Kevin E.BRAND Ford! STRATEGY, PACKAGING, INNOVATIONS, VISUAL IDENTITY, PROMOTIONS, PRINT, OOH! Professional Credentials!

KEVIN E. FORD
DESIGN MANAGER / CREATIVE DIRECTOR!

Professional Credentials" February 2011!

Kevin E. Ford! Professional Credentials!

Kevin E. Ford! Professional Credentials!

Creative Inspiration !
The catalyst for brainstorming or sourcing emerging ideas and creative is inspired from new thinking and designs derived from various industry categories, agencies consults and constantly think outside of the box.

Kevin E. Ford! Professional Credentials!

Evaluating Viral Trends!

Evaluating and perceiving emerging viral design trends is a driving force to my inspiration, management and direction of new innovative projects. The diffusion of new and accepted trends based on consumer insights and preferences helps to shape and mold my vision to inspire purchase intent thru creativity.

SOURCE: Packaging Design Workbook

Kevin E. Ford! Professional Credentials!

Project Creative Briefs!

Brief-to-Retail: Projects begin with the creation or development of solid marketing creative briefs capturing
SOURCE: Packaging Design Workbook

the brand essence, brand voice, brand equities, consumer insights, promotional content and design objectives for agency direction. Inspiring highly creative solutions requires and begins with the development of a well written creative brief. Usage of everyday human language; not marketing speak that a designer would not understand.

Kevin E. Ford! Professional Credentials!

BRAND STANDARDS / VISUAL ID SYSTEMS

Miller Lite - Visual Identity Guidelines!

Designed, authored and led the overall foundation and vision for Miller Lite franchise Visual identity system and brand standards in 2004, 2007 and 2010. The development of this comprehensive system of brand assets, backgrounds and usage guidelines are the guiding principles enforced and embraced by the organization, agency partners, distributors and all field personnel. The 2011 Miller Lite Visual identity guidelines 2nd edition was a key driver in controlling brand equities and was the culmination and streamlining of existing assets to a new and more consistent set of standards.

Kevin E. Ford! Professional Credentials!

BRAND STANDARDS / VISUAL ID SYSTEMS

Brand Standards / Visual Identity Guidelines!

Designed and led the development of various Brand Standards manuals and Logo guidelines including the recent MillerCoors corporate Brand Standards based on the 2007 joint venture. Majority of work went into the comprehensive development, care and asset maintenance of the 2 lead focus brand standards - Miller Lite, Miller Genuine Draft.

Kevin E. Ford! Professional Credentials!

PACKAGING

Miller Lite - Vortex Bottle!

Designed and managed the global brand re-stage for Miller Lite franchise Packaging and Brand Identity in 2004, 2007 and 2009 revitalizing the overall look/feel of the Miller Lite brand franchise for all ATL and BTL media. In 2011, the launch of the new ML Vortex bottle innovation, was the recipient of the regional (US) Mercatus Award for strengthening mainstream brands through distinctive positioning and integrated commercial programs.

Kevin E. Ford! Professional Credentials!

PACKAGING

Miller Lite - Brand Evolution !

Design management of the Miller Lite Packaging re-design projects from 2004, 2007 and 2009, protecting and strengthening the brand equities as the brands positioning evolved. With the addition of Coors Light to the MillerCoors portfolio of premium light brands, CL and ML were revaluated to distinctly different brand positioning statements, hence bold (new) 2010 primary packaging work has reinforced the move to emphasize taste and masculinity.

Kevin E. Ford! Professional Credentials!

PACKAGING

Miller Lite - Aluminum Pint!

Led overall design direction inspiring the (new) 2010 Aluminum 16oz. Pint bottle based on the brands repositioning of taste and masculinity within the premium light category. The design approach and architecture of this new re-sealable (innovative) aluminum structure captured and supported the brands proposition to reinforce consumers choice in taste and the new Man UP advertising campaign reinforcing masculinity .

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Kevin E. Ford! Professional Credentials!

PACKAGING

Miller Genuine Draft!

In 2006, managed and led the team in creative development of the new Miller Genuine Draft packaging redesign launch supporting a repositioned franchise to reflect the brands offer of mainstream sophistication. MGD was premium positioned to be the signature brand of the company portfolio. Both MGD primary and secondary packaging won the 2006 Best New Packaging Impact Award. And in 2007, the new packaging was also awarded the prestigious Frederick Miller Presidents Award for Marketing Impact and Packaging Excellence for redesigned packaging as well as the SABMIller Mercatus Award for Global Packaging launch.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Miller High Life !

With a brand steeped in the rich heritage and tradition as Miller Brewing Co. 1st major domestic beer developed in 1903, I managed and led the team in creative development of the new Miller High Life packaging redesign launch supporting the brands return to a classic yet simplified contemporary look/feel. Recognized in 2010, the new MHL was One of America's Best Re-Brands for primary and secondary packaging.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Miller High Life !

Inspired Brand to re-evaluate and move to a classic contemporary approach for the 2010 Miller High Life secondary packaging by losing the clutter and focusing on utilizing existing equities with the essential tools of bold branding, color blocking, and elevating of the story and importance of the Girl in the Moon icon. Leveraging simple recognizable icons for the Extras- Get the Goods promo packaging was a successful turnaround from the former extremely busy packaging at retail.

STANDARD

PROMOTIONAL

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Kevin E. Ford! Professional Credentials!

PACKAGING

Miller High Life !

Harking back to Miller High Lifes infamous military Pin-Up Girl war campaigns, recently led the art direction and creative development of a series of Miller High Life Single Serve Pin-Up Girl 24oz. Can designs featuring three different ethnic American girls (Caucasian, Hispanic and African-American) to drive velocity in culturally high-propensity geographic markets. These new can designs were a integral aspect of the overall 360 activation.

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Kevin E. Ford! Professional Credentials!

PROMOTIONAL PACKAGING GUIDELINES

Lite / MGD - Promotional Packaging Guidelines !

Presented and led the vision and architecture in the developing a comprehensive set of promotional packaging guidelines for Miller Lite and Miller Genuine Draft franchises to protect and maintain consistent brand equities throughout the variety of regional and national promotional programs. Recent guidelines helped to validate and support the development of superior promo pkg. in the marketplace efforts in the (ROI) of managing over $25M and 127 successful retail promo packaging launches that led sustainable growth for the brands promotional sponsorships towards annual sports/event programs such as NFL, MLB, NBA, NASCAR Racing .

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Kevin E. Ford! Professional Credentials!

PACKAGING INNOVATIONS

Miller Lite - Home Draft!

Designed the new innovative draft product introduction of a 5.7 liter Miller Lite Home Draft dispensing unit designed to target home use occasions. This patented home draft unit design was a very successful breakthrough innovations product launch in 2009 reinforcing the brands taste positioning. As a competitive advantage against Heineken, this secondary keg container was designed to drive velocity by selling the unit cold in the cooler zone area in addition to selling as floor case displays in retail beer caves.

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Kevin E. Ford! Professional Credentials!

PERMANENT POS

Permanent POS / Signage!

Visionary industrial design and brand art direction of hundreds of 2D and 3D permanent POS merchandising materials and signage developed based on retailer and consumer insights understanding the channel needs for the various classes of trade for Miller Lite, Miller Genuine Draft, and Miller High Life.

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Kevin E. Ford! Professional Credentials!

PERMANENT POS

Permanent POS Merchandise!

Creative art direction of many 3-Dimensional Perm POS merchandising prototype items. Led the visualization based on branded style guide in addition to the industrial design direction of how to develop this new innovative open cooler refrigerator unit designed for the ML Home Draft Keg unit. Collaborative process of Design Mgr. leading internal/external functional groups inspiring fresh design ideas to fill merchandising gaps in certain classes of trade.

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Kevin E. Ford! Professional Credentials!

INDUSTRIAL DESIGN

Environmental Design!
Art director / industrial designer of 3D designs and floor plans for company brand trade show environments and various retail class of trade environments .

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Kevin E. Ford! Professional Credentials!

PRINT

Print / Collateral!
Creative development of many consumer print ad campaigns with years of experience in design, art direction, managing photo shoots, post-production and prepress knowledge delivering great results.

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Kevin E. Ford! Professional Credentials!

OUT OF HOME BILLBOARDS

OOH / Signage!
Creative development of many consumer Out-of-Home ad campaigns and Venue signage with years of outdoor media experience in design, art direction, and innovative 2-dimensional and 3dimensional creative solutions. Utilized influence management to create change w/ Brand Mgt. and agencies to best understand the power of good OOH advertising and how print often times does not translate well into this medium.

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Kevin E. Ford! Professional Credentials!

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Kevin E. Ford! Professional Credentials!

PACKAGING

Gatorade!
In 1994, managed and art directed the packaging re-stage of the worldwide packaging redesign implementation of the #1 Quaker Oats franchise, Gatorade Thirst Quencher brand. The domestic and international launch was the first instrumental change to contemporize Gatorade franchise. This project was also a structural substrate change from glass to plastic and while boldly differentiating an expansion to new flavors reinforcing the brands #1 thirst quenching positioning. This global launch was highly successful and led to years of sustainable growth.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Gatorade!
The 94 contemporary Gatorade Packaging re-stage was extended across the various types of professional (sports) and consumer packaging formulas, structures and packaging substrates.

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Kevin E. Ford! Professional Credentials!

PACKAGING INNOVATION

Gatorade Sports Bottle!

Designed and introduced the first plastic squeezable 20oz. sports bottle for Gatorade Thirst Quencher brand targeting the young active lifestyle consumers . This innovative squeezable re-sealable bottle design and structure succeeded in opening a all new segment w/ in the beverage category.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Ken-L Ration!
Designed and revitalized the mainstream Ken-L Ration Gravy Train Pet food franchise for North American launch to reinforce the big, bold product of consumer choice and preference for large dog owners. Art direction and design of Ken-L Ration sub-brand extension The Cycle Plan introducing a nutritional healthy choice line of product designed for the various stages of a dogs life.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Quaker Rice Cakes!

In 1993, designed the first introductory line of flavored Quaker Rice Cakes packaging designed to attract the healthy low-calorie alternative consumer. The bold branding and strong use of color to differentiate b/w the flavors led to a highly successful product launch and expansion to more new flavors.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Pounce Cat Treats!

Designed the introductory line of crunchy tartar-controlled Pounce Cat Treats packaging designed to create a new category of healthy cat snacks to clean cat teeth. This simple and fun design approach of introducing 2 natural flavors was launched initially in various test markets before national rollout garnering positive lift and ROI to support national rollout. Consumer insights supported rationale in our development of a small shakable container as the key signal for pet owners to call their cats for the medical treat.

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Kevin E. Ford! Professional Credentials!

PACKAGING

Aunt Jemima!
In 93, managed the cultural re-branding of the Aunt Jemima spokesperson icon and re-vitalization to produce updated packaging. Led the design team in concert w/ consumer insights to embark on a 40 yr. historical Quaker Oats analysis of the racial connotations, color, inflection, tonality and presentation of the Aunt Jemima female icon which was key component in developing a positivelyaccepted package design in the marketplace.

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Kevin E. Ford! Professional Credentials!

BRAND LIST!

Miller Lite Miller Genuine Draft Miller Genuine Draft Light MGD 64 Miller High Life Miller High Life Light Milwaukees Best Milwaukees Best Light

Gatorade Thirst Quencher Aunt Jemima Syrup Aunt Jemima Pancakes Rice-A-Roni Quaker Puff Rice Cereal Quaker 100% Natural Cereal Quaker Capn Crunch Cereal Quaker Rice Cakes Ken-L Ration Gravy Train Ken-L Ration Kibbles N Bits Pounce Cat treats Snausages

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Kevin E. Ford! Professional Credentials!

KEVIN E. FORD
7626 W. KNIGHTSBRIDGE DRIVE, MEQUON, WI 53097, 414-350-3563 KEVIN.FORD@MILLERCOORS.COM / KEVINEFORD@ATT.NET!