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Kindle Fire / Kindle Fire HD Packaging, Lab126 Brand System

It’s one thing to develop a cool concept; quite another to see it through to the end. Working at Lab126 was all hands-on. We didn’t source out any development or production, which did mean more work but ensured the quality we envisioned was carried through to the buyers. This resulted in my management of photo shoots, production, and on-site press checks to keep the images beautiful, the blacks all matching across various substrates and finishes, and the product the level of quality that is expected from Lab126. The industrial design intention for the Kindle was for the device to disappear in your hands, leaving the consumer with a content-focused experience. This principle was first in my mind when designing for the Kindle Fire and Kindle Fire HD; the device was a rich black, so the packaging was a rich black. The content is the first thing they see. A spot-gloss was applied to the device and screen to emphasize the gloss in the device, and a soft touch finish on the background sealed the deal. My initial concept for the Kindle Fire HD was to wrap the image around the packaging, allowing the customer to have a more engaging experience instead of the traditional flip from front to back. The image leads you to the back panel instead of living independent of it. As well as the primary devices, I also designed packaging for the myriad accessories; from case packaging to cable wraps to power plugs, the design elements extend to maintain the same look and feel. While at Lab126 I took on the role of brand manager for the entire company. This meant designing and managing everything from business cards and stationery to recruiting posters, giveaway products, t-shirts, messenger bags / backpacks, and more. I became the go-to girl for all brand and marketing needs, a role I enjoyed immensely on top of my design role within the industrial design group.

Project Roles
Art Director, Designer, Producer, Retoucher
Company
Amazon
Skills
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Art Direction, Cat Herding, Conceptual, Design, Language: Dutch, Language: English, Language: French, Lifestyle, Maintaining Schedules, Management of Teams 1-10, Packaging Design, Post-Production, Print, Project Management, Retail, Retouching, Sketching, Technology
Media
Brand Identity, Branded Content, Branding, Industrial Designs, Packaging, Products - Physical, Retail Designs, Visual Designs
Project Industries
Hardware, Lifestyle, Packaged Goods, Retail, Technology
Kindle Fire / Kindle Fire HD Packaging, Lab126 Brand System
Kindle Fire / Kindle Fire HD Packaging, Lab126 Brand System
Kindle Fire / Kindle Fire HD Packaging, Lab126 Brand System
Kindle Fire / Kindle Fire HD Packaging, Lab126 Brand System