The Blessing Basket is a non-profit organization with one mission: helping the artisan's they serve lift themselves out of poverty by paying up to seven times fair trade for the artisan's handcrafted baskets.
Replace the existing, traditional hang tag with a fresh and innovative redesign, incorporating details about the weaver, enabling consumers to connect with the very artisan who crafted the basket half a world away.
After discussions with the client and an extensive survey of artisan transparency initiatives across similar markets, I was able to determine the core features essential to the tags success. Two of these features were specifically chosen for their unique benefit to both the consumer and the company: first, the prominent display of the artisan's photo filled a void in the market, which rarely showcases individual artisan images; second, the inclusion of a personal message from the artisan printed directly on the product tag created established the company as a leader in creating new standards for supplier transparency.
One of the biggest challenges was determining best practice methods for the physical print/production of the tags. After assessing countless materials and printers, it was decided that each tag be dynamically generated at the time of fulfillment, ensuring tag details are accurately paired with each basket.
THE VISUAL CONCEPT
I went through multiple rounds of sketches and digital drafts over the course of the project; not wanting to detract from the artisan's personal story, the initial copy was filled with rich detail, but too lengthy and visually unappealing. By the final draft, the copy was pared-down, replaced with the tagline "Every Basket Tells A Story", and the tag directs consumers to the clients website for in-depth artisan information.
Throughout the project I, along with my fellow team mates, created custom elements and items that work together to support the desired visual direction of the tag, including manually editing close to 2,000 individual artisan photos.
Designed promotional print material to coincide with the launch of the new product tag.
A cutting-edge product tag offering consumers total access to the origins of 50,000+ baskets crafted by over 2,000 artisans worldwide.
whole foods market
Created a range of print materials, digital resources, and team member programs for Whole Foods Market stores nation wide, including special resources for Whole Planet Foundation, a non-profit organization founded by Whole Foods, while working with The Blessing Basket Project.
Promoted monthly & quarterly incentives encouraging creative Blessing Basket displays and unique signage; this included the creation of personalized awards as well as an online showcase of past winners accessible to stores nationwide, all designed with the Whole Foods Market chalk-aesthetic in mind.
Designed and build The Blessing Basket's first-ever vendor catalog; content went beyond just products and pricing and included trip photos, stories, and projects highlighting the decade long partnership with Whole Foods; Indesign catalog file linked to client's inventory database for easy, automated updates.
Made a library of online resources available to Whole Food's employees by updating and maintaining the appearance of and information included within the online toolkiit; created print literature promoting the valuable resource and cheat sheets for easy use.
Designed several print flyers highlighting the partnership between Whole Foods Market stores, Whole Planet Foundation, and the vendors they purchase from around the world.
Posters designed exclusively for Whole Planet Foundation product displays.
A selection of print materials designed for a variety of clients.
The St. Louis Regional Chamber is the leading economic development and professional services organization, serving the 15-county bi-state metropolitan area. Constantly striving to inspire a greater St. Louis, the Regional Chamber welcomes businesses, investors, and members to become active participants in the St. Louis community.
REGIONAL INDUSTRY OVERVIEW
Created a 5-part series of in-depth reports on the key industries for growth in the St. Louis region using data and statistics reported by the Chamber's Chief Economist; research findings captured insights into the market and opportunities for future growth, successfully translating complex, quantitative data into a visually engaging and clearly explained.
Researched and created 150+ corporate & executive profiles detailing growth & expansion, business relationships & motivations, and social responsibility & civic investment. Chamber leadership used these profiles in creating engaging relationships with prospects to drive and secure multi-year investments.