I worked at Snow Joe® in the internal creative team for 5 years. The company developed and maintained products for 9 different brands, with over 800 active SKUs. Its mission was to provide easy-to-use, powerful, non-gas powered home & garden equipment to its customers.
When I joined the team in 2017, there were only 3 active brands and less than 300 active SKUs. Over the 5 years I worked there, the company grew exponentially. The company allowed me to be a jack-of-all-trades, so I’ve spear-headed a wide variety of projects — this selection is a mix of my most recent work and my favorite work. One of the major creative challenges of the Joe Brands is the breadth of them. Creating a clean, bold, adaptable design style that could be applied and adapted to all of the in-house Joe name brands (Snow Joe, Sun Joe, Aqua Joe, Auto Joe, and Power Joe) proved to be quite the challenge.
Color was the main solution for this. Each brand had its own main color, while the supporting colors, brand textures, patterns, and image style remained consistent across the board.
I developed modular email templates, a gridded social media aesthetic that allowed our feed to look consistent and intentional, an icon system that was used to differentiate product type and used to brand the corporate HQ in downtown Hoboken, led creative direction for recruitment outreach, developed a responsive display ad template, art directed and produced corporate and product videos, and led the creation of our DTC TV campaigns and supporting landing pages through writing, production, editing, and design.
Snow Joe saw continuous and rapid growth during my time there. While I was leading the charge of the digital design team: Instagram followers grew from 1k to 25k in under a year, TikTok following grew from 0 to 129k in a year, we produced and maintained a daily livestream with in-house talent and video production, our email marketing increased from 1 email a week to 3 emails a week with an average revenue of $54k per email, we produced 8 DTC TV commercials and supporting campaigns with the products featured showing an average sales increase of 89% YOY.
