Chris Roberts

Brand designer for MSR (Mountain Safety Research). Responsible for package design (graphic and three dimensional form and structural), product graphics, information graphics, point of sales and tradeshow displays, retail signage, marketing collateral, print production, basic front-end web design comps and digital advertising. Also worked with other Cascade Designs brands including Therm-a-Rest, SealLine, Platypus, PackTowl and E-Case. • Part of a multi-channel brand campaign that completely changed brand language and strategy. • Led redesign of all MSR packaging (over 250 SKU’s), drastically improving visibility, brand experience and sales. The new look and messaging served as the backbone of brand standards. • Responsible for product graphics on multiple brands. Gained knowledge of materials and manufacturing processes working directly with Industrial Designers and Engineers. • Helped lead an extensive brand discovery process that included competitive audits, interviews with retailers like REI, and presentations. A clear plan of strategic action was accomplished. • In charge of MSR consumer experience and exhibits design. Planned and assisted at snow and summer outdoor industry tradeshows, staying up to date on trends, competition and partners. • Art directed and managed all product photography for packaging, catalogs and website. • Created and art directed illustration in multiple styles. • Mastered ECO process, detailed manufacturing proofing system and time management.

Part of a six member retail design team that designed and collaborated on a wide range of projects including in-store signage, collateral, direct mail, print and digital advertising, apparel graphics and packaging. Over arching responsibility was to move the Eddie Bauer brand forward. • Created signs and banners that brought people in to the store, helped them find ways to desired merchandise and created a comfortable environment for them to make new discoveries. • Designed shopping bags and identity for semi-annual sale events. This was enthusiastically received by the CEO and became a major part of a re-branding initiative. • Created packaging brand guidelines for licensing partners such as Target and Babies“R”Us.