York Studios are a creative content services company, specialising in video production. When they approached Stephen about the LaserMAX range of brand packaging, they needed a trusted design partner to execute on a short deadline. York was in pre-production for the LaserMAX TVC (Television Commercial), and yet there were no brand assets or packaging available for this new product range. Franklin was able to help develop the creative brief for the project and push through a range of concepts, iterating quickly on feedback from York Studios and their client. The result was a strong brand packaging execution, with all artwork and brand assets delivered on time to meet both the TVC and the product's tight pre-Christmas production schedule.
Design Direction: York Studios
Creative Direction: Stephen Franklin
Graphic Design: Stephen Franklin
Photography: York Studios
Retouching: Stephen Franklin
Stephen designed the LaserMAX range with distinct variants that addressed multiple shopper touch points accurately.
Franklin began by developing the brand identity for the product that would later expand to incorporate the individual trademarked sub-brand names.
A slightly retro-styled font was used for the word Laser. And based on client feedback, Stephen stepped up the relative heights of the MAX characters to reflect the light coverage of the product.
The front of pack had a well-defined messaging hierarchy starting with the master brand and sub-brand, followed by a product description denoting key points of difference.
The back of pack included a clearly designed comparison chart that helped with consumer purchase decisions.
Stephen used a colour coding system for the four product types to help with separation of the sub-brands on shelf.
The colour coding extended from a front band containing a coverage touch point, to the top, and back of pack.
Working with photography taken by York Studios, Stephen retouched stock laser light imagery with images of the product and house locations shots to show the individual product features.
