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Name:
Amy Heller

Company:
amyHELLER design

Job title:
Principal

Duties:
Visual Brand Building via
Identity development
Collateral
Packaging
Web design
Advertising
Catalog design
Photo art direction
Photo styling
Visual merchandising
Copywriting

Practising since:
1993

Country:
United States

City:
Olympia, WA

Web:
www.amyhellerdesign.com

Email:
Amy

Selected client list:
Paws Gourmet, Inc.
Progressive International, Corp.
Red Horse Brand

Success story:
Paws Gourmet, Inc.

Create an identity that would define epicurean gourmet canine treats. A brand that potentially could be showcased in the Neiman Marcus catalog or showcased on Oprah Winfrey's "Best of" show.

Look at the product, old world copper riveted baskets. Use/create a dog that was equally 19th century. Bring copper (reminiscent of copper pots in the gourmet kitchen) into the logo and use letterform that was whimsical yet gourmet to give an imagery that is rustic epicurean and still have canine appeal. This same process was brought into the website, and letterhead program, as well as the visual merchandising of baskets and all photo direction.

Neiman Marcus is very excitted about the brand and is going to feature the product in the 2004 Christmas catalog.

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