Erin Potter

Package Design

I creative directed 2 holiday gift boxes and designed the Par Avion themed box. We delivered flat sheets to our clients for them to turn into gift boxes. The sheets were letterpressed with perfs and scores to aid in assembly.

For each box that was regifted and shared (#REGIFTRVA), we would donate to Hilliard House.

Brand Strategy + Logo + Identity + Print Collateral + Website

I wrote the brand strategy for Carnes Homebuilders, a start up company with a rich history. Their logo was personalize with handcrafted typography and a key that resembled the one they had for their own home (their first project).

I built out their stationery and several print pieces to get their small business started. As they grew, we built their website to showcase their beautiful work and solidify their credibility.

This project allowed me to build a brand and its pieces from beginning to end, utilizing strong brand elements to make their identity consistent. We interviewed their unique, high-end customers to understand what they value and are looking for when searching for a home builder. This informed the brand’s sophisticated typography, inviting colors, engaging language, paper choices, and site’s simplicity and organization.

One example of this brand’s commitment to details is their business cards. We printed digitally on thick, textured stock which ties in nicely to their build style—merging of new construction/renovations with refurbished/repurposed design elements. John Carnes’ card had to be thick and durable for the work site. Because we printed digitally, we had affordable flexibility in colors, so John’s detail side of the card is brown. For Wyndi, who met (mostly with wives) to discuss and create designs for the new spaces, we opted for a rich yellow. We thought about the use cases for the 2 owners and managed to personalize the brand for each of them, while remaining consistent in its delivery.

Branding + Packaging Design (Boxes + Bands)

I led the branding and packaging design for a line of boutique cigars for Foundry Tobacco Company, part of General Cigar Co. The series was based on the periodic table of elements but with a dark twist. 

The packaging was made up of cigar bands, boxes, and a variety of labels. I designed the Element icons/stickers to keep the up to 15 different brands in the series connected. They varied in their element and name, which made their packaging—boxes and cigar labels—unique. The other unifying design element was their gritty, masculine illustration style.

Featured here are Carbon’s black diamonds icon, Americium’s eagle icon, and Plutonium’s full box packaging. Most of these cigars sold out immediately, as they were made from limited run tobaccos.

T-shirt Design

I worked with the lead instructor to create team t-shirts for the Revolution Muy Thai program. While utilizing traditional thai verbiage and typography, I brought a modern spin to the design. The strength and endurance it takes to be a fighter seemed well represented by a diamond.

We also worked to create shirts for the instructor’s pet project, Mid-Atlantic Muay Thai, to bring together gyms throughout the Mid-Atlantic.

Website + Social Media and Email Design

Punch worked with UnboundRVA to develop an identity for Plated Traditions, who will digitize and design cards or books for your treasured recipes.

I worked to build the digital presence for the fledgling company through web, email templates, and social media imagery. The brand’s feel is very much based upon the personality of Plated Tradition’s creator with a feeling of nostalgia and family. It was a joy to tie in a lot of small elements to bring that feeling to life—fonts, coloring, textures, illustrations.

Website

With my team, I worked closely with Children's Hospital Foundation (CH) to redesign and rebuild their website. The goal was to increase engagement, and therefore online donations. I touched every part of this website, from discovery and strategy to wireframing and UX/UI design and even heavy content management through the CMS.

We recommended a narrative approach to their homepage, supported by story telling through their patient stories and program statistics. I worked with the client to bring out their optimistic and bright branding elements without veering in a child-like direction. While their donations fund programs to support children, their mission and goals are very serious.

We also built this site by creating modules (both by design and within the CMS’s back-end) so that the client could create flexible, consistent pages in the future—allowing the site to grow with them. We considered the various types of content they needed to feature and built out the appropriate elements, making updating in the back-end clear and simple.

I worked on the Donor's Report for several years—this is my favorite one. We printed the cover with silver metallic and spot varnish to create a unique look at an affordable cost for this report.

The reports were always between 20 and 30 pages, which meant there was need for consist page styles, typography, and image treatments.

Logo +  Identity System + Website

I created a new identity for Commonwealth Contractors Group Self Insurance Association (CCGSIA). The company started by providing insurance to roofers and contractors, so the logo is a nod to their beginnings. I abstracted the icon because they have expanded their coverage beyond that initial group.

I went on to design a full stationery set and a website that holds true to their brand identity.

Branding + Event Support + Website

We worked with Variant Events to create the National Beer Expo branding as well as the branding for sub-events, such as the Taco Throwdown. I designed sponsorship packages, save the dates, digital and print ads to support the event.

I worked with our Content Strategist to put together a website that spoke to the craft beer enthusiasts. We encouraged buy in from local breweries by taking original photography at their locations to highlight each year on the homepage. We recommended featuring the breweries attending each year, as well as unique brews they would be releasing at the event.

I designed a case statement document to help Art180 raise the funds to build Atlas, their Youth Art Center. It required supporting materials such as a fundraising insert, a save-the-date for Atlas' grand opening, and follow up postcard.

I created a brand suite for a group of teams who focus on machine learning to gain insights on customers.

The brief was: We harness powerful mystery and magic to create confidence and bring clarity out of chaos. We make the unintelligible clear.

I utilized similar shapes, icon style, and font to create a strong identity for the groups. Icon subject matter and coloring helped them feel original.

We helped Special Olympics VA rebrand most of their events, build a new website, and plan, concept, implement marketing for their events. Each year they increased their engagement with our team due to strong relationships and successful campaigns.

I started their event rebranding process with the Summer Games logo. From there, over the years, I worked to update many of their other events, ensuring consistency with their parent organization (Special Olympics International) and between their own state-wide identity. I started with a consistent lock-up, but brought originality to each one through color, font, and icon choices.

The website’s goal was to create clear navigation for all of their events and significant amount of content. The simplicity and clarity of the site has allowed them to continue its use for many years with just minor updates. We used analytics and activities with many levels of their organization to craft the experience.

We also created all of their promotional materials for the Summer Games event each year—from billboards to ads and team tool kits.