SanDisk | Western Digital

CREATIVE DIRECTOR, Senior Manager and Designer

My team designs assets for up to 25 product launches across six categories per year. The creative is used for integrated marketing materials across multiple languages and consumer touch points. I provide creative direction, lead the pitch, design and ensure content across copy, graphics and video teams is on brand, on brief and on time.

Branding

After two agencies worked on the high concepts behind the SanDisk brand refresh, it was my job to make the brand work detailed and actionable. With my team, I designed a range of options, collaborated across multiple stakeholders to achieve consensus, and delivered a complete, fully functional brand ID system.

Project: SanDisk Brand Identity Guidelines and Templates
Role: Creative Director, Project Manager, Designer, Copywriter
Scope: Create a new design language for SanDisk brand and product lines, totally 7 unique and integrated systems across digital, print and packaging executions
Timelines: 10 months

Print Advertising

Project: Print Ads
Role: Creative Director, Senior Designer, Project Manager
Scope: Create product specific print assets for global and regional launch day needs
Specs: 8x10 and A4 formats

Digital Advertising

Project: Product Launch Assets | Web banners and eblasts
Role: Creative Director, Senior Designer, Project Manager
Scope: Create product specific digital assets for global and regional launch day needs
Specs: 160x600, 300x250, 728x90, 550x2340

Project: Amazon Basic (Global) and Amazon Premium (North America and Europe)
Role: Creative Director, Senior Designer, Project Manager
Scope: Create product-specific digital assets with heavy emphasis on product education
Specs: Variable, but designs needed to conform to Amazon’s A+ Content Management Tool

Packaging

Project: Consumer Packaging. Global and retail specific executions
Role: Creative Director, Senior Designer, Project Manager
Specs: Blister and carton packaging
Timing: Planning and design over 3-8 week period

Project: Packaging Redesign Pitch (CONCEPT)
Role: Creative Director, Senior Designer
Specs: Blister and carton packaging
Timing: Planning and design over 4 weeks

But before I could make a final recommendation, I tested the design system across multiple product lines, form factors and campaign photography. And the final check was how the brand stood out on the retail shelf.

Postscript: due to a change in leadership, these concepts did not get a full and final evaluation.

Photography

Project: Lifestyle and Product Photography
Role: Creative Director, Senior Designer, Project Manager
Specs: Single and Multi-day Photoshoots, Product and Live Models
Timing: Planning and execution over 3-6 week period