I am a CPG concept artist, packaging designer and creative generalist with extensive experience working in product innovation and brand strategy at the agency level. I specialize in quick-turn, best-in-class product and packaging mockups for concepts, leveraging my fluency in innovation’s entire visual ecosystem – label design, packaging design, visual identity, naming, logos, branding, data visualizations, PowerPoint layouts and more. I am comfortable working under tight deadlines, I always sweat the details and I love problem-solving collaboratively with a team. Before launching my freelance career, I was Creative Director at a brand strategy and innovation agency for over a decade, consulting with leaders at top FMCG companies like Coca-Cola, Colgate and Kraft, while also helping promising young startups build their unique visual voices. My graphic design experience runs the gamut from initial strategic research and ideation sessions to production-ready packaging dielines, but my focus is high quality, photorealistic concept art. My product innovation concepts consistently receive top scores from Nielsen BASES, and my work has driven a slew of successful product launches.

I can take the process from initial ideation, collaborating with you on concept ideas and names, to researching packaging forms and inspiration, to rendering the package visual, product and secondary imagery, designing the label, doing the layout (either ad-style or BASES-ready) and even, as needed, pitching in on the copy. My level of involvement is up to you.

How it works

We'll have a quick call or chat to talk about your project and dig into your concept development needs. This will help me provide you a better estimate of the hours it will take to make your concepts sing.

Then there are two tracks - one where I provide more creative consultation, and one where I simply execute.

You give me a general idea of the concept(s) being pursued (1-2 sentences each) , or I can be part of the concept ideation itself

I will collect stimuli for our virtual concept meeting as needed: potential names, potential packaging forms, potential product images (e.g., food, look of liquid in a bottle), competitor or same-brand product packaging to see what kinds of communications we need to have, potential label inspiration

Then we meet virtually to discuss names, specific copy for the package, hierarchy / architecture of label, look & feel, package to use, look of product (e.g., if its chocolate bar, what inclusions and how large, what filling, what color of chocolate), etc.

Then I will provide a few completed concept packages for your approval before executing the entire concept set, or I can feed them to you one by one

You provide me with all of the copy for the package label with notes about branding, hierarchy / architecture, look & feel for each concept (ideally with brand guidelines you have received from your client and sample packaging mechanicals to use, if they need to follow an existing visual identity)

You also provide me with an example image or clear description of the packaging and product you would like used for each concept (e.g., if its chocolate bar, what inclusions and how large, what filling, what color of chocolate, is it vertically or horizontally shelved, in a paperboard carton or plastic wrapper, etc.)

Then I will provide a few completed concept packages for your approval before executing the entire concept set, or I can feed them to you one by one

For pricing per-concept

I can also scope out your project on a per-concept basis. We'll just need to have a quick chat about the complexity and timing involved, then I can provide you a custom quote. It also helps to have a sample concept to show me, so that I can understand what you're looking for. Here are some of the factors that enter into per-concept pricing:

How many concepts?

What is the timeframe?

What is the product being rendered?

Single-SKU or multi?

Are they all in the same package and how complex is the package?

Am I providing various packaging options for you to choose from or is it specific client packaging?

Are they all using the same label design (with small tweaks, close-in vis id)?

Will I be provided client mechanical files for the label, or do I need to recreate elements?

Do we need secondary explanatory visuals, showing how it works or what is inside the pack?

Do I need to use licensable images, or is this all just directional for testing purposes?

Will I be part of the ideations / discussions about the concepts before work on the art begins?

Will I be involved with more than just concept execution?

How many rounds of revisions do you anticipate, knowing your client?

Are the concept boards standard white background (safest for testing), a client template, or do they need to be in an environment / ad-like layout?

Will I be writing the concepts as well?

Please contact me for my full portfolio of concept art