https://www.samzellefrow.com/home daily 1.0 2024-10-03 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611801863733-DZBWRHYSEOJYBL0N499C/brand+masthead+pantene.jpg Home https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611801754887-6M6CZX5R50QX20MEAWZK/brand+masthead+wypall.jpg Home https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611801863873-6SVXK79OXX53X0TB78GI/brand+masthead+aussie.jpg Home https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611801863478-45T0AG9LIATZAXTLETN6/brand+masthead+kcp.jpg Home https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611803841273-9YOXYYDMMGVM89ADJMYR/brand+masthead+kleenguard.jpg Home https://www.samzellefrow.com/about daily 0.75 2025-01-24 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1599054920143-3IPH7Y8QM5KR4NQW9WB3/image0.jpg About - The Beginning In fifth grade, I designed the Track & Field t-shirts with my freehand bubble letters. My love for signage and drawing letterforms continued into high school when I learned that I could make it into a career. The rest is history. I applied to the College of Design, Architecture, Art, & Planning at the University of Cincinnati, was admitted into the graphic design program and began the journey to where I am today. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1597165381241-9HYVVU2AIAJ4LVB04K5R/Sam+Headshot.jpg About - Hi! I’m Sam. Get to know me in 10 questions: Top three deserted island movies: Wedding Singer, Dirty Dancing, Shutter Island Go-to Karaoke Song: Man, I feel like a woman! Shania Twain Coffee or tea? I love coffee! I love the morning ritual. Best concert: Beyonce’s Renaissance Tour Give me three words that describe you. Passionate, balanced, integriful. What was the best birthday you ever had? 27. I visited Austin for the first time and enjoyed everything the city had to offer! Secret talent: I never say “no” to a dance floor. Hobby: Crocheting If I weren’t a designer, I’d be: An elementary school art teacher Best vacation? Japan https://www.samzellefrow.com/kleenguard-big daily 0.75 2020-08-11 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1596121381265-78IOE3Q9BH5FCBVZ4GPM/Kleenguard+Archetype+Board.jpg Kleenguard - Archetype development Globally, the safety category is a multi-billion dollar business. It is highly saturated and fragmented. Kleenguard was being repositioned to capitalize on market insights and purposefully differentiate from competition. In a sales driven organization, I used the archetype profiles to carve out an ownable personality for the brand and drive buy-in from multi-functional counterparts. Later, we translated it into a manifesto that became the “rally cry” that energized the internal team for the brand launch. After rounds of iteration, triangulating macro trends, the competitive landscape and customer insights, the Hero archetype became the catalyst for the visual identity work to follow. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1591212231564-ZVYJHAGGF4X5AU4DT7XJ/KG%2BGloves%2Bon%2BTable.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1591211715118-KHW7ZD76FKXDXQFG864M/Dry-apparel-maverick-blk-G40-foam-FLIPPED.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1591211786344-G6QHD2AILVDZJGMBZK07/NSC_06212.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670139784-GT49LZF25FNY45R4Z9PF/KG+Exhibit+1.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670141531-EXVW0A3J48YEXXAYSVUB/KG+Exhibit+2.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670146439-SCOW8RC9J96UYNG3046M/KG+Exhibit+3.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670747684-P3A975S9XXW9A7AHHXV8/KG+Exhibit+4.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670748170-CA5CH0V3ODPTA7MA8KI9/KG+Exhibit+5.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670747168-Q1EJIDDKWWZ3T83JYOTK/KG+Exhibit+6.jpg Kleenguard https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594670746071-QN3NKAWT32XBCXQI91KQ/KG+Exhibit+7.jpg Kleenguard https://www.samzellefrow.com/kcp-big daily 0.75 2020-08-11 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594738455314-1G5HLSMWEZPZQ6N1ZGEZ/KCP+Execution+1.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594738845386-8MIPVKUUCTG7TXOEKYXC/KCP+Execution+2.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594738985677-UYXM8CEQX9XNN5JXVYTD/KCP+Execution+3.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1596122313548-YH7FRTGFW23165HCHU9U/RightCycle+MoodBoard.jpg K-C Professional - Sustainability program The RightCycle program launched as a recycling system for scientific apparel in North America. After ten years, the program expanded to include other regions and products. This shift provided the perfect platform to refresh the look and feel of the program to more closely align with the Kimberly-Clark Professional visual identity. I evaluated the communication needs and expanded on the KCP brand identity guidelines to more overtly address the specifics of sustainability-focused messaging. The RightCycle identity has been seamlessly updated in tandem with the KCP brand identity updates. It is a successful subset of the overall brand. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737849158-U8GSGC9DVCOF0X0FQD2A/KCP+Exhibit+1.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737847059-1S9JKYM1NJ0JUV2U0C7Y/KCP+Exhibit+2.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737850158-7JBI0N00NASZOZQV2VCY/KCP+Exhibit+3.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737848776-Y4EJ6HGVYC5V7DHQS9LM/KCP+Exhibit+4.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737848013-ZYLAHGLR4RW3WDA3FADK/KCP+Exhibit+5.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737843566-RMSDO5G9BB79RY75QN8P/KCP+Exhibit+6.jpg K-C Professional https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594737849938-VU1F229ACQ43FIDYCM3H/KCP+Exhibit+7.jpg K-C Professional https://www.samzellefrow.com/aussie-big daily 0.75 2020-08-11 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1591753861124-ENEWXXKO06X3BGIMS1MF/Aussie%2BKids%2Bin%2Bsand.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1591753891166-1C80DIZMTGZWZGL90YXC/aussie%252Bmoist.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1591753976785-A8D7R0IYKG350Z0JZ65I/aussie%2Bmen%2B3.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742257691-RD1GRNY24HKS8IQOMC4X/Aussie+Exhibit+1.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742263109-0ZVJCWBBRY7K1XIY7INR/Aussie+Exhibit+2.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742264834-7FYFDWDY1TH2YN3CEPVI/Aussie+Exhibit+3.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742262314-HVJL5H7SZLFOW7AN5LV7/Aussie+Exhibit+4.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742263854-2KEHUM7T5BIHY2CB6TLP/Aussie+Exhibit+5.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742265192-FKCKWAEHWV4FED98IWWQ/Aussie+Exhibit+6.jpg Aussie https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594742265357-ZZRE34QPZH465FLH3WT1/Aussie+Exhibit+7.jpg Aussie https://www.samzellefrow.com/pantene-big daily 0.75 2020-08-11 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750642828-KXCJ1G75UDHQXQZJPLAD/Pantene+Execution+3.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750581712-F2Q5IRU4UB6LYGVBRT0C/Pantene+Execution+1.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750616179-CN0S3JH6Y3WJO8H2JO76/Pantene+Execution+2.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1596122109031-VEI0WYEL9BN0EN4KC4JF/Pantene+Expert+Montage.jpg Pantene - Expert collection Soon after the initial launch of the Pantene Expert Collection, it started to under-perform. Following consumer research, it was determined Expert’s positioning needed to shift to capture a broader audience. I led the packaging and identity refresh. We wanted to leverage the Pantene equity so we aligned with the recognizable base design but purposefully differentiated with an inverted color palette and invested in premium materials and finishes to elevate the value perception. Pantene Expert’s restage was a part of the bigger innovation story that year with customers. Together with other large initiatives, it gained support from the largest retail partners and helped to secure shelf space for the brand. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750492737-BNTUIB6ESHJT3RQ06OGL/Pantene+Exhibit+1.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750492773-6LURUSSOSEEHANBVE0Z0/Pantene+Exhibit+2.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750496627-POEOYXGXIH5L12JYOE6R/Pantene+Exhibit+3.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750497492-5VZJLPRCN223TJUQEZ51/Pantene+Exhibit+4.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750496977-RYIGJJN9DBQQGP75SJ7I/Pantene+Exhibit+5.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750496916-5N0Q3OEK499WQ1L0DN7P/Pantene+Exhibit+6.jpg Pantene https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1594750497919-YFZUHWJWPSNES2MRKR7R/Pantene+Exhibit+7.jpg Pantene https://www.samzellefrow.com/portfolio daily 0.75 2025-01-24 https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1fb1b41d-14d9-45ba-820f-06dc73327263/Portfolio+Banner+Oreo+Stack+BLUE+left.jpg https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611840839661-HZH5PYWA4TV44IFKYHUC/brand%2Bmasthead%2Baussie.jpg Portfolio - Aussie Aussie had not had internal Design support before I joined the team. While I supported the brand, I established brand identity guidelines for the base business and line extensions for men & kids and had the opportunity to translate that to packaging, brand experience online. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611840797864-ND6K2B544MXM7IGEG9B2/brand%2Bmasthead%2Bpantene.jpg Portfolio - Pantene With annual packaging updates, my role on Pantene was primarily focused on pack design, however I had the opportunity to consult and collaborate on digital touchpoints, shelf design and overall brand identity during my tenure working for the brand. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611840867705-LZNT59R2BNC0ESYRMDX1/brand%2Bmasthead%2Bkleenguard.jpg Portfolio - Kleenguard Kleenguard became KCP’s primary PPE (personal protection equipment) brand while I was managing it. With that decision came the complete overhaul and relaunch of the brand with design work spanning digital tools, packaging, sales enablement, video and environment. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611840898147-UO8U8PZ2CPG429FSOE7R/brand%2Bmasthead%2Bwypall.jpg Portfolio - Wypall Wypall underwent a transformation to broaden its appeal from narrowly focusing on industrial segments to offering solutions for all tasks, regardless of segment. The architecture redesign required a renewed pack design strategy and tools to support that rollout that I managed internally as well as externally. https://images.squarespace-cdn.com/content/v1/5e3ef16aef4feb2a8352f106/1611840769754-5HVAPCKST7CBS4KPJ0PD/brand%2Bmasthead%2Bkcp.jpg Portfolio - Kimberly-Clark Professional My time on KCP started at the end of 2017 with the challenge of harmonizing the product brand identities with the parent brand’s. Design work spans the spectrum of touchpoints from environment to revenue marketing to print & digital sales enablement tools.