Some of the Specialty Packs

Mobile app with retail partners

It’s worth noting that this was a passion project. There was no brief asking for it and money for it in the budget. It was a concept I developed and believed in. My ECD agreed and presented the idea client who loved it. Essentially, it was a interactive digital cigarette vending machine that would dispense significant/milestone packs from the company’s long list of products.

There wasn’t a budget for it initially, which meant that the designs, mechanics, logistics, SFX, UX, animations, etc... all fell to me. Working closing with the coding team, we created an experience in which users would pull spring-loaded levers on the machine and packs of cigarettes would be dispensed. This was accompanied by a brief snippet about what each pack signified to the company. On the fourth pull, the player received a coupon toward their next purchase.

The end result was a fun throwback spectacle that enjoyed a significant spike in on-site engagement. With the website’s success we parlayed the game into a mobile app, collaborating with retailers like Kwik Trip and 7-Eleven.

40th anniversary branding/style guide

In 2021, American Spirit turned 40. The client wanted to celebrate this milestone for the whole year. This meant a year long rebrand from top to bottom. So our team set off on creating a style guide that was vibrant and gritty and nearly early every piece of media created in 2021 would be informed by it.

Tile system:

Using vibrant, often complementary color pairings with offset and screen printing effects we created these tiles that would create striking grids that focused on nature/earth concepts showing love to the types of folks that contribute to the process.

40 Years Logo lockup

examples

Landing page: Februrary

Celebrating their 40 years in business which included a unique contest. In short, twenty loyal customers would win a trip to Santa Fe; the birthplace and spiritual roots of the company. The first challenge was producing sizzle reel for Santa Fe. The centerpiece of the promotional material was this teaser video announcing the contest. With this and other media pieces, 3000 people submitted applications for this adventure.

Contest Direct Mailer

Excerpts from the online application form

4oth Anniversary commemorative packs

My design for Natural American Spirit's 40th anniversary commemorative pack was chosen from over 200 entries by ADs and designers from Berlin Cameron and VMLY&R. My selection had something all the other fantastic designs were missing: a brand message. Since 1982, Natural American Spirit has been producing cigarettes without any additives; using only water and tobacco in their products. It’s been on every label since the first pack rolled out. I just brought that message to the forefront and combined it with the existing “Free Spirits for 40 Years” logo.

Earthday packs 2022

Every year for Earth Day, Natural American Spirit designs limited edition packs to commemorate the day. I designed the 2022 edition which was very well received by client and public alike.

Organic ADDITION to the NAS website

Natural American Spirit, looking to further promote it’s core organic values, asked us to create a new dedicated organic section for their website. To accomplish our goal, we pulled from established brand elements, introduced a gritty visual style, and included engaging interactive modules. The results were a three fold increase in site traffic. This addendum still serves as a comprehensive showcase for Natural American Spirit’s organic values.