Nickel Bronze – End-to-End Product & Brand System
Product Development / Packaging / Campaign System
Led the development of Nickel Bronze from product innovation through naming, packaging, campaign, and digital launch—creating a unified system that translated acoustic performance into a clear, ownable brand.
Role: Associate Creative Director,
Company: D'Addario
Company: D'Addario
Scope: Product Naming, Packaging Design, Visual System, Campaign Development
FROM PRODUCT TO BRAND
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Worked cross-functionally with engineering and marketing to shape the product story from the ground up—aligning performance attributes with a cohesive brand and visual system.
A unified system translating acoustic performance into a visual language across every touchpoint.
PACKAGING SYSTEM
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FROM PRODUCT INSIGHT TO BRAND SYSTEM
The packaging system was designed to visually express tonal warmth and resonance—using radial energy, material cues, and a premium gold foil to stand apart on shelf.
Designed to disrupt a crowded retail wall with a bold, radial energy system that signals tone, resonance, and premium performance.
VISUAL LANGUAGE
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Developed a visual language centered on “revealing character”—translating acoustic properties into a consistent system of typography, light, and radial form across all touchpoints.
Campaign visuals translated tonal character into bold, expressive compositions.
CAMPAIGN EXECUTION
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Campaign executions extended the system into print—translating sonic character into bold, expressive visuals.
DIGITAL EXPERIENCE
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TRANSLATING SOUND INTO INTERACTION
Extended the system into digital and campaign executions—connecting product performance to interactive storytelling and content-driven experiences.
Digital experiences allowed users to hear and explore tonal differences—bridging product engineering with interactive storytelling.
SOCIAL & CONTENT SYSTEM
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Adapted the system for social and content—ensuring consistency across formats while maintaining a focus on performance storytelling.
Extended the system into a scalable content framework—allowing musicians to share, compare, and amplify tonal identity across platforms.
A fully integrated launch connecting product innovation, brand identity, and user experience into a cohesive system.
