This isn’t just a pretty guide — this is a tracking tool. Each of the links you can click on in this guide tells a story. Based on the links you click, they are categorized into different scoring systems for different products. This enables us to see how much interest you have or don’t have in particular products — and we share that info with the sales team as well as place you into an email drip based on your interests.

Over the past 7 years, my career has focused on digital design and marketing – and the automation that comes with that. All of the landing pages and digital reports serve as way to score and track prospects to better segment messaging for more personalized emails and advertising, which is difficult to express in a portfolio.

Making this "playbook" come to life with color and fun elements to emulate a sports playbook without taking it to that cheese-y place no one wants to go to was a fun project.

This report was handed over to me as a sad little word doc with many tables full of numerical data. I made it my mission to:

1) give the report the love it deserved,
2) capture the essence of the millennial traveler, and
3) display all the data into easily digestible chunks.

The finished piece was a lovely, colorful printed report. One of the last printed reports I have done.

In-store packaging:
The approach was a "back to basics" one. Whilst the Dickey's iconic yellow cup remained, it received a copy refresh. All of the other elements were updated to a natural craft look with a minimalistic 2 color design with copy that focused on the process and the heritage.

External retail packaging:
For the retail packaging, we went with Dickey’s yellow to stand out from the crowd but maintained the large typographic elements to create a cohesive look between retail and in-store. And it allowed me the chance to create one of my favorite things: miniature replicas.

A random sampling of in-store promotional campaign signage