heather gutierrez

First Leaf is a boutique marketing firm helping young companies lay a foundation for success – from brand building to marketing strategy to go-to-marketing plans.

Project
Visual Brand Identity 

Role
Art Direction
Design

Project
Wedding Invitation
Event Graphic Design

Credits
Paper Event, Printer
Brian Bossany, Photographer
Marit Williams, Floral Photographer
Ashley Fox Designs, Floral Designer + Event Stylist

Peruvian Restaurant, SF
www.frescasf.com

Project
Brand Identity

Role
Design

Project
Direct Marketing, Circular

Agency
Schawk Retail Marketing

Role
Art Direction

Lucas & Lewellen Vineyards is a small, premium, estate winery located in Santa Barbara County, California. Mandolina Wines is their award-winning line featuring estate grown Italian varietals.

The vineyard needed a brand identity to introduce their new line of Italian varietal wines. This included everything from the logo and label to the print collateral and tasting room design. The challenge was to develop an identity where the old world meets the new world in a fresh, modern way. It needed to have a strong shelf presence and stand out against other Italian varietal wines on shelf.

Project
Brand Identity and Package Design

Role
Design

When Kmart needed a campaign for their Back to School season, our team was tasked with creating a campaign that would elevate their brand and inspire their customer, establishing Kmart as THE destination for Back to School style and supply must-haves.

My role involved leading the the campaign’s creative development including photo art direction, graphics, digital, print, and in-store marketing.

Project
Back to School Campaign

Objective
Launch a comprehensive Back to School campaign centered around meeting customers' evolving needs for the Back to School season.

Scope
Campaign Development
Art Direction
Photo Art Direction
Location Scouting
Print
Digital
In-Store Marketing

Role
Art Direction
Photo Art Direction

Agency
Schawk Retail Marketing

Contributors
Jim DeYoung, Creative Director
Deirdre Boland, Associate Creative Director

Project
Logo, Package Design

Role
Design

Agri-Access, a subsidiary of Compeer Financial, provides secondary financing for agriculture operation loans across the United States. Agri-Access’ unmatched expertise in agriculture plus their collaborative approach enables them to deliver unique financing options to lenders.

I was commissioned to lead a brand refresh initiative for Agri-Access. This included elevating their key brand elements: look and feel, logo, photography, color palette, tone of voice; Establishing brand guidelines, assets and templates for print and digital communications; Designing/art directing printed materials.

agri-access.com

Project
Brand Identity Refresh

Scope
Visual Identity
Brand Guidelines + Templates
Print Materials

Role
Art Direction
Design

Agency
Bader Rutter

Contributors
Erin Pine Moore, Creative Director
Brenda Neigbauer, UX/UI Designer

NousDecor is an online destination offering professional interior design services to consumers wanting to translate an aspirational look into an actual space in their home.

The startup’s founders commissioned me to bring their company’s story and identity to life. Defining nousDecor’s primary audience and early brand discovery was key to determining the voice and personality. The reflection of the consumer drove the creative direction that ultimately resulted in nousDecor’s distinct visual brand identity.

Project
Visual Brand Identity 

Role
Art Direction
Design

Credits
Joluvian, Illustrator

Creative direction for Kmart's back-to-school campaign

Brand identity for PharmaTrust, a boutique specialty executive search firm in biopharma recruitment.

Project
Brand Identity

Role
Design

Brand discovery, logo and original website design for the launch of NousDecor, a design site offering a start-to-finish interior design solutions

nousdecor.com

Creative/Photo art direction of product and lifestyle photography used across all categories and marketing channels

Creative direction of Shutterfly’s holiday catalog and gift guide

Led holiday campaign photo direction for all categories and marketing channels

Creative direction of brand photography for all categories and marketing channels

Blue Seal, a subsidiary of Kent Nutrition Group (KNG), is a trusted and preeminent regionally focused animal nutrition brand in the United States.

I was commissioned to lead a brand refresh initiative for Blue Seal. This included elevating their key brand elements: look and feel, photography, color palette, tone of voice; Establishing brand guidelines, assets and templates for print and digital communications; Designing/art directing printed materials.

Project
Brand Identity Refresh

Objective
Refresh and redefine the visual language and identity of the Blue Seal brand in a way that feels genuine and resonates with their audience.

Scope
Brand Identity
Art Direction
Brand Guidelines + Style Sheet
Print Materials

Role
Art Direction
Brand Design

Agency
Bader Rutter

Package design, illustration and brand identity for Mandolina Wines of Lucas & Lewellen Vineyards

Brand refresh and guidelines

Brand Guidelines

Package design for Eno Wines, a boutique winery producing small batches of Pinot Noir, old vine Zinfandel, Grenache, and Syrah from world class and undiscovered vineyards.

Concept and art direction for video showcasing Compeer's financial expertise, born out of the unique relationships that they have and how they are able to help their customers.

Agency: Bader Rutter
Photography/Video: Adam Ryan Morris