Store Graphic Artist for Whole Foods Market Santa Monica
March 2015 - July 2018
As Whole Foods Market Santa Monica's store graphic artist, I specialize in large scale printing, vinyl cutting, foam board and coroplast mounting and more for eye-catching signs for my store's evergreen, seasonal and sale displays.
Every WFM store features a single graphic artist working behind the scenes to provide aesthetically engaging signs every single day. As a whole, sign artists adhere to WFM's concise brand standards and utilize provided toolkits sent from Global and Regional teams, each one unique for every single program – from the robin's egg blue of the "Local" program to the seasonal pumpkin patch displayed below. If you have ever been a customer, you may have noticed that regardless of what store you enter, every single one features its own store identity coupled with that artist's creative touch in design and placement. No store is the same!
Below are various photos taken throughout the years of completed store displays, each accompanied with a short description.
(Above) Store entrance April 2018. The four large scale "stacked" window decals were a custom project for the store's main exterior entrance. Also featured is the white vinyl address number (2201) and installed on the glass above the entrance.
(Above) Close up of large scale window decals. Laminated adhesive vinyl and applied with rapid tac application spray.
La Croix Spring April 2018. 12 foot double sided handing adhesive vinyl banner mounted on coroplast. "La Croix" text is subtle 3D mounted on black foam board. Added custom "fizzy bubbles" to right side of banner to fill negative space.
Close up of sublet dimensional "La Croix" text mounted on black foam board.
(To keep up with the weekly price changes, I would add a "snipe" over the previous price on both sides of the banner.)
(Above) 12 foot seasonal "Fall for every pumpkin the patch" banner, three dangler pumpkins and twelve inch price point "bubbles" was a 3 week display at the store's main entrance in Fall 2017.
Materials used: Pumpkin danglers - adhesive 24"w paper on white foam board. Banner - laminated 24"w plain matte paper. Adobe Illustrator; Canon iPF650 printer.
(Above) April 2018 store events calendar.
Custom vinyl on black plexiglass plaques.
Holiday 2017
Holiday end cap in Whole Body. Winter 2017. Header and small bubbles mounted on black foam board. Corrugated Christmas tree and present sent from regional are displayed above.
I hung each individual snowflake around certain key sections of the store at various heights. Snowflakes were sent from regional.
Note: Parmigiano dome, french brioche, local bread headers and several other signs featured above were made in house.
(Above) Specialty department. Winter 2017.
(Above) Produce department, Winter 2017. To the right above the vegetable cooler features several dozen corrugated stand alone 3D Christmas trees and presents.
(Above) Roland GX-24 Cutter assisting with presiding cutting for sale domes.
(Above & Below) Custom back-of-house "Food and Store Safety Road Map" board frames and headers. March 2018.
(Above) Three custom freezer door clings.
Laminated adhesive vinyl, trimmed with Roland cutter.
(Above) Prepared Foods "Quality Standards" cut vinyl and heat treated onto glass.
White vinyl heat treated onto black plexiglass menu board.
On wall: Custom painted wooden boards for Seafood and Meat departments. Materials include heat treated vinyl, white foam board 2D and 3D elements.
On seafood case (bottom): Laminated adhesive vinyl plotter paper of yearly product supply calendar and seafood standards.
Custom Seafood Team Leader profile.
3D photo with vinyl, Weekly sale poster is interchangeable.
Custom Meat Team Leader profile.
3D photo with vinyl, Weekly sale poster is interchangeable.
(Above) White and green vinyl on black boards along with subtle 3D "animal step rating" color coded plaques.
Fall 2017 Meat department main case. Top and bottom animal welfare custom strips with fall decor case clings.
Black department boards are shown from another angle.
Second view of Meat case. Fall 2017.
(Above) Custom 36"x48" tiled double sided banners hanging above the Produce department.
(Above) Custom double sided "Love Local" 36" hanger mounted on coroplast.
(Above) Sale toolkit - Produce spot cooler Fall 2017 display.
Laminated adhesive vinyl.
(Above) Custom mini 3D header.
Full display. Fall 2017.
Bakery Seasonal Menu. Winter 2017.
(Above) Custom back-of-house prize wheel for a private event. April 2018. Non-laminated adhesive vinyl.
(Above) Custom shark fin aisle dividers for Whole Body.
Adhesive plotter paper on foam board.
(Above) Green vinyl on yellow foam board.
(Left) Wide shot of main Whole Body end cap featuring 3D header and 36" circle hanger. (Right) Close up of secondary version of 3D header.
(Above) Local and Hollywood Bowl 9" "bubbles" mounted onto white foam board.
(Above) 3D text on vinyl header that's been heat treated directly onto ply wood.
(Above) 3D Local end cap 36" width domes for Specialty.
3D "Wines from France" end cap domes.
Adhesive plotter paper on layered foam board.
(Above) Mini domes for seasonal displays in the Specialty department. 3D elements on white foam board.
"Safety" back-of-house stairwell vinyl in Spanish. Fall 2017.
"Safety" back-of-house stairwell vinyl. Fall 2017.
(Above) Custom back-of-house "Trip Reduction" board.
Heat treated vinyl (bus and train and SMC text) on wood. Header: adhesive vinyl mounted on foam board
(Above) Custom "Green Trek Champions" t-shirt design for all store employees. Back design.
(Above) Local 3D dome and "Guac and Salsa" header for guac cooler in Grocery. March 2018.
