KitchenAid Packaging

August 18, 2022

Client Project
August 2022

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KitchenAid Packaging
KitchenAid is the leader in home appliance brands. The company was established in 1919 and is headquartered in Saint Joseph, Michigan. Renowned for the innovative and iconic KitchenAid Mixer, now used in most kitchens around the world. The company sells an average of 2.5 million mixers per year.

KitchenAid partnered with MKN Design to define and develop new brand packaging using clean design, illustration and iconography.At the project onset, we gathered research on consumer trends, packaging, design, and illustrative styles. Using this research, we conceptualized packaging ideas and brought them to life in physical form. The result was a collection of innovative packaging concepts that highlighted KitchenAid's unique products, establishing them as a bold leader in kitchen appliances tailored to their consumers.

+ Packaging Design
+ Research (competitive, consumer, trend)
+ Concept Development
+ Sketching & Ideation
+ Graphic Design & Layout
+ Iconography
+ Instructional Illustrations
+ Product Illustrations
+ Mockups
This project was a joint endeavor involving numerous individuals from both the KitchenAid design team and external independent contractors, such as Heather Tucker and myself.

Coldbreak

March 14, 2022

Client Project
March 2022

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Coldbreak
Coldbreak started in 2005 from humble beginnings. As they grew, they acquired a stellar reputation within the draft equipment industry. Today they are the leader in the development, engineering, and designing of mobile draft equipment for breweries, entertainment and hospitality industries, brewing enthusiasts, and other aficionados. Aware of this, Coldbreak knew that its logo had aged and did not reflect its current reputation and vision.

Guided a client in orchestrating the conception, formation, and design of the Coldbreak identity. As we moved through the process, we distilled insights gathered from audience and stakeholder interviews, shaping the foundation of the brand. This foundation delineated the brand’s tone, defined the voice and visual direction of the brand. As we progressed, additional interviews, journey mapping, naming, brand architecture, iterative brand development, and brand guidelines were established, evolving into the final Become brand.

+ Brand Strategy & Identity
+ Team Leadership
+ Creative Direction
+ Qualitative & Quantitative Research
+ Project Management
+ User Interviews
+ Qualitative Research
+ Brand Messaging
+ Visual Identity
+ Brand Strategy
+ Concept Developement
+ Sketching & Ideation
+ Illustration
+ Vehicle Wrap
After a decade of struggling to find our identity internally, we reached out to MKN Design. Michael quickly immersed himself in our company culture, history, and future goals to create the an accurate brand strategy and visual identity. To say we’re happy with the results is a huge understatement.

— Boyd Culver, CEO of Coldbreak
View the preliminary concepts that where explored for Become.

Coldbreak Mark Exploration

December 24, 2021

Client Project
December 2021

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Coldbreak Mark Exploration
Though these marks where not selected by Coldbreak they laid the groundwork for refinement, ultimately leading to Coldbreak’s final brand identity.

These unselected marks where drawn from research and interviews conducted during the initial discovery phase. While they weren't ultimately chosen they served as a foundation for further refinement, contributing to the execution of Coldbreak’s brand identity. The sixth concept (bottom right) guided the direction towards Coldbreak's ultimate brand identity.

+ Branding
+ Research
+ Concept Development
+ Sketching & Ideation
+ Illustration
View the completed brand strategy and identity project.

Foreshadow

December 4, 2021

Client Project
December 2021

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Foreshadow
This startup developed a machine learning algorithm to preemptively identify potential threats of malicious phishing attacks. Their goal was to alert users of potential threats to their online security and privacy.

This startup developed a machine learning algorithm to preemptively identify potential threats of malicious phishing attacks. Their goal was to alert users of potential threats to their online security and privacy. With a staggering 97% of people unable to discern phishing attacks, their innovative solution aimed to bridge this critical gap in cybersecurity awareness for home use.

+ Branding
+ Creative Direction
+ Research (competitive, consumer)
+ Concept Development
+ Sketching & Ideation
+ Iconography
+ Mockups

Become

June 2, 2021

Phase I: Understand + Discovery

Phase II: Ideate + Define + Develop

Phase III: Execute + Deliver

Client Project
June 2021

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Become
Become is an education and learning website that help individuals navigate and connect with schools and businesses through deep insights and data-backed guidance. My team worked closely with Become's founders to develop their brand design system, covering everything from messaging, naming to the identity.

I led a team in planning, development, and design of the Become brand identity. Through my comprehensive process we distilled insights gathered from audience and stakeholder interviews, shaping the foundation of the brand. This foundation delineated the brand’s tone, defined the voice and visual direction of the brand. As we progressed, additional interviews, journey mapping, naming, brand architecture, iterative brand development evolving into a simple, meaningful and approachable brand. After this effort a detailed brand guidelines was established.

The word 'Become' was crafted by merging the space between its initial and final letters. This simple alteration embodies the concept of 'Become' as a companion throughout one's professional journey. Additionally, this modification transforms the tense of the word from future to present, implying that individuals can embrace their current selves or evolve into something new.

+ Branding
+ Team Leadership
+ Project Management
+ Creative Direction
+ Qualitative & Quantitative Research
+ Brand Messaging
+ Naming
+ Visual Identity
Michael Nÿkamp served as a patient and adept navigator during our brand discovery expedition. His guidance enabled us to gain profound insights into our company's identity. Although the outcome was unexpected, it perfectly aligned with our aspirations. None of this would have happened without him and for that, we are very grateful.
— Ryan Montgomery, CEO of Become
View the initial mark exploration concepts for Become.
Phase III fun illustrations drawn by David Schofield.

Maggie Bandstra Studio

March 11, 2021

Client Project
March 2021

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Maggie Bandstra Studio
Maggie is a versatile artist and educator who seamlessly transitions between painting and crafting clay sculptures and pottery. Her creative endeavors are unified by a captivating exploration of themes such as nature, healing, and human connection.

The organic shapes within her logo are reflective of the forms recurrent in both her paintings and pottery creations. While her identity remains neutral, Maggie's vibrant personality permeates her work, ensuring that her art takes center stage. During the exploration phase, it became evident that Maggie required multiple logo marks to accommodate diverse applications across her artwork and to maintain a professional presence across various stamped, printed and digital platforms.

+ Branding
+ Creative Direction
+ Qualitative Research
+ Visual Identity
+ Stationery Design

Ancestry DNA

April 15, 2019

Client Project
April 2019

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Ancestry DNA
Led a complex and comprehensive initiative to shape and establish a visual language for Ancestry DNA products. This endeavor was achieved using an agile methodology that navigated through stages of empathy, user interviews, research, illustrative exploration with incorporating a diverse human-centered photography. The completed illustrative design system style was conceptual, simplistic and underlaid with diverse human centered photography. The image college shown is a representation of a 8-month coalesce of project artifacts.

+ Visual Identity System Design
+ Concept Development
+ Illustrative Direction
+ Qualitative & Quantitative Research
+ Sketching & Ideation
+ Graphic Design
+ Illustration
+ Iconography Language
The image college shown is a representation of a 6-month coalesce of project artifacts.

Future State

September 6, 2018

Client Project
September 2018

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Future State
Future State identity for the City of Grand Rapids. It’s a simple mark that implies forward momentum. The project’s initiative is to bridge the gap between employers and employees in the AI economy. The triangular mark used for Future State’s mark is derived from a segment of a square, symbolizing a map's grid system. The squares represented on a map serve as markers for finding distinct regions, such as Grand Rapids – serving as the the area where Future State resides. The sliced triangular segment of the square acts as forward momentum.

+ Brand Identity
+ Creative Direction
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
This project was a collaborative effort, with Kevin White.

SpartanNash

December 12, 2016

Client Project
November 2016

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SpartanNash
Headquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

Using a guided design approach, I explored SpartanNash's key environmental impact areas of Social and Environmental Responsibilities, delving into each segment to narrate their entire sustainable journey. Through the strategic use of storytelling, we intricately wove together their core values, showcased their diverse capabilities, highlighted community engagement efforts, and underscored their unwavering commitment to environmental responsibility. This narrative was brought to life through a blend of design elements, compelling visuals, and informative infographics, culminating in a comprehensive sustainability report.

Brochure Design & Layout
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design & Layout
+ Photography Art Direction
+ Infographics
+ Illustration

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__Coldbreak Mark ExplorationThough these marks where not selected by Coldbreak they laid the groundwork for refinement, ultimately leading to Coldbreak’s final brand identity.

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__ForeshadowThis startup developed a machine learning algorithm to preemptively identify potential threats of malicious phishing attacks. Their goal was to alert users of potential threats to their online security and privacy.

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__Maggie Bandstra StudioMaggie is a versatile artist and educator who seamlessly transitions between painting and crafting clay sculptures and pottery. Her creative endeavors are unified by a captivating exploration of themes such as nature, healing, and human connection.

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__SpartanNashHeadquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

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Coldbreak Mark Exploration
Though these marks where not selected by Coldbreak they laid the groundwork for refinement, ultimately leading to Coldbreak’s final brand identity.

__
Foreshadow
This startup developed a machine learning algorithm to preemptively identify potential threats of malicious phishing attacks. Their goal was to alert users of potential threats to their online security and privacy.

__
Maggie Bandstra Studio
Maggie is a versatile artist and educator who seamlessly transitions between painting and crafting clay sculptures and pottery. Her creative endeavors are unified by a captivating exploration of themes such as nature, healing, and human connection.

__
SpartanNash
Headquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.