I was the primary contact between the client and our agency, ensuring clear communication and understanding of the project's objectives. I successfully managed the budget, keeping expenses aligned with the project's financial constraints. And I effectively resolved challenges that emerged during the project, maintaining client satisfaction and project momentum.
I collaborated with brand strategist to clarify and define the La Marzocco brand. Participated and conducted qualitative research for it’s commercial and consumer audiences.
I directed the creative vision, aligning it with the client's branding & strategic goals. I led a team consisting of identity and UX & packaging designers, videographers and developers ensuring collaboration and consistency through out the development of the work.
Actively participated in the design of packaging, environmental design, website and other key touchpoints.
I led the definition of La Marzocco's brand story. This involved participating in a strategy team that conducted qualitative interviews with internal stakeholders, media, and commercial and consumer audiences. We also performed competitive audits and stakeholder workshops.
• Qualitative Research
• Competitive Research
• High Level Messaging
• Brand Framework Definition
This initiative included directing the production of a video that encapsulated the La Marzocco story for a global executive meeting in Seattle, which was instrumental in achieving consensus among board members. The strategy received acclaim from the director of product from Italy for its accurate feel and definition of the La Marzocco brand.
It was later used to launch La Marzocco's Partner Summit Convention.
The research conducted during Brand Strategy of the target customer was used to define key sections and functionality of the website. I directed all creative, UX and managed the UX phase, and visual design phase of the e-commerce website.As a result of the launch, the e-commerce website exceeded the sales projections for the LM’s products.
The research conducted during Brand Strategy of the target customer was used to define key sections and functionality of the website. I directed all creative, UX and managed the UX phase, and visual design phase of the e-commerce website.As a result of the launch, the e-commerce website exceeded the sales projections for the LM’s products.
After the successful consumer division launch, La Marzocco expanded its consumer product line with the Linea Mini. We developed a unified campaign for the Linea Mini that included print advertising, video, and updating the e-commerce website and then developing the product's packaging.
There were 3 criteria that the packaging needs to meet.1: the protection of the Linea Mini, it’s over 70lbs and has multiple components. 2: The package needs to hold up to the rigors of international shipping. All machines are handmade in Italy, and then inspected again in the country being shipped to and then shipped to the customer. This meant the package needed to be easily opened and then resealed easily. 3: La Marzocco also wanted the package to look great to help create buzz, by being photogenic for social media buzz.
I led the development of the packaging form factor and materials, and then art directed the design of the package.
ALL RIGHTS RESERVED: 2024
