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Dwight Knowlton Mini Portfolio
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Transcript of Dwight Knowlton Mini Portfolio
602.762.1473
contact by email
contact by phone
Dwight T. KnowltonKnows Strategic Design & Branding.
Through strategic visual design, intentional tone of voice, and creative copy...
I’ll reach, communicate with, and inspire your customer.
I n g r e d i e n t s W e l l D r e s s e d.
In over a decade in the design and branding field, I have executed well over 100 logos.Some for companies, some for departments, for products, and services – every one of them speaking the
language of the brand it represents – through intentional choices of color, font, and design.
International award winners
Selected representations of various styles
Dwight T. Knowlton | Knows Logo Design
Logo for French Cosmetics Company Logo for an Australian Construction Company Logo for a Nightclub in the UK
Dwight T. Knowlton | Knows Brand Personality
Homemade
Natural
Quality
Approachable
Warm
Comfortable
Welcoming
History
Tradition
Old World
Warm
Inspires Confidence
Storied
High Quality
Original Corporate Branding
Dimensions of a Brand
Online Store
New Antiquarian Division
To sell, you must understand what you are selling... and who you are selling to.Tell the right story, to the right customer, and YOU’VE GOT THE SALE.
Dwight T. Knowlton | Knows Design for Print
The handheld, portable, mail-able, scale-able sales consultant.Whether it’s minimal copy/lifestyle imagery, or copy heavy/ informational... advertising, direct
mail, posters, packaging, signage... if it’s got ink and something to put it on, I’ve been there.
Dwight T. Knowlton | Knows Design for the Web
I have created numerous user interfaces for the web.Every one of them created to speak in the language of the intended audience.
Dwight T. Knowlton | Has Designed to Sell on the Web
Lifestyle selling landing page with copy-heavy hard-sell secondary pages.
“Soft yes” data capture for email newsletter, retained and autofilled for checkout.
Clean and light landing page with integrated video.
Copy-heavy hard-sell secondary pages.
To sell, you must understand what you are selling... and who you are selling to.It seems like I’ve said that before. Not only have I designed for the web, I have designed to sell.
And have written the copy to do it. Sometimes just the hooks and headings... sometimes ALL of it.
Dwight T. Knowlton | Knows Signage
Kmart: 60’ Digital and Dimensional Sign with Corrugated Metal Trim
Winn Dixie Stores: 30’ 4 Sided Dimensional Hanging Kiosk with Bent Metal Flags:
(Developed for a store near Disney World).
CVS: Prototype Hallmark Subdepartment Sign
Dimensional Signage for Upscale Grocer
A bad sign will cost you more than a good one.
I have a knowledge of materials, processes and mounting
methods. As well as experience in value engineering materials
and processes to get the most impact per dollar spent.
Whether it’s design for a simple vinyl wall application, digital printing,
direct to substrate, CNC, exterior signage, or full dimensional builds...
AUTOMATIC AUTOMATIC27 JEWELS 27 JEWELS
AUTOMATIC27 JEWELS
DWIGHT KNOWLTON
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PIVOT POINT
5 POSITION LATCHOR SCREW TIGHTENER
SINGLE PUSH BUTTONACTUATOR SWITCH
ALTERNATE | MORE ANGULAR PROFILE
Dwight T. Knowlton | Doesn’t Know Industrial Design...
OK. So it’s not my day job...But sometimes, when not designing for
a living, I just end up designing for fun.
These are a couple such explorations...
And now: back to business.
Custom Poster Designs
CNC’d “Wrought Iron” Cigar Awning for Humidor Signage
Environmental Sketches: Including Fixturing, Tasting Area, and Stucco Wall Wine Mural Design
Dwight T. Knowlton | Knows Space that Sells Product
to affect the senses, communicate a message... and SELL THE PRODUCT.
In this example for the Red Wagon Wine Shoppe, I designed signage,
custom fixture designs, wall murals, even custom posters.
Every piece works together to sell the value of the service, set the mood
for the product, and differentiate the space from competitors.
Every component of a design works together to set a mood,
Dwight T. Knowlton | Knows Conceptual Design and Rollout
New Organic Department: Fixtures, Finishes, Signage, Paint, Lighting,and Merchandising. 60% increases in Same Store Sales.
Redesigned and Merchandised Floral DepartmentFloral Merchandising Detail
Aisle End “Storyteller” Signageand Merchandising
As Partner and Design Director in the strategic retail design firm Avizia, I design directed the the new
I designed, value-engineered and directed implementation of, all interior
communication: signage, aisle markers, environmental graphics, POS, and
merchandising ends (“Storytellers”, as we called them). I was responsible
for all color specifications, floor finishes, including new fixture designs.
environmental concept, the new persona for The Safeway Companies – as well as new methods of communication and selling.
Dwight T. Knowlton | Knows “Ownable” Point of Difference
12 = 1412 = 14
Fourteen instead of twelve, this new “dozen” successfully pulled
competitors’ customers for single item shops, and inevitably put
additional items in their carts – increasing same store sales.
In 2003, I developed “The Safeway Dozen” concept, presenting directly to Safeway CEO Steve Burd.
Well received, this “ownable” and strategic point of difference was put into immediate testing
internationally, then rolled out across the U.S. for 5 years.
A Different Kind of Dozen.at SAFEWAY a dozen roses is fourteen
Dwight T. Knowlton | Knows Value Engineering
As a component of the new Lifestyle program design, I had free reign over the
design of the new aisle marker. But, learning that there were hundreds of the
old design already manufactured and warehoused, I had one shipped to me,
disassembled it, and created a retrofit saving them millions of dollars. Every aisle
marker in over 1,000 stores was eligible for retrofit rather than replacement.
A perfect example of creating the most impact for the least investment... the Safeway aisle marker.
but it’s just an aisle marker...
a little a lot=a little a lot=
Original Aisle Marker Aisle Marker Retrofit Design
designed award winning identities
rolled out identities brand wide
created environmental graphic packages
done the build and manufacturing drawings
designed packaging
created direct mail packages
developed advertising
designed trade show and POS systems
developed sign systems
designed custom fixtures
directed photo shoots
shot the photos myself
designed entire retail spaces
written copy that sells product
highlighted points of difference
created marketing strategies
converted competitors customers
increased same store sales
saved a Fortune 50 retailer millions on a retrofit
I have
You have Questions?Just Click Here to Ask
602.762.1473
Dwight T. KnowltonKnows Strategic Design & Branding.
contact by email
contact by phone
Thanks for your time...Now, let’s talk.
Click HERE for a resume.