Creative Direction & Design
Creative Direction & Design
At Belkin International I was the Creative Director for two of its brands, Linksys & Wemo. I led internal brand redesign, guideline creation, digital campaigns, packaging system development, product launches and web initiatives for global deployment.
I led the Wemo brand refresh, guideline creation and launch across all media.
The digital campaign for Wemo Bridge, a device that makes Wemo products compatible with Apple smart home products.
Along with the development of a new Linksys logo and brand guidelines, I led the creative team in the launch campaign and its global execution.
A monochromatic color scheme serves as a metaphor for connectivity.
Digital launch campaign
Retail display
Nascar sponsorship
New technology led to the Linksys whole home Wifi system called, Velop. I led internal and external teams in its branding, product launch and campaign. Watercolors were used as a metaphor for the easy flow of WiFi throughout the home.
We produced lifestyle/product video and photo shoots, created a robust landing page and launched digital and social media campaigns globally.
Lifestyle and product photo/video shoot
The landing page described the benefits and superior technology of the Velop system.
Velop lifestyle video
Along with an expandable packaging system of 70 skus, we created a premium out-of-box experience for Apple stores.
A video describing the innovative technology and benefits of Velop was produced.
A campaign promoting the benefits of Velop’s proprietary technology called, intelligent mesh.
For the gamer, a new router was developed to optimize online game play. An energetic and vibrant brand was developed to appeal to the gaming audience.
The campaign was expressed in print, web, digital, ecomm and social.
A robust landing page was developed, packed with animation and video to appeal to the gaming audience.
A synergy was created between the launch campaign, packaging and in-store displays. Assets were created for both the standard WRT32X and its Xbox co-branded product packaging.
For the launch of the new Belkin identity, I created logical systems that applied the identity to digital, ecomm, photography, video, packaging, displays and print campaigns.
I created the branding for Belkin’s new keyboard and folio product lines and was the Creative Director for its lifestyle/product video and photo shoots.
The packaging system was designed to be flexible and expandable. It’s basic principles for on-shelf consistency were applied to all of Belkin’s product lines.
I created a series of icons depicting the specific benefits of each folio and keyboard product.
This line took the dull cable and turned it into a clever fashion accessory. The result was a fun and colorful campaign that captured the product’s playful attitude.
Premium packages were created using photography that positioned the cables as fashion accessories.
Retail displays aligned with the campaign.
At CES, we brought the Linksys and Wemo brand experiences to life with interactive, experiential displays. Our work was named among the top ten booth designs by “Exhibitor” magazine for three years in a row.