The Beacon of Change, Litehouse

Product_2Litehouse, Inc. introduces a packaging refresh designed to meet consumer demand for transparency in food. This underscores a commitment to world-class taste and quality ingredients. The redesign began with consumer and category research focused on evaluating the current brand and creating an understanding of what consumers wanted from their food products. The refreshed logo and packaging incorporates custom copy and real food photography designed to pop on shelf. All elements were tested for customer satisfaction. The consumer is kept top of mind and the packaging was tested to confirm it would appeal to brand loyalists and new consumers alike.

Air Traffic Control, Sort of…

ATC-01As the Studio Director of a Manhattan design house, I feel like an Air Traffic Controller at times. What’s taking off, what’s landing and what’s on its way?
Are runways clear? Do we have people ready to receive or deliver?

I also get to hear all the chatter from the airline’s point of view, so to speak.

So, what information may assist anyone new to our airline? Though there’s no official baggage limit, we can only take so much. Do you really want to carry all that over from your last design? Do you really want to put all of that information “up on the boards,” or primary display panels?

It’s best to know your flight plan. Arrive early with all the information you’ll need to ensure a smooth take off. Tickets, passports, copy and dielines help. Get to your gate extra early if you’re flying international. Global launches take more time.

Though we may expect some turbulence, don’t fight with your flight attendants. They’ve done this before.

Of course we can’t know all that is going on behind the scenes with our client contact. They may be just as subject to changes as we are when the word gets passed down through them. So, we put that baggage on wheels and carry on; designers are determined, “We will get this done right and we will land this plane.”

So yes, it’s a team effort of sorts. Everybody on board wants to get there as swiftly and smoothly as possible. Moreover, time will be needed to come up with something new, beautiful and eye-catching. Don’t expect a flight to Hawaii if you only have 2 hours travel time, because when all is said and done, we all want to hear, “I’ve never seen anything like it.”