Package Design - Food

Dr Phil: Shape up! Package Design 
Ann designed and developed the product name and logo as well as all packaging components for the product line. Additionally she developed product concepts for the TV ad campaign. It was a graphical feat to create the correct balance between the power of Dr. Phil’s name and his “straight-talking” philosophy and the genuine efficacy of the product while keeping an understandably cynical female audience in mind.

Package Design - Housewares

Better Home and Gardens
Inheriting the overall look and feel of the BHG line from another agency, the Ann Macdonald Design team evolved the style guide to include an additional twenty five SKUS, developed an accompanying marketing style guide, and created in-store signage. All in all, Ann’s team managed the entire process of a $700 million dollar packaging rollout on the Spring, 2009 Better Homes and Gardens line.

Print Advertising

Hyatt International Gold Passport
Most business travel hotels are pretty much the same. Subsequently, so are most of the hotel rewards programs. Still, travel clients always seem to want to show the consumer the same things- the property, the service, or the food. Thus to showcase the “higher” level of rewards that Hyatt Gold Passport offers, Ann offered the reader the feeling of being slightly elevated or walking on air when choosing Hyatt over other competitors.

A Current Affair 
For the relaunch of the popular TV show “A Current Affair”, Ann was hired to design the TV spots, print ads, and direct mail pieces to promote the debut. Rather than cluttering a magazine with a busy layout that would easily become lost in a sea of ads and editorial spreads, Ann opted for a visual breather featuring simple type and a prism. The clever one-liners her writer provided were powerful enough to stand alone. The distortion of the headline through the prism is reminiscent of Current Affair’s logo and serves to remind the viewer to tune in.

TV Advertising & Webisode

Kirin Lager
"Bubbles" is one of twelve concepts developed for Kirin to be run as 30 second commercials in the Japanese market. The demographic is one that readily embraces an abstract concept, so the campaign was developed to focus on beautiful visuals and engaging music, pulling the viewer into shots of activities taking place in the bubbles floating inside the Kirin beer.

IAMS
The CD and coupon are designed as direct mail pieces that work with the iCat webisode. An initial mailing to loyal IAMS customers would stimulate web activity, encouraging site login and additional webisode viewing. The song “Feed the Cat” – a little electronica ditty with an iPod commercial feel – is featured as an MP3 on the CD, along with the iCat video. This parody of the Mac iPod ads is designed to make multiple cat ownership feel cool and to sidestep the stereotypical “cat lady’ archetype that IAMS wanted to avoid.

Magazine Design

Cartoon Network
As Creative Director, Ann concepted and designed a one issue magazine for Cartoon Network and Scholastic, Inc., which was sold in bookstores nationwide and in Scholastic’s bookstores and book fairs. The result was an unprecedented 86% sell through, driving traffic back to Cartoon Network’s on-air programming and boosting ratings.

DirecTV Program Guide Redesign
The clean look of the DirecTV name at the top of the page and a single image from the sports or entertainment world shows the power of the brand. The cover is designed to tie directly into a featured article in the program guide (e.g. Bond Week, sci-fi marathon, etc). The remote-in-hand visual make a fun but thought provoking statement about who’s watching (controlling?) whom.

Scuba Diving Magazine
This was Ann's introduction to the world of Magazine Design, and what an introduction! Art directing photos shoots in beautiful, tropical locations, working with highly talented writers, and working with gorgeous art and photography made translating the underwater experience into layouts a true pleasure. Additionally, this issue had the highest sell-through in the magazine’s history!

Corporate Identity

Comedy Hall of Fame
Ann worked with a writer of note to create these two-page spreads used to promote the Comedy Hall of Fame. The client's philosophy promotes comedy as an art form (artists framed as art on the wall), deserving of being honored as any other fine art taught in schools would be. Humor, correctly administered, can break down all political, social, and religious barriers, and laughter is a universally spoken language.  Creative license to push the envelope with the tone of the work made the job a lot of fun.

Stephanie Barr
As a busy celebrity make-up artist, Stephanie Barr grew her business through word-of-mouth referrals. Her creative genius grew her practice rapidly, and old stock business cards and scribbled invoices quickly became insufficient. Ann designed a very femme look to appeal to Stephanie's almost exclusively female clientele resulting in high client satisfaction!

Warth 
Warth Construction builds high-end custom homes in the exclusive community of Highlands, North Carolina. Warth wanted a clean, elegant look that would reflect the beauty of the area and appeal specifically to their demographic. Ann worked closely with the client to develop their corporate identity including logo, letterhead, envelopes, business cards, blueprint stickers, tee-shirts, an awning, a twenty page catalog and their website.

Bombshell Lingerie 
Ann started Bombshell Lingerie several years ago with a dream of selling unique, hard to find lingerie. She wanted to offer women a tasteful alternative to the over saturated “Victoria’s Secret” market, with a style that echoed the Pin-up girls from the 1940’s and 50’s. The look was inspired by the works of Alberto Vargas and Gil Evergren. Ann personally produced all aspects of Bombshell, from the 72 page business plan, to concept and execution of photo shoots, to retouching of final images. She designed the website and all printed materials including logo, letterhead, business cards, gift cards, catalog, and calendar.