Key Responsibilities
Packaging design
Product photography
Product catalog design
Ecommerce website design
Art direction
Design team leadership
Brand identity
Style guide creation
My Role
Lead the Art Department in creating the branding elements, the packaging style guide, online web experience and product photography standards.
The Brand
Signal's core products are mobile and audio accessories. What sets it apart is that all the products are designed in-house, not sourced from overseas, and are thoughtfully designed to have features not available from their competitors.
Target Market
The target audience for Signal is broad. With product placement at retailers like Staples, Best Buy and Target we're attracting business professionals, parents, teachers and more.
Defining Features
The thinking behind Signal is clean and modern with a hint of techie. The branding is defined by two shades of teal, a soft gray and vibrant lifestyle images. Teal is a blend of blue and green used to invoke calmness and clarity of thought. The lifestyle images help tell the product's story and aid the customer in envisioning that product in use.
Website Design
The website is minimalist and utilizes large lifestyle photos moving through the pages in a parallax effect. These are used to tell the product's story before reading any of the copy telling the buyer what the product is, its use applications and unique features. The lifestyle photos coupled with studio shots are edited to be sharp and dynamic help round out the overall product message. Built on Big Commerce, the web developer we contracted for this project and I designed the page layouts, made sure to follow best UX/UI practices and ensured clean code and small image sizes for fast loading times.
Packaging Design
Using the brand’s defining features, I created a comprehensive style guide that resulted in the below packaging art.
Product Photography
Product photography is an essential element to any brand. Since the lifestyle photos are central to the packaging and website, Signal product photos are shot in merchandised settings to enable the customer to envision the product in use.
