Hempire Product Logos
Challenges
Swisher was coming out with new product lines and needed logos to represent these new extensions. I collaborated closely with a Senior Art Director to develop custom wordmarks for the new products Wraps, Cones, and Sticks. To match these new logos, we also created a logo to represent their existing product, Papers.
Process
When tasked with this logo project, the road to a custom wordmark wasn’t the most obvious. Below, I’ve shown some of the many options that were presented to stakeholders. We were most strongly in support of the custom wordmarks out of the options presented because we felt that they could evoke more character and concept for each respective product. Cones, for example, is meant to mimic a cone shape while the flourishes on the Wraps mark “wraps” around some of the other letters. Below also illustrates how I worked with a Senior Art Director to refine the shapes of the letters in the wordmarks to their final forms.
Papers Wordmark Process
While working on the point-of-sale campaign for Wraps and Cones, we had an immediate need for a small run of point-of-sale for Papers. Papers did not have a custom wordmark at the time and due to time constraints, we had to come up with a quick solution for the logo. Once the immediate need was satisfied, we were able to align the Papers wordmark with the family of wordmarks. The graphic shows some elements that we incorporated from the rest of the marks, including the bottom flourish of the ‘p’, cursive ‘s’, and cursive ‘r’ from ‘wraps’.
Hempire Point-of-Sale Campaign
Challenges
Swisher wanted to update Hempire’s point-of-sale to be a unified campaign across their Cones, Wraps and Papers products. I collaborated with designers, Senior Art Directors, and the Creative Director to come up with a new tagline and point-of-sale look.
Counter Mat
Slogan Process
Before even diving into the visuals, we needed to get an idea for what kind of copy we would try to head the campaign with. We put together some verbal word maps using a consumer identifier defined by the Brand Team (The Innocent), words we think of when thinking of the word “Hempire”, and the product attributes. Using this as a guide, we created a multitude of slogans. The ones highlighted in red were approved internally before moving on to poster concepts.
Visual Process
At the beginning of this project, Cones were the main focus. I created and proposed a multitude of poster concepts. We used some of the Brand Team’s favorite campaign slogans to accompany the concepts as well. During the creation of the campaign, Brand needed the focus switched to Wraps, since the company was releasing the product sooner than expected. We were able to mockup product and use them as placement until final photography was produced. Once the concept was decided upon, we had to produce a variety of formats for each product type.
Bollard
Outdoor Sign
Poster
Change Mat
Pump Topper
Hempire Advertisements
Challenges
Hempire needed advertisements to be used in Trade magazines (B2B) and Consumer magazines. We created trade ads focused on data for our Trade ads and lifestyle focused ads for our Consumer ads.
Wraps Lifestyle Ad
Cones Trade Ad
Hempire How to Roll Point-of-Sale
Challenges
Swisher had started to receive feedback on our Wraps and how the didn’t stick together well when rolling. We worked closely with an agency to develop a video on how to roll, using Hempire Wraps. We then created a pamphlet to be given away at events, that would direct users to the video. We went a step further after this and developed a campaign look for the How to Roll point-of-sale.
Pamphlet
Change Mat
Pump Topper
Hempire Event Tent
Challenges
Hempire needed an event tent that was more in line with the new point-of-sale look we had just come out with. We collaborated with a local photographer to come up with a product collage of all of the products together to give the inside of the tent a little visual variety.
Hempire TPE Booth & Product Displays
Challenges
Swisher partnered with our sister company EAS to create assets for a trade booth to be used at the Tobacco Plus Expo. I collaborated closely with a Senior Art Director, Associate Creative Director and the Creative Lead at EAS to develop the panels for various sizes of panels and counters inside the booth.
Booth Mockup
Product Displays
As an added bonus to the TPE Booth, we created Product Displays for our Wraps product line. These were meant to be featured inside of a clear plastic case, similar to the image on the left. I collaborated and built these displays with a Senior Art Director and the Associate Creative Director.
