andpabalan

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	<title>andpabalan</title>
	<link>https://andpabalan.com</link>
	<description>andpabalan</description>
	<pubDate>Thu, 28 Apr 2022 01:32:36 +0000</pubDate>
	<generator>https://andpabalan.com</generator>
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		<title>Homepage</title>
				
		<link>https://andpabalan.com/Homepage</link>

		<pubDate>Sat, 15 May 2021 13:14:26 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

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		<description>
	
 Creative vision grounded in insights. Building brands through solutions that win new business and grow large-scale e-commerce, while leading teams that deliver excellence on time.

GET IN TOUCH
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		<title>Information</title>
				
		<link>https://andpabalan.com/Information</link>

		<pubDate>Sat, 15 May 2021 13:14:26 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/Information</guid>

		<description>
	&#60;img width="800" height="1200" width_o="800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/10621c573a4efdabfeae0a65f25cf9be623f308adc26a7e2ae5eac2af4f2c78c/AP_02_blue.jpg" data-mid="112968370" border="0" data-scale="82" src="https://freight.cargo.site/w/800/i/10621c573a4efdabfeae0a65f25cf9be623f308adc26a7e2ae5eac2af4f2c78c/AP_02_blue.jpg" /&#62;
	I’m a creative leader who builds high-performing teams and drives brand growth through strategic design and collaboration.
 I lead campaigns that deliver measurable business impact by blending creative innovation with strategic thinking. Every concept is designed to strengthen the brand and achieve results.
Whether pitching to the C-suite, scaling creative, or mentoring talent, I build work that’s both inspired and effective.
Creative Director based in the Greater NYC area.

	How can I help your project?

Brand, Creative, Content Reseach + Strategy
Brand Identity, Logos + Guides
User Experience + UX Flows
Responsive Visual Design Systems + Toolkits
Creative Direction + Design Execution
Brand Marketing Concepts + Campaigns 
Art Direction + Shoot Planning
Motion Design Direction + Storyboards
Print + Package Design Concepts

	How can I support the team?
Creative Project Leadership
Cross-Functional Collaboration
Skillsharing + Facilitation
Creative Process Goal Setting
Ideation + Workshops
New Business Pitches


	Select Clients + Collaborators
Brooklinen

DevaCurl
Qdoba
Yamazaki Home
Absolut 
VistaPrint
Welspun
Chicos

Onelink First Alert
JCP
DropBox
Facebook
Revo
Vera Bradley

Club Monaco

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	<item>
		<title>Qdoba</title>
				
		<link>https://andpabalan.com/Qdoba</link>

		<pubDate>Thu, 28 Apr 2022 01:13:25 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/Qdoba</guid>

		<description>
	

	QdobaBrandingCreative + Art DirectionOmnichannel Execution
	Modernizing a National Fast-Casual Brand
To support Qdoba's nationwide campaign launch—Making the world a more flavorful place—we partnered with leadership to evolve their brand expression for 700+ locations across the US and Canada. 
The Challenge: Translate fresh ingredients and bold flavors into a modern, crave-worthy visual system.

	
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The Solution: Vivid color palettes, confident typography, and an approachable voice that scales across every touchpoint—from in-store signage to social and digital channels. A test-and-learn methodology ensured brand consistency while optimizing performance across diverse customer interactions.


	&#60;img width="1625" height="3489" width_o="1625" height_o="3489" data-src="https://freight.cargo.site/t/original/i/2df0b1c5bb23a92e9a4eb9922ac0ffb076c13a9b4794f9b99cc6602cee2ee4ce/Qdoba_Photos.jpg" data-mid="141282323" border="0" data-scale="96" src="https://freight.cargo.site/w/1000/i/2df0b1c5bb23a92e9a4eb9922ac0ffb076c13a9b4794f9b99cc6602cee2ee4ce/Qdoba_Photos.jpg" /&#62;

	
The Impact: A cohesive, adaptable brand system that drives engagement and supports commercial growth across physical and digital environments.


TEAM
Role: Creative and Art Direction, Account Management
Art Direction and Design:
Benny Ventura, Nick Mordecai and Claire CassreinoCopy: Rachel Stirling and Dana SmithProduction: No Frames and Kristina Keenan
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	<item>
		<title>Brooklinen</title>
				
		<link>https://andpabalan.com/Brooklinen</link>

		<pubDate>Mon, 29 Jun 2020 13:28:12 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/Brooklinen</guid>

		<description>
	&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/782751c442e326f80b67c441f8fe9c9215d0e6783c7bfb8f8c15db24e1e47afe/BK_hero_detail.jpg" data-mid="109863388" border="0"  src="https://freight.cargo.site/w/1000/i/782751c442e326f80b67c441f8fe9c9215d0e6783c7bfb8f8c15db24e1e47afe/BK_hero_detail.jpg" /&#62;

	
	BrooklinenBrandingContent StrategyCreative + Art DirectionOmnichannel Campaign Framework


	Brooklinen: From Kickstarter to Brand

The Challenge: Fresh off a $237k Kickstarter campaign, Brooklinen had validated product-market fit but lacked brand identity. In a category where consumers showed zero brand loyalty and traditional retailers controlled the narrative through inflated markups, how do you build a lifestyle brand that breaks through? 


	&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/933219bf97c8653c7ffdfe3f767ff12b7429daea8326d276d8956ba92b966ac2/BK_moodboard_detail.jpg" data-mid="109955026" border="0"  src="https://freight.cargo.site/w/1000/i/933219bf97c8653c7ffdfe3f767ff12b7429daea8326d276d8956ba92b966ac2/BK_moodboard_detail.jpg" /&#62;

	
The Approach:&#38;nbsp;Leading the creative team, I positioned Brooklinen at the intersection of accessible luxury and cultural relevance. Drawing inspiration from John Lennon and Yoko Ono's bed-ins to Jean-Luc Godard's cinematic intimacy, the strategy reframed the bedroom as sanctuary—positioning rest as a lifestyle statement. I directed the development of a complete brand ecosystem: brand book, packaging, omnichannel campaigns, and art direction across all channels.


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The Impact: The creative foundation enabled Brooklinen to reach $50M in revenue within three years and helped redefine how an entire category approaches brand building. The work proved that consumers will develop emotional connections to commodities when given creative permission to care.


&#60;img width="1200" height="900" width_o="1200" height_o="900" data-src="https://freight.cargo.site/t/original/i/6d1ad31036e6255dee36ad0b13226cfefd0e72e758897dfa0d86a31b7e3d8c2c/BK_OOH2_detail.jpg" data-mid="110037373" border="0"  src="https://freight.cargo.site/w/1000/i/6d1ad31036e6255dee36ad0b13226cfefd0e72e758897dfa0d86a31b7e3d8c2c/BK_OOH2_detail.jpg" /&#62;
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	&#60;img width="831" height="900" width_o="831" height_o="900" data-src="https://freight.cargo.site/t/original/i/655c37cd1509329e4215cbb5a4f0b611f47c13f7ef751078b3e90f6e4241f244/BK_Social_detail.gif" data-mid="109995355" border="0" data-scale="98" src="https://freight.cargo.site/w/831/i/655c37cd1509329e4215cbb5a4f0b611f47c13f7ef751078b3e90f6e4241f244/BK_Social_detail.gif" /&#62;

	
TEAM
Role: Creative and Art Direction, Visual Design
Creative Lead: Anne Baker
Copy:&#38;nbsp;Claire PurcellPhotography: James BlancoProduction: No Frames and Jackie Kolovrat


</description>
		
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	<item>
		<title>YamazakiHome</title>
				
		<link>https://andpabalan.com/YamazakiHome</link>

		<pubDate>Thu, 28 Apr 2022 01:23:41 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/YamazakiHome</guid>

		<description>
	&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/60257fb6594534883270fd936323d667cdef151698915c03a519e92f0b15a3f0/YMZ_template.jpg" data-mid="141090873" border="0"  src="https://freight.cargo.site/w/1000/i/60257fb6594534883270fd936323d667cdef151698915c03a519e92f0b15a3f0/YMZ_template.jpg" /&#62;

	
	Yamazaki HomeBranding
Creative + Art DirectionContent StrategyUX/UI DesignShopify Ecommerce Platform

Package Design


	Where Japanese Home Design Meets American Living
The Challenge: Yamazaki Home needed to establish its first D2C presence in the U.S. market at a pivotal moment—nesting consumer behaviors had sparked unprecedented demand for thoughtful home organization solutions. Working with a lean Brooklyn-based team, I led the strategic repositioning and end-to-end creative execution to translate Japanese minimalism into a brand system that resonated with American consumers.


	&#60;img width="2000" height="1120" width_o="2000" height_o="1120" data-src="https://freight.cargo.site/t/original/i/423d0559dc9d03d05f7ed70f12e009efdea7d7b1f6d91f3811397a4085308476/YMZ_BrandBook.jpg" data-mid="141097192" border="0"  src="https://freight.cargo.site/w/1000/i/423d0559dc9d03d05f7ed70f12e009efdea7d7b1f6d91f3811397a4085308476/YMZ_BrandBook.jpg" /&#62;

	The Solution:&#38;nbsp;A holistic brand-first approach that prioritized warmth over sterile minimalism. The creative strategy included developing comprehensive visual identity, messaging architecture, and lifestyle photography that positioned the product as enabler rather than hero—showing how thoughtful organization creates space for life, not just storage.


	&#60;img width="1500" height="1811" width_o="1500" height_o="1811" data-src="https://freight.cargo.site/t/original/i/ae4b69a92b70d7c8d3ad90dec0b90d36fcfc2b24cb0368be0c17f2267d639326/YMZ_Photos.jpg" data-mid="141099724" border="0"  src="https://freight.cargo.site/w/1000/i/ae4b69a92b70d7c8d3ad90dec0b90d36fcfc2b24cb0368be0c17f2267d639326/YMZ_Photos.jpg" /&#62;

	
The Shopify ecommerce platform was built from the ground up, optimized for conversion, personalization, and customer data capture, while creating scalable brand infrastructure for the team to maintain consistency and grow efficiently.


	The Impact:&#38;nbsp;The launch increased brand awareness, engagement, and revenue while improving operational efficiency through scalable brand systems. The new platform set performance benchmarks: 13% increase in conversion rate, 21% increase in average order value, and 36% increase in return customer rate.

	
&#60;img width="1920" height="3114" width_o="1920" height_o="3114" data-src="https://freight.cargo.site/t/original/i/a88f7f559d40b32bd907ba2a60fc8c7a659bd2571ea5dcafef9762837fd9b13d/YMZ_SitePages.jpg" data-mid="141242278" border="0"  src="https://freight.cargo.site/w/1000/i/a88f7f559d40b32bd907ba2a60fc8c7a659bd2571ea5dcafef9762837fd9b13d/YMZ_SitePages.jpg" /&#62;

	
TEAM

Role: Creative and Art Direction, UX/UI

Art Direction and Design: Shinya Fujita and Yerin Heidi KwonCopy: Naari EdingerUX: Sheri Hyman and Jenn Seide
Production: No Frames and Emily Storch


</description>
		
	</item>
		
		
	<item>
		<title>Vistaprint</title>
				
		<link>https://andpabalan.com/Vistaprint</link>

		<pubDate>Thu, 28 Apr 2022 01:32:36 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/Vistaprint</guid>

		<description>
	&#60;img width="1800" height="990" width_o="1800" height_o="990" data-src="https://freight.cargo.site/t/original/i/079b1b53ed2b5dad7ad8cf2b78ff93db506780d3a3c1426a1afb36ac7b725827/H6_VP.jpg" data-mid="141062314" border="0"  src="https://freight.cargo.site/w/1000/i/079b1b53ed2b5dad7ad8cf2b78ff93db506780d3a3c1426a1afb36ac7b725827/H6_VP.jpg" /&#62;

	
	VistaprintCreative + Art Direction
Design SystemContent StrategyUX/UI Design


	Designing Confidence: A Modular System for Mass Customization
The Challenge: VistaPrint serves small businesses who are ready for market: business cards, signage, print materials—but customizing thousands of product options was creating decision fatigue. Customers abandoned configurations mid-flow, leaving revenue on the table. 
How might we make mass customization feel effortless for buiness owners?


	&#60;img width="2484" height="820" width_o="2484" height_o="820" data-src="https://freight.cargo.site/t/original/i/fd0d9f5e0e2906ab09d007be266e313c916ceccbad0aaf6a5cae9a00d44de21c/JTBD.jpg" data-mid="141004349" border="0"  src="https://freight.cargo.site/w/1000/i/fd0d9f5e0e2906ab09d007be266e313c916ceccbad0aaf6a5cae9a00d44de21c/JTBD.jpg" /&#62;

	&#60;img width="1676" height="1138" width_o="1676" height_o="1138" data-src="https://freight.cargo.site/t/original/i/afb589976872874b805dca150ce030fd9e4303bf49b712fb44e327d0be954e4b/VP_audit.png" data-mid="141036866" border="0" data-scale="99" src="https://freight.cargo.site/w/1000/i/afb589976872874b805dca150ce030fd9e4303bf49b712fb44e327d0be954e4b/VP_audit.png" /&#62;

	
	&#60;img width="1867" height="1257" width_o="1867" height_o="1257" data-src="https://freight.cargo.site/t/original/i/98902001929040c373de8f22039c6f259c17db75a7bc901b6fc30bcf9ea5816d/VP_Segments.jpg" data-mid="141081185" border="0" data-scale="99" src="https://freight.cargo.site/w/1000/i/98902001929040c373de8f22039c6f259c17db75a7bc901b6fc30bcf9ea5816d/VP_Segments.jpg" /&#62;


The Strategic Approach:&#38;nbsp;We partnered with VistaPrint's development teams to architect a modular design system that would function as operational infrastructure, not just visual polish. The system needed to solve for velocity, consistency, and conversion across multiple markets while maintaining flexibility to evolve with platform demands.


&#60;img width="2912" height="1638" width_o="2912" height_o="1638" data-src="https://freight.cargo.site/t/original/i/a4d98a0359dd840bfa8cff896b162d352cdee0510b99dc25772e5b3fe6cad7c2/VP_DesignSys1.jpg" data-mid="141086414" border="0"  src="https://freight.cargo.site/w/1000/i/a4d98a0359dd840bfa8cff896b162d352cdee0510b99dc25772e5b3fe6cad7c2/VP_DesignSys1.jpg" /&#62;
&#60;img width="2912" height="1638" width_o="2912" height_o="1638" data-src="https://freight.cargo.site/t/original/i/220ce1cfc03a574f50878ef8418018a2a17febf585bdbe728a7c0d8af425e92b/VP_DesignSys2.jpg" data-mid="141086416" border="0"  src="https://freight.cargo.site/w/1000/i/220ce1cfc03a574f50878ef8418018a2a17febf585bdbe728a7c0d8af425e92b/VP_DesignSys2.jpg" /&#62;
&#60;img width="2912" height="1638" width_o="2912" height_o="1638" data-src="https://freight.cargo.site/t/original/i/fee2cada15cb39ea86c36004c3a0cbfea98dc425429a3542b145136750b5049c/VP_DesignSys3.jpg" data-mid="141086714" border="0"  src="https://freight.cargo.site/w/1000/i/fee2cada15cb39ea86c36004c3a0cbfea98dc425429a3542b145136750b5049c/VP_DesignSys3.jpg" /&#62;
&#60;img width="2912" height="1638" width_o="2912" height_o="1638" data-src="https://freight.cargo.site/t/original/i/cf8b414963ba5cab14369a27db583d3f011fac1ba9037e607a35807ad3e9937e/VP_DesignSys4.jpg" data-mid="141087464" border="0"  src="https://freight.cargo.site/w/1000/i/cf8b414963ba5cab14369a27db583d3f011fac1ba9037e607a35807ad3e9937e/VP_DesignSys4.jpg" /&#62;


We prioritized three strategic pillars: systematic efficiency, leveraging research showing design systems deliver 38% productivity gains for design teams and 31% for development; customer journey optimization, identifying friction points where users abandoned high-value customization; and global scalability, building components that adapt to regional requirements without fragmenting the core system.


&#60;img width="1651" height="930" width_o="1651" height_o="930" data-src="https://freight.cargo.site/t/original/i/ac82f5364522c3cacb2c2e32264d1e9731354c23a95d0bb8b112ab620758c3fe/VP_Config.gif" data-mid="141006634" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/ac82f5364522c3cacb2c2e32264d1e9731354c23a95d0bb8b112ab620758c3fe/VP_Config.gif" /&#62;


The Impact: The design system delivered immediate returns: 12% increase in product configuration completions and 8% increase in average configured product value. More importantly, it created the operational infrastructure that continues to power VistaPrint's ability to scale customization without sacrificing simplicity and ease.

	
&#60;img width="2912" height="1640" width_o="2912" height_o="1640" data-src="https://freight.cargo.site/t/original/i/7ff0351e202dbce61163037aabb2c4ca560dd0f1b405c6bdc44da28f70440d43/VP_Tabs.png" data-mid="141006488" border="0"  src="https://freight.cargo.site/w/1000/i/7ff0351e202dbce61163037aabb2c4ca560dd0f1b405c6bdc44da28f70440d43/VP_Tabs.png" /&#62;


&#60;img width="2912" height="1638" width_o="2912" height_o="1638" data-src="https://freight.cargo.site/t/original/i/f087bf8316d67f815e057552766e7832b51a0e388abb5dd8a008f1b218b35587/VP_Config2.png" data-mid="141006702" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/f087bf8316d67f815e057552766e7832b51a0e388abb5dd8a008f1b218b35587/VP_Config2.png" /&#62;
	TEAM

Role: Creative and Art Direction, UX/UI

Art Direction and Design: Yerin Heidi Kwon and Monica WongUX: Sheri HymanProduction: Rebecca Hammett

</description>
		
	</item>
		
		
	<item>
		<title>DevaCurl</title>
				
		<link>https://andpabalan.com/DevaCurl-1</link>

		<pubDate>Tue, 01 Jun 2021 00:10:17 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/DevaCurl-1</guid>

		<description>
	&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3219a5a25c29b956d57d4008465a67e4919575d04d7c947f5da101c9b1c56751/Deva_hero_detail.jpg" data-mid="110051321" border="0"  src="https://freight.cargo.site/w/1000/i/3219a5a25c29b956d57d4008465a67e4919575d04d7c947f5da101c9b1c56751/Deva_hero_detail.jpg" /&#62;

	
	DevaCurlBrandingContent StrategyCreative + Art DirectionUX/UI Design

	DevaCurl: Digital Design and Ecommerce for the Curl Community
DevaCurl, a pioneer in curl care, needed to evolve. The textured hair care market was growing at a rapid rate, outpacing the broader industry, but the brand's identity no longer reflected the full spectrum of curl patterns it served. The Goal: refresh the brand and build an ecommerce platform that celebrates every curl type.


	&#60;img width="1920" height="897" width_o="1920" height_o="897" data-src="https://freight.cargo.site/t/original/i/db91b907860db376d5dbd89ce718ab995a835c62b5c3a82275955fd2afc47d5b/Deva_moodboard_detail.jpg" data-mid="110401584" border="0" data-scale="85" src="https://freight.cargo.site/w/1000/i/db91b907860db376d5dbd89ce718ab995a835c62b5c3a82275955fd2afc47d5b/Deva_moodboard_detail.jpg" /&#62;

	&#60;img width="1500" height="840" width_o="1500" height_o="840" data-src="https://freight.cargo.site/t/original/i/3565d4aa1245d76722f8c292cf9b954cccf8e8e2f4e54d89e355f021dffa57be/Deva_Brand_detail.gif" data-mid="140822912" border="0"  src="https://freight.cargo.site/w/1000/i/3565d4aa1245d76722f8c292cf9b954cccf8e8e2f4e54d89e355f021dffa57be/Deva_Brand_detail.gif" /&#62;

	&#60;img width="1890" height="600" width_o="1890" height_o="600" data-src="https://freight.cargo.site/t/original/i/060a11bdca6237bdba1652681a5f54a2467c0d7fb8321fbb8f16ae2c2c52c185/Deva_ingredients.jpg" data-mid="110433806" border="0" data-scale="95" src="https://freight.cargo.site/w/1000/i/060a11bdca6237bdba1652681a5f54a2467c0d7fb8321fbb8f16ae2c2c52c185/Deva_ingredients.jpg" /&#62;


The Approach: We started with discovery—facilitating workshops with leadership and salon immersions that revealed a clear insight, this audience seeks expertise and representation—not just products. We built a comprehensive brand guide defining visual identity and messaging for authentic representation across all touchpoints.

	
We designed a personalized curl quiz to guide product discovery, crafted ingredient storytelling that educates, and built UX flows that empower rather than overwhelm.

	&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0542ce4a77c0ca36996a6b48896ff6bc2d25f8925991d4e69c8935b6e2207b3f/Devacurl_Quiz_detail.jpg" data-mid="110431070" border="0"  src="https://freight.cargo.site/w/1000/i/0542ce4a77c0ca36996a6b48896ff6bc2d25f8925991d4e69c8935b6e2207b3f/Devacurl_Quiz_detail.jpg" /&#62;


	The Impact: By putting the curl community at the center of every design decision, we helped DevaCurl reclaim its position as a brand that truly sees its customers. The work proves that when creative strategy aligns with cultural truth, you build more than a website—you build belonging.


	TEAMRole: Creative and Art Direction, UX/UI DesignCopy: Stephanie ChinUX: Sheri Hyman
Design: Yerin Heidi Kwon, Liz Dibello,Emma Galli, Claire Cassreino, Monica Wong


</description>
		
	</item>
		
		
	<item>
		<title>Absolut Vodka</title>
				
		<link>https://andpabalan.com/Absolut-Vodka-1</link>

		<pubDate>Tue, 08 Jun 2021 00:13:31 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/Absolut-Vodka-1</guid>

		<description>
	&#60;img width="1242" height="699" width_o="1242" height_o="699" data-src="https://freight.cargo.site/t/original/i/818d76d7688b1f5ed8656f9e6d796e8ece7d7796644a0690787fca46520fcafa/ABS_header.jpg" data-mid="140997024" border="0"  src="https://freight.cargo.site/w/1000/i/818d76d7688b1f5ed8656f9e6d796e8ece7d7796644a0690787fca46520fcafa/ABS_header.jpg" /&#62;

	
	Absolut VodkaConcept Development
Creative Marketing Strategy
Art Direction
Key Visual Design
Multi-Touchpoint Activations


	Concepting for Cultural Impact
The Challenge:&#38;nbsp;Absolut has consistently shaped culture through campaigns that stand for something meaningful. When they came to us with their marketing strategy, the challenge was clear: Develop conceptual territories for national campaigns that could drive cultural conversation and business results in equal measure.


	&#60;img width="2500" height="1750" width_o="2500" height_o="1750" data-src="https://freight.cargo.site/t/original/i/4a206168265679e9a985f9cdb254ee912f918d5e8e22e27276be6fb9a58a9eb1/ABS_Citrus_logo.jpg" data-mid="110720242" border="0"  src="https://freight.cargo.site/w/1000/i/4a206168265679e9a985f9cdb254ee912f918d5e8e22e27276be6fb9a58a9eb1/ABS_Citrus_logo.jpg" /&#62;

	&#60;img width="2500" height="1750" width_o="2500" height_o="1750" data-src="https://freight.cargo.site/t/original/i/03180bb2bb327a5031da336fecae8763b1ffb83b50927abe5c3695a9a629fbc4/ABS_Coasters.jpg" data-mid="110672415" border="0"  src="https://freight.cargo.site/w/1000/i/03180bb2bb327a5031da336fecae8763b1ffb83b50927abe5c3695a9a629fbc4/ABS_Coasters.jpg" /&#62;


	&#60;img width="1920" height="1156" width_o="1920" height_o="1156" data-src="https://freight.cargo.site/t/original/i/ec1b1f9ae888de34fbea293d3bff6a45d043c01ea863cd0dba6df7f8c4c30dc7/ABS_CitrusPosters.jpg" data-mid="110672399" border="0"  src="https://freight.cargo.site/w/1000/i/ec1b1f9ae888de34fbea293d3bff6a45d043c01ea863cd0dba6df7f8c4c30dc7/ABS_CitrusPosters.jpg" /&#62;

	The Approach:&#38;nbsp;We started where Absolut has always thrived—at the intersection of pop culture, art history, and social media. Our process focused on building creative platforms, not just campaigns. Each conceptual territory was designed to scale across channels while maintaining the energy and cultural relevance Absolut is known for.


	&#60;img width="960" height="810" width_o="960" height_o="810" data-src="https://freight.cargo.site/t/original/i/bf210798dd35ad3e2a39dacd9a9636aa9bd756de52e7250ab979224d01343512/ABS_AFW.jpg" data-mid="110945609" border="0" data-scale="100" src="https://freight.cargo.site/w/960/i/bf210798dd35ad3e2a39dacd9a9636aa9bd756de52e7250ab979224d01343512/ABS_AFW.jpg" /&#62;
	&#60;img width="831" height="1000" width_o="831" height_o="1000" data-src="https://freight.cargo.site/t/original/i/893d4102a6a5d42c0b384695d808ecd284035ff5f5ea0afef40ed3ca32f6eec6/ABS_cocktail_detail.gif" data-mid="110943950" border="0" data-scale="100" src="https://freight.cargo.site/w/831/i/893d4102a6a5d42c0b384695d808ecd284035ff5f5ea0afef40ed3ca32f6eec6/ABS_cocktail_detail.gif" /&#62;

	The Impact:&#38;nbsp;We developed multiple territories with compelling key visuals and 360° tactical activations—each stress-tested against two criteria: Does it feel unmistakably Absolut? And can it drive impact across every channel?The result: Creative platforms that honored Absolut's heritage while speaking to contemporary culture, giving the brand permission to be bold across every touchpoint.


	&#60;img width="1429" height="1000" width_o="1429" height_o="1000" data-src="https://freight.cargo.site/t/original/i/53c2c9b193048aad00be5abc0ac523d2cb37decfcf5d3528540f21f63393b04b/AFW_social.jpg" data-mid="110945437" border="0"  src="https://freight.cargo.site/w/1000/i/53c2c9b193048aad00be5abc0ac523d2cb37decfcf5d3528540f21f63393b04b/AFW_social.jpg" /&#62;
	&#60;img width="2500" height="1750" width_o="2500" height_o="1750" data-src="https://freight.cargo.site/t/original/i/cd0a8498c1aef90d244a79bc2b7722ab9050b6675dabab77f1f6e1b13e848bba/ABS_VAP.jpg" data-mid="110944725" border="0"  src="https://freight.cargo.site/w/1000/i/cd0a8498c1aef90d244a79bc2b7722ab9050b6675dabab77f1f6e1b13e848bba/ABS_VAP.jpg" /&#62;


&#60;img width="400" height="400" width_o="400" height_o="400" data-src="https://freight.cargo.site/t/original/i/98c1564bd893d991dbd63d3e221487391fef747920e3392c11fca28e0d660a94/ABS_bottles.gif" data-mid="111098348" border="0" data-scale="22" src="https://freight.cargo.site/w/400/i/98c1564bd893d991dbd63d3e221487391fef747920e3392c11fca28e0d660a94/ABS_bottles.gif" /&#62;


TEAM
Role: Creative and Art Direction, Visual DesignCopy: Stephanie Chin
Design and Motion: Yerin Heidi Kwon and Liz DiBelloClient: Pernod Ricard


</description>
		
	</item>
		
		
	<item>
		<title>DogTV</title>
				
		<link>https://andpabalan.com/DogTV</link>

		<pubDate>Thu, 28 Apr 2022 01:30:12 +0000</pubDate>

		<dc:creator>andpabalan</dc:creator>

		<guid isPermaLink="true">https://andpabalan.com/DogTV</guid>

		<description>
	&#60;img width="1800" height="990" width_o="1800" height_o="990" data-src="https://freight.cargo.site/t/original/i/7149c8dd82745d5f8b38b0ba484865612f7cafe9b51fcec01d34bc67389e04e7/DogTV_header.jpg" data-mid="141308398" border="0"  src="https://freight.cargo.site/w/1000/i/7149c8dd82745d5f8b38b0ba484865612f7cafe9b51fcec01d34bc67389e04e7/DogTV_header.jpg" /&#62;

	
	DOGTVBrand GuidelinesCreative + Art Direction
Full Design SystemBroadcast Toolkit


	Rebranding Pet Wellness for Mainstream Appeal

The Challenge:&#38;nbsp;DOGTV, a science-backed streaming service designed to reduce canine stress and anxiety, needed to evolve beyond its niche positioning. The objective: modernize the brand to capture mainstream pet parents while maintaining credibility with existing subscribers.
	

&#60;img width="1750" height="980" width_o="1750" height_o="980" data-src="https://freight.cargo.site/t/original/i/cfe96ab7c3bab7d73383174bf8170210dcc1a83eae441c305791dc06fcca6065/DogTV_BrandBk.gif" data-mid="141307966" border="0"  src="https://freight.cargo.site/w/1000/i/cfe96ab7c3bab7d73383174bf8170210dcc1a83eae441c305791dc06fcca6065/DogTV_BrandBk.gif" /&#62;

	
	The Insight:&#38;nbsp;Pet wellness has moved from a specialty category to the standard expectation. The rebrand needed to honor both the joy of pet ownership and the genuine anxiety owners feel about leaving their dogs alone—a tension between play and responsibility.


	&#60;img width="900" height="506" width_o="900" height_o="506" data-src="https://freight.cargo.site/t/original/i/0442d525ffe85b44763f67ea162c49ca35bcf2b3e1c5190bcb39cb28683ba963/DogTV_Text_Exploration_03.gif" data-mid="141312948" border="0"  src="https://freight.cargo.site/w/900/i/0442d525ffe85b44763f67ea162c49ca35bcf2b3e1c5190bcb39cb28683ba963/DogTV_Text_Exploration_03.gif" /&#62;

	&#60;img width="900" height="506" width_o="900" height_o="506" data-src="https://freight.cargo.site/t/original/i/c7fc79ab21a6bfdb1cdd487a4aff3db713f5a66fcaeb4975d0ceae5ade29943f/DogTV_Text_Exploration_4.gif" data-mid="141312953" border="0"  src="https://freight.cargo.site/w/900/i/c7fc79ab21a6bfdb1cdd487a4aff3db713f5a66fcaeb4975d0ceae5ade29943f/DogTV_Text_Exploration_4.gif" /&#62;


	&#60;img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/199f442abf300e7ae529be8f228373df19942db58c2515d78a03ee4196fac2e9/chase2.gif" data-mid="141313023" border="0"  src="https://freight.cargo.site/w/1000/i/199f442abf300e7ae529be8f228373df19942db58c2515d78a03ee4196fac2e9/chase2.gif" /&#62;

	&#60;img width="900" height="506" width_o="900" height_o="506" data-src="https://freight.cargo.site/t/original/i/10e5446cfad4006e12d8488fe104cdc2ec604ce061433b35d7c267ccb21ff42c/DogTV_Text_Exploration_5.gif" data-mid="141313015" border="0"  src="https://freight.cargo.site/w/900/i/10e5446cfad4006e12d8488fe104cdc2ec604ce061433b35d7c267ccb21ff42c/DogTV_Text_Exploration_5.gif" /&#62;


	The Solution:&#38;nbsp;We developed a brand system that balances scientific legitimacy with emotional resonance—spanning strategic positioning, visual identity, and a motion toolkit for broadcast, digital, and marketing channels.


&#60;img width="1280" height="2336" width_o="1280" height_o="2336" data-src="https://freight.cargo.site/t/original/i/287349ffabb4ff114d780852ceabce69819c6b9f99c676a2c8a136d217793c76/DogTV_Photos.gif" data-mid="141316771" border="0" data-scale="79" src="https://freight.cargo.site/w/1000/i/287349ffabb4ff114d780852ceabce69819c6b9f99c676a2c8a136d217793c76/DogTV_Photos.gif" /&#62;

 
	The Impact: A brand transformation that makes pet wellness accessible without compromising expertise—positioning DOGTV for category leadership in the expanding pet care landscape.
&#38;nbsp;
	

	TEAM
Role: Creative and Art Direction, Account Management
Creative Lead and Motion: Liz DibelloArt Direction and Design:&#38;nbsp;Claire Cassreino
Copy: Claire PurcellProduction: Doug Guttenberg

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