ACE REGIONAL PACKAGING

MENA (MIDDLE EAST/NORTH AFRICA) REGION

ACE CFL BULBS AND EXHAUST FANS (NEW ARABIC PROGRAM)

CHALLENGE: Design new English/Arabic packaging for emerging MENA region. Arabic has never been used on Ace Packaging so there will be a need for extensive research how to do this. Typography is required to be consistent and uniform, with a clear communication of the product’s use and value to retain brand consistency and quality.

SOLUTION/CONTRIBUTION: Designed bilingual packaging where Arabic translations are equal emphasis to the English copy. Right aligned Arabic text when possible. Because Arabic is a right-to-left reading language centered around calligraphic lettering, the way letters connect with each other depends on many factors. Researched Arabic typography and found special program that reordered the type so Adobe Illustrator could handle and properly display the language. Became Arabic typesetting lead and successfully produced many types of packaging and manuals in Illustrator and MS Word.

INTERNATIONAL REGION

ACE LED WORK LIGHT REFRESH

CHALLENGE: CHALLENGE: Integrate expanding product assortment containing new non-premium products into the existing Work Lights program. Increase visibility of Lumens by removing from the color bar. Highlight Warranty and Energy Saving features consistently across line.

SOLUTION/CONTRIBUTION: Designed initial packaging and co-designed Refresh packaging. Added additional panels for horizontal or vertical orientation on shelf. Added new Lighting Fact Chart and new, and large Lumen Icon.

ACE CHILD SAFETY BRAND EXTENSION

CHALLENGE: Create a brand extension for the new Child Safety Program Ace was going to launch overs seas in the International market. Look should be softer and contain clouds.

SOLUTION/CONTRIBUTION: Developed and designed the concepts picked for the final design. Initially the client wanted grey accents, but has since changed grey to light cyan more reminiscent of sky and clouds. This extension has become very successful Internationally.

LATIN AMERICA REGION

ACE INSECT KILLER PROGRAM

CHALLENGE: Introduce a new assortment of indoor and outdoor insect killer units and replacement bulbs for the Latin American market and make finding the right replacement bulb easy for the consumer.

SOLUTION: Colors where used to differentiate products by the three coverage areas. Replacement bulb icon on product packaging matched color band on bulb packaging. Illustration was created for the outdoor units to demonstrate where the product should be located and clear, concise bullet points were used for product features. French was eliminated from the packaging allowing more room for typography.

CONTRIBUTION: Developed new brand standards for equal prominence English and Spanish for the Latin American region. Created packaging, devised a color-coding strategy that aligned with competitors colors already in market for certain bulb types. Designed replacement bulb icon and color-coding.

ADDITIONAL CREDIT: Aldo Peralta (Illustration)

DOMESTIC REGION

ACE SCREW PROGRAM REDESIGN

CHALLENGE: Refresh the look of existing screw packaging to align with recently redesigned Ace Brand Nail program.

SOLUTION: Updated packaging to mirror architecture of the Nail program. Colors for each category were updated to new brand colors and defined by application. Elements were used to visually distinguish between ‘Best’ and ‘Better’ in each category. ‘Best’ screws used a Premium feature flag, Stainless Steel icon and metallic gray 1 lb. boxes. Red boxes and lids were used for ‘Better’ and ‘Good’ tier. ‘Better’ screws utilized the Ceramic Coated feature flag.

CONTRIBUTION: Project Design Lead. Researched screw category across competition. Tested solutions for copy placement and design elements with in-house panel. Worked with Brand Managers to revise and standardize product names and descriptions. Modified brand standards to create design exceptions for category’s special requirements. Designed lead artwork for each variation and tier of packaging.

CONCEPT WORK

ACE AUTOMOTIVE BRAND EXTENSION CONCEPT

CHALLENGE/CONTRIBUTION: Concept solutions to extend the Ace Brand into the Automotive category using non-specific car imagery. One will be chosen as the final design when the program moves forward.

ACE GARDEN SOIL REFRESH CONCEPTS

CHALLENGE/CONTRIBUTION: Created concepts for part of the refresh of Ace Soil Program.