During the brainstorming round the focus was on product category naming. Soak 'n Wash and Soaker were the first candidates to emerge for development and package design was set in motion. After further debates a more specific name Soaking Powder was chosen for its category positioning, and packaging design resumed. Marketing decided to move from paper to plastic, and labels were designed. This was followed by trade information brochures for dealer sell-in.  Point of sale material were also worked on in tandem. Meanwhile three other laundry care products were also in gestation for line extension to pursue category dominance and shelf impact. They were Robin Bleach, Robin Fabulon and Robin Preen . Robin Fabulon and Robin Preen were selected for further exploration using digital 2D rendering. A variation to the assignment was to overhaul the logo by simplifying it for greater graphic impact. Two designs were submitted for review. The following were the finished or semi-finished pro

 

This storyboard for 4711 ICE Eau de Cologne TVC was rendered with markers and a Rotring pen. It offered a solution for beating the heat in a tropical setting where air-conditioning was not yet prevalent. An iceberg dissolving into a closeup of the model's smile was the driving imagery. Another version portrayed a young couple on an outing and seeking relief from the heat with the product.

 A topical ad and pos mobile that offered free sweepstake tickets for a million dollar win. Above: Single piece version Above: 2-piece version with diecut shapes. Above: Gift with purchase promotion.

The following TVC storyboards were executed for Pilot Pen for their product launches over several categories of pens. 1. Explorer "New Frontiers" 2. G-1 Gel Ink Pen "Stroke of Genius" 3. Shaker Pencil "Earthquake" 4. Spotliter-V "Spotlight On" 5. Gel-Tec "Fine Lines"

When Ovaltine was reformulated with new ingredients a massive promotional campaign was launched on two fronts. One was targeted at consumers and the other at onboarding the dealers with product information, display materials and trade incentives for stocking. This latter was detailed with a 4-page leave-behind at dealer visits by the sales team. Dealer Leave-Behind, front cover. Dealer Leave-Behind, i nside spread. Dealer Leave-Behind, back cover. Consumer Flagline for dealer displays. Alternative design of Consumer Flagline. Samples of selected printed items were the following. Consumer level promotion offer a gift with purchase. Dealer promotion stressed incentives for participating.

 

As an extension of the print ad campaign extolling the convenience of cooking with Esso Gas, a demo van was produced by converting a VW passenger van into a pickup with room for two demonstrators, a helper and the driver. A model was hand-crafted to sell the idea.