The Hershey Company Corporate VIS Refresh

The Hershey Company is known and loved as an American institution through our leading confection brands. Like other corporate brands born from a product brand, our established visual assets weren’t telling the full story about our vision, to be a leading snacking powerhouse.

With our growing salty snacks business, it was time to refresh our visual and verbal corporate assets to represent the breadth of our business, the diversity of our people, and our big opportunity for growth today and tomorrow.

Agency : CBX

Creative Director : Madison Schreyer

Mike’s Hard, known nationally for their Lemonade, wanted a website that would ladder up to their digital campaign slogan: “Opening the Brighter.”

Mike’s Hard is a brand the prides themselves in fueling self-expression and targets millennial men aged 25-30 that “never take themselves too seriously.” With that in mind, the goal for the creative team became designing a site that was simple, playful, and light hearted. A collaboration with cross-functional teams (those creating materials for other media) ensued and the result is a really fun website that’s an integral part of a seamless cross-channel experience for Mike’s Hard visitors.

A functionality proposal was provided, but development for the site was completed internally by the client. Due to time constraints some intended functionality has not been developed. Final product can be viewed at mikeshard.com.

Associate Creative Director : Heather Border

Art Director : Madison Schreyer

Senior Interactive Designer : Marisa Grotte

Copywriter : Danielle Koch

After launching mikeshard.com, the client came back to us to re-skin their existing storefront. We were tasked with making the shopping experience feel like the updated site and easier for the user to shop.

View the live shopping experience here.

Associate Creative Director : Heather Border 

Art Director : Madison Schreyer

* PSA: After final creative delivery the developing team decided to go with different plug-ins than what we designed against, so the client opted to change some of the user experience to fit within those limitations. Just incase you happen to click between experiences, there are discrepancies. We worked directly with QA, dev and the client to make sure the updates made sense for the user and their dev resources.

Develop promotional emails for biweekly deployments.

As a digital agency, invitations to holiday parties have been historically digitally-focused; however, this year we wanted to create a more tangible experience and build excitement around the upcoming event. The selected theme “Oh, What Fun” is both a nod to the holiday season, but also to the feeling we experience daily as an agency when our team gather together. Our Holiday Party is our chance to gather together to celebrate our wins throughout the year and thank the employees for their dedication and hard work. To that end, we wanted to evoke a sense of warmth and cheer intended to foreshadow the “magical winter night” ahead by including a small gift that literally provides both warmth and cheer: spiked hot chocolate and marshmallows.

Small kits were created containing a jar filled with hot chocolate and marshmallows and a bottle of either Bailey’s or Jameson. The biggest challenge was, of course, creating a design that worked with both bottles, but our team was up to the task. Live pine sprigs were included to create a sensory experience and further evoke the sense of holiday (these entries have been replaced with faux branches for durability). Finally, gold foil stamping on the invite was used to tie everything together and add an element of glitz and glamor. 

Creative Director : Kathe Flynn

Art Director : Madison Schreyer

Develop a digital invite, snapchat filter, and poster for our annual summer party.

Develop promotional deployments for Loews Hotels.

Creative Director : Kathe Flynn

Art Director : Madison Schreyer

Junior Designer : Austin Solinski

Copywriter : Danielle Koch

Creative exercise for team :  Create a December holiday promotional email that sells the Charge 2 to existing Fitbit owners as gift to themselves and to others.

All together the creative team executed 9 promotional email concepts to present to the client. 

For the two concepts shown, my responsibility was art direction and production of the email layout and in app creative.

Associate Creative Directors : Heather Border and Jamie Gray

Copywriters : Emily Gunn and Danielle Koch

Responsible for art direction and execution of assets for use on blog and social platforms.

Distributed to key partners at conferences and workshops.

Responsible for creative art direction and assuring assets met the needs of the marketing and partnership teams.

Digital download for students to learn more about the perks of StraighterLine. Objective was to design a quick, scannable guide that made it easy to digest the content.

Responsible for creative execution of .com assets and art direction of photo shoot. Worked with the women's brand team, women's apparel team, in-house photography studio and eCommerce merchandising team to create a new shopping experience for women to buy pants online.

We wanted the page to make the user feel like they were trying on the pants themselves, and we accomplished this by having an interactive fit guide at the top of the page. Once the user clicked on a pant, a modal would flood the module and a model would walk across the area and turn, so the user could see how the fabric moved and fit in action.

To round out the experience, we shot specially merchandised outfits for users to shop the entire look. To ensure all departments involved were meeting sales goals for the quarter.

Responsible for art direction of landing page, creative execution, providing on-set direction for model shoot and assuring all assets met the merchandising needs for the .com refresh.

Responsible for: asset selection, design, and assuring merchandise plans were met and on schedule.