Project Date: 2003-2006
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 translating the hit television show into a global product line for mass market and owned the visual brand strategy and design direction.
I developed style guides, packaging, signage, and marketing materials. Oversaw the design direction of product development from concept through final on-shelf placement for more than 375 product skus at retail. Ensured the development of a cohesive product line across categories including apparel, publishing, automotive, toy, home décor, and more. I collaborated with manufacturers, external design teams, and illustrators. The book “American Chopper: At Full Throttle” was on the New York Times Best-Seller List in 2005.
I was responsible for translating the hit television show into a global product line for mass market and owned the visual brand strategy and design direction.
I developed style guides, packaging, signage, and marketing materials. Oversaw the design direction of product development from concept through final on-shelf placement for more than 375 product skus at retail. Ensured the development of a cohesive product line across categories including apparel, publishing, automotive, toy, home décor, and more. I collaborated with manufacturers, external design teams, and illustrators. The book “American Chopper: At Full Throttle” was on the New York Times Best-Seller List in 2005.
mood board sketches
style guides
packaging
retail signage
product
publications
tradeshow booth
ART DIRECTOR
Discovery Communications
Discovery Communications
(Project Date: 2003-2006)
