Creative Director
IOT Smart Sprinkler | 2015-2018
At Rachio, I worked with the internal creatives and outside agencies to tackle everything from product UX to producing TV spots. I set brand standards, designed packaging, developed marketing messages and much more.
Responsibilities
Identity Design
Brand Guidelines
Marketing Campaigns
Packaging Design
Product Design
Marketing Content
Sales Tools
UI and UX Design
Video Production
Photography
Key Results
Established Brand Standards
Led creative sessions with the C-suite and marketing team to develop brand guidelines.
Designed Improved Product Packaging
Designed stand-out packaging with enhancements that reduced damage and returns.
Helped Create 4.9+ Star Mobile App
Designed intefaces and UX flows for Rachio’s powerful mobile app with stellar customer reviews.
Contributed to Rachio 3 Hardware Patent
Provided creative guidance for Rachio 3’s product design and contributed to patent.
Brand Guidelines
At Rachio, we wanted to stand out from a market filled with old-fashioned, clunky hardware. We designed a brand that was light, vibrant and friendly, while still feeling high-tech. With the help of the talented writer, Jenny Clawson, we created clear voice and tone guidance to empower Rachio staff and agencies.
Refined and standardized logo
Aligned digital and print color palettes
Established voice and tone guidelines
Defined photo and video style
Created a vibrant illustration style
Improved typography
Samples
Voice and Tone
Logo Treatments
Voice and Tone
Logo Standards
Typography Samples
Voice and Tone
Packaging Design
Rachio packaging was designed to be bright and stand out on poorly-lit retail shelves. It also clearly communicated what a smart sprinkler controller is. Our product was very different from traditional sprinkler controllers, so we worked hard to make sure consumers would understand what makes the Rachio 3 so smart.
Heavy UV coating to prevent scratching and wear
Rigid cardboard box to stand up to rough treatment in warehouses
Fully-recyclable packaging materials
Clean design that feels refined and high-tech
Colors chosen to stand out from similar products sold in big-box retail
Created an easy install guide
The packaging helps shoppers understand what makes the Rachio 3 so powerful.
The installation guide is simple and makes installation a breeze.
This additional design was created to reduce costs for orders made directly from Rachio’s website.
Video Production
TV Spot
This commercial aired in Colorado and California on cable and Direct TV. I was tasked with finding an agency that could create a professional commercial on a startup-sized budget. We chose to work with the talented people at Near Future. Together, we created this 90 second spot in a cost-saving, one-day shoot.
Online Product Overview
I produced this product video on a tiny budget and timeline. I worked with our VP of marketing to outline, script and direct this video from start to finish. We then reached out to Friends of Mine who helped us with editing, color correction and post-production.
Product Design
I had the privilege of working with Brad Alcorn, who led Rachio's hardware development. We worked as a cross-departmental team to design the latest version of our hardware, the Rachio 3. The talented folks at Bressler did the industrial design. My role was to help guide the general look and feel of the product, making sure it raised the bar for our brand. It was an honor to have my name on a hardware patent for a product I still believe is top notch.
Vector Illustrations
While at Rachio, I made many vector illustrations. My roots are in fine art, and I can always have some fun illustrating. Here are a few samples of vector illustrations I created for our app, packaging and advertising.
Online Advertising
A startup like Rachio needed their advertising to be effective. My team develop new ad concepts, iterating rapidly to hone in on the message that worked best. The example on the left was one of our most effective and helped drive high quality leads to the website. You can see the evolution of this particular ad below.
Initially, we staged this scene in the Rachio office, trying to make it as visually engaging as possible for a male demographic in their 30-50s.
Further tests showed us that the key features to show were a dated sprinkler and wood paneling. We simplified the scene.
We found that showing the new alongside the old drove slightly less engagement but improved the quality of clicks.
See More of My Work
RemoteLock
2018 - Current
Rally / CA
2007 - 2015