Good design can be pretty but it also needs to do its job effectively. Below are several projects that I created in order to hire better designers, organize design projects, streamline communication through design and honor and appreciate good applied design.
Signage Road Map
Whole Foods Market has many key messages to communicate to its customers during their shopping experience. In an effort to help the marketing teams focus, streamline and identify the most important messages to highlight, I helped lead the executive operations and marketing teams through the process of outlining and designing a Signage Road Map/in-store branding guide. In 2015, I distilled the content to live as a comprehensive pocket tri-fold designed to help identify and prioritize store messaging hierarchy by department.
Hiring an artist to work in a grocery store at Whole Foods Market can be a challenge. The store artist job requires a thorough understanding of Adobe Illustrator and InDesign for print designs as well as hand drawing and lettering skills to use on chalkboards throughout the store. In order to find and hire these magical unicorns, I created an interview structure that incorporated a small InDesign project for applicants to design and bring to the panel interview.
In 2012, I created an internal quarterly publication that recognized the store artists and the creative work that they did. I collected submissions and the marketing team collectively voted on the winners and I laid out the document and launched it to the entire region via email.