Art at Work
Art at Work
Directed comprehensive brand messaging strategy and architected a cohesive visual system that evolved into a high-impact campaign.
Flir is a recognized leader in thermal cameras and test measuring equipment. Their audience included specialized professionals to DIYers. The initial work the client developed was not conveying ideal features and uses.
Goal: Design visual and content system that will apply across all product categories, that quickly informs targeted user. Expand on branding as to preserve integrity while optimizing for digital platforms.
Role: Creative Leadership- Market intelligence analysis, creative direction, content strategy architecture, scalable template systems, cross-functional project orchestration
Key Factors
Create a consistent content strategy applicable to all product types. Only minor visual adjustments between categories.
• Provide distinction between models.
• Convey brand leadership in market.
• Use existing client photography assets.
Designing a System
The new product visuals were inspired by a feature from most of their products; accents of thermal camera gradients brought the brand to life with a modern yet timeless look.
A content outline with focused copy writing was developed in collaboration with client to ensure benefits to target user were quickly and accurately conveyed.
Before & After
Establishing a strategic content hierarchy and integrating infographics enhanced product clarity and streamlined information delivery.
By deliberately strategizing messaging and focusing on target users needs, enabled customers effective understanding of complex products.
The product strategy was applied in two parts- initial images and secondary content layout. The content hierarchy was synthesized to align with the merchandising funnel—guiding and educating consumers from attract to convert through the images and the layout.
My concept direction presentations were developed for a couple products to show how direction applies in a uniform yet distinct approach. I would develop this into a design kit, and guide the team through additional product development.
A critical design challenge was translating the product's messaging into the provided interface options, while developing for responsive design. This required carefully mapping user interactions to product communication, ensuring a cohesive and engaging user experience.
Expanded brands visual system
The secondary content was implemented across two types of interface options, including a dynamic (left) and static layout (right) options.
I conceived targeted infographic solutions and refined messaging architecture to amplify product differentiation and value proposition.
The design strategy prioritizes mobile user experience by meticulously crafting layouts that align with mobile shopper preferences.
The responsive layouts ensured exceptional mobile readability while communicating the message with cohesion and impact.
Every strategic partnership represents an opportunity to transform complex brand challenges into compelling visual narratives that drive measurable business impact across diverse industry verticals. From beauty and consumer goods to technology and lifestyle brands, my experience spans diverse industries where design meets strategy.
Interested in seeing the creative work behind these collaborations? View live product pages below, links below may change due to catalog management updates. My development: 1 - Listing Images, 2 - A+ Content, 3 - Brand Story, 4 - Brand Store
Roof Nest 1,2
Benchmade 1 - 3
Leupold 1 - 3
Quantum Fishing 1, 2, 4
Lews Fishing 1,2