https://alexwagnerdesign.com/about daily 1.0 2023-01-30 https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/54327799-932e-4391-87b3-f34ff4866370/Charlie_Instagram+Post.jpg about - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://alexwagnerdesign.com/mcdonalds daily 0.75 2022-04-04 https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/e2d7f554-3d98-4cff-bf98-6963be7aacfe/McDonald_s+Case+Study-6B.jpg McDonald's - Make it stand out With evocative, easy-to-understand graphics, McDonald’s’ new packaging is recognizable regardless of where in the world orders are being assembled, shared and enjoyed. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/a5683cb1-d9f0-4ee9-8fd2-b46470103383/McDonald_s+Case+Study-4B.jpg McDonald's Creating thoughtful winks that bring a smile, we took the opportunity to replace the traditionally functional and boring yellow pinstripes with illustrated fries that provided the same job. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/9bb9ad46-3de8-4cfe-85f9-347a5d25f1f8/McDonald_s+Case+Study-3b.jpg McDonald's Our visual system was designed to be recognized by either the iconic food builds like the classic Big Mac®, or by an emotional link such as our Filet-O-Fish® waves. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/65c2da64-c210-48f5-9da9-c11e99d7e3f1/McDonalds_Case-Study-8.jpg McDonald's A playful swirl of joy for our new McFlurry expression helps showcase how our simple everyday moments can come to life across the multiple tiers and product offerings. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/2bbfa5c9-7031-4c49-814c-48068a78562f/Filet+O_+Fish+Clamshell.gif McDonald's Our visual system had to solve for three goals: unite the McDonald’s portfolio with a cohesively branded aesthetic globally across multiple languages and cultures; bring smiles to our consumers through our visual language and graphics while staying authentic to the brand; only continue to improve crew navigation behind the scenes in every McDonald’s kitchen. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/10e06ab9-0e20-4197-b47f-7703d2ebd7c4/McDonald_s+Case+Study-9.jpg McDonald's - Make it stand out A new look for a lasting legacy. We partnered with McDonald’s on a multi-year effort to redesign their global packaging system. The renewed design brings a sense of joy and ease to the brand through bold graphics. Placing McDonald’s playful point-of-view front and center, we evolved the brand’s design system away from prominent on-pack messaging, cooking up graphic representations of their iconic menu items instead. From the cool blue waves on the Filet-O-Fish® clamshell to the golden, melting cheese on the Quarter Pounder® with Cheese, the packaging makes for an expressive, visual system. Each wrapper, clamshell and pack is identifiable, joyful and simple. With evocative, easy-to-understand graphics, McDonald’s’ new packaging is recognizable regardless of where in the world orders are being assembled, shared and enjoyed. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/9b259190-6b93-46aa-a00a-50f4b28ffcf5/McDonald_s+Case+Study-5.jpg McDonald's - Make it stand out The end result of our redesign is a perfectly imperfect visual system that brings smiles to millions of people everyday. Awards Won Pentawards (Bronze Award 2021 — Food) Transform Awards North America (Gold — Best Use of Packaging), (Silver – Best Creative Strategy) PAC Global Awards Brand Marketing (2022 Best in Class) Client: McDonald's Corporation Studio: Pearlfisher NYC My Role: Designer Studio Team: Hamish Campbell (VP Executive Creative Director), Matt Sia (Creative Director), Priyanka Krishnamohan (Design Director), Alex Wagner (Senior Designer), Tiffany Bacani (Senior Designer) Nadia Izazi (Designer), Shruti Shyam (Designer), Alyssa Cohen (Freelance Designer), Justine Allan (Head of Client Management), Courtney Tight (Client Director), Teri Neis (Client Manager), Brandi Parker (Head of Realization), Stephen Kwartler (Realization Manager), Mat Brown (Senior Visualizer) https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/c40327aa-2a5c-40da-85fa-e7de07d01ec4/QPC.gif McDonald's The Quarter Pounder® is a perfect example of how we showcase a sandwich build paired with a vibrant color system that flexes for various offerings to allow easy recognition for both consumer and crew. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/450c0b74-0083-4bcf-b766-d1e637ff05ac/CupSpin.gif McDonald's - Make it stand out Simple joyful moments extended to unique offerings from various parts of the world, limited edition offerings or partnerships, and of course—seasonal treats. https://alexwagnerdesign.com/loop daily 0.75 2022-01-25 https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/a9ae0b90-786e-46aa-85c6-0160a34eef4d/211103_Loop_CaseStudy_NH-08.jpg LOOP - Make it stand out Reflecting on the way the insurance industry continues to stereotype based on wide-ranging demographics, rather than the individual, we developed a central creative positioning of the ‘infinite loop’ – referring to a new business model that benefits and keeps all parties informed or in the loop. This is represented graphically through the brand identity, which exemplifies the movement of the brand with letterforms made by continuous, unbreakable linework that resembles roadside markings. Even through the brand icon – the isolated ‘L’ – signifies the infinite loop of information-sharing and trust between the users and the product. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/ac2afbb1-4252-4a0f-a535-8b7cd32a45fc/211103_Loop_CaseStudy_NH-07.jpg LOOP - Make it stand out LOOP’s brand design is built around being more friendly and inclusive, by showcasing modern day lives and drivers in a more fun and empowering way. The illustrative design style we created uses a core line that loops across every graphic manifestation, signifying every part of the journey in day-to-day life. Ultimately, creating an insured community that cares for people and what moves them. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/5d0c069a-223a-46c0-9f21-5b5eb7858d4c/211103_Loop_CaseStudy_NH-04.jpg LOOP - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/ca5cf16d-15e6-4bd2-9740-78f412e906e7/211103_Loop_CaseStudy_NH-01.jpg LOOP - Make it stand out Legacy auto-insurance providers use metrics such as credit score, marital status and income to determine pricing, which is considered structurally biased. However, LOOP’s alternative model primarily uses two metrics – the state of the roads and driver behavior – making it equitable for all communities. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/099649bf-13f7-47d5-9cfe-1a9f85720fea/211103_Loop_CaseStudy_NH-03.jpg LOOP - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/84be85d8-7475-4165-8977-0222001dbdfe/211103_Loop_CaseStudy_NH-02.jpg LOOP - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/82f5cc8d-6d2c-42ec-be26-722b2cc40ee2/211103_Loop_CaseStudy_NH-06.jpg LOOP - Make it stand out LOOP rewrites the rules of auto insurance by balancing data-driven, telematics technology with a brand that cares. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/120e5447-d6b2-477c-a96d-c715840b5e0d/211103_Loop_CaseStudy_NH-09.jpg LOOP - Make it stand out The end result of our redesign is a perfectly imperfect visual system that brings smiles to millions of people everyday. Client: LOOP Studio: Pearlfisher NYC My Role: Designer & Illustrator Studio Team: Hamish Campbell (VP Executive Creative Director), Nile Hope (Design Director), Alex Wagner (Senior Designer), Jaisy Roman (Senior Designer), Chris Allan (Head of Strategy), Caitlin Russel (Strategy Director), Justine Allan (Head of Client Management), Abigail Miller (Client Director) https://alexwagnerdesign.com/hum daily 0.75 2022-01-25 https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/4e816f3c-13b8-4256-830c-6178c756358a/Hum+by+Colgate-4.jpg Hum - Make it stand out In a category flooded with technology-driven claims and features, Hum is a smart electric toothbrush that demystifies the jargon of the category. We’re transforming a mundane task into a fun, engaging experience with a brush that knows you and an app that shows you. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/ca54c6e1-52af-404c-aeda-7e1f08e83b19/Hum+by+Colgate-14.jpg Hum - Make it stand out Awards won GDUSA Package Design Award 2021 GDUSA Graphic Design Award 2020 Pentawards (Bronze Award 2021 — Body, Health, & Beauty) Transform Awards North America (Gold — Best Visual Identity from the lifestyle and wellness sector) Client Colgate-Palmolive Studio Pearlfisher NYC My Role Lead Designer Studio Team Hamish Campbell (VP Executive Creative Director), Matt Sia (Creative Director), Alex Wagner (Senior Designer), Angel Lee (Freelance Designer), Justine Allan (Head of Client Management), Anne-Sophie Tomas-Gautier (Client Director), Brandi Parker (Head of Realization), Michael Parsons (Realization Manager) https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/ec6198c7-6d95-4453-9135-eaf699796729/Hum+by+Colgate-1.jpg Hum - Make it stand out The name hum was created from the sound an electric toothbrush sings out as you brush. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/4b50fdbf-c29f-4d2b-b345-e298c3591753/Hum+by+Colgate-4.jpg Hum - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/0cf5ad2e-6df2-4009-aea6-15b728a69a61/Hum+by+Colgate-7.jpg Hum - Make it stand out The visual language of the dancing lines were also introduced into the apps’ guided feature that helps its users target areas that need improvement. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/a25824e8-d12a-4897-aeda-f893fce02bb6/Hum+by+Colgate-5.jpg Hum - Make it stand out “In sync with your smile” became key copy to help link the brush to app. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/6031c03d-1747-4fe0-999e-4a32a8be5566/Hum+by+Colgate-13.jpg Hum - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/13605234-e369-40f8-8c54-b27465386b5e/Hum+by+Colgate-8.jpg Hum - Make it stand out Our visual design system helped influence every aspect of iconography styles to typography. Our result is a dynamically different and interactive packaging design to establish recognition and resonate with people to make new routines when it comes to self-care. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/6daaf278-ecf3-4e03-a55a-802f36cbeed9/Hum+by+Colgate-3.jpg Hum - Make it stand out The design speaks to people with telescopic exterior packaging opening to reveal the ‘sounds like smiles’ strapline as the product is unboxed. The repeating m’s of the ‘hummmmmm’ name promotes the product attributes, looking like a set of teeth and also emulating the sound of the toothbrush. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/ec74166a-3cf2-4cb9-adc3-432e24dffce2/Hum+by+Colgate-5.jpg Hum - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/2be0466a-a1d4-48d9-8885-119aa922fbb2/Hum+by+Colgate-6.jpg Hum - Make it stand out Every detail, from color to the power button, were thoughtfully curated together to make sense to the design system but also fit seamlessly into everyday. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/f23ea196-2e5c-4835-b269-70dbb3b71b1e/Hum+by+Colgate-12.jpg Hum - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/1242e8f0-721e-4b33-907a-26ccbce259ee/200807_PFCOMMS_Colgate_Hum_PFlive_website_AL_1640x790.jpg Hum - Make it stand out Inspired by the actual sound of the electric toothbrush, our design tells a more sensorial story through visual language using details that focus on a clean, inviting experience that connects with consumers on both an emotional and literal level. The identity plays off the rounded shape of the brush. Whereas the power button becomes a device to lead you through the Hum experience in a thoughtful, playful way. https://alexwagnerdesign.com/coppertone daily 0.75 2022-09-28 https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/37efabba-cfd2-42d1-b01f-3a16217378bb/Coppertone_Pearls_PeopleOnTowel.jpg Coppertone - Make it stand out By delving into what the sun means to people, and the Coppertone brand, we created a positive and emotive new positioning for Coppertone centered on the freedom to embrace all that is good under the sun. This translates into a new streamlined brand architecture and visual identity system to make the Coppertone portfolio more clean, contemporary and ownable. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/8cc3cebe-1392-4b56-bafe-6e14cfe7fcdd/Coppertone_Pearls_Wall.jpg Coppertone - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/a6d2e21b-d665-497c-8d76-f9f58d666ba8/LinkedInCoppertone_06.jpg Coppertone - Make it stand out The horizon line built a consistent design system across the portfolio pillars. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/1b879fb5-2615-49d6-88fa-9c47e952ff9a/LinkedInCoppertone_05.jpg Coppertone - Make it stand out By delving into what the sun means to people, and the Coppertone brand, we created a positive and emotive new positioning for Coppertone centred on the freedom to embrace all that is good under the sun. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/b3c7a73c-1470-43fb-983e-a976c699e082/LinkedInCoppertone_01.jpg Coppertone - Make it stand out We reignited Coppertone’s sun-kissed spirit to help people positively ‘seize the sun’ as it gives Beiersdorf’s iconic sunscreen brand a fresh, bright and modern new look. As one of the original pioneers in suncare, Coppertone challenged us to reinstate its iconic status. Rooted in 75 years of history, we've evolved Coppertone's most loved equities. Including the brand's iconic logo, Little Miss Coppertone – and the dog. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/ec62ff07-d390-4607-909a-33fdaef76741/LinkedInCoppertone_03.jpg Coppertone - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/170ece4b-d190-418c-a3f1-a60d0e50d322/Coppertone_Pearls_Collage.jpg Coppertone - Make it stand out Client: Beiersdorf Studio: Pearlfisher NYC My Role: Senior Designer Studio Team: Hamish Campbell (VP Executive Creative Director), Alex Wagner (Senior Designer), Shruti Shyam (Designer), Justine Allan (Head of Client Management), Abigail Mayes (Client Director), Michael Parsons (Senior Digital Artworker), Annie Seely (Associate Strategy Director), Talia Evans (Senior Strategist) https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/e19c6a72-e170-4d80-8afa-1be886c15a70/LinkedInCoppertone_04.jpg Coppertone - Make it stand out As America’s most trusted, and one of the original sun care giants, many people have their own memories of “Coppertone summers”. However, the sun care sector had, in recent years, become an SPF race, focused on numbers and protection from what is “bad”, with an emerging new breed of more bold and emotive brands overtaking the brand leaders. Coppertone challenged us to reinstate it’s iconic status with a new visual identity system that would, once again, cement its place as the category leader. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/de5b2cbf-12d6-4505-a3f9-79c3502a7a60/Coppertone_Pearls_Towel.jpg Coppertone The refined type of the name, Little Miss Coppertone and a bold use of varied colors across the portfolio become distinct bullseyes to help people know and look for their favorite sunscreen brand. https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/e3b50804-0ddd-4e57-9877-def1106a2413/LinkedInCoppertone_07.jpg Coppertone To redesign the brand’s packaging, we looked back at Coppertone in its heyday, taking inspiration from this icon’s most loved and distinctive equities such as Little Miss Coppertone. She has always stood for trust, care and efficacy and, now, a more contemporary and playful illustration of her stands proud across all brand touch points https://images.squarespace-cdn.com/content/v1/530678ece4b03e3bf7edafd5/fc1c03d6-ba72-43e5-83c9-0c52ef9542e8/LinkedInCoppertone_02.jpg Coppertone Our design “seizes the sun” by centering the iconic Little Miss Coppertone on a horizon line. https://alexwagnerdesign.com/fruit-rollups daily 0.75 2023-04-27 https://alexwagnerdesign.com/gushers daily 0.75 2023-04-27 https://alexwagnerdesign.com/fruit-by-the-foot daily 0.75 2023-04-27