w i l l o u g h b y d e s i g n – From packaging to retail environments we

design brand experiences that leave lasting impressions and create brand believers.

We thrive on uncovering insights and helping clients bring fresh, inspiring and

innovative ideas to the marketplace. Let us take what makes your concept special

and make it irresistible.

w i l l o u g h b y k n o w s r e t a i l – We believe that business innovation grounded in

design thinking is one of the best ways to generate potent new ideas for products and services that people

covet. We design brand experiences that touch the heart as well as the intellect…delightful experiences

that satisfy the human need for beauty, purpose and meaning. For over 30 years our clients have told us

that we make serious work fun and that we “get” their brands and customers. On the following pages

you will meet our team and learn how we work.

A N N W I L L O U G H B Y | president, chief creative officerGuided by her ongoing mission to make a difference in the world through design, Ann’s creative oversight is always set on the big picture. A passionate designer, Ann has built Willoughby Design Group into one of the most respected branding firms in the U.S. Ever active with AIGA, the profes-sional association for design, Ann was the first person from Kansas City to become an AIGA Fellow. Ann has served on the AIGA National Board of Directors, the Center for Brand Experience board and was co-chair of the ‘04 AIGA Business & Design Conference in New York.

M E G A N S E M R I C K | vice-president, brand innovationMegan specializes in connecting clients’ brands with consumers by creating innovative brand experi-ences. She is forever asking, “what is the story and why should anyone care?” Megan has been responsible for strategic development and client satisfaction for over 10 years at Willoughby. She has led brand identity and packaging innovation programs for Hershey’s, Nestle, Buckle, EK Success and Deliver Now, an UN global initiative for women and children.

K A T Y B R I G G S | vice-president, brand strategyKaty brings 15 years of advertising/marketing experience to Willoughby with an emphasis on strategy, relationship management and brand development. She is a strategic thinker with a driving curiosity to uncover insights. Katy is well-versed in a broad base of research initiatives from intimate ethnographic work to full scale segmentation studies. She has retail category experience with national brands from the agency and retail client-side including: Build-A-Bear Workshop, Whitehall Jewellers, Helzberg Diamonds and H&R Block. Katy is a board member for the Kansas City Chapter of the AAF.

Z A C K S H U B K A G E L | vice president, brand experienceZack has nearly 10 years experience as a brand and communications designer. He directs the creative department at Willoughby specializing in brand identity systems and product innovation. Zack has lead programs for New Leaf Paper, SPIN! Neapolitan Pizza, Feng, AIA Kansas City, Sheridan’s Lattés and Frozen Custard. He has been instrumental on innovation teams for Nestle and Hershey’s. He currently serves as president of the AIGA Kansas City Chapter and is a champion of sustainability helping designers, clients and the public understand the benefits of considered design choices.

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C L I E N T S R O S T E R Over the years we’ve had the opportunity to work with companies in a wide

range of retail categories. Here is a sample of the great brands we’re proud to call clients.

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I N N O V A T I O N L A B Good ideas are the heart of innovation. Brand

strategies come alive through ideation and concept visualization. Our process generates

scores of consumer focused ideas for new products, brand experiences and business

models. Our team is trained to bring strategic insights together with business thinking to

visualize emotionally compelling brand experiences and product prototypes that can be

tested, optimized and launched in compressed time frames.

Innovation Lab ServicesPlanograms

Brand Platforms

Concept Ideation

Concept Visualization

2D-3D Concept Prototypes

User Forums

Prototype Optimization

Research Visual Stimuli

User and Trend Insights

Final package designs for Organicare skincare line.

Initial packaging design concepts for Organicare

Giftwrapping sets for Hallmark Ready-mixed Mary Carol Artisan Paints

Hallmark Party Express 2-D Product Concepting

Brand Identity ServicesBrand Vision and Strategy

Brand Architecture

Naming

Logos and Signatures

Symbols

Taglines

Color System

Font System

Illustration and Photo style

Trial Applications

b r a n d i d e n t i t y Every brand has a story. We specialize in bringing brands

to life through smart visual storytelling. A well designed identity system distills the brand

vision and promise into a compelling visceral story that is unique and authentic. A brand

identity is a beacon for audiences, employees and stakeholders that expresses the brand

promise in every encounter and consumer touchpoint.

Brand Concept Book for Lee Premium Heritage Identity Development

Kevin Carroll, Katalyst Identity System

Identity collateral for Feng, an Asian-inspired fashion/lifestyle boutique

r e t a i l e n v i r o n m e n t s Willoughby has developed groundbreaking, one-of-a-kind retail concept

stores that enhance the brand experience for customers in every encounter. Identity systems are designed and documented

for every concept so that brand ambassadors can deliver a coherent experience. We work collaboratively with architects

and fabricators to develop templates and solutions that can be scaled.

SPIN! Neapolitan Pizza

Sheridan’s Lattés and Frozen Custard

Feng, an Asian-inspired retail experience Three Dog Bakery

f a s h i o n a n d s p e c i a l i t y Before Willoughby Design was founded in 1978, Ann Willoughby was

a fashion illustrator for Macy’s. From jewelry and fashion to fine gifts and specialty boutiques, speciality brands have

always been part of our DNA. This understanding of fashion and speciality retail has continued through the years designing

signature brand experiences for fashion and luxury clients.

Lancôme Juicy Tubes package for Après Peau

Fall Catalog/Image Campaign for Buckle

Catalog and Package System for Tivol, an independent fine jeweler Seasonal postcard for Peruvian Connection

p a c k a g i n g Innovative new products and packaging go hand-in-hand. Helping clients develop the next

successful product is our passion. We combine strategy and smart design to engage the customer and invite them to

connect more intimately. We practice sustainable design and work with supply chain partners who provide materials and

printing technologies that reduce environmental impact.

Organicare

Apres Peau Signature Chocolates

Hostess

Wonder BreadHostess

Hyalogy for Après Peau

Après Peau Signature Chocolates Tour of Washington D.C.

s t y l e & s u s t a i n a b i l i t y™

Willoughby is at the forefront of sustainable design as it relates

to branding and package design. Ann Willoughby, an AIGA Fellow, served on the national AIGA board and is a founding

member for the Center for Sustainable Design. Willoughby is also a charter member of the Designer’s Accord.

Our designers spearhead initiatives to inform the public, designers, partners and clients about the value of sustainability.

Mohawk Fine Papers Sustainability Portfolio - feature on Herman Miller

“Don’t forget your ARTitote™” Willobags™ by Willoughby

New Leaf back-to-school notebook line for Office Depot

Hybrid branding for MAX Bus Rapid Transit line for the Kansas City Area Transportation Authority

c a u s e b r a n d i n g From our ongoing pledge to make the world better for women and children to partnering

with clients on cause-marketing related initiatives to our own dedication to designing with intention for a more sustainable

world, corporate social responsibility has been core to the Willoughby culture since the beginning.

Event Graphics for campaign launch at Bryan Park, New York City

Event materials for Deliver Now for Women & Children Lee Jeans, National Denim Day Campaigns

Brand Identity Campaign for United Nation’s Deliver Now for Women and Children

Intrigued? We hope so.If you are interested in how a partnership with Willoughby Design can help

you reach more customers and build your brand – let’s talk.

STEVE ROBBINS , DIRECTOR OF NEW BUSINESS DEVELOPMENT