Industrial strength creative coverage
During the summer of 2000 I was hired by Rust-Oleum Corporation, as a contractor, to establish the Art Department for the Industrial Division of the company. Previously there had been one Art Director for the company but recent changes had split the Commercial and the Industrial lines of products into separate divisions.
The Challenge
With this split into separate divisions, the Commercial lines would keep their existing branding, but over time the Industrial lines would all be refreshed.
My Work
- I established Art Department file-naming, organizational systems and other procedures to maintain consistency and the highest standards.
- Working closely with Marketing and Sales Directors, I was responsible for concept through final artwork for all marketing and sales communications. This included flyers and brochures, direct-mail, social media, pop signage, packaging design and more.
- Refreshed the entire line of Industrial Paints across all categories and price points. Responsible for the graphic design and production artwork.
The Results
- Consistently outgained previous response rates with visually compelling direct mail campaigns.
- I created a unique hand-drawn character for the logo of a new product called “Grind n’Go”.
- A successful NASCAR promotion I designed gained over 3k likes and over 500 shares on Facebook.
- I was presented with an internal award for my achievements in branding.
