New Leaf Paper Retail Product
New Leaf Paper, a leader in environmentally responsible paper, needed help positioning its B2B brand into a B2C brand with the introduction of retail products. I have served as creative director for six product lines with over 100 new skus sold at Target, Office Depot and Whole Foods. Each new extension has further defined the New Leaf brand personality, showing the world that you don’t have to sacrifice style and convenience to make responsible choices.
Published on:
2011
Creative Direction, Illustration, Package Design
- New Leaf Paper Retail Products
New Leaf Paper, a leader in environmentally responsible paper, needed help positioning its B2B brand into a B2C brand with the introduction of retail products. At Willoughby Design, I have served as creative director for six product lines with over 100 new skus sold at Target, Office Depot and Whole Foods. Each new extension has further defined the New Leaf brand personality, showing the world that you don’t have to sacrifice style and convenience to make responsible choices. (DESIGN TEAM: Ann Willoughby, creative director; Megan Stephens, copywriter; Stephanie Lee, art director; Jessica Carpenter, art director; Ryan Jones, designer) 
Premium Business Paper Product line sold at Office Depot
Reborn Refuse Notebook Line distributed through TopFlight to College Bookstores
New Leaf Eco-Score featured on inside of all projects: "Just Think. In a previous life this was probably somebody else's notebook."
Tera Notebook line made from recycled Tetra-Paks and silkscreened.
Four Seasons Notecards with interchangeable greetings.
Custom Message Notecards featuring interchangeable greetings.
Stationery Set includes coordinating invitations, stationery, notecards and envelopes.
Shelf-Set used to sell-in to retailers and illustrate mechandising, line coordination.
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The SURHC provides health services to low-income patients and immigrants in Kansas City, Missouri. I led a rebranding initiative in collaboration with the client and architect. Our team researched the existing conditions and needs of the patients and caregivers to communicate. We redesigned the identity system to reflect the brand vision and values while respecting its history. The expanded identity system expands on the Pelican by using common eco-systems to communicate place across the various use group culture that include Somali, Vietnamese, Russian, and Hispanic. The wayfinding system is designed to accommodate all of these languages and literacy levels.Branding, environmental graphics, Art Direction2011 -
Feng is a storied retail destination designed to evoke the essence of the East with the carefully curated feel of a New York specialty boutique. The vision started with a rich color palette of dark chocolate brown, fiery orange and illuminating gold. Willoughby then designed a bold and elegant brand identity that could be layered throughout the shopping experience from the personal note cards, exquisite gift wrap and custom shopping bag to the tins for the extensive tea collection, signature poem and custom wall graphics representing the store’s shopping niches: Butterfly for Fashion, Koi for Home, Fan for Antique and Lotus Blossom for Tea.Art Direction, Branding, Environmental Branding2011 -
Willoughby helped client Gail Lozoff launch the first fast-casual restaurant chain, Bagel and Bagel, more than 15 years ago. Her newest concept, SPIN! — inspired by Neapolitan-style pizza and her love for Italian cycling — is a “favoloso” fast-casual restaurant experience that is poised for national expansion. After a successful two-year engagement designing the identity and store concept for the first location, Willoughby is working with SPIN! to open five new stores in the Kansas City area within the next year with plans for a national launch close behind.Branding, environmental graphics, Art Direction2011 -
Willoughby’s relationship with el dorado architects is a two-way street — they designed the Willoughby Design Barn, and we’ve designed their communications, including a website, informational brochures and a proposal system. In every “eldo” encounter, the firm’s personality and identity is evident and integrated with their highly recognizable design aesthetic.Print Design, Web Design2011 -
With a national franchise expansion underway and a desire to increase winter traffic, Sheridan’s needed repositioning, name evolution and new identity. The challenge was to retain the custard image and gain credibility with customers in a new category: coffee. We designed a prototype store in Kansas City’s Crown Center and the new identity has been implemented in both new and existing franchise locations nationally. The system includes everything from menu boards, promotional signage and store graphics to gift cards, franchisee materials and cup jackets. Wowie the Cool Cow even got a facelift.Branding, Creative Direction, Environmental Signage2011
