Kevin E.

BRAND
Ford STRATEGY, PACKAGING, INNOVATIONS, VISUAL IDENTITY, PROMOTIONS, PRINT, OOH
Professional Credentials!

KEVIN E. FORD
DESIGN MANAGER / CREATIVE DIRECTOR

Professional Credentials
February 2011!

Kevin E. Ford
Professional Credentials!

Kevin E. Ford
Professional Credentials!

Creative Inspiration !
The catalyst for brainstorming or
sourcing emerging ideas and creative
is inspired from new thinking and
designs derived from various industry
categories, agencies consults and
constantly think outside of the box.

Kevin E. Ford
Professional Credentials!

Evaluating Viral Trends!

Evaluating and perceiving emerging viral
design trends is a driving force to my
inspiration, management and direction of
new innovative projects. The diffusion of
new and accepted trends based on
consumer insights and preferences helps
to shape and mold my vision to inspire
purchase intent thru creativity.

SOURCE: Packaging Design Workbook

Kevin E. Ford
Professional Credentials!

Project Creative Briefs!

Brief-to-Retail: Projects begin with
the creation or development of solid
marketing creative briefs capturing
SOURCE: Packaging Design Workbook

the brand essence, brand voice,

brand equities, consumer insights,
promotional content and design
objectives for agency direction.
Inspiring highly creative solutions
requires and begins with the
development of a well written creative
brief. Usage of everyday human
language; not marketing speak that a
designer would not understand.

Kevin E. Ford
Professional Credentials!

BRAND STANDARDS / VISUAL ID SYSTEMS

Miller Lite - Visual Identity Guidelines!

Designed, authored and led the overall foundation and vision for Miller Lite franchise Visual identity
system and brand standards in 2004, 2007 and 2010. The development of this comprehensive system
of brand assets, backgrounds and usage guidelines are the guiding principles enforced and embraced
by the organization, agency partners, distributors and all field personnel. The 2011 Miller Lite Visual
identity guidelines 2nd edition was a key driver in controlling brand equities and was the culmination
and streamlining of existing assets to a new and more consistent set of standards.

Kevin E. Ford
Professional Credentials!

BRAND STANDARDS / VISUAL ID SYSTEMS

Brand Standards / Visual Identity Guidelines!

Designed and led the development of various Brand Standards manuals and Logo guidelines including the recent MillerCoors corporate
Brand Standards based on the 2007 joint venture. Majority of work went into the comprehensive development, care and asset maintenance
of the 2 lead focus brand standards - Miller Lite, Miller Genuine Draft.

Kevin E. Ford
Professional Credentials!

PACKAGING

Miller Lite - Vortex Bottle!

Designed and managed the global
brand re-stage for Miller Lite franchise
Packaging and Brand Identity in 2004,
2007 and 2009 revitalizing the overall
look/feel of the Miller Lite brand
franchise for all ATL and BTL media. In
2011, the launch of the new ML Vortex
bottle innovation, was the recipient of
the regional (US) Mercatus Award
for strengthening mainstream brands
through distinctive positioning and
integrated commercial programs.

Kevin E. Ford
Professional Credentials!

PACKAGING

Miller Lite - Brand Evolution !

Design management of the Miller Lite
Packaging re-design projects from 2004, 2007
and 2009, protecting and strengthening the
brand equities as the brands positioning
evolved. With the addition of Coors Light to the
MillerCoors portfolio of premium light brands,
CL and ML were revaluated to distinctly
different brand positioning statements, hence
bold (new) 2010 primary packaging work has
reinforced the move to emphasize taste and
masculinity.

Kevin E. Ford
Professional Credentials!

PACKAGING

Miller Lite - Aluminum Pint!

Led overall design direction inspiring the (new) 2010 Aluminum 16oz.
Pint bottle based on the brands repositioning of taste and masculinity
within the premium light category. The design approach and
architecture of this new re-sealable (innovative) aluminum structure
captured and supported the brands proposition to reinforce
consumers choice in taste and the new Man UP advertising
campaign reinforcing masculinity .

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Kevin E. Ford
Professional Credentials!

PACKAGING

Miller Genuine Draft!

In 2006, managed and led the team in creative development of the
new Miller Genuine Draft packaging redesign launch supporting a
repositioned franchise to reflect the brands offer of mainstream
sophistication. MGD was premium positioned to be the signature
brand of the company portfolio. Both MGD primary and secondary
packaging won the 2006 Best New Packaging Impact Award. And in
2007, the new packaging was also awarded the prestigious Frederick
Miller Presidents Award for Marketing Impact and Packaging
Excellence for redesigned packaging as well as the SABMIller
Mercatus Award for Global Packaging launch.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Miller High Life !

With a brand steeped in the rich heritage
and tradition as Miller Brewing Co. 1st
major domestic beer developed in 1903,
I managed and led the team in creative
development of the new Miller High Life
packaging redesign launch supporting
the brands return to a classic yet
simplified contemporary look/feel.
Recognized in 2010, the new MHL was
One of America's Best Re-Brands for
primary and secondary packaging.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Miller High Life !

Inspired Brand to re-evaluate and move to a classic
contemporary approach for the 2010 Miller High Life secondary
packaging by losing the clutter and focusing on utilizing existing
equities with the essential tools of bold branding, color blocking,
and elevating of the story and importance of the Girl in the
Moon icon. Leveraging simple recognizable icons for the
Extras- Get the Goods promo packaging was a successful
turnaround from the former extremely busy packaging at retail.

STANDARD

PROMOTIONAL

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Kevin E. Ford
Professional Credentials!

PACKAGING

Miller High Life !

Harking back to Miller High Lifes infamous military
Pin-Up Girl war campaigns, recently led the art
direction and creative development of a series of
Miller High Life Single Serve Pin-Up Girl 24oz. Can
designs featuring three different ethnic American girls
(Caucasian, Hispanic and African-American) to drive
velocity in culturally high-propensity geographic
markets. These new can designs were a integral
aspect of the overall 360 activation.

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Kevin E. Ford
Professional Credentials!

PROMOTIONAL PACKAGING GUIDELINES

Lite / MGD - Promotional Packaging Guidelines !

Presented and led the vision and architecture in the developing a comprehensive set of
promotional packaging guidelines for Miller Lite and Miller Genuine Draft franchises to protect and
maintain consistent brand equities throughout the variety of regional and national promotional
programs. Recent guidelines helped to validate and support the development of superior promo
pkg. in the marketplace efforts in the (ROI) of managing over $25M and 127 successful retail
promo packaging launches that led sustainable growth for the brands promotional sponsorships
towards annual sports/event programs such as NFL, MLB, NBA, NASCAR Racing .

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Kevin E. Ford
Professional Credentials!

PACKAGING INNOVATIONS

Miller Lite - Home Draft!

Designed the new innovative draft product introduction of a 5.7 liter
Miller Lite Home Draft dispensing unit designed to target home use
occasions. This patented home draft unit design was a very
successful breakthrough innovations product launch in 2009
reinforcing the brands taste positioning. As a competitive advantage
against Heineken, this secondary keg container was designed to drive
velocity by selling the unit cold in the cooler zone area in addition to
selling as floor case displays in retail beer caves.

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Kevin E. Ford
Professional Credentials!

PERMANENT POS

Permanent POS / Signage!

Visionary industrial design and brand art
direction of hundreds of 2D and 3D
permanent POS merchandising materials
and signage developed based on retailer
and consumer insights understanding the
channel needs for the various classes of
trade for Miller Lite, Miller Genuine Draft,
and Miller High Life.

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Kevin E. Ford
Professional Credentials!

PERMANENT POS

Permanent POS
Merchandise!
Creative art direction of many
3-Dimensional Perm POS
merchandising prototype items.
Led the visualization based on
branded style guide in addition to
the industrial design direction of
how to develop this new
innovative open cooler
refrigerator unit designed for the
ML Home Draft Keg unit.
Collaborative process of Design
Mgr. leading internal/external
functional groups inspiring fresh
design ideas to fill merchandising
gaps in certain classes of trade.

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Kevin E. Ford
Professional Credentials!

INDUSTRIAL DESIGN

Environmental Design!
Art director / industrial designer of 3D
designs and floor plans for company
brand trade show environments and
various retail class of trade
environments .

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Kevin E. Ford
Professional Credentials!

PRINT

Print / Collateral!
Creative development of many consumer
print ad campaigns with years of
experience in design, art direction,
managing photo shoots, post-production
and prepress knowledge delivering great
results.

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Kevin E. Ford
Professional Credentials!

OUT OF HOME BILLBOARDS

OOH / Signage!
Creative development of many consumer
Out-of-Home ad campaigns and Venue
signage with years of outdoor media
experience in design, art direction, and
innovative 2-dimensional and 3dimensional creative solutions. Utilized
influence management to create change
w/ Brand Mgt. and agencies to best
understand the power of good OOH
advertising and how print often times
does not translate well into this medium.

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Kevin E. Ford
Professional Credentials!

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Kevin E. Ford
Professional Credentials!

PACKAGING

Gatorade!
In 1994, managed and art directed the
packaging re-stage of the worldwide
packaging redesign implementation of
the #1 Quaker Oats franchise, Gatorade
Thirst Quencher brand. The domestic and
international launch was the first
instrumental change to contemporize
Gatorade franchise. This project was also
a structural substrate change from glass
to plastic and while boldly differentiating
an expansion to new flavors reinforcing
the brands #1 thirst quenching
positioning. This global launch was highly
successful and led to years of
sustainable growth.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Gatorade!
The 94 contemporary Gatorade
Packaging re-stage was extended across
the various types of professional (sports)
and consumer packaging formulas,
structures and packaging substrates.

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Kevin E. Ford
Professional Credentials!

PACKAGING INNOVATION

Gatorade Sports Bottle!

Designed and introduced the first plastic
squeezable 20oz. sports bottle for
Gatorade Thirst Quencher brand
targeting the young active lifestyle
consumers . This innovative squeezable
re-sealable bottle design and structure
succeeded in opening a all new segment
w/ in the beverage category.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Ken-L Ration!
Designed and revitalized the
mainstream Ken-L Ration Gravy Train
Pet food franchise for North American
launch to reinforce the big, bold
product of consumer choice and
preference for large dog owners. Art
direction and design of Ken-L Ration
sub-brand extension The Cycle Plan
introducing a nutritional healthy choice
line of product designed for the various
stages of a dogs life.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Quaker Rice Cakes!

In 1993, designed the first introductory
line of flavored Quaker Rice Cakes
packaging designed to attract the healthy
low-calorie alternative consumer. The
bold branding and strong use of color to
differentiate b/w the flavors led to a highly
successful product launch and expansion
to more new flavors.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Pounce Cat Treats!

Designed the introductory line of crunchy
tartar-controlled Pounce Cat Treats
packaging designed to create a new
category of healthy cat snacks to clean
cat teeth. This simple and fun design
approach of introducing 2 natural flavors
was launched initially in various test
markets before national rollout garnering
positive lift and ROI to support national
rollout. Consumer insights supported
rationale in our development of a small
shakable container as the key signal for
pet owners to call their cats for the
medical treat.

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Kevin E. Ford
Professional Credentials!

PACKAGING

Aunt Jemima!
In 93, managed the cultural re-branding
of the Aunt Jemima spokesperson icon
and re-vitalization to produce updated
packaging. Led the design team in
concert w/ consumer insights to embark
on a 40 yr. historical Quaker Oats
analysis of the racial connotations, color,
inflection, tonality and presentation of the
Aunt Jemima female icon which was key
component in developing a positivelyaccepted package design in the
marketplace.

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Kevin E. Ford
Professional Credentials!

BRAND LIST!

Miller Lite

Gatorade Thirst Quencher

Miller Genuine Draft

Aunt Jemima Syrup

Miller Genuine Draft Light

Aunt Jemima Pancakes

MGD 64

Rice-A-Roni

Miller High Life

Quaker Puff Rice Cereal

Miller High Life Light

Quaker 100% Natural Cereal

Milwaukees Best

Quaker Capn Crunch Cereal

Milwaukees Best Light

Quaker Rice Cakes

Ken-L Ration Gravy Train
Ken-L Ration Kibbles N Bits
Pounce Cat treats
Snausages

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Kevin E. Ford
Professional Credentials!

KEVIN E. FORD
7626 W. KNIGHTSBRIDGE DRIVE, MEQUON, WI 53097, 414-350-3563 KEVIN.FORD@MILLERCOORS.COM / KEVINEFORD@ATT.NET