Work Samples in: 360° Marketing Communications Brand ...
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Portfolio Nina Richter Work Samples in: 360° Marketing Communications Brand footprint & architecture Corporate Packaging Design
Transcript of Work Samples in: 360° Marketing Communications Brand ...
Portfolio Nina Richter
Work Samples in:360° Marketing CommunicationsBrand footprint & architecture Corporate Packaging Design
My experience and my goals are aligned: Providing strategic design leadership, with focus on generating the greatest value for a corporation, regarding short term and long term sustainable growth, by raising the importance of design in building brand equity through improved quality and consistency of Design Management, combining design with brand & business objectives to create new consumer relevant opportunities and protectable solutions.
Executive Summary
Over 10 years building and leading visual identities and corporate brand design ATL / BTL on global and regional level for various FMCG blue chip enterprises.
- Able to translate insights into innovation opportunities and aesthetic languages relevant to the company
- Ensuring that design is used effectively and consistently to build brand equity and consumer loyalty across all brands
- Coordinating and aligning design interaction in the business onstrategic, operational & tactical levels
- Managing and controlling key design program, realizing savings and controlling of funding
- Raising design awareness, unearthing & communicating design trends and carrying out brand design research
- Operating as a Corporate Design Champion within various disciplines from Marketing, Sales, Market Research to Engineering function
- Leading training sessions on the effective use of design- Has a motivational management style with a record of developinghighly productive and focused teams
- Analytical and fast thinker, pragmatic, goal and cost oriented
Executive Summary
Area of responsibility at Siemens / Osram
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
The Osram Picture Logo
History• OSRAM has been the brand for lighting since 1906.• The 2001 picture logo was created and designed by me. It was rolled out
as the new corporate logo across the globe.
19791965 since 2001
1926192119191906
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Over 100 years of history in packaging design
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
• Project management, concept design and implementation of Osram’s major global packaging relaunches in 2001 and 2006 (~5000 SKU’s were amended)
relaunch 2006
Packaging Samples | Energy Saving
until 1999 relaunch 2001 relaunch 2006
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
CEO Brief | Packaging Relaunch 2006
“The new Osram packaging should be attractive and convey a sense of quality, ensure a uniform presence on the shelf and offer consumers quick orientation.”
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
The new OSRAM CI
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Corporate Design
logo, colors, typography, pictures, designprinciples ...newpackaging
The new Osram packaging design is based upon the new brand DNA
Overview old vs. new
Former design: partly inconsistent Actual design: clear and structured
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Product Hierarchies | UpgradeExample: incandescent lamps
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Cost effective optimized production
Corporate Identity | Advertising Material
Former design: partly inconsistent Actual design: high recognition value
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
The new OSRAM VBL
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Example: magazine and newsletter layout based on corporate colors concept
360° Marketing Communications Consistent Visual Brand Language (VBL)
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Various PoS material
Ute Nina Richter1998 – 2008 | Division Manager Brand Design Management, Corporate Identity and Corporate Packaging Design
Area of responsibility at Jm. Wrigley Jr. Co.
Ute Nina Richter2008 | Design Manager, Western Europe - Global Integrated Marketing
FREEDENT Project | NPD France
Brief: Create a FREEDENT sub- range which would be an “indulgent but still good for your teeth” liquid filled gum.
Ute Nina Richter2008 | Design Manager, Western Europe - Global Integrated Marketing
Inspiration: composition, color moods, shape
EXTRA Project | NPD U.K.
Brief: Consolidate the existing EXTRA ICE range with an overarching reason to believe that supports the brand positioning ‘ultimate freshness when it matters most’. Extra Ice is scientifically proven to help reduce bacteria that cause bad breath.
Ute Nina Richter2008 | Design Manager, Western Europe - Global Integrated Marketing
Inspiration: “stamp”, moods, shape, look&feel
ORBIT & FREEDENT Project ‚Wellness‘ | NPD Western Europe (Spain)
Brief: Wrigley WE will launch a new WELLNESS sub brand in 2009. The objective is to deliver a naturally functional proposition, combining four different products and benefits within the sub range:*natural defense *positive energy *relaxation *metabolism.Tone of voice: natural, effective & light heated with strong taste appeal
Relaxation: Tangerine & Green Tea Natural defence: Blueberry & Pomegranate
Ute Nina Richter2008 | Design Manager, Western Europe - Global Integrated Marketing
„5“ Project| EPD U.K.
Brief: Create a visual modification within the “5” range, to follow the specific UK market category needs, on the basis of “5” Americas.
5 Gum Americas
5 Gum Layouts: UK market category needs
Ute Nina Richter2008 | Design Manager, Western Europe - Global Integrated Marketing
„WINTERFRESH Limited“ | NPD Poland
Brief: Create a buzz within WINTERFRESH range, to secure and owna black packaging code. Target group: 15 to 30 years old (clubbers).
LTD Limited Edition her “HER”
LTD Limited Edition her “HIM”
Archetype: fluorescent letters
Ute Nina Richter2008 | Design Manager, Western Europe - Global Integrated Marketing
Area of responsibility at Reckitt Benckiser plc.
Ute Nina Richter2009 | Global Design Manager – Global Design Management
Most of my former RB projects are confidential at present! Please find an extract on the following slides.
RB portfolio
Ute Nina Richter2009 | Global Design Manager – Global Design Management
Confidential at present
Power Brands:Finish, Airwick, Dettol /Lysol, Vanish , Nurofen, Gaviscon, Strepsils, Veet, Clearasil, Harpic, Woolite, Cillit Bang, Calgon…
Strategic presentation (extract)
Ute Nina Richter2009 | Global Design Manager – Global Design Management
• A brand distinguishes a product or service from similar products and services on the basis of unique characteristics that are perceived by the consumer
• The goal is to bring out a company’s individuality, to clearly differentiate it from the competition by way of a con-sistent, recognizable and therefore strong image
2D and 3D vise!
Brands and competition (extract)
Ute Nina Richter2009 | Global Design Manager – Global Design Management
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Brands and competition (extract)
Ute Nina Richter2009 | Global Design Manager – Global Design Management
• Perception takes place at an unconscious level • The task of perception is to pick up the unstructured external impulses and to organize them in such a way that it is possible to recognize what it is all about
• When it comes to perception, it is important that we see situations or individuals always as a bundle of distinguishing properties
• An important aspect of the process of perception is its continuity and permanent review
Perception is something that always happens anew!
tbc…
