Strategy Requires Creativity

Article

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Strategy Requires Creativity
I remember when all creative concepts were hand-drawn. I honed this skill during my college years studying illustration and design, and continue to use it to this day. Nowadays, most clients don't see my sketches, as presenting 'polished' work has become the norm. Nevertheless, my sketches are what made the project.

For me, sketching is essential for visual problem solving and connecting ideas. It continues to help me to create strong visual concepts not only requiring a skilled hand and a good eye, but also empathetic, critical, and conceptual thinking.

If you're seeking human insight, creativity, and thoughtfulness, I can help your brand craft strategic, compelling and unique solutions based on your business objectives, your brand, and your consumers.

 

KitchenAid Coffee Drip

Client Project

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KitchenAid Coffee Drip
Renowned as a leader in kitchen product design and innovation, KitchenAid stands as one of the most recognizable brands in the industry. Within their extensive product catalog, KitchenAid offers coffee makers that seamlessly blend innovative design with precision engineering, ensuring exceptional brewing experiences tailored to both casual coffee drinkers and connoisseurs. KitchenAid enlisted my expertise to visually illustrate their latest drip coffee maker, showcasing its innovative approach to evenly saturating coffee grounds.

Drawing from my comprehension of the innovative Spiral Head feature's functionality, I created a series of sketches to depict its role in ensuring consistent water saturation of coffee grounds for optimal flavor extraction.

The project progressed through various stages, from discovery to concept sketching and ideation. Incorporating diverse perspectives, we determined the most impactful approach to illustrate the idea. This resulted in a straightforward line drawing with nuanced coloring and a phantom-style technical illustration.

 

  • KitchenAid
    Kitchen Appliance Manufacturing

  • + Communication Design
    + Concept Development
    + Instructional Illustration
    + Product Research
    + Qualitative Research

  • MKN Design Team:
    + Michael Nÿkamp, Illustrator

    KitchenAid  Stakeholder:
    + Brian Edlefson, Global Creative Manager

Nutrilite – Process Infographic

Client Project

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Nutrilite – Process Infographic
Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

Upon understanding their Traceability Process, which extends from initial plant selection to the final Nutrilite product, I developed two concepts. One emphasizes the comprehensive nine-step procedure, depicting hands alongside specialized industry tools. The other focuses on individuals implementing the nine-step process in authentic settings.

 

  • Nutrilite
    Health & Wellness

  • + Concept Development
    + Design & Layout
    + Illustration
    + Sketching & Ideation
    + Qualitative Research

  • MKN Design Team:
    + Michael Nÿkamp, Design Director

    Nutrilite Stakeholders:
    + Nichole (Wood) Kravat, Global Assistant Brand Manager Marketing
    + Justin Duimstra, Senior Art Director
    + Tom Forsberg, Senior Communication Manager
    + Jake Weibel, Lead Communications Specialist
    + Joel Van Kuiken, Lead Copywriter