WHOLE FOODS MARKET
MY ROLE:
Lead Store Artist / Art Direction
THE CHALLENGE:
Create signage and marketing materials for Rhode Island’s flagship store. Share those designs with other regions. Stay on-brand but create a local flare with artwork.
MY CONTRIBUTION:
Led the creation of signage, marketing materials, collateral, pamphlets, flyers, brochures, social media assets and more.
THE SCOPE:
From 2012–2016, I developed integrated visual communications for Whole Foods Market across retail, environmental graphics, print, digital, social, and experiential applications. The role gave me the opportunity to work across a broad range of visual disciplines, from signage systems and illustration to photography and large-format production.
Use brand approved branding elements (Logos & Fonts)
Analog & Digital illustration
Create artwork for print & digital platforms
Design for Marketing Campaigns & Events (collateral, pamphlets, brochures, etc.)
THE RESULT:
AWARD WINNER
My logo design submission, for the 2014 Team Member Appreciation week, won 1st place, against over 50 other designs from other artists across the company. I won an iPad but the best feeling was knowing that team members all across the country were wearing my design on tshirts.
SAY CHEESE
I led photoshoots and incorporated photography into many designs. Blending photos, with illustrations, and typography was definitely a skill that I honed while at Whole Foods.
DRAWING ATTENTION
I was also able to expand my illustration skills at Whole Foods as well. I experimented with various illustration styles. Whether traditional styles like hand-drawn pen & marker, to chalkboard art, or digital drawing, in both vector and raster styles, I was able to explore a variety of techniques.
HIT THE ROAD
Expanding beyond in-store art, I was asked to create the artwork for the delivery van. I laid out all the graphics and worked with a local vendor to apply the vehicle wraps.
TAKEOFF
I grew so much in 4 and a half years at Whole Foods Market. I am very grateful for the work experience but it was time to spread my wings. I had done several freelance jobs for Hasbro before they offered me a position. It was an offer that gave me more of an opportunity to expand my skill-set. Now after over a decade in the field, I am still growing…and I don’t plan on stopping.
I learned to hone illustration skills in many different styles.
I created analog & digital art, experimenting with various mediums.
I won the 2014 Team Member Appreciation Week logo Award.