JEN GEROSO

I was assigned the task of creating a design for new product development with the concept of “writing in the sand.” The design needed to be applied to many themes including tropical, cityscapes, and National Parks.

Goal: To create a design that could be applied many different ways, quickly and consistently among all members of the art department.

I decided to use Photoshop for this design in order to get a more realistic look while still utilizing most of our existing Illustrator art. I searched online for different methods of creating the look, then proceeded to create the PS brushes and PS actions required. The action program allowed all artists to replicate the design with one click. I also wrote detailed instructions and created a design template for the other artists to work off of for maximum efficiency.

The designs were approved by the sales and marketing departments, sampled, and featured in that year’s new product line. They were presented at numerous trade shows and were ultimately produced for companies such as Bubba Gump Shrimp Co.^TM, Shark Reef Mandalay Bay, and Denali National Park.