Branding - Web - Campaign
Landaal Packaging
Overview
Landaal Packaging is a third generation packaging manufacturer with decades of experience delivering custom corrugated packaging and retail display solutions. While the company had built a strong reputation, its brand no longer reflected the innovation, expertise, and strategic partnership it offered customers. The opportunity was to modernize every aspect of the brand, from its positioning and messaging to its visual identity and digital experience, creating a stronger foundation for future growth.
My Role
As Art Director, I led the creative direction for Landaal's brand transformation, partnering with strategists, copywriters, developers, photographers, and the client to redefine how the company communicates its value. My role included brand strategy, visual identity, website design, creative direction, content production, and ongoing campaign development over a three year partnership.
Approach
We began with an in depth discovery process, conducting research, stakeholder interviews, and competitive analysis to better understand Landaal's business, customers, and long term goals. These insights helped uncover opportunities to reposition the company from a packaging vendor to a trusted strategic partner.
Together, we established the brand archetype, refined the company's positioning, developed a stronger brand voice, and crafted messaging that better communicated its expertise and customer first approach. This strategic foundation guided the evolution of the brand and created consistency across every customer touchpoint.
From there, I led the creative direction for a complete visual identity refresh, including a redesigned logo, brandmark, tagline, typography system, color palette, and supporting graphic elements. I also directed the website redesign, developing the information architecture, wireframes, and user experience to create a more intuitive journey while showcasing the company's capabilities, products, and expertise.
To further elevate the brand, I helped art direct new brand photography and homepage video production, creating a library of visual assets that brought the brand to life and reinforced its modern identity.
Our partnership has continued well beyond the initial rebrand. Over the past three years, I have led ongoing integrated marketing initiatives including digital advertising, email campaigns, social media content, landing pages, search marketing, and print collateral. Every campaign is built upon the strategic brand foundation established during the rebrand, helping Landaal strengthen customer relationships, increase brand awareness, and support long term business growth.
Outcome
The transformation positioned Landaal as a modern leader in the packaging industry while honoring the legacy of its family owned business. The refreshed brand identity, website, and ongoing marketing efforts created a cohesive customer experience that continues to evolve with the company. The work has also been recognized with multiple industry awards, including a Silver AIVA Award for Brand Identity, a Silver AIVA Award for Website Visual Appeal, and a Gold Award for B2B Social Media Campaign.
I’m always open to new opportunities and collaborations.