Bonide is an organic gardening and home care producer that primarily deals with weed and pest control.
January 2021 – May 2021.
This project consisted of organic social, display/retargeting, video placements, and web design.
I primarily focused on initial concept work and ideation development for display/retargeting and social. I also helped their developer with their new web design.
As Bonide was starting to re-enter the market with their focus on their Invisible Roach Bait, they hired us to take their existing brand and give it new life. They were going to be starting up a brand new campaign as they were heading into big box stores like Home Depot. We had mostly free reign as far as concept, the only limitations being that of legal requirements in language used and what we had to focus on for each of their products..
A challenge for this was the pressure to have the campaigns, whatever they were going to be, be memorable and stand out just as much as their much larger competitors like Raid. After some user, brand, and competitor analysis, we had a general idea for what the brand currently stood for and what hills we would have to climb in order for it to really make a splash.
While initially we only really planned for one campaign to run, we ended up with two. The more fun one, “Roach Reviews” as it was dubbed internally, became my primary focus as during the concept phase, it was my original pitch to the client.
While some of our videos are more on the tame side of what a consumer would expect with a pest control ad, we also wanted to really hammer in on the weird factor of the roach reviews concept. And yes, we bought two $90 huge roaches just for that.
With some backup from our in-house developer, I was able to work in tandem with the client’s web developer with site design, specs, and assets so it tied in with both campaigns we had running.
The campaign was an absolute success from a client happiness standpoint as well as conversions. For the run of the entire campaign (~6 months), it led to 23,000+ store visits for consumers looking for their product and ~24,000 digital conversions across all platforms.
This campaign also won a 2022 RAF award, specifically for the “Roach Reviews” creative. Also, while not a physical piece of cool art to hang around, in a pitch to Dos Hombres Mezcal, when we showed this as part of our previous campaign wins, Aaron Paul of Breaking Bad fame called it “fucking awesome”. Which for me is more that any award.
I love this kind of campaign work where the client is okay with pushing boundaries and doing something a little strange. It can really amplify a brand and award a consumer with a non-traditional ad type that won’t boil their brain. While I wish we could have developed the site ourselves and it isn’t exactly what I had wished it could have been, it served its function and fit the clients needs. And sometimes, that’s all that matters.
Apr 2016 – Sep 2016
Assisted art director in making creative assets to be used by the internal team and website for publishing. Developed mostly informational-based graphics and supporting materials.
Aug 2018 – Nov 2019
Worked as freelance designer and consultant for the marketing department. Assigned various creative projects for assets used for clients and trade shows. Developed campaign ideas for the marketing team to pitch internally and helped development after approval of concepts.
May 2017-May 2019
Rochester, NY, USA
Teamed with other student designers and our department on digital and print design related to student events and information.
eSports / Entertainment
May 2019-May 2020
As Graphic Designer, I helped set up and standardize the creative used by all aspects of the team members and managers by developing internal brand standards, file structures, and design request system. Continued design requests for team upkeep and maintaining established standards.
As Creative Director, I worked closely with the senior management team to bring on new creative talent to flesh out design and marketing team needs. Became checkpoint for all creative deliverables and mentored design staff through projects and internal processes. Developed high-level concepts for promotional needs, internal management, and external events.
July 2019 – Present
Syracuse, NY, USA
Working with the design team on internal creative, client advertisements, website projects, and large-scale client campaigns. Assisted in establishing standards for web accessibility in client projects and was routinely brought in to give design advice on creative requests. Dedicated to user experiences across all aspects of the advertisement experience. Worked on all parts of the web development process from wireframe & sitemap to CMS build and dev guidance.