As Creative Director for all work done for The North Face at Tomorrow Partners, my role is to maintain brand cohesion across all the print, packaging and digital assets we create, while also staying true to the content strategy and dematerialization standards set in the initial brand design (done by Tomorrow Partners in 2013).
We maintain and shepherd the brand guidelines to allow The North Face’s ever-growing product portfolio to be consistent and flexible across collections and seasons. From special brand extensions for the Olympics to icons for the website, all fall within The North Face overall look and feel.
Design: Jason Durgin, Supriya Kalidas, Kirill Mazin
Icon design: Kirill Mazin, Carl Bender, Alice Bybee
Levi's marketing department needed a team that could design a high volume of customer marketing and internal sales tools. Iron Creative became their agency of record, and produced both internal and external facing pieces. This included seasonal product offering brochures for vendors, to window displays and digital marketing on sites such as Amazon, JC Penney, Macy’s and Belk.
Creative Direction: Matt Cooke
Design Direction: Alice Bybee
Design: Dave Caraker, Alice Bybee
BTicino is a household name in Europe when it comes to high-end light switches, wall plates and other electrical-device peripherals. When they started sales in the U.S., the European aesthetics weren’t hitting the mark. Iron Creative was able to redesign all their materials to better align with American luxury sensibilities.
The deliverables included content strategy and design for all their marketing materials and sales tools, as well as providing their sales people with tools (catalogs, switch plate presentation kits) and resources.
Design Direction: Alice Bybee
Design: Alice Bybee, Joe Chang
Purcell Murray is the California distributor for luxury kitchen brands such as Thermador, Bosch, Gaggenau, La Cornue. Their focus initially was on the individual brands and providing the many stores that carried these brands with tools to promote and increase sales through education and incentives.
After an evaluation of Purcell Murray's primary target customers and their behavior, Iron Creative created a new brand look and feel for Purcell Murray itself, which acted as an over-arching center for the various brands, changing the message from distributor, to partner.
Creative Direction: Matt Cooke, John Walsh
Design Direction: Alice Bybee
Design: Dave Caraker, Theresa Barrocio, Alice Bybee
This integrated campaign for the Chihuly exhibit was based on the metaphorical cutting edge of his work. It helped generate city-wide buzz and led to an increased number of visitors to the de Young Museum to see the show.
Work done at Iron Creative
The Marine Mammal Center is a world renown research center, as well as a rescue organization. It was key to the Center that this aspect not be lost amidst all the more publicized, media attention-getting sea lion images people were seeing.
The new positioning, that the shared ocean environment is essential to the health of all life, and brand essence – interdependence – informed the identity, reflecting the basic interconnectedness of the health and well-being of marine mammals, humans and thus, the entire ecosystem.
Work done at Anthem Worldwide
Environmental illustration: Miguel Osorio
Video rendering: Butler, Shine and Sterns
Tomorrow Partners was contracted to collaborate on creating paper-based health information systems to improve the health outcomes and access to equitable care of people living in several low- and middle-income countries across Africa.
A digital solution is not currently an option, thus the task was to synthesize the research from Cote d'Ivoire, Nigeria and Mozambique and redesign the experience flows and paper-based health systems to be relevant and responsive to the context of people’s lives across a variety of cultures and health delivery systems.
Creative Direction: Gaby Brink, Alice Bybee
Research: Amy Wang, Supriya Kalidas, Alice Bybee
UX: Amy Wang, Supriya Kalidas, Alice Bybee
Design: Amy Wang, Alice Bybee
For six years, I served on the AIGA San Francisco board of directors. After many years in design for good, my initial role was to co-create the Social Impact Chair and cause/affect, the design competition for do-gooders. I then served as Vice President and President of the chapter.
As the President, I managed a 20-person volunteer board, sub-committees and the Executive Director in creating and providing programming and resources for the Bay Area design community.
My roles also included:
• serving as the public face of the chapter, initiating and cultivating community, sponsorship and media relationships with key stakeholders.
• responsibility for the financial health and stability of the chapter's $250,000+ operating budget and 50+ sponsors.
• increasing membership to over 1700 members, making the San Francisco chapter the 2nd largest of the then 65 chapters in the United States. With over 50 events a year and 300+ volunteers, it was also one of the most active.