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Smug - A New Kerry Product
Project Type
New Brand Advertising Campaign Design
Date
2024
Role
Lead Designer / Storyboard Artist / Graphic Design
Client
Smug Dairy
Employer
Sweet Shop Productions
As Design Lead, Storyboard Artist, and Graphic Designer for Smug Dairy, I played a pivotal role in shaping the visual identity and marketing assets for a brand committed to creating sustainable, healthy, and delicious dairy alternatives. Smug Dairy’s innovative product range, blending dairy with oats to reduce saturated fat and carbon emissions, required an art direction that not only communicated these values but also resonated with a health-conscious audience.
Key Contributions and Responsibilities:
Brand-Heavy Art Direction: Spearheaded the visual direction of Smug Dairy’s brand identity, ensuring all assets—whether digital, print, or video—were aligned with the company’s core values of health, sustainability, and innovation. This included crafting a modern, approachable visual style that reflected Smug Dairy’s mission to reduce carbon emissions and promote healthy living.
UI and Digital Assets: Developed UI design assets for Smug Dairy’s online presence, ensuring an engaging and cohesive user experience across all digital touchpoints. These designs maintained a fresh, clean aesthetic in line with the brand’s commitment to sustainability.
Storyboarding and Video Narrative: As a storyboard artist, I created visual storyboards that mapped out the narrative flow for video campaigns, effectively communicating Smug Dairy’s product benefits. My work translated the company’s goals of reducing saturated fat and promoting a healthy lifestyle into cinematic sequences that captured attention while educating the audience.
Brand Campaign Development: Led the development of creative assets for Smug Dairy’s product launch campaigns, including promotional materials and video content. My design approach emphasized the unique selling points of Smug Dairy’s products—such as their vitamin-enriched butter, cheese, and spreadable butter alternatives—while highlighting the eco-conscious and health-forward aspects of the brand.
Print and Social Media Graphics: Designed impactful print materials and graphics for social media campaigns, ensuring consistent messaging that communicated Smug Dairy’s dedication to both personal and planetary health. These assets were tailored to engage with a wide audience across various platforms, including print ads, social media posts, and digital banners.
Cross-Platform Brand Consistency: Ensured the Smug Dairy brand maintained a cohesive visual language across all channels, creating a seamless experience for consumers whether they were interacting with digital or physical materials.
Collaborative Teamwork: Worked closely with the creative team, directors, and other stakeholders to bring the Smug Dairy vision to life. My role involved problem-solving and offering design solutions that would resonate with the target audience and align with the brand's values.
This project allowed me to leverage my skills in art direction, storytelling, and design to create a unified visual presence for Smug Dairy. The work I produced played a key role in communicating the brand’s mission of offering healthier, more sustainable dairy alternatives while reinforcing its presence in the marketplace.









