Mary Muelken Design

ASSIGNMENT:
Develop a display builder that capitalizes on the Halloween season.

APPROACH:
Designed a shoppable Halloween display which featured a lenticular image of the client's national campaign photography which morphed into images of spooky creatures. This lenticular effect was achieved through extensive image retouching while staying aligned with the client's original photography.

RESULT:
Halloween and Back-to-School display generated more sales lift than any other Sparkling Ice® displays throughout the year.

ASSIGNMENT:
Update the client's existing School Bus dump bin to reflect client's national "Be Not Bland" campaign, the Back-to-School shopping occasion and be interruptive in-store.

APPROACH:
Redesigned the School Bus dump bin to stand out among competing Back-to-School displays by adding a glitter background and including fun, colorful life-style imagery that integrated well with clients national campaign. Also created Case Card to be used on smaller displays.

RESULT:
Halloween and Back-to-School display generated more sales lift than any other Sparkling Ice® displays throughout the year.

ASSIGNMENT:
Differentiate Breakstone's Cottage Cheese brand as superior to their competitors via shelf signage at Walmart.

APPROACH:
Created a range of designs that were true to Breakstone's brand standards while focusing on key brand attributes.
Version 1: Flavor & Mixing
Version 2: Emotional Benefit
Version 3: Portability & Protein
Version 4: Flavor + Energy

Communication objectives evolved to focus on flavor variety and customizable mixing which is represented in the final design.

ASSIGNMENT:
Drive trial and velocity for Devour hand-held products in the frozen snack aisle because product is moving from the frozen meal section.

APPROACH:
Develop navigational signage to act as a beacon to drive consumers to the product's new location in the frozen snack aisle.

ASSIGNMENT:
Maximize sales of My M&M’s during the Valentine's Day season.

APPROACH:
Leveraged die-cut package to showcase the unique M&M's emoji themed candies. Designed with bold colors that stand out on shelf. Package is made giftable by including "To" and "From" messaging.

ASSIGNMENT:
Design retro recipe cards that tie to client's national 75th Anniversary of M&M's.

APPROACH:
Designed 3 recipe cards with the iconic look and feel of 3 eras: 1940's, 1950's and 1980's. These cards were included in a House Party Program promotion kit.

ASSIGNMENT:
Design a Halloween coupon handout to be distributed at Target that incorporates both Mars Chocolate & Wrigley coupons.

APPROACH:
Created a folded coupon handout that leveraged the Target Halloween style guide and tied into the "Booing" occasion (leaving Halloween at your neighbor's door).

Additional seasonal or promotional coupons included below.

Georgia Pacific
Animated Banner Ad
ASSIGNMENT:
Inspire Walmart shopper to stock up on Georgia Pacific paper goods during the month of January using Walmart’s Online Grocery Pickup.  

APPROACH:
Extensive Photoshop retouching to Walmart's static photo asset resulted in more seasonally relevant imagery (adding winter coat and falling snow) and allowed for animation to demonstrate the Online Grocery Pickup experience.

M&M’s & Dove Valentine’s Day Banner Ads
ASSIGNMENT:
Banner ads for M&M's and Dove at Target. Feature Target exclusive Dove offering.

APPROACH:
Designed banner ads that promoted the occasion, Cartwheel savings and exclusive offering while leveraging brand assets of both M&M's and Dove.

Burt’s Bees Evite Banner Ads, Target

ASSIGNMENT:
Drive awareness of Burt’s Bees Gift Sets as the perfect solution for anyone – family, friends, teachers, etc. Showcase the exclusive design found only at Target.

APPROACH:
Leveraged elements from Burt's Bees Target exclusive package design to create multiple sizes of banner ads.

Breakstone's Butter Holiday Banner ads
ASSIGNMENT:
Develop Breakstone’s holiday banner ads to keep Breakstone's Butter top of mind for holiday baking and cooking.

APPROACH:
Ads featured the client's own seasonally relevant recipes (Thanksgiving & Christmas). Emotional headline speaks to the consumers desire to create holiday memories for their family.

This conceptual work served to inspire our clients and act as a starting point for further discussion of what they might execute in-store as they crafted their year-long marketing strategy.
Some designs went on to full development while others were scaled back due to budget or space constraints.

Some clients requested digital mock-ups while others preferred sketches. Either way, coming up with the concepts and then bringing them to life is so much fun!