Ramone Henry
Software Engineer & Creative Thinker
About New York’s “Sacatelle” is a bag manufacturer that struggled to effectively communicate to its clients the structure of their business and the services they provided. Through my work as an Art Director I established a brand voice, brand iden

Tommy The Tote Bag - Art Direction

A massive re-branding of one of New York’s most successful bag manufacturers. Art Direction provided for character design, branding, responsive web design, creative direction, marketing, media presence, content creation, brand identity, and brand manifesto.

About New York’s “Sacatelle” is a bag manufacturer that struggled to effectively communicate to its clients the structure of their business and the services they provided. Through my work as an Art Director I established a brand voice, brand iden

About

New York’s “Sacatelle” is a bag manufacturer that struggled to effectively communicate to its clients the structure of their business and the services they provided. Through my work as an Art Director I established a brand voice, brand identity, and a re-imagining of how to present the company’s service to potential clients.

Problem

it was a massive undertaking collaborating between designers, animators and copy writers, to not only simultaneously re-brand the company but to also launch an extensive social media presence and digital marketing venture.

However, one of the key issues, was how to condense the brand’s message to reach a wide audience but also, how to reach the correct audience.

Role

Through an incredibly ambitious endeavor I recruited and hired a team of ten people, and single-handedly established a new department to focus on: Branding, Content Development, as well as Digital Marketing.

More specifically, I wore many hats such as leading,

Copywriting,

Web Design & Web Development using HTML/CSS & Wordpress,

Branding/Design,

Character design,

Storyboards,

Directing animation,

and Advertising.

Brainstorming Critical thinking, user centered design, empathy as well as user research fueled the early stages of development for the project. My role in this covered many areas: Character Design, Illustration, Wire framing, Marketing, C

Brainstorming

Critical thinking, user centered design, empathy as well as user research fueled the early stages of development for the project.

My role in this covered many areas:

Character Design,

Illustration,

Wire framing,

Marketing,

Copywriting.

Going through many iterative phases to establish a solid brand manifesto was an important piece in guiding the rest of project. Here is an example of one of the many pages of copy that was intended to be used on thew website, social media or for the

Going through many iterative phases to establish a solid brand manifesto was an important piece in guiding the rest of project. Here is an example of one of the many pages of copy that was intended to be used on thew website, social media or for the company’s blog.

Further example of the brain storming process. Here are pages where I ran through possible copy for the blog page and the about us page.

Further example of the brain storming process. Here are pages where I ran through possible copy for the blog page and the about us page.

While not fully an example of agile methodology, it was important, as the art director and driving force behind the re-branding initiative that there be a clear structure of how the project was to be broken up into different phases. Different due

While not fully an example of agile methodology, it was important, as the art director and driving force behind the re-branding initiative that there be a clear structure of how the project was to be broken up into different phases. Different due dates and deliverables were necessary to provide a realistic time table for the client.

Through many sleepless nights, brainstorming was an important piece of the process.

Through many sleepless nights, brainstorming was an important piece of the process.

Connecting with the client to ensure that the “brand message” was as to their needs as possible.

Connecting with the client to ensure that the “brand message” was as to their needs as possible.

Responsive web design was very critical to the project. Here is an example of a used concept. I designed, illustrated, and wrote the copy for this example.

Responsive web design was very critical to the project. Here is an example of a used concept.

I designed, illustrated, and wrote the copy for this example.

Concept one: Bag around the world The company’s goal was to explain to potential clients that by using their product, their business would have greater access to future consumers, hence “your bag will be seen around the world.”

Concept one: Bag around the world

The company’s goal was to explain to potential clients that by using their product, their business would have greater access to future consumers, hence “your bag will be seen around the world.”

Animator : Xue Min Pan

Animator: Xue Min Pan

Concept two: give your bag a louder voice, reach a louder audience it was important to demonstrate that by using the product and service of the client, their customers would be able to reach a larger audience. *slight variation of the same idea,

Concept two: give your bag a louder voice, reach a louder audience

it was important to demonstrate that by using the product and service of the client, their customers would be able to reach a larger audience.

*slight variation of the same idea, with a different visual representation.

Concept three: creativity, innovation, excitement. It was important that potential partners would understand that the company had personality, that it wasn’t just copy and paste, and that although they were a bag manufacturing company, they had the

Concept three: creativity, innovation, excitement.

It was important that potential partners would understand that the company had personality, that it wasn’t just copy and paste, and that although they were a bag manufacturing company, they had the sensibilities of a creative agency.

Concept four: eat the competition. It was important to illustrate that by using the company’s service, potential clients would see a substantial Return Of Investment.

Concept four: eat the competition.

It was important to illustrate that by using the company’s service, potential clients would see a substantial Return Of Investment.

Content creation: Social Media ad for easter. Animation : Victoria Cho.

Content creation: Social Media ad for easter.

Animation: Victoria Cho.

Content creation: Social Media ad for St.Patrick’s Day. Animation : Victoria Cho.

Content creation: Social Media ad for St.Patrick’s Day.

Animation: Victoria Cho.

Another challenge was to launch a social media presence and to utilize the various assets and contents to promote the brand as well as coordinate with marketing directors to deliver results.

Another challenge was to launch a social media presence and to utilize the various assets and contents to promote the brand as well as coordinate with marketing directors to deliver results.

Content creation: Online Web asset, potential copy “our bags rock!” Animation : Victoria Cho.

Content creation: Online Web asset, potential copy “our bags rock!”

Animation: Victoria Cho.

Content creation: Online Web asset, potential copy “our bags are made of quality materials, they’re super strong!” Animation : Victoria Cho.

Content creation: Online Web asset, potential copy “our bags are made of quality materials, they’re super strong!”

Animation: Victoria Cho.

Content creation: Our company will brighten your boring bags, like magic. Animation : Xue Min Pan.

Content creation: Our company will brighten your boring bags, like magic.

Animation: Xue Min Pan.

Content creation: Potential Web Asset to use for the about us page. “We’re fun”. Potentially adding personality to the company. Animation : Victoria Cho.

Content creation: Potential Web Asset to use for the about us page. “We’re fun”. Potentially adding personality to the company.

Animation: Victoria Cho.

I designed/illustrated a background for the main landing page.

I designed/illustrated a background for the main landing page.

Animation : Xue Min Pan Conclusion Frankly, it was the best of times and the absolute worst of times. Looking back, it was an extremely ambitious project that had a lot of issues stemming from trying to do too much as much, with very little

Animation: Xue Min Pan

Conclusion

Frankly, it was the best of times and the absolute worst of times. Looking back, it was an extremely ambitious project that had a lot of issues stemming from trying to do too much as much, with very little resources.

Questions that should be asked: Was it necessary to do Social Media/Marketing/Branding all at once? Is it possible to launch a successful campaign with little to budget?

Without setting clear goals, having a clear focus, or having strong role defined positions, things can get messy especially being coupled with internal disagreements and a cantankerous environment.

In the end, it was a great undertaking that involved courage, commitment, creativity, teamwork and passion.

At the end of the day, the entire journey was a team effort and none of it would have been possible without the wonderful team of animators, illustrators and graphic designers that helped execute my crazy ideas. Thank you.

At the end of the day, the entire journey was a team effort and none of it would have been possible without the wonderful team of animators, illustrators and graphic designers that helped execute my crazy ideas. Thank you.