I worked at Snow Joe® in the internal creative team for 5 years. The company developed and maintained products for 9 different brands, with over 800 active SKUs. Its mission was to provide easy-to-use, powerful, non-gas powered home & garden equipment to its customers.
When I joined the team in 2017, there were only 3 active brands and less than 300 active SKUs. Over the 5 years worked there, the company grew exponentially. The company allowed me to be a jack-of-all-trades, and spear-headed a wide variety of projects — this selection is a mix of the most recent work and favorite work.
One of the biggest creative challenges of the Joe Brands is the breadth of them. Creating a clean, bold, adaptable design style that could be applied and adapted to all of the in-house Joe name brands (Snow Joe, Sun Joe, Aqua Joe, Auto Joe, and Power Joe) proved to be quite the challenge.
Color was the main solution for challenge. Each brand had its own main color, while the supporting colors, brand textures, patterns, and image style remained consistent across the board.
Additionally, I developed modular email templates, a gridded social media aesthetic that allowed their feed to look consistent and intentional, an icon system that was used to differentiate product type and used to brand the corporate HQ in downtown Hoboken, led creative direction for recruitment outreach, developed a responsive display ad template, art directed and produced corporate and product videos, and led the creation of our DTC TV campaigns and supporting landing pages through writing, production, editing, and design.
One major, continuous project was Snow Joe's weekly email campaigns. Not only was the email style completely overhauled — resulting in a 52% increase in engagement — but the volume of emails increased exponentially over the 5 years of working there. By project end, over 1,000 emails were sent to segmented audiences.
And a suite of over 40 icons was developed to highlight the key Joe Brand products. These icons were used on the website navigation, on packaging and print design for product way-finding, and to brand the downtown office space in Hoboken, NJ.
