While all of the design teams were integrated under my office and digital was increasing its need, conventional marketing collateral still made up a huge percentage of our teams' output. With 12 regions across 50 states, 3 countries and 350 stores (a number that grew every week) our designs had to be collaboratively thought through and impactful across demographics and market types. They also had to show in a variety of media, signage, print, outdoor and event materials. While I was responsible for all creative at WFM global offices, the individual designs were directed by the marketing team art director and designers, all of whom reported into me.
Under my direction, the design team at WFM got the chance to name and brand a beer that was created exclusively for our stores. We wanted something connected to Austin, a great beer city, as well as the home to WFM headquarters. There was no shortage of drinks...er...ideas.
The better bags program was launched in 2007 as a means of giving customers an alternative to disposable plastic and paper grocery bags. The bags became a sensation with celebrities proudly sporting their colors and everyone collecting the seasonally refreshed favorites. Upon my arrival we energized the program with these styles and 5 more. While I was responsible for all creative at WFM global offices, the individual designs were directed by an art director and designers who reported into me.
