the constant change in direction as it went thru a few identities. From fast food to fast casual and back again, the one thing that stood the test of time was loyal following from our “Buenoheads”.
Projects range from broadcast, print, in store POP, promos, packaging, a menu redesign and an overall experience overhaul inside the restaurant.
I was also able to help grow their social presence from a grass roots page of 500 to a loyal following of several 1000’s and create a new more streamlined, cost effective menu system. And spent more time in a photo studio shooting food than should be allowed.
TV can be found here Taco Bueno broadcast
In addtion to several other food driven clients like Avocados from Mexico, Stubbs BBQ, Frito Lay, Zatarains, 7-11 and Pepsi, I was also responsible for the creation and launch of a food truck and a line of gourmet salsas.