A.B. Isacson Associates
clients included Alford Industries, Johnson Wax, and Sonoco Products Company
Award-winning Business-to-Business (B2B) design and advertising campaigns for industrial advertising clients.
About the project
Project Overview
For several years, I worked at the marketing agency, A.B. Isacson Associates, where I created B2B print ads for Alford Industries, Johnson Wax, and Sonoco Products Company and a Capabilities Brochure for Sonoco Products Company.
Role
Art Director, Lead Designer, Brand Identity, Creative Director, Production Supervisor, Printer Liaison, Project Management
Team
Christine Hauck, Lead Designer with the A.B. Isacson Associates creative team.
Key Projects
I believe good graphic design should include smart conceptual thinking, and vice versa.
Alford Industries Patton ad
Alford Industries has a division called Patton that offers innovative package labeling options. To highlight Patton’s brand identity as a single-source supplier of outstanding packaging options for clients, I created an analogy between Patton’s innovative 5-star labeling and custom package labeling options and a decorated five-star general. I selected an illustrator to accurately render Patton’s labeled packages as hung from bars pinned to a
5-star general’s dress uniform.
Sonoco Products Company ad
For Sonoco Product Company’s “We Divide, You Multiply” ad, I wanted to create an ad with a visual punch that clearly shows how choosing pre-cut cores for your business could increase your profit margins significantly. With that in mind, I colorized the stacks of bills to make this point (at the time, it was illegal to show color images of money)
Johnson Wax Pinnacle ad
For a Johnson Wax Pinnacle ad, the client wanted customers to see how Pinnacle Acrylate 120’s UHS floor finish could stand up to anything. To show this, I went to a construction site and swapped my newly purchased boots for a construction worker’s worn and muddy construction boots.
Sonoco Products Company’s Capabilities Brochure
For Sonoco Products Company’s Capabilities Brochure, the client provided me with a range of photographs and images. I cherry-picked the best to use. As Sonoco’s brand identity piece, the brochure needed to underscore the tagline “You get more out of packaging with Sonoco.” I sketched comps and hired illustrators, who each represented different eclectic styles, to highlight Sonoco’s strengths as a packaging supplier and client partner. My design reinforced the message “expect more than a packaging supplier when you work with Sonoco. Because what you’ll get is a partner who combines forces with you to achieve your goals.”
Results &
Learnings
Awards
2 Sawyer Awards in the B2B industrial advertising category: The Alford Industries Patton ad won a Sawyer Award and the Sunoco Products Company “We Divide, You Multiply” ad won a Sawyer Award.
The Sonoco Products Corporate Profile piece won six prestigious Art Director’s Club Graphic Arts Awards.