Role: Creative Direction / Brand Strategy (independent concept, full creative ownership end-to-end)
Scope: Campaign Strategy • Brand Identity • Packaging Design • Retail & Environmental Design • Digital & App Design • Motion & Broadcast
THE OPPORTUNITY
Dunkin' is built on joyful, on-the-go indulgence. Smucker's has spent 125+ years perfecting fruit preserves. Nobody had put them together. I set out to build the case for what that partnership could look like — not as a single product idea, but as a full seasonal platform capable of carrying a brand for a year, not just a launch.
THE IDEA
The Good Stuff Is Inside™ — the moment Dunkin's baked goods meet Smucker's fruit expertise. A three-tier collection system (The Classics, The Orchard, The Reserve) gives the platform a built-in seasonal rotation: familiar flavors lead, bright seasonal fruit sustains momentum, and a premium fall/holiday tier creates urgency — all unified by one visual language — the full logo lockup, fruit-icon patterns, and a collection seal that scales from a coffee cup sleeve to a billboard.
WHAT I BUILT
Working without a client brief meant defining the full scope myself:
A complete campaign identity system — primary mark, three collection identities, typography, color, and a partnership lockup built to run at any scale
Packaging engineered to real-world specs: donut boxes, three Munchkins box formats, cup sleeves, and takeout bags, built to scale from a single donut to a full dozen
A full retail environment system — exterior signage, drive-thru menu, window campaign, interior digital menu, interior signage, mobile order pickup station, and takeout packaging, designed as one continuous guest journey from parking lot to purchase
Digital and mobile experiences — a dedicated in-app collection hub, kiosk ordering flow, and website landing page
An omnichannel media plan spanning social, transit, and billboard, plus a 12-month seasonal rollout roadmap
Motion and broadcast — a :15 television spot and :30 brand film, storyboarded and produced start to finish
THE OUTCOME
What began as a single campaign concept scaled into a ten-page capability demonstration — proof that one creative vision can carry a brand from strategy through final production without losing its shape at any touchpoint. No client brief. No handoffs. One point of view, executed end-to-end.