General 5 — SMD

Food & Lifestyle

Projects include Creative Direction for Simon Pearce, editorial solutions to consumer engagement challenges for A&P and a modular adaptable sales kit for Delamar hotels.

Simon Pearce

Was responsible for multi-channel creative direction for brand marketing and advertising, conceptualizing and art directing in-house and on-location photo shoots. Evolved legacy existing brand aesthetic into a warmer, more welcoming direction that appealed to dedicated existing consumer base as well as significantly engaged new demographic targets.

Working with the extraordinary photographer Carrie Marie Burr, impeccable stylist Victoria Dilley and maestro coordinator Grady Smith, we evolved the art direction of Simon Pearce imagery to a warmer, more human state to showcase the incredible product in more inviting, approachable environments.

A&P

The challenge was how to update a legacy brand to consumers in the competitive supermarket space. We proposed doing a food & lifestyle magazine to connect with consumers on a more personal level and to give all of the departments a voice and channel to express themselves not only within the construct of the brand, but with their own specific concerns. The feedback was tremendous and engagement with the products highlighted tracked positive with each issue.

Delamar hotels

Delamar needed to improve their wedding and event segment of their business. The challenge came from needing an agile sales kit that could be customized for a large variety of potential clients. My solution was a modular sales kit that was printed on single cards that would fit in a common outer sleeve so each client could be given a deck customized to their needs and concerns. The second project is a general brochure for their various locations that highlight their luxury services.