The Project

During my studies at the University of Idaho I worked remotely with a team of 5 students spread across the US to create an integrated media communications plan for Burt’s Bees. We were challenged by our professor to promote their little known line of baby products and reverse a declining sales trend. To help smooth out the process of working remotely, we all selected a specific role within the team to focus on. Because of my design and project management experience I took the roles of team leader and graphic designer. I created our project management system, kept us ahead of deadlines, and developed the design strategy and print collateral for the campaign.


Design Process

I started the design process by looking at Burt’s current branding, looking to find their voice and visual style. I knew that whatever we created had to fit with their existing branding and campaigns, and wasn’t intended to push the brand in a new direction. Our goal was to promote an existing product line, not set the tone for a new one. From my research I found a few consistent elements that make up the Burt’s branding: The Ochre shade of yellow, honeycomb patterns, serif fonts, and a friendly tone for the copy.

We weren’t provided with a media kit, so I downloaded product images from the Burt’s website and masked out the background of each image. I then scaled and arranged them to look like they were shot together, and applied layer effects to give the composition some depth and make it look more realistic. To keep the look consistent with their existing branding I pulled a honeycomb pattern from their website and an ochre color from their product labels.

Test Heading

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