Collection of Brands – i3 Creative at NBTY
Integrated Ad Campaigns | Print & Digital | B2B | B2C | Branding | TV Commercial Storyboards | POP Displays | Retail | Graphic Icons | Digital Illustration | Poster Designs | Photo Shoot Art Direction | Brochures
Diverse brands. Diverse audiences. Diverse styles.
While at i3 Creative, the design and advertising studio within The Nature's Bounty Co. (NBTY), I had the opportunity to work with some incredible brands. Because of their wide-ranging portfolio, I was able to design for many consumer audiences (determined by demographic breakdown or by need state) and therefore, in countless artistic styles.
The range of internal and private label brands includes American Health, Balance Bar, CVS, Costco and Costco Pharmacy, Disney, MET-Rx, Nature's Bounty flagship line, Osteo Bi-Flex, Pure Protein, Vitamin World, and Walgreens.
Diverse project categories.
In addition to standalone projects shown elsewhere in my portfolio, this collection is just a handful of the many great projects I was a part of.
See below each project for a description.
Balance Bar – Balance Bites poster
When Balance Bar was ready to launch their new Balance Bites product line, they tasked us with creating a large poster that would be on display at the upcoming 2015 Natural Products Expo West trade show. The solution needed to be bold and fun, and highlight the benefit of this delicious, new snack.
I designed the poster and corresponding type treatments, featuring a variety of activities to portray a balanced lifestyle, and showing the convenience of their new, on-the-go product. The Balance Bar team loved it so much that they featured it at multiple trade shows within the healthy products industry. They also asked for additional poster resizes for their corporate office displays.
See below for additional Balance Bar projects. To see an OOH ski resort campaign with record-breaking results for Balance Bar, please click here.
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Balance Bar – BALANCE IT!
Balance Bar’s goal is to make it easier for everyone to get the balanced nutrition they need to power through the day and ultimately live a more balanced lifestyle.
When tasked with creating a fresh, disruptive new look, I wanted to break through the monotony of photo-heavy campaigns seen everywhere. I came up with this solution that marries playful, hand-drawn illustrations with photos of balance-related activities, clearly leveraging the brand name.
Shown above are two ads from the series. To see additional illustration projects, please click here.
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Balance Bar – BALANCE IT alt campaign
Creative Direction and design for an alternate “Balance It” ad campaign.
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American Health
Concept | Design | Art Direct Photo Shoot | Print & Digital Ads
Good Health Made Simple.
American Health was making a big push with their Digest HPE product, an intensive strength complex of naturally derived enzymes that aid in digestion. For a large, upcoming integrated campaign, they needed us to feature the product prominently, and also use a very large amount of copy that highlighted specific ingredients and amounts.
The solution was a restaurant tabletop, featuring a detailed menu that was both the perfect vehicle for displaying lots of copy, and also a very fitting visual, considering the topic at hand. I designed the campaign and art directed the corresponding photo shoot. I then created social media ads, web banners, and full, half, third and quarter-page print ads, covering the entire spectrum of print, digital and social media applications.
Results
Due to overwhelming consumer readership response, the campaign ran for almost two full years. The ads were so successful that we received letters from magazine publishers, expressing how memorable, relevant, and creative they found the campaign.
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Costco Pharmacy Icons
Countless consumers rely on Costco Pharmacy for their health and wellness needs. Not everyone realizes the full scope of what's offered for a complete shopping experience. To advertise Costco's many benefits, including flu shots, prescriptions, and vitamins and supplements, I created graphic icons and lapel buttons to be worn by Costco Pharmacy workers in their national wholesale locations.
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Costco – Pallet Skirt POP Displays
With the amount of foot traffic that passes through Costco on a daily basis, it's important for their displays to be bold, eye-catching, and memorable. I had the opportunity to create a variety of pallet skirt POP displays for their national wholesale locations, predominantly featuring their own Kirkland Signature and trunature brand vitamins.
Scroll down to the bottom for additional Costco info and ad campaigns. To check out a campaign that resulted in the highest grossing product launch in Costco’s history, please click here.
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Pure Protein
When Pure Protein tasked us with creating a bold, disruptive design for their national truck fleet, I worked to come up with a solution that would make other drivers and people on the street do a double-take. I was confident that a giant nutrition bar zooming down the street was something you don't see every day, and would be a memorable experience.
After coming up with the idea, I art directed the product photo shoot and executed the designs. The Pure Protein brand team loved the concept and execution, and chose it to be applied to their fleet of trucks.
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Osteo Bi-Flex
Ad Campaign | TV Commercial Storyboards
Listen to Your Joints.
Osteo Bi-Flex has been responsible for leading the way in the joint care supplements category. Backed by years of commitment from scientists, researchers, technicians, and associates, their goal is to bring you and your family the best product.
To break through the clutter and monotony of overly serious and arguably boring visuals in this category, I created a bold, playful campaign featured in two-page magazine spreads and matching TV commercial storyboards.
To see the new brand identity project for Osteo Bi-Flex, please click here.
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MET-Rx
Shaping Every Body.
MET-Rx prepares athletes to dominate on the next level. The next fitness goal. The next game. The next championship. They’ve dedicated over 20 years of research to developing the best workout fuel with a focus on the power of protein and other important nutrients for workout enhancement.
I was selected to design the new branded look for MET-Rx, and apply it to multiple B2B and B2C ad campaigns for print and digital applications. My goal was to create captivating, bold designs that would attract new customers, but also honor the MET-Rx legacy and retain its existing, loyal consumer base.
We featured products and displays, athletes, endorsers, and celebrity fitness models, such as Greg Plitt (trainer, actor, Army Ranger, fitness model), Nicole Wilkins (figure and fitness competitor), and Justine Moore (author, fitness model, training & nutrition coach). The campaigns were a success. In addition to great feedback from the brand team, I also received the Advertising Excellence Award from Signet Research on multiple campaigns that achieved outstanding readership response.
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Disney
Designing creative solutions while adhering to guidelines.
The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. When applied to consumer products, their portfolio of brands and their reach is incredibly immense. That’s why it’s extremely important to maintain strict guidelines for consistent messaging.
Working within the framework of Disney's existing style guides, I’ve designed numerous print and digital ads, featuring beloved characters from TV and movies, such as Star Wars, Finding Nemo, Cars, High School Musical, and Phineas & Ferb. My goal was always to create distinct, memorable, new solutions, while also adhering to Disney’s brand guidelines. Above are just a few samples.
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Vitamin World
Discover the best nutrition the world has to offer.
Vitamin World is a company of wellness enthusiasts that believe nutrition starts at the source. They’re passionate not just about nutrition, but also about helping others discover their best self. To that end, they source the most unique ingredients from all over the world.
To celebrate February heart health month at their national retail stores, I created a series of in-store posters and consumer mailers. Playing off of the Valentine's Day theme, each piece served to advertise an array of vitamins and supplements that promote a healthy heart.
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CVS
Same great quality. Bold new look.
As the largest pharmacy health care provider in the U.S., CVS is an innovation company with a simple and clear purpose: Helping people on their path to better health.
When CVS was ready to launch their new look, they asked i3 Creative to create a brochure that would serve as its introduction. My goal was to clearly display the new appearance—along with their large amount of copy—in a clean, minimalist style. I designed the 12-panel accordion-fold brochure for distribution at all CVS national retail locations.
Results
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Costco – Costco Connection magazine, membership mailers, pharmacy brochures and Healthy Living Guide
The Impact of Advertising
Costco Connection magazine plays an important role in product sales for Costco. With a readership of 25.8 million people, advertising has a great impact. I designed and won countless campaigns and standalone ads for Costco, featuring a variety of their trunature and Kirkland Signature brand products.
To check out a campaign that resulted in the highest grossing product launch in Costco’s history, please click here.
High Profits for NBTY
In addition to increased sales for Costco, it also meant high profits for NBTY, because the winning campaigns also meant NBTY won the bid to manufacture and distribute the products themselves.
To convey the wide range of concepts, styles, and typographic treatments, shown above and below is a small sample of ads.
Prime Advertising Real-Estate
My ads were also featured in membership direct mailers, Costco pharmacy brochures and Healthy Living Guide. Some were so well-received that Costco featured them on the back cover or inside front cover; prime real-estate for a magazine.
Trunature Campaign Winner
A highlight was winning the 2013 Trunature campaign for all print/digital ads and pallet skirt POP displays in nationwide locations. To control consistency, I created style guides for 3rd party vendor ad production. Due to overwhelming product sales, Costco ran the one-year campaign for an additional year.
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