ZAGG Inc.
Creative Director
About:
When I stepped into ZAGG, we were a creative department of 3. The Invisible Shield, ZAGG’s flagship product, a mobile device screen protector, that is now in every mobile accessory store across the world, was being cut in our office, stuffed in a Ziplock bag, and sold in the front of our warehouse. It was my responsibility to grow the team, refresh the existing identity, and work along-side the marketing director to develop strategic marketing goals to grow the brand and increase sales.
The team quickly grew to 14 and we were busy. With over 300 SKU’s needing packaging, we had to be thorough and efficient. Collaboration, communication, and a strong sense of pride in our team, propelled us through the late nights. That and candy, pizza, and coffee. We always had new products in production that required everything from initial branding, copy, photography, videos, manuals, sales assets, digital assets, and package design. We also built a 2 story, 50 x 50 booth for CES, and opened the first brick and mortar ZAGG store, in the heart of downtown SLC.
There were nights I slept on a chair at the print shop, the smell of ink making me dizzy, and the press operators would wake me up each time a new sku proof was hot off the press and ready to approve. We won several packaging design awards, marketing team awards, and even a CES booth design award. We learned to work and support each other in a pressure cooker and through each long meeting, product launch, and every mistake, we continued to grow and evolve.
Areas of focus and achievment
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Built and lead award-winning creative team
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Creative direction of all company assets
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Packaging
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Print
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Photoshoots
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Video
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Tradeshows
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Copywriting
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Retail store design
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Presentations and pitches
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Social media campaigns
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Branding
Invisible Shield Logo Redesign, My role: Creative Director Days as the CD at ZAGG were jam-packed, but looking back, one project that really packed a punch, was the redesign of the Invisible Shield logo. The old logo felt dated, and as technology and the mobile accessory market were growing exponentially, we needed to stay current. We collaborated as a team, sketching, concepting, researching, and refining. We presented our work, got the thumbs up and then began rolling out the new logo onto packaging for the hundreds of mobile device SKU’s ZAGG produced… It was a big undertaking, but so worth the sleepless nights.
Invisible Shield Packaging Refresh My role: Creative Director Zagg had always had a very dark, rich design, heavy on black, golden yellow, and splashes of red. I decided it was time to lighten things up. We launched all new packaging for the invisible shield family of products in white with foil accents, and a color ID system. We designed new icons, wrote new content, updated the architecture of the boxes to open more intuitively, and designed custom hang tags. It was a glorious sight!
ZAGG Catalogue My role: Creative Director At ZAGG we were always working on printed sales materials. To begin, I’d set up a photoshoot. From selecting locations, to models and wardrobe, I did a lot of photoshoot creative direction, to ensure we had beautiful images. Whether it was a simple sales sheet, a catalogue, a look book, a manual, promo kit, images for the website, and beyond, style and brand image meant everything.
ZAGG Product Packaging My role: Creative Director Packaging. We designed a lot of packaging and had a fun time playing, folding, taping, gluing, cutting, measuring... It was an amazing opportunity to learn about the process while having the means to try so many different techniques, styles, applications, materials, and experiments. From photoshoots to content, to dielines, printing techniques, and production, we had a knack for it, won many packaging awards, and gained valuable knowledge.
CES ZAGG Trade Show Booth My role: Creative Director As ZAGG grew, so did our presence at tradeshows. We reached a period where we knew it was time to hit CES, flex some muscle and show that we were ready to dominate the gadget protection space. I worked tirelessly to design our first, 2 story, 50’ x 50’ trade show booth. I spent a week in Vegas building the booth- each section an inventively, skillfully crafted, and engaging, display of our products. In the past we had won many CES Innovation awards for our electronics, but at that show, we received and celebrated, a prestigious booth design award.
ZAGG Flagship Store, City Creek, SLC My role: Creative Director This store was truly a work of art. Each station engaging and artistic, we wanted to create an environment that felt inviting, interactive, and had swagger. We designed custom, lit cabinets, shaped like our logo, a luminous ceiling sculpture designed by 3Form, a lounge where customers could come in, sit down, relax, test the electronics, or wait for their shields to be installed. We worked hard to light the store properly to emulate the warm and rich colors of the brand, with the sophisticated power of the electronics and technology we designed and protected.
