237610_o5QNHDhqJ6OzOX7trzetD4BJ2

8/12/2019 237610_o5QNHDhqJ6OzOX7trzetD4BJ2

1/31

Kevin E. Ford Professional Credentials

KEVIN E. FORD

BRAND STRATEGY, PACKAGING, INNOVATIONS, VISUAL IDENTITY, PROMOTIONS, PRINT, OOH

Professional Credentials

February 2011

DESIGN MANAGER / CREATIVE DIRECTOR


2/31


22


3/31


33

Creative InspirationThe catalyst for brainstorming or

sourcing emerging ideas and creativeis inspired from new thinking and

designs derived from various industry

categories, agencies consults and

constantly think outside of the box.


4/31


44

Evaluating Viral Trends Evaluating and perceiving emerging viral

design trends is a driving force to myinspiration, management and direction of

new innovative projects. The diffusion of

new and accepted trends based on

consumer insights and preferences helps

to shape and mold my vision to inspire

purchase intent thru creativity.

SOURCE: Packaging Design Workbook


5/31


55

Project Creative Briefs Brief-to-Retail: Projects begin with

the creation or development of solidmarketing creative briefs capturing

the brand essence, brand voice,

brand equities, consumer insights,

promotional content and design

objectives for agency direction.

Inspiring highly creative solutions

requires and begins with the

development of a well written creative

brief. Usage of everyday human

language; not marketing speak that a

designer would not understand.

SOURCE: Packaging Design Workbook


6/31


66

Miller Lite - Visual Identity Guidelines Designed, authored and led the overall foundation and vision for Miller Lite franchise Visual identity

system and brand standards in 2004, 2007 and 2010. The development of this comprehensive system

of brand assets, backgrounds and usage guidelines are the guiding principles enforced and embraced

by the organization, agency partners, distributors and all field personnel. The 2011 Miller Lite Visual

identity guidelines 2nd edition was a key driver in controlling brand equities and was the culmination

and streamlining of existing assets to a new and more consistent set of standards.

BRAND STANDARDS / VISUAL ID SYSTEMS


7/31


77

Brand Standards / Visual Identity Guidelines

Designed and led the development of various Brand Standards manuals and Logo guidelines including the recent MillerCoors corporate

Brand Standards based on the 2007 joint venture. Majority of work went into the comprehensive development, care and asset maintenance

of the 2 lead focus brand standards - Miller Lite, Miller Genuine Draft.

BRAND STANDARDS / VISUAL ID SYSTEMS


8/31


88

Miller Lite - Vortex Bottle Designed and managed the global

brand re-stage for Miller Lite franchisePackaging and Brand Identity in 2004,

2007 and 2009 revitalizing the overall

look/feel of the Miller Lite brand

franchise for all ATL and BTL media. In

2011, the launch of the new ML Vortex

bottle innovation, was the recipient of

the regional (US) Mercatus Award

for strengthening mainstream brands

through distinctive positioning and

integrated commercial programs.

PACKAGING


9/31


99

Miller Lite - Brand EvolutionDesign management of the Miller Lite

Packaging re-design projects from 2004, 2007

and 2009, protecting and strengthening the

brand equities as the brands positioning

evolved. With the addition of Coors Light to the

MillerCoors portfolio of premium light brands,

CL and ML were revaluated to distinctly

different brand positioning statements, hence

bold (new) 2010 primary packaging work has

reinforced the move to emphasize taste and

masculinity.

PACKAGING


10/31


1010

Miller Lite - Aluminum Pint Led overall design direction inspiring the (new) 2010 Aluminum 16oz.

Pint bottle based on the brands repositioning of taste and masculinity

within the premium light category. The design approach and

architecture of this new re-sealable (innovative) aluminum structure

captured and supported the brands proposition to r einforce

consumers choice in taste and the new Man UP advertising

campaign reinforcing masculinity .

PACKAGING


11/31


1111

Miller Genuine Draft In 2006, managed and led the team in creative development of the

new Miller Genuine Draft packaging redesign launch supporting a

repositioned franchise to reflect the brands offer of mainstream

sophistication. MGD was premium positioned to be the signature

brand of the company portfolio. Both MGD primary and secondary

packaging won the 2006 Best New Packaging Impact Award. And in

2007, the new packaging was also awarded the prestigious Frederick

Miller Presidents Award for Marketing Impact and Packaging

Excellence for redesigned packaging as well as the SABMIller

Mercatus Award for Global Packaging launch.

PACKAGING


12/31


1212

Miller High LifeWith a brand steeped in the rich heritage

and tradition as Miller Brewing Co. 1st

major domestic beer developed in 1903,

I managed and led the team in creative

development of the new Miller High Life

packaging redesign launch supporting

the brands return to a classic yet

simplified contemporary look/feel.

Recognized in 2010, the new MHL was

One of America's Best Re-Brands for

primary and secondary packaging.

PACKAGING


13/31


1313

PACKAGING

STANDARD PROMOTIONAL

Miller High LifeInspired Brand to re-evaluate and move to a classic

contemporary approach for the 2010 Miller High Life secondary

packaging by losing the clutter and focusing on utilizing existing

equities with the essential tools of bold branding, color blocking,

and elevating of the story and importance of the Girl in the

Moon icon. Leveraging simple recognizable icons for the

Extras- Get the Goods promo packaging was a successful

turnaround from the former extremely busy packaging at retail.


14/31


1414

Miller High LifeHarking back to Miller High Lifes infamous military

Pin-Up Girl war campaigns, recently led the art

direction and creative development of a series of

Miller High Life Single Serve Pin-Up Girl 24oz. Can

designs featuring three different ethnic American girls

(Caucasian, Hispanic and African-American) to drive

velocity in culturally high-propensity geographic

markets. These new can designs were a integral

aspect of the overall 360 activation.

PACKAGING


15/31


1515

Lite / MGD - Promotional Packaging Guidelines

Presented and led the vision and architecture in the developing a comprehensive set ofpromotional packaging guidelines for Miller Lite and Miller Genuine Draft franchises to protect and

maintain consistent brand equities throughout the variety of regional and national promotional

programs. Recent guidelines helped to validate and support the development of superior promo

pkg. in the marketplace efforts in the (ROI) of managing over $25M and 127 successful retail

promo packaging launches that led sustainable growth for the brands promotional sponsorships

towards annual sports/event programs such as NFL, MLB, NBA, NASCAR Racing .

PROMOTIONAL PACKAGING GUIDELINES


16/31


1616

Miller Lite - Home Draft

PACKAGING INNOVATIONS

Designed the new innovative draft product introduction of a 5.7 liter

Miller Lite Home Draft dispensing unit designed to target home use

occasions. This patented home draft unit design was a very

successful breakthrough innovations product launch in 2009

reinforcing the brands taste positioning. As a competitive advantage

against Heineken, this secondary keg container was designed to drive

velocity by selling the unit cold in the cooler zone area i n addition to

selling as floor case displays in retail beer caves.


17/31


1717

Permanent POS / Signage

PERMANENT POS

Visionary industrial design and brand art

direction of hundreds of 2D and 3D

permanent POS merchandising materials

and signage developed based on retailer

and consumer insights understanding the

channel needs for the various classes of

trade for Miller Lite, Miller Genuine Draft,

and Miller High Life.


18/31


1818

Creative art direction of many

3-Dimensional Perm POS

merchandising prototype items.

Led the visualization based on

branded style guide in addition to

the industrial design direction of

how to develop this new

innovative open cooler

refrigerator unit designed for the

ML Home Draft Keg unit.

Collaborative process of Design

Mgr. leading internal/external

functional groups inspiring fresh

design ideas to fill merchandising

gaps in certain classes of trade.

Permanent POSMerchandise

PERMANENT POS


19/31


1919

Environmental Design

INDUSTRIAL DESIGN

Art director / industrial designer of 3D

designs and floor plans for company

brand trade show environments and

various retail class of trade

environments .


20/31


2020

PRINT

Print / Collateral

Creative development of many consumer

print ad campaigns with years of

experience in design, art direction,

managing photo shoots, post-production

and prepress knowledge delivering great

results.


21/31


2121

OOH / Signage

OUT OF HOME BILLBOARDS

Creative development of many consumer

Out-of-Home ad campaigns and Venue

signage with years of outdoor media

experience in design, art direction, and

innovative 2-dimensional and 3-

dimensional creative solutions. Utilized

influence management to create change

w/ Brand Mgt. and agencies to best

understand the power of good OOH

advertising and how print often times

does not translate well into this medium.


22/31


2222


23/31


2323

Gatorade

PACKAGING

In 1994, managed and art directed the

packaging re-stage of the worldwide

packaging redesign implementation of

the #1 Quaker Oats franchise, Gatorade

Thirst Quencher brand. The domestic and

international launch was the first

instrumental change to contemporize

Gatorade franchise. This project was also

a structural substrate change from glass

to plastic and while boldly differentiating

an expansion to new flavors reinforcing

the brands #1 thirst quenching

positioning. This global launch was highly

successful and led to years of

sustainable growth.


24/31


2424

Gatorade

PACKAGING

The 94 contemporary Gatorade

Packaging re-stage was extended across

the various types of professional (sports)

and consumer packaging formulas,

structures and packaging substrates.


25/31


2525

PACKAGING INNOVATION

Gatorade Sports Bottle Designed and introduced the first plastic

squeezable 20oz. sports bottle for

Gatorade Thirst Quencher brand

targeting the young active lifestyle

consumers . This innovative squeezable

re-sealable bottle design and structure

succeeded in opening a all new segment

w/ in the beverage category.


26/31


2626

PACKAGING

Ken-L Ration Designed and revitalized the

mainstream Ken-L Ration Gravy Train

Pet food franchise for North American

launch to reinforce the big, bold

product of consumer choice and

preference for large dog owners. Art

direction and design of Ken-L Ration

sub-brand extension The Cycle Plan

introducing a nutritional healthy choice

line of product designed for the various

stages of a dogs life.


27/31


2727

Quaker Rice Cakes In 1993, designed the first introductory

line of flavored Quaker Rice Cakes

packaging designed to attract the healthy

low-calorie alternative consumer. The

bold branding and strong use of color to

differentiate b/w the flavors led to a highly

successful product launch and expansion

to more new flavors.

PACKAGING


28/31


2828

Pounce Cat Treats Designed the introductory line of crunchy

tartar-controlled Pounce Cat Treats

packaging designed to create a new

category of healthy cat snacks to clean

cat teeth. This simple and fun design

approach of introducing 2 natural flavors

was launched initially in various test

markets before national rollout garnering

positive lift and ROI to support national

rollout. Consumer insights supported

rationale in our development of a small

shakable container as the key signal for

pet owners to call their cats for the

medical treat.

PACKAGING


29/31


2929

Aunt Jemima In 93, managed the cultural re-branding

of the Aunt Jemima spokesperson icon

and re-vitalization to produce updated

packaging. Led the design team in

concert w/ consumer insights to embark

on a 40 yr. historical Quaker Oats

analysis of the racial connotations, color,

inflection, tonality and presentation of the

Aunt Jemima female icon which was key

component in developing a positively-

accepted package design in the

marketplace.

PACKAGING


30/31


3030

BRAND LIST

Miller Lite

Miller Genuine Draft

Miller Genuine Draft Light

MGD 64

Miller High Life

Miller High Life Light

Milwaukees BestMilwaukees Best Light

Gatorade Thirst Quencher

Aunt Jemima Syrup

Aunt Jemima Pancakes

Rice-A-Roni

Quaker Puff Rice Cereal

Quaker 100% Natural Cereal

Quaker Capn Crunch CerealQuaker Rice Cakes

Ken-L Ration Gravy Train

Ken-L Ration Kibbles N Bits

Pounce Cat treats

Snausages


31/31


KEVIN E. FORD 7626 W. KNIGHTSBRIDGE DRIVE, MEQUON, WI 53097, 414-350-3563 [email protected] / [email protected]

Documents

237610_o5QNHDhqJ6OzOX7trzetD4BJ2