PRIME Launches
CG Concepting, Art Direction + Retail Toolkits
Once a product direction is selected, the launch expands into a broader visual system across CG, campaign graphics, POS and retail.
The work below highlights three PRIME launches where I helped shape that system through selected CG concepts, CG art direction, typography design, POS and toolkit development. My involvement varied by launch, with each project developed collaboratively across the larger creative team.
PRIME × Lakers
MY ROLE: CG Concept Development · CG Art Direction · POS · Toolkit Development
Snowball Slushy
MY ROLE: CG Concept Development · CG Art Direction · Typography Design · POS · Toolkit Development
Summer Pop
MY ROLE: CG Concept Development · CG Art Direction · Typography Design · POS · Toolkit Development
Campaign Typography
Custom typography often becomes one of the defining visual assets within a PRIME launch. I created the Summer Pop and Snowball Slushy treatments shown above and carried those graphic languages through CG imagery, campaign artwork, and retail applications.
The typography gives each launch a distinct personality while creating a flexible asset that can work across formats and environments.
