Graphic Design

Work done as Graphic Design and Marketing Coordinator at Left Coast Wholesale

Objective

Left Coast Wholesale is an innovator in agricultural products, and I was the sole in-house designer at the company. For new and existing products, I was responsible for the design of retail packaging, logos and branding, merchandise, print materials, advertisements, and more.

Solution

I balanced multiple fast-paced design projects by first understanding the ideal customers and the products themselves. For new product designs, I start with inspiration, mood boards, illustrated concepts, and work in close collaboration with key stakeholders including leadership and marketing teams.

Strategy and Software

Adobe Photoshop for image editing and concepting
Adobe InDesign for packaging design and print proofing
Adobe Illustrator for vectors, illustrations, and logo design

Design Process

My largest project at Catchafire was the entire branding and visual identity of a new product, called Geoflora. I designed the logo, packaging, merchandise, website, and advertisements. The illustrations were done in collaboration with a contract designer.

Geoflora comes in two parts, Bloom and Veg, meant for different agricultural use, and each with a different balance of the same 19 high quality ingredients. Geoflora promised revolutionary results, and needed a visual identity to match.

The concept behind Geoflora is the juxtaposition of scientific research and the power of organic nature brought together in harmony — or at least in fertilizer form.

The concept of geometric nature was a winner, and I drew up some simple, common geometric elements in different arrangements. Ultimately, the idea of a mandala made out of geometric shapes came to be the most solid concept; it perfectly bridged the gap between man-made and natural, it evokes mystical elements, and it symbolizes growth.

The final logo combines a mystical mandala and geometric wordmark into an organic yet human-made form.

I worked directly with the CEO, who had a specific craft brewery label design in mind, and I broke it down into design elements that met her dream for the product.

Image of final packaging for Geoflora Bloom

The packaging pays homage to the quality ingredients contained, and beckons back to the original concept—mysticism, alchemy, and nature. Because of the varying packages sizes and potential for expanding the product line, it was important that the packaging system be unified in branding but distinct in artwork.

Image of gatefold brochure for Geoflora product

I worked directly with the CEO, who had a specific craft brewery label design in mind, and I broke it down into design elements that met her dream for the product.

“

As a generalist who's worked in fast-paced environments, Dylan can do it all - combine design, product, and marketing to meet the needs of customers, craft messaging that resonates, distribute content that converts leads, provide data-driven insights, and elevate your company's brand.

Gohar Chichian

Senior Manager, Content Marketing, Catchafire