The goal of great package design is to get noticed. Some people make their product selection subconsciously, in only a fraction of a second. Effective package design provides confirmation that the consumer is making a rational decision, while appealing to emotion, culture, and preferences.

Fluke Networks Product Packaging

This work is the culmination of a brand refresh that involved establishing a new visual language. The design approach was informed by our desire to reach the Data-com Installer (Artisan persona) and the Data Center or IT Manager (Scientist persona). The core focus of design became simplicity as expressed in a “light, bright, and clean” theme and a small collection of design elements; liberal use of white space, limiting color use from a restricted palette to frame products featuring Fluke Networks Gold so they pop, and ghosted cables (computer network fiber and copper cable).

Creative Director: Phil McCoy
Designer: Diane Chaudiere

Project London Blu-ray and CD Packaging

In addition to streaming sales of the movie and soundtrack album (see the Project London post), a very successful Kickstarter campaign provided patrons with physical media. Both packages relied on the key art from the movie poster and extended the “nerd culture” experience of the film and its crowdsourced origins.

Creative Director, Copywriter, and Designer: Phil McCoy