As Senior Art Director, I co-led the brand refresh of one of America's most iconic kitchen brands.
Building a unified visual system from photography strategy to grid to full packaging production across
a portfolio of 300 products.
My Role
Senior Art Director
Scope
Brand refresh| Packaging | Photography | Identity system
Team
Senior Creative Director :Johnathan Bader
Creative Director: Jeanette Stull
Ana BurnettSenior Art Director (me)
Photographers: Jason Solis & Johnson Rauhoff (Agency)
Production Designers: Tracy Keck, Bo Vandyke, Brittany Keck, Nick Baumgart
Patrick Turner, Lucas GallegosProduction Designer
Context and my Role
Ball is one of America's most recognized kitchen brands, a name synonymous with home canning and food storage for over a century. As part of the Newell Brands portfolio, the brand needed to evolve: not a reinvention, but a disciplined refresh that would modernize the visual language while honoring Ball's heritage and stretching coherently across a large, complex product portfolio.
I served as Senior Art Director, working closely with Creative Director Jeanette Stull and Senior Creative Director Johnathan Bader. My responsibilities spanned the breadth of the project: from early concept ideation and presenting directions to marketing partners, through co-developing the photography strategy, grid system, and kitchen set design, to leading the external photography agency and overseeing a team of six production designers through full execution across 300 SKUs.
The Problem
Ball's packaging had grown inconsistent across its portfolio over time. With hundreds of products spanning different jar sizes, lid types, and accessory categories, there was no unified visual system governing how the brand showed up at shelf. The result was a fragmented presence, products that didn't clearly belong to the same family, making it harder for shoppers to find what they needed and harder for Ball to command prime shelf real estate at retail.
The challenge was to create a visual identity system flexible enough to work across a massive, diverse SKU count — while being consistent enough to create strong brand blocking on shelf and a premium, cohesive impression wherever Ball products appeared.
