Upon the introduction of its new line of environmentally friendly products—Generation Earth—BJ’s was in need of brand guidelines. That’s where I came in. Together with an art director, I crafted brand pillars, expanded the brand story, and defined the brand personality, creating not just a visual guide for designers to follow, but also a style guide for staff to implement and support the brand’s distinct voice. In addition to a brand guide, I also wrote video scripts for short animations that promoted Generation Earth products.
Created with a team at Cramer.
Senior Art Director: Juliet Veulens
Copywriter: Julie Bogart