By KarI Y. Snyder, MFA
An innovative ecologically friendly germ eliminating start-up, Sterilize-It, needed communication, marketing, branding and packaging assistance to best secure continued angel investment and start both consumer and commercial sales accounts. I was brought in to assist on various fronts.
- Creative Director
- Graphic Designer
- Packaging Designer
- Lead Writer
- Executive Producer
- Emily Perez, Photographer
- Deville Vannik, Talent
- Neysa Joyce Talent
- 3 months
- Adobe Creative Suite (InDesign, Photoshop, Illustrator, Premiere)
- HTML, CSS, Javascript
- MS Suite
After reviewing the target market and the energy drink competition, I conducted various point of purchase surveys at retail sales venues. With research in hand, I developed several new logo and packaging designs which were run by a consumer testing group along with the company founders. A sporty logo was picked along with a darker color theme.
The original design lacked a sport style design and leaned toward the water market rather than the energy drink market. I designed knock-out zones in the logo and the background pattern so the metallic of the aluminum can shown through.
The client also sought my assistance in developing a marketing campaign to launch the new design. The budget was small, so I leveraged it on cable and online videos, re-vamped website, and new sales collateral. I brokered a deal with an action stunt talent, Deville Vannik, and a lay actress and health enthusiast, Neysa Joyce, to represent the brand for a year. I kept the writing style direct and included a lot of action verbs. The content was health focused to match the needs of the target market. I also developed a 30 day acidity challenge to involve the target audience to document their health journey to be added to the second phase of the campaign.
