CREATIVE EXPERIENCE DESIGNER

GRAPHIC DESIGN - 3D VISUAL ARTIST

15 YEARS
EXPERIENCE

3DS MAX - VRAY - ADOBE SUITE - ILLUSTRATOR - PHOTOSHOP

An expert in graphic design and 3D visualisation within the Retail, POS, Activations and On-premise experiences within a variety of brands and categories with an elevated speciality in liqour brands.

WHO AM I?

SPECIALIST

PRODUCT RENDERING - RETAIL - POS - EXPERIENTIAL - ACTIVATION - HOSPITALITY EXPERIENCE

Creative direction, concept and brand development specialist with 15 years of experience in 3D design & visualization. I have worked on brands from various sectors, however I have extensive experience working on liquor brands, and my design style suites these brands well, especially the more premium ones.

Don Julio Tequila

The Brief: Design something premium for Don Julio to elevate their range of Tequilas in a bespoke store, with an oddly tall GE space of 2.7m.

The challenge: To elevate the brand and product.

The unit should look impactful while holding a moderate amount of stock.

There were 3 variations originally designed each its own unique look Until the unit you see here won.

I lead the design of the structure, the finishes and the manufacturing method. All artwork was sourced, edited and setup by me.

Photo: The impact this unit has in-store is really great, and it demands attention as soon as you walk through the door.

Bar & Lounge scene

As a seasoned 3D designer and visualiser, with most of my experience tied up in the POS and retail space, this was an attempt to hone my skills in an interior viz space.

Designing moddeling, lighting texturing all has to take a step forward and this project has elevated my skills and I am a much better designer because of it.

Don't get me wrong, my skills need further improvement still.

This project was a personal project and was not part of any brief.

This project had a second need, which was to create a vibrant hospitality experience environment where I can place displays such as back of bar glorifiers, perfect serves, table talker, and any other unit pertaining to this type of environment.

Omega watch product rendering

This project is very close to my soul, I just love the romantic aura that comes with a simple device with a bit of complex engineering.

Its a beautiful watch and wanted to treat it with respect. The modelling was tough as I had to use countless reference images to get the modelling just right.

The main reason I wanted to do this project though was to further perfect my rendering skills to be able to offer my services within the high-end product rendering space.

Getting the metal reflections just right with just a enough texture to bring it to life, and then I worked on getting the focal offset just right.

The final touch was adding a bit of film grain using a little Photoshop. I'm proud of this.

Watch this space as I'm currently working on the instore display for this watch which is proving difficult as the line between over design and under delivering is extremely fine with a brand like this.

The Singleton Whisky

Sometimes the brief is wrong, this was one of those occasions. See the reference below for context.

The client came to us with a reference of previous design done somewhere in the world. The first problem is that the reference was specific to a particular limited addition variant, and secondly, the design was in my opinion not desirable and lacked.

So what did I do, I gave them a version of what they wanted, and did the best I could, but I knew it wasn't enough.

So deep down inside a little voice spoke to me and said, "The brand deserves better, you can do better." So, I began conceptualising and created the design you see here, and I am proud to say, the client agreed and this was produced.

I explored the brand in-depth, and lead this concept, designed it with manufacturing in-mind, supplied the design method, material specs and artwork, overlooked the production and made sure it met the standards I had laid out.

Jose Cuervo GE's

This is one element of a much larger set of designs that went into various retail out-lets. There were temporary options, as well half GE setups.

The artwork was supplied by the client, and honestly, I enjoyed the vibrance it brought to the project, as it really set the tone early on.

The shape of the unit was inspired by the classic Mexican architecture with the arch ways being a key element in the 3D design language I was creating. I decided to mix the classic style with the energy that the brand demands, with the added LED lighting.

This tall GE unit was a custom fit for a specific out-let which had to fit in an oddly tall space of 2.7m. Carrying thought the same design language, made this GE really stand out. This unit was produced and stayed in the store for well over 2 years. I was very proud of this unit.

Then there was also the creation of a much larger experienital unit designed for Makro. This was the first uit in the series that was created and it's where most of the teething was done, but it was produced and it looked really impactful.

Jagermeister outdoor activation

We were asked to design an activation for an outdoor event with several elements of which a few can be seen here.

The piece I particularly enjoying working on was the football game.

The concept and design were all lead and created by me, as well as the modelling mapping, texturing and lightings.

Teremana Tequila Toolkit

Teremana was a brand new product and it required a set of solutions to bring attention to the brand in-store.

Several solutions were designed, and these are the ones that went into production. A combination of temporary shelf strips and aisle wings as well as permanent illuminated shelf defenders and a product frame.

The artwork was supplied by the client, and I designed the layout to a print ready standard.

I was particularly pleased with the design and execution of the floor-stand and it was a success.