ART DIRECTION • BRAND DESIGN • ENVIRONMENTAL DESIGN
kroger
Enterprise-scale brand work across channels, campaigns, and a baseball stadium.
Operating inside one of the most constraint-heavy brand systems in the country, across multiple stakeholders, and still delivering results. Every project here had real business outcomes attached.
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my role
Senior Brand Designer — designer and stakeholder liaison
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scope
Environmental, digital, retail, campaign, art direction
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challenge
Enterprise constraints, multiple stakeholders, real deadlines
The Kroger Sweet Spot
Redesign the Kroger Sweet Spot — a convenience store inside Great American Ball Park, home of the Cincinnati Reds. Three zones: upper wall soffit, storefront, and left-side concession. I was the designer and the main point of contact between Kroger Brand Management and the Reds' marketing team. The challenge was balancing both brands' opinions while working within Kroji character sizing constraints and maintaining integrity for both. Eight weeks to do it.
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Timeline
8 weeks
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Stakeholders
Kroger + Cincinnati Reds marketing
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Zones
Upper soffit, storefront, concession
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the outcome
1.5M people see this design every season
flying meat photoshoot
Sketched compositions, art directed the shoot, carried a visual idea from concept to finished campaign imagery
reusable bags
Designed a line that sold out 10 days before the promotional window ended
