Global Design System

Sealed Air Food Care

Sealed Air Food Care is an international food packaging company. So when we were tasked with launching a new ad campaign, we needed a design system that would work globally and for several different types of messaging. I set the initial look and design system for this campaign and art directed other designers in its implementation across all media types, as well as a thorough style guide and set of templates for our network of global agencies to use to continue the campaign in their areas. My goal for the look was to achieve a model-like glamor shot for the animals to juxtapose with their ironic quotes about looking fresh in the packaging. Sealed Air Food Care offers packaging products as well as services and equipment products, so their messaging can take many forms and has varied needs in their advertising. So I created three layout options for messaging types and three main color uses to differentiate between types of products and offerings. These I initially laid out in single page print ads to establish the system of looks, and then applied to digital uses. The style guide introduces the system and elements, provides examples, grids, and messaging layout for the most common print and digital sizes globally. It also includes detailed designer notes to ensure the templates are used correctly, down to the size of the registration marks, appropriate scaling tactics, and glamour shot retouching tips. The print ads below have since been run in multiple meat publications.