In the creation of the Duo Soft NFL Edition, I served as Senior Packaging Designer and Art Director, overseeing and executing 95 percent of the design process. From conceptualization to stakeholder presentations, print production, and vendor coordination, I ensured a seamless and visually striking product. Leveraging the existing DUO SOFT packaging, along with its visual communication system (both which I designed), I expanded the core offerings of Wilson’s premium golf balls. The challenge was to strike a balance—maintain recognition with Duo Soft while infusing a distinctive allure for this NFL edition. The packaging design, executed on metallic poly board, boasted premium finishes like a matte, embossed soft-touch football texture, spot gloss finishes, custom window die-cuts, and interchangeable team stickers. The result was very well-received and expanded the product buy-in within national golf outlets.
As the driving force behind the Triad Golf Balls' creative journey, I, in my role as Senior Packaging Designer, undertook a holistic approach. From extensive research to design, stakeholder presentations, print production, and vendor coordination, my involvement surpassed 90 percent of the project. This packaging marked the genesis of a striking visual design system, poised to redefine Wilson's premium golf ball identity. Beyond being a one-off creation, this design system became the visual base for future Wilson premium golf balls, such as DUO SOFT and DUO SOFT NFL, ensuring a consistent and adaptable brand identity. Packaging employed metallic poly board with matte metallic texture, spot matte and gloss finishes, embossed and debossed elements, and custom window die-cuts. I designed and rendered the PDQ (Pretty Darn Quick) display using Illustrator, Origami, and Keyshot.
In the creation of the new Staff Model ball family, I served as Senior Packaging Designer, overseeing and executing 95 percent of the design process. From conceptualization to stakeholder presentations, print production, and vendor coordination, I ensured a seamless and visually striking product. Leveraging the existing DUO SOFT and TRIAD packaging, along with their visual communication systems (both which I designed), I updated the core offerings of Wilson’s premium golf balls. The challenge was to maintain recognition with the rest of the golf ball family with two distinct new offerings all while subtly pushing the design forward. The packaging design, executed on metallic poly board, boasted premium finishes like a matte, embossed soft-touch football texture, spot gloss finishes, and custom window die-cuts.
Stepping into the vibrant world of Zico Coconut Water, I played a pivotal role in maintaining and crafting its packaging aesthetic. Tasked with the challenge of overseeing existing designs and creating new ones, I navigated the intricate landscape of a startup evolving into an international brand distributed by Coca-Cola which posed additional oversight, rules, and regulations to ensure compliance. Beyond packaging, my creative influence extended to designing a compelling trade show booth, managing print production, and even attending cross-country press checks. Collaborating seamlessly with ViroDesignLab's art direction, I contributed to Zico's visual narrative, adding a refreshing touch to the beverage brand's identity.
Acting as the Senior Designer I took the project from concept to completion. I designed components such as the box, fitting stick, accessories case, and information card with the challenge to make a premium unboxing experience for the new, innovative fitting technology. All of this was done on a restricted budget with access to only the most basic of printing techniques. The goal of this project was to create a box that would reinforce the idea that Wilson golf continues to be at the forefront of golf innovation. Balancing a minimal, tonal, and tech-focused design, I incorporated subtle "easter-eggs" for a sense of discovery, transforming it from a simple shipping box into packaging which the recipient wants to hold onto long-term.
Guiding the design for the Staff Model Golf Balls, my role as Senior Packaging Designer delved into the nitty-gritty, handling over 90 percent of the design process. I designed not just one set of golf balls but an entire visual language for Wilson's premium golf ball family including DUO SOFT PLUS and DUO OPTIX. The metallic poly board packaging served as a canvas for understated yet impactful touches – matte metallic, hybrid metal texture, and a thoughtful blend of spot and gloss finishes. Embossed and debossed elements, alongside custom window diecuts, added a tactile finesse to the presentation. The result was a sophisticated, luxurious top-quality golf ball packaging.
Leading the design for Duo Optix Golf Balls, I wore the hat of a Senior Packaging Designer, contributing significantly to the entire process. I crafted the visual identity for Wilson's entire premium golf ball family including STAFF MODEL and DUO SOFT PLUS. The packaging, with a base of metallic poly board, utilized premium finishes such as matte metallic texture, UV soft touch, and matte and gloss spot finishes. Tactile finishes like embossing, debossing, and custom window die-cuts blended simplicity and confidence, creating a striking visual language.
I took the reins as a Senior Packaging Designer for Duo Soft Golf Balls, engaging hands-on in 95% of the creative journey. The packaging, a sophisticated combination of metallic poly board, matte aqueous coating, and UV matte texture, bore my imprint. I also crafted the visual communication system, further utilized in TRIAD and DUO SOFT NFL, assuring a unified and striking premium golf ball family that could flex into unique sub-brand expressions. Embossed and debossed elements, alongside custom window diecuts, further elevated the packaging. Beyond design, I also played a role in the Duo Soft lifestyle shoot, contributing not just as a designer but also as a collaborator, assistant, and model.
As the Senior Packaging Designer, I led the process of designing all premium glove packaging. I spearheaded 95% of the design process, ensuring a seamless match with corresponding golf ball packaging. The packaging, adorned with metallic poly board, emanates sophistication through its matte metallic and hybrid metal texture. Embracing premium finishes like embossed and debossed elements, alongside spot and gloss finishes, this packaging becomes more than a container—it's a clue to the high-quality of the product within.
In the world of snack branding, I took the lead in designing the complete conceptualization for Woats Oatsnack. Under the art direction of ViroDesignlab, I contributed to the naming and copywriting of both the main brand and flavor names, and designed the logo, packaging, branded collateral, exhibit, product photography, and web design. The snacks’ quality was reflected into its premium soft-touch finish. I also participated in booth setup for its Californian snack show debut.
In my role as the Senior Packaging Designer for Wilson golf, I lead the process of designing the new visual packaging identity for Duo Soft Plus golf balls. With a hands-on approach, I dedicated myself to 90 percent or more of the design process, ensuring a seamless blend of style and craftsmanship. Collaborating with my art director and stakeholders, I designed a visual system that echoed across the Wilson premium golf ball family, unifying sub-brands like STAFF MODEL and DUO OPTIX. The packaging boasts metallic poly board and premium finishes—matte metallic texture, hybrid metal texture, embossing, debossing, and spot and gloss effects. As a long-successful sub-brand of Wilson Golf, the new Duo Soft Plus rides the line of being familiar to loyal golfers while drawing in new golfers with a fresh, confident, and simple design.
As a designer with Wilson, I was in charge of the transformation of Smartcore golf ball packaging. Tasked with elevating its visual appeal, I engaged in the process with a hands-on approach, contributing 90 percent or more to the project. The goal was clear—to modernize and impart a premium allure to the existing packaging. I introduced metallic poly board, spot-metallic color accents, and a play of matte and gloss finishes. The result is not just packaging; it's a visual statement that resonates with the contemporary golfer.
Collaborating with an agency, I inherited the raw canvas—a flat, unfinished front panel. I embraced the challenge, refining the design of every facet of the packaging. The transformation extended beyond the front, encompassing the sides, back, and sleeves. Premium finishes were employed—metallic poly board, logos gleaming in metallic copper or gold, a variety of spot and gloss finishes, and strategic embossing. The result is the resurrection of the long-standing, recreational Wilson sub-brand which transforms it into a premium golf experience.
