My recent position was with Irwin Naturals as the Creative Director over their new CBD Brands. My successful tenure includes the development of all artwork for three new brands of CBD-based products, including packaging, website material, and brand identity.
The FLOCHI CBD food and beverage brand was concepted to be for a more on-the-go youthful customer. I chose a rich with color, bold, up-close, visual direction so you can almost taste it’s yummy appeal. For the website, social and all collateral pieces I maintained a strong overall graphic approach that was carried throughout the brand.
We created HydroCanna CBD skin care brand to become a beacon for health & wellness, positive body image and strong sense of self confidence for women. It is about empowering her with self-care, that conquers her inner demons, to face her challenges, and gives the freedom to have beautiful skin to be proud to show off.
The box was created with 2 parts. When you opened it, you get the surprise element of an empowering, wrap-around quote that gives the customer the message that the company really cares. This bottom of the box gives them a secondary keepsake to use for dried flowers, makeup brushes etc. This helps keep “HydroCanna” in their minds. I used watercolor to create a feeling of hydration and the freedom birds have for the packaging. Using the blue to purple tones for a soft feminine clean feel. This brand message look and feel was used for the website, social and all collateral including the trade shows.
LoveMyPet CBD brand is to provide your furbabies with safe and effective wellness supplements and treats that help them thrive. I created the brand direction around feeling the love between the pet and their owner. Reflected in the website. The pets I chose for the packaging had a lot of character about them and the copy reflected this a lot. Sometimes letting the character icon pets do the talking.
Designed a new line of cold-crafted live resin vape boxes and gummy bags for Irwin Naturals. I used the beautiful close-up Trichome flower images the plant, while keeping the Irwin Naturals brand look and feel. I needed to design with the look and feel of the Irwin Naturals brand using the logo and colors. Other products are being developed.
In my role as Creative Director for Irwin Naturals, I was responsible for the creation of marketing campaigns, website design, and collaboration projects with photographers and stylists. I also work extensively with the executive branch to ensure cohesive brand alignment with company goals and values, as well as to ensure that timelines and budgets are met.
I still freelance for them.
My recent position was with Irwin Naturals as the Creative Director over their new CBD Brands. My successful tenure includes the development of all artwork for three new brands of CBD-based products, including packaging, website material, and brand identity.
The FLOCHI CBD food and beverage brand was concepted to be for a more on-the-go youthful customer. I chose a rich with color, bold, up-close, visual direction so you can almost taste it’s yummy appeal. For the website, social and all collateral pieces I maintained a strong overall graphic approach that was carried throughout the brand.
We created HydroCanna CBD skin care brand to become a beacon for health & wellness, positive body image and strong sense of self confidence for women. It is about empowering her with self-care, that conquers her inner demons, to face her challenges, and gives the freedom to have beautiful skin to be proud to show off.
The box was created with 2 parts. When you opened it, you get the surprise element of an empowering, wrap-around quote that gives the customer the message that the company really cares. This bottom of the box gives them a secondary keepsake to use for dried flowers, makeup brushes etc. This helps keep “HydroCanna” in their minds. I used watercolor to create a feeling of hydration and the freedom birds have for the packaging. Using the blue to purple tones for a soft feminine clean feel. This brand message look and feel was used for the website, social and all collateral including the trade shows.
LoveMyPet CBD brand is to provide your furbabies with safe and effective wellness supplements and treats that help them thrive. I created the brand direction around feeling the love between the pet and their owner. Reflected in the website. The pets I chose for the packaging had a lot of character about them and the copy reflected this a lot. Sometimes letting the character icon pets do the talking.
In my role as Creative Director for Irwin Naturals, I was responsible for the creation of marketing campaigns, website design, and collaboration projects with photographers and stylists. I also work extensively with the executive branch to ensure cohesive brand alignment with company goals and values, as well as to ensure that timelines and budgets are met.
Package design for Papa & Barkley. One of several package design explorations I created for “P&B Kitchen” Cannabis Infused Chocolate Bars and Bites. This is a new brand for them and is still in the creative development stage. I am showing one of my favorite design directions here.
This is one of several package design explorations I created for P&B Skin Care Wellness. A new Cannabis Infused Skin Care brand for Papa & Barkley. This is a new brand for them and is still in the creative development stage. So a final design has not yet been chosen. The project is still in the works.
Designed a new line of cold-crafted live resin vape boxes and gummy bags for Irwin Naturals. I used the beautiful close-up Trichome flower images of the plant, while keeping the Irwin Naturals brand look and feel. I needed to design with the look and feel of the Irwin Naturals brand using the logo and colors. Other products are being developed.
Package design for Aye Monroe. A new line of hair growth products. ayemonroe.com
Design for two summer promotional drinks for Zevia.
One of several design explorations for Brand Agency’s client Rebel Rose. Three organic flavored waters.
Package design for POM Wonderful pomegranate arils.
POM Wonderful display bins designed for grocery stores to be used for the three month pomegranate season. Drove sales so well, the client chose to use this design for several years in a row.
Grocery store display for Almond Accents. Sweepstakes promotion to win a free trip to Barcelona and other prizes. Sold more products than any other in the client’s history. Plus the promotional brochure to buyers.
CD cover for Frank Fitzpatrick. Collection of his original songs. Frank is a LA based music producer.
My current position is with Irwin Naturals as the Creative Director over their three new CBD Brands. They produce exclusive lines of health and well-being products and have become a leader in that market. Irwin Naturals decided to create food & beverage, skin care and pet product lines that contain the healing ingredient of CBD. Making sure they were priced affordably. I have created the website designs for FLOCHI, HydroCanna and LoveMyPet. I also assisted in updating the Irwin naturals site. I did not do Irwin Naturals bottle designs.
Email marketing campaign for 1-800-DENTIST. Landing page and several consecutive pages.
The (not so) Little Book of Surprises website.
deirdrehade.com/bookofsurprises
Bunting + Lawrence, Architecture and Interiors website.
POM Wonderful digital press kit. Distributed to writers/editors that cover food, health, lifestyle/features, general consumer and decorations in both print and television.
Instagram feed design for HydroCanna Skin Care Products.
Shown, is a sample of a preliminary visual plan. This is a new line and HydroCanna has not started promoting on Instagram yet.
Animated post for FLOCHI instagram feed. Using my CBD ready to drink package designs.
Top Banner for an email for October Cancer Awareness Month for Merle Norman Cosmetics.
Poster for Christmas in July for Merle Norman Cosmetics (also art directed photography).
Concepted and designed Website banners for Eagle Eyes Eyewear while working with Sagon-Phier Agency
Website home page banner for life coach helping women empower themselves and achieve their dreams.
Web banner designs for a Digital Marketing company servicing healthcare and pharmaceutical companies.
Animated website banners promoting Black Friday and Cyber Monday for Irwin Naturals.
Christmas Card for Western Dental
Instagram carousel post for AnitaB.org.
Sampling of Instagram post I designed for The Bodhi Tree.
Event banners for the Bodhi Tree website. Magazine ad for a Yogi Cameron event at Bodhi Tree.
Digital invite for a (not so) Little Night of Surprises with Donna Karan and Deirdre Hade which was held at Donna's NY Urban Zen Center. Introducing Deirdre's new book The (not so) Little Book of Surprises.
Digital invite introducing The (not so) Little Book of Surprises.
Sampling of Instagram posts for Deirdre Hade.
POM Wonderful press kit. Outside jacket with two books. Book one features history of the pomegranate and book two features recipes using pomegranate arils. Printed on linen paper with liquid foil for the cover images.
Concept, design and photo art direction for POM Wonderful on a series of recipe cards from well-known chefs. Packaged in a potholder. Trade show promotional piece giveaway.
Corporate folder and brochure for Olympus Hospitality Group. The corporation develops and manages several distinctive hotel brands in prime locations around the world.
Folder for Rockresorts properties. Olympic Hospitality Group.
Newsletter for Rockresorts properties. Olympic Hospitality Group.
Merle NormanCosmetics Photography art direction and design for Lip Oil poster and mascara postcard.
DKMS Heroes brochure for a fundraiser 5K run event and a bone marrow donor drive for Delete Blood Cancer, DKMS. Theme was around being heroes and saving lives.
Capabilities brochure for M Aesthetics Spa.
Invitation to Teleflora’s Top Members for an all expense paid trip to Riviera Maya in honor of their amazing performance. Small quantity and hand made.
Three Santa Monica airport brochures created for the pilots binder with instructions guiding them on airport policies, operations, landing procedures and maximum noise level.
Series of brochures for Presbyterian Health Physicians Family Health Care Center.
Email marketing campaigns for Merle NormanCosmetics Franchise stores. Fall moods, spring cleaning (Header), National Lipstick Day (header), Super Lube Salve, Anti-aging Complex (header), Spring Break, Last Call (header), Wrinkle Smoother.
Email promotion for HydroCanna Skin Care
Email marketing campaigns for Western Dental and ClearArc
Email marketing campaigns for Teleflora.
Email marketing for Deirdre Hade's retreats.
Merle Norman Cosmetics. Designed digital, website assets, e-blasts, ads, direct mail, posters, retouching, video design, photo art direction, production & editing including overall art direction for both B2B and B2C. You can see my videos I concept, art directed and produced under my “videos” category
HydroCanna CBD skin care brand was created to to become a beacon for health & wellness, positive body image and strong sense of self confidence for women. It is about empowering her with self-care, that conquers her inner demons, to face her challenges, and gives the freedom to have beautiful skin to be proud to show off.
The box was created with 2 parts. When you opened it, you get the surprise element of an empowering, wrap-around quote that gives the customer the message that the company really cares. This bottom of the box gives them a secondary keepsake to use for dried flowers, makeup brushes etc. This helps keep “HydroCanna” in their minds. I used watercolor to create a feeling of hydration and the freedom birds have for the packaging. Using the blue to purple tones for a soft feminine clean feel. This brand message look and feel was used for the website, social and all collateral including the trade shows.
Capabilities brochure for M Aesthetics Spa.
Binder designed to replace the expense of seasonal brochures for Felina Lingerie. Some images were used for national ads in Vogue, Elle and Bazaar. Photo art direction.
Felina Lingerie seasonal brochure using a four color sheer cover over a black and white photo. Color and black and white photos were used throughout the brochure.
Watters & Watters, a Dallas based bridesmaid dress manufacturer, created a new division for evening wear. This brochure was dull coated with a light tinted gloss varnish filigree that actually went over some photos as well as in the background.
Catalog for Watters & Watters. The photo shoot took place in Spain. Most of the images ran as multiple spreads in all the major bride magazines.
This bridesmaid dress catalog was shot in Joshua Tree National Park.
Animated gif for email header celebrating "National Lipstick Day" for Merle Norman Cosmetics.
Animated gif for email header for Merle Norman's Anti-aging Complex.
Animated gif for email header celebrating "Cancer Awareness Month" for Merle Norman Cosmetics.
Animated gif for email header for Merle Norman's spring cleaning.
Animated gif for social post celebrating Merle Norman’s Birthday.
Animated gifs for Irwin Naturals FLOCHI website and social post.
Animated gif for Irwin Naturals HydroCanna skin care products.
Animated gif for email header introducing new Spring Soft Touch Shadows from Merle Norman Cosmetics.
Animated gifs for last call sale items for Merle Norman Cosmetics.
Animated gif and email design for Merle Norman's Spring Break promotion.
Sample of Animated gif created around 6 different products in an email for Merle Norman Cosmetics.
Video for “Her Divine Life” website Banner.
Animated gif for The AnitaB.org Systers “Pass It On Awards Program”.
Irwin Naturals email banners for Black Friday and Cyber Monday.
Designed 136 page book plus cover. The concept and challenge was to design each spread so it was a new surprise to the reader as they turned the page, while keeping a design consistency.
A collection of Deirdre Hade’s spiritual insights and Endre Balogh’s photographs and images. Produced by William Arntz (creator, producer and director of an international film What the BLEEP Do We Know!?).
Dancing in The Unknown. Designed 234 page book plus cover. Shown are samples of chapter page designs.
Designed and produced a 400 page Floral Selection Guide for 2018. This was a year long project (these books get replaced every 7 years). I designed each spread and each image before producing the photography. I was responsible for hiring the photography team, organization, budgeting and photo art directing many week long photo-shoots. Worked with retouchers, oversaw color proofs and did the production. Myself and one other Art Director were the only in-house design team on the project.
The unusual challenge was we had to photograph backgrounds for floral arrangements that were existing assets. So they would be retouched into the background later. Each of 70 environment images had to be pre-designed for the stylist to come up with the sets to be built in the studio. I produced many look-book layouts to be approved. To make the images look as natural and as beautiful as possible I came up with the idea to print life-size, cut-out cardboard stand-ins of the arrangements. This gave us a better visual to create the backgrounds and we were able to use the shadows, plus we photographed the original vases to get natural reflections on the surfaces. So we had a lot of pre-planning going into the photos. With the fantastic photographers and retouching team, I was very happy how the images turned out. It was well organized, we came under on a tight budget and finished on time.
Associate creative director, designer and photo art director on a 500-page franchise directed Floral Selection Guide for 2010. Managed a team of six designers and production artist on this year long project. Managed budgets, photo shots and timelines.
Designed Logo and brand identity for Developmental Psychologist. The Doctor was from India and wanted that look and feel. She wanted her identity to be extremely elegant.
Folder designed with the logo and pattern embossed and tipped on the front of the folder so you do not have the unsightly de-bossing on the inside.
Business card jacket with embossed logo. Business card is engraved and embossed.
Personal note cards designed to complement the overall look of the previous stationery package. Designed with variations of engraving, foil, and embossing.
Elaborate note card system designed to be used for different occasions. The client writes a note on the folder back and the card of choice falls out for the receiver to have as a keepsake. I used foil, embossing and letterpress.
Extensive experience in photo art direction from beauty, food, fashion, flowers and more.
Photo styling and art direction for Earth Day from Merle Norman Cosmetics Clean products.
The last three sections are a sample of my personal photography taken with my IPhone.
One of many examples of my beauty retouching for Merle Norman Cosmetics.
