My director of marketing approached me in September of 2010 with a campaign idea that she wanted me to help oversee. She wanted to send a box of Harry & David pears to our top prospects and clients with a printed insert that had the messaging idea of pairing up with INFOCUS in 2011.
Initial sketch. As we began to finalize the concept and work with Harry & David on what we could and couldn't do, I began to conceptualize what I wanted the inserts to look like. This was my initial sketch that I showed my supervisor to gain approval for this visual direction.
Single pear sketch. I wanted a very open, friendly stylization of the pears. This was the final concept sketch of our "welcoming" pear.
Couple pear sketch. This was the final concept sketch of our "couple" pears.
Single pear, final piece. This is one of the final pieces, using the welcome pear. The watercolor illustration was completed in Photoshop.
Couple pears, final piece. This is another of the final pieces, this time utilizing the pear couple.
Event invitation. As we were finishing the Harry & David gift campaign, we had started to plan an outreach event to local prospects. We decided to reuse the idea of pairing up with us, quite successfully.