Haier America Debut
Pitching a campaign called “Room to Invent”, we won the new business pitch for Haier America’s US appliance brand debut. The campaign was inspired by bloggers and photographer Todd Selby, capturing a type of candid flash photography that makes moments look like a polaroid. Through a process of Design Thinking and tissue sessions with the client, I developed a brand strategy that drove the visual identity design executed into brand guidelines, print and a full-blown campaign. I was also inspired by editorial design and the trends of set styling capturing harsh shadows of products. I art directed the photography and content library, designed the print pieces, as well packaging design.
Pitching a campaign called “Room to Invent”, we won the new business pitch for Haier America’s US appliance brand debut. The campaign was inspired by bloggers and photographer Todd Selby, capturing a type of candid flash photography that makes moments look like a polaroid. Through a process of Design Thinking and tissue sessions with the client, I developed a brand strategy that drove the visual identity design executed into brand guidelines, print and a full-blown campaign. I was also inspired by editorial design and the trends of set styling capturing harsh shadows of products. I art directed the photography and content library, designed the print pieces, as well packaging design.
