MICHAEL LORTZ
Knack-Tile-Wider.png

Knack Branding & Identity

At Knack, I worked as lead designer and creative director in charge of refreshing the brand identity and focusing on the purchaser/customer experience. I managed a team responsible for creating and delivering assets for all print and digital needs. I regularly collaborated with peers in leadership to find opportunities in technology, processes, website experience. Ongoing projects included: seasonal campaigns, brand photography, video, brand packaging, private label packaging, ads, social, and emails. I developed guidelines and standards to enhance brand recognition and increase customer engagement.

 
 

Knack ART DIRECTION & DESIGN

During my tenure at Knack, I led initiatives aimed at enhancing brand identity and customer experience, aligning with strategic goals to drive engagement and loyalty. As the brand Art Director and Principal Designer, I managed a cross-functional team, overseeing the development and delivery of assets for both print and digital channels. I established guidelines to strengthen brand recognition and collaborated with internal stakeholders and external partners to execute campaigns effectively.

 

Branding
Positioning
Visual Identity
BRAND Guidelines
Packaging Design
Typography
User Experience
Interface Design
Integrated Campaigns
WEB DESIGN
PRODUCT DESIGN
EMAIL
SOCIAL

 

 

LOGO & IDENTITY

 

BEFORE

AFTER

 
 

Brand Guidelines

Knack brand guidelines
 

GIFT Packaging Experience

CUSTOMIZABLE MESSAGE CARD

 
 

Brand Collateral Examples

Knack Pinterest ad
Knack gift unboxing
 

WELCOME EMAIL SERIES

 

BRAND VIDEO AD

 

ADS DESIGN VARIATIONS BASED ON DATA

Knack banner ad
 

BRAND ECOSYSTEM

 
Knack collateral wall
 
 

BRAND IMAGERY

Knack gift grid
Knack graphic illustration