Branding, Packaging, web design: Bubbies Ice Cream
Since August 2021 I’ve worked as the Creative Designer within the Marketing Department at Bubbies Homemade Ice Cream & Desserts, Inc. Bubbies, founded in 1985, is a super-premium mochi ice cream manufacturer with national and international distribution at retailers like Whole Foods, Sprouts, and Costco. For more information, check out bubbiesicecream.com.
As a part of the Marketing department at Bubbies, I work closely with the Marketing Manager, VP of Marketing, and partnered agencies on a variety of design projects from conceptualization through feedback-gathering, refinement, and final production. I also communicate with partnered agencies to provide feedback on deliverables and facilitate projects. I manage new and ongoing marketing and graphic-related projects requested by Sales, Quality Assurance, and Operations. I assist employees and company leadership by providing design services including: web and user interface development, packaging design, print production, presentation design, sales collateral, out-of-home advertising (transit shelters, billboards, sampling vehicles, sampling carts), paid media and digital advertising, corporate materials (business cards, letterhead, signage at HQ, swag design), photography and retouching (product and lifestyle), and social media marketing.
Promotional video for Bubbies pop-up shop at Showfields Miami in July 2023. I recruited our videography vendor, and supervised filming and art direction on-site. I provided multiple rounds of feedback to the editor regarding content, timing, sound, and overall flow.
Promotional video for Bubbies’ sponsorship of a beach clean up hosted by Heal the Bay, a nonprofit that advocates and educates about keeping our coastal ecosystems clean. I was on location for this video shoot, and provided feedback throughout the editing process with our vendor.
Promotional video for Bubbies; sponsorship of a Labor Day 2023 beach clean up, hosted by Beach Bucket Foundation in Miami Beach, FL. I recruited our video vendor and coordinated filming, including communication between the host organization, the videographer, and Bubbies’ partner PR agency. Once filming was complete, I provided all feedback to the videographer to get the video completed on-time and on budget.
Promotional video for Bubbies Take the Trip summer campaign and product sampling event in July 2023. I recruited the videographer, oversaw shooting on-location in Newport Beach, CA, and provided feedback on video content, editing, and music to our vendor.
Project Highlight: campaign visual identity
One of my largest projects at Bubbies so far was building out the visual identity and all related materials for our 2022 Summer Campaign: Take the Trip. This included providing direction, feedback, and approvals to agency partners, as well as designing collateral myself, including a custom truck wrap for a sampling vehicle.
While the marketing manager and VP of marketing decided budgeting, activations, and a tiered budgeted approach for the summer campaign, my responsibility was to develop a campaign-specific visual identity that would support the marketing efforts at multiple levels/mediums (web, in-person activations, shopper marketing, social media and PR, etc). I would also need to build guides and package/organize graphic elements for other agencies to use.
We had partnered with a creative agency who developed a high-level campaign overview. From there I was able to build upon this overview by fleshing out specific visual elements to create a cohesive identity that could be used in a scalable way across many applications. This was a unique challenge: to create campaign-specific branding that was similar enough to our newly-rebranded company to support the identification of the new branding, while still lending a unique look that would differentiate this campaign from our other campaigns.
I used our brand guide and campaign guide to create a visual identity that would resonate with our rebrand without completely copying our normal branding.
Once the visual identity was better organized, I gathered the elements, colors, photography, and logos lockups to hand off to agency partners, namely, an agency that specialized in in-person marketing activations. For us, they were handling the design and logistics of a month-long sampling tour, with a custom-wrapped truck that would travel from Miami to Jacksonville, handing out samples of our mochi.
However, after receiving truck wrap mockups that were not aligned enough with the campaign’s visual identity, I asked my boss if I could create the truck wrap design myself, and the hand off became an in-house build.
