Michelle C. Palko-Smith michelle.palkosmith@gmail.com
designportfolio
categories Design Management and Design Visioning
a design leader utilizing design thinking to empower brands that inspire.
Consumer Packaging - Hair - Skin - Food
Design Thinking
Design Principle development and facilitation
Graphic Design - Print & Collateral - Corporate Identity
mcs
速
NEW
YORK
SALON
CARE
Design Management Nexxus 2011-2014
Elevate a mass brand to prestige beauty status through package design restage, brand identity refresh and brand architecture strategy. Responsible for:
- Brand Design Guardianship - Management of Brand Design Restage - Agency selection/partnership Nexxus Hair Global Restage
consumer packaging
|
hair
- Brand Design Guardianship, - Led Brand Design Restage, - Strategic Design Management, - Agency selection/partnership of Nexxus Hair Global Restage
consumer packaging
|
hair
Nexxus Color Assure Led Design Management on new subline for North American Nexxus.
consumer packaging
|
hair
8 combat aging signs
hope in a bottle
youth elixer for hair consumer packaging
|
hair
TRESemmé VISEQS TRESemmé VISEQS BRAND FLAG / LOGO TYPE • • • •
SUPPORTERS
“PROFESSIONAL AFFORDABLE”
PERIPHERALS
SUPPORTERS
BRAND CORE
TYPOGRAPHY
• • • • • • • • •
• Impact BRAND FLAG • Consistency TYPE • LOGO Ownability
Impact Consistency Ownability Brand Blocking Color Coding Messaging Usabilty Differentiation Shopability
• • • •
OPPORTUNITIES
BRAND CORE
OPPORTUNITIES DETRACTORS
DETRACTORS
“PROFESSIONAL AFFORDABLE”
Impact Consistency Ownability Brand Blocking
COLOR
Impact Consistency Ownability Brand Blocking
STRUCTURES / FORMS /
• Impact • Ownability • COLOR Brand Blocking • Usabilty • • Differentiation Impact • • Functionality Consistency • Ownability • Brand Blocking • Color Coding • Messaging • Usabilty • Differentiation • Shopability
TONE OF VOICE • Ownability • Messaging TYPOGRAPHY • Usabilty • Differentiation • • Story telling Impact • • Shopability Consistency • • Emotive buy-in Ownability
ICONIC SHAPES / ELEMENTS • Impact STRUCTURES / • Consistency FORMS • Ownability • • • • • • • • •
Usabilty Differentiation Impact Functionality Ownability Brand Blocking Usabilty Differentiation Functionality
VIOLATORS • Impact • Ownability OF VOICE • TONE Color Coding • Messaging • • Usabilty Ownability • • Shopability Messaging • Usabilty • Differentiation • Story telling • Shopability • Emotive buy-in
ICONIC SHAPES / ELEMENTS
VIOLATORS
• • • • • •
• • • • • •
Impact Consistency Ownability Usabilty Differentiation Functionality
Impact Ownability Color Coding Messaging Usabilty Shopability
“PROFESSIONAL AFFORDABLE”
PERIPHERALS
“PROFESSIONAL AFFORDABLE”
“PROFESSIONAL AFFORDABLE”
ork The Brand Union - New York
Design Management TRESemmé 2008-2012
Elevate the package design to be more premium and modern, supporting salon codes of beauty. Ensure portfolio can expand responsibly, especially in emerging markets.
Responsible for:
- Brand Architecture Strategy - Ideation - Design Management - Package Design Restage - Agency selection/partnership
consumer packaging
|
hair
consumer packaging
NEW DESIGN LANDS IN NEEDSCOPEâ&#x20AC;&#x2122;S ACHIVEMENT SPACE ACHIVEMENT SPACE PACK RULES: &217(0325$5< \HW 6,03/( ď&#x192; elegance and sophistication
),1( 68%7/( )217
ď&#x192; elegance and propriety, should not dominate the pack
6/((. 675$,*+7 /,1(6
ď&#x192; refined, delicate image
PREMIUM DESIGN CHANGE
0,1,0,6,1* &2/285
TRES
ď&#x192; understated sophisticated feeling
TRESemmĂŠ 2008-2013
Brand Design Guardianship. Led North America Package Design Restage and Execution, Agency Selection partnership and management
consumer packaging
|
hair
TRES styling
consumer packaging
|
hair
Design Management St Ives 2008-2012
Package Design restage, incorporating new â&#x20AC;&#x153;Freshâ&#x20AC;? positioning, utilizing nature semiotic codes to reinforce natural product. Responsible for:
- Brand Design Strategy and Architecture - Design Management - Agency selection/partnership - Photography & Art Direction strategy
consumer packaging
|
skin
BETH GALTON, PHOTOGRAPHER
St. Ives Skin, Wash and Lotion lines Brand Design Guardianship. Led Brand Design Restage, Strategic Design Management, Agency Selection and Partnership, Art Direction of Photography Portfolio
consumer packaging
|
skin
The brand idea made me think of fresh clean and natural things – of being outside in nature...of eating and drinking fresh fruits and clean water. It made me think of youth, vitality and health–clear skin and a youthful glow.” Rachel, 22 years old, St. Ives consumer
consumer packaging
|
skin
Vintage Advertising
In the 1970s Noxzema continues its commitment to clean beauty.
Noxzema 2009-2011
Lead brand design restage to support positioning of “power of a clean slate” through packaging restage, new brand identity and return to heritage of Noxzema blue jar semiotic.
Proper ty of COLLINS ©2009
Responsible for:
- Brand Identity Design - Management of Brand Design Restage - Agency selection/partnership - Brand Design Guardianship
STRICTLY CONFIDENTIAL
consumer packaging
|
skin
1914
codes of blue
Noxzema
Brand Design Guardianship. Led Design Management, Design Development and Brand Identity Development of the Noxzema Brand Restage.
consumer packaging
|
skin
FDS 2010-2011
Evolve beyond Feminine Deodorant Spray; make fem hygiene an accepted, everyday category for all women 25+ Responsible for:
- Design Research and Design Strategy - Ideation and collaboration with agency partner - Design Management
consumer packaging
|
feminine care
spirational Language
TY PRET
LACE
S U O RGE Y
IT O N I E G N I S M E F A C E SSI N
INK!
P
L A U S SEN
RN
MODE
T
Y A FLIRT SY CL CUTE
ANT VIBR
SY S O L G
L U F LAY
P
S U O MOR
GLA
SATI
Y L R I G
G N I D R E T A A D IC
Research Insight: In todayâ&#x20AC;&#x2122;s hyperconnected, empowered culture, women of all ages strive to feel beautiful in an intimate way.
sample of visual positionings
ST I H P SO
consumer packaging
|
feminine care
Graphic Design - General Mills
Health, happiness, being fit. The hallmarks of healthy women. A cereal that celebrates with a playfulness and brightness of a summer morning.
good morning
Responsible for:
- Ideation & Graphic Design concept - Photo and illustration direction
consumer packaging
|
food
General Mills concepts Prima Fitnesse Package Design for â&#x20AC;&#x153;real womenâ&#x20AC;? who want smart, nutritious, whole grain choices in cereal.
consumer packaging
|
food
Graphic Design - General Mills & Caribou Coffee
How could something so irresistible be so good for you? Chocolate, granola and rich taste of coffee in one efficient bar for those with busy lives.
yum
Responsible for:
- Ideation & Graphic Design concept - Photo and illustration direction
consumer packaging
|
food
General Mills concepts Caribou Coffee Bar Package Design Concepts and final packaging on shelf
consumer packaging
|
food
categories Design Management and Design Visioning
Consumer Packaging - Hair - Skin - Food
Design Thinking
Design Principle development and facilitation
Graphic Design
design thinking & strategy
- Print & Collateral - Corporate Identity
mcs
Design Thinking & Strategy - Vaseline 2014
Creation of Vaseline Design Principles to support the revised positioning of â&#x20AC;&#x153;The Power of Healingâ&#x20AC;? and Brand DNA. Responsible for:
Development and Creation of Design Principles Facilitation of Vaseline Design Principle Workshop, partnership with Marketing
design principle development & facilitation
A guide to the visual, physical and experiential expression of Vaseline, to guide all physical manifestations and design including packaging, graphics and instore assets.
Vaseline – Our Design Principles
Private & Confidential v. 1_02 March 2014
Identifying our Design Principles is of prime importance, but it is how they interact with each other that will lead to successful, unmistakable Vaseline design.
Vaseline Brand Investigation & Evolution
2.03
Stage 2.0
An expert typeface, unique to Vaseline
We believe in developing a unique and expert typographic voice for Vaseline, one that embodies the brand’s personality. This is how we communicate to people. No matter what the communication, whether it be on-pack, on-screen or advertising, we need to speak to our customers in a ‘Vaseline tone of voice’.
Calibre. We propose the basis of our typeface customisation on an existing typeface called CALIBRE. We feel that this typefaces posses the right characteristics and tone of voice that supports Vaseline’s personality.
Why this typeface? It is drawn with precision, making it feel expert, trusted and reassuring. It is well balanced with optical geometry making if feel approachable, human and caring. Vaseline – Our Design Principles
Private & Confidential © 2013
It speaks many languages. Calibre has Private & Confidential v. 1_02 March 2014 a full suite of glyphs and additional characters to support many languages.
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstvwxyz 0123456789 ! ? @£$%^&*(+=§®¾) ÁÂÃÅÆÈËÊÏÎÓØÚß áâãåæèëêïîóøúß CALIBRE (REGULAR)
Our Design Principles. Vaseline – Our Design Principles
Our six principles help guide all facets of a piece of Vaseline design.
Private & Confidential v. 1_02 March 2014
Pioneering Heritage.
— Shape of the cartouche — Translucency — Iconic structures — Soft hue of PJ — Original PJ tub Vaseline – Our Design Principles
Taking a core heritage shape (cartouche) and reinterpreting it in an iconic and contemporary way.
Design Principles direct purposeful branded experiences, ensuring conscious design of the end to end Vaseline brand experience, through every touchpoint and across time.
Pioneering Heritage
Purposeful Elegance
Depth and Transformation
Obsessive Detailing
Controlling Colour
M A D E T H O U G H T.
Employing a single principle is not enough. It is the combination of several that will lead to a uniquely Vaseline solution.
Key Design Cues
Using the heritage of our Cartouche shape or our core colours allows us to look forward by looking back.
Welcoming Expertise
Private & Confidential v. 1_02 March 2014
The heritage shape can inform the structural form of an object. Vaseline Design Principle
Purposeful Elegance. To help identify the correct shape, structure and geometry for Vaseline design. Vaseline – Our Design Principles
Private & Confidential v. 1_02 March 2014
Welcoming Expertise.
MADETHOUGHT DESIGN FIRM
What does this principle mean? Vaseline design feels unmistakably effective with integrity and authority but delivered with a human, personal and simple edge. It’s a unique balance that injects personality to bring a human warmth to our expertise, creating a genuine expert. Design should be clear, precise and focused, it should be free of superfluous decoration and centre around communicating a healing message and a functional benefit. Not cold and clinical, but serious, knowledgeable and authentic.
design principle development & facilitation
categories Design Management and Design Visioning
Consumer Packaging - Hair - Skin - Food
Design Thinking
Design Principle development and facilitation
Graphic Design - Print & Collateral - Corporate Identity
print & corporate identity
mcs
print print collateral and corporate identity systems
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BE AU TY
Unilever is honored to receive the
Corporate Empowerment for Women Award
&
BETH GALTON, PHOTOGRAPHER
CLASSIC FASHION NOIR
We are proud of our commitment to providing women with opportunity, empowerment and skills; and to having a diverse workforce that reflects the two billion households who trust our products every day.
We congratulate our fellow honorees for their achievements in advancing the professional growth and leadership of women.
Cover Page Headline here
Unilever:
Corporate Empowerment for Women Award
“Simplicity is the keynote of all true elegance.” ― Coco Chanel
Unilever Beauty campaign identity and application
Unilever Beauty campaign identity and application
Ideation & Visual Positioning for internal Beauty campaign, Unilever
- Print Ad for CEW - evite “Speaking the Language of Beauty - PPT template
Children’s Memorial Hospital “Heroes for Life” Fundraising campaign and CMH corporate identity system Children’s Memorial Hospital “Heroes for Life”campaign identity as well as Children’s Memorial Hospital’s marketing collateral. Materials includes folder, tri-fold patient brochures, and letterhead
Lipson Alport Glass & Lipson Alport Glass & Associates Associates (LAGA) Capabilities Brochure
Corporate Identity Capabilities Brochure Letterhead System Corporate Identity System
newberrycapital ma n a ge me n t
corporate identity
SHAMPOO
CHICAGO SKYWAY
n
SHAMPOO
CHIC
SKYWAY
healthy people. better world. since 1948.
healthy people. better world. since 1948.
direct relief
to learn more on how to donate,
or to find information of where to drop off charitable items, please specify:
search
Direct Relief International Annual Report Corporate Identity Letterhead System Web Site
The head is round so thinking can change direction.â&#x20AC;? - Francis Picabla
Michelle C. Palko-Smith michelle.palkosmith@gmail.com