As Art Director at Firestone Walker, I developed and led a comprehensive brand system for Mixed Packs, designed to bring clarity, consistency, and flexibility across a growing and complex portfolio. Working closely with the sales and production teams, I aligned creative strategy with real-world constraints—ensuring the system performed seamlessly from concept through packaging, production, and retail execution.

The system established clear visual hierarchies, naming conventions, and packaging architecture that allowed Mixed Packs to stand out on shelf while maintaining strong brand recognition across styles, seasons, and formats. It also accounted for frequent SKU changes and rapid turnarounds, enabling efficient updates without sacrificing design integrity.

By creating a scalable framework that balanced creativity with operational efficiency, the Mixed Pack system improved portfolio cohesion, streamlined production workflows, and supported sales teams with clearer storytelling and stronger shelf presence across national distribution.

Art Director: Me