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    The reality TV show American Chopper centered on a family business that manufactured custom chopper motorcycles. Responsible for art direction … Read More
    The reality TV show American Chopper centered on a family business that manufactured custom chopper motorcycles. Responsible for art direction of global product line for mass market. Participated in defining brand strategy, and designed style guides, packaging, signage, and marketing materials. Collaborated with external design teams and illustrators on product development. Oversaw production of over 375 product skus at retail, equating to approximately $171 million in global retail sales. Product categories included apparel, publishing, automotive, toy, home décor, and more. Book “American Chopper: At Full Throttle” was on the New York Times Best-Seller List in 2005. Read Less
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American Chopper Consumer Products & Branding

American Chopper was a reality TV show centered around a family business that manufactured custom chopper motorcycles.  

I was responsible for the art direction of the retail branding and global product line for mass market. I participated in defining the brand strategy, and designed style guides, product, packaging, signage, and marketing materials. I collaborated with external design teams and illustrators on product development, and oversaw the production of over 375 product skus at retail. Product categories included apparel, publishing, automotive, toy, home décor, and more. Book “American Chopper: At Full Throttle” was on the New York Times Best-Seller List in 2005.






mood board sketches


style guides


packaging



retail signag




product
   
   



publications





tradeshow graphics 

ART DIRECTOR
Discovery Communications
Art Direction, Design & Layout
Jeannine Gaubert Pamoukdjian

(Project Date: 2003-2006)