Kitchenaid™



Mark of the Maker Campaign



Agency: Catapult/Epsilon
Partner Agency: Digitas
Role: ACD Art Director

ART DIRECTION OF PHOTOGRAPHY & DESIGN DIRECTION
DIGITAL. CONTENT, PRINT AND IN-STORE COLLATERAL


The Kitchenaid™ brand approached our agency while approaching its centennial year by reintroducing itself through the lens of the Maker. The new Maker. Not a homemaker, but a Maker-Maker. Through showstopping photography and demonstrating the beauty of both the appliance and what it can make, we showed how the brand’s products help bring form to the maker’s vision, no matter where it takes them.

The campaign, an offshoot of “Yours for the Making”, required a newly defined direction of photography. Being that Millennials have been obsessed with Bon Appetit’s content, I pitched the initial Mark of the Maker campaign to utilize high contrast, high sun with social media star and Maker herself, Allison Roman. By making the Maker the hero, what was made became best supporting hero in context of relatable moments. My design direction also included a design system used for both print and in-store, in which I called “fluid grid”—allowing flexibility for adaptation to social content and extended applications to demonstrate product efficacy and lifestyle shots. Simplicity of design inspired by Swiss master Josef-Müeller Brockmann.








Behind the Scenes: Added Artificial Steam
to enhance and demonstrate the use-case for the
slim microwave with quiet ventilation






Design Exploration






Trade Ad
Industry print spread with
toned down design and more technical trade pub style copy
Still utilizing the fluid grid for headline and body
 






Consumer Print





Low Profile Microwave-Hood Combination
In-Store Application





Art Direction of Photography
A campaign play construct I sold in as “MMM” celebrating
Moments, Maker and Macro Food Photography utilizing the trend of wabi-sabi






Applied Art Direction of Photography
to In-Store Signage and Creative



ARCHIVE OF WORK


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FAQ

What is Hey.com for email? 

Hey.com is from the developers of Basecamp and helps creatives keep on top of their inbox by using smart algos to aggregate your inbox with priority and ability to attach to notes to each project update or client message. Currently, my Hey.com email is down. Please reach me at HELLO@JENNRICHTER.COM


What programs do you and have you used in your creative process?

Adobe Creative Suite (Photoshop, Illustrator, InDesign, XD)
Figma, Sketch, InVision, Dropbox, Miro, Slack, Calendly, Google Suite & more



Do you work out of a studio or in-house office?

I have lived on the west side of the city of Chicago for 15 years, where i’ve had a live/work design studio since I went independent. You can also find me at co-working spaces or my local bar that turns up their fireplace for me in their indoor/outdoor lounge—which also makes for an excellent meeting space in the most magical hidden gem corner of the city. I also contribute to political and grassroots movement efforts to increase the quality of life in my long time neighborhood, and worked on a Chicago City Counsel member’s campaign for the election in February 2023.


Where can I download your CV? +

View and Download the PDF Here











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