Burt’s Bees
2021

Senior Designer: Paul Badalamenti

Objective:
Launch a “Limited Edition” sustainability-led product innovation that connects into the heritage of the brand and leverages the current trend of late 80’s, and early 90’s nostalgia.

Shown:
Conceptual thinking and renderings

Adam Levine MEN'S Exclusive Brand Launch
Store Experience Concept and Signage Design

Clients: Kmart, Shop Your Way® Brands,
NY and Star Branding http://www.starbranding.com

Creative Direction: Aimee Babcock
Art Director: Paul Badalamenti

Project included the Integrated Retail Interior Design Team, Fixture Designers, Construction, Print Procurement, Photo Studios, Celebrity Representation and  Shop Your Way® Brands Apparel Designers, and resulted in the delivery of a dynamic customer experience for the exclusive launch of the Adam Levine MEN'S brand apparel for Kmart.

Shop experiences included Augmented Reality triggers on all signage, in-store digital and social engagement mechanisms, video, and Italian-inspired, multi-departmental visual merchandising. The SYW celbrity brands are projected to deliver combined sales of over $200 million annually.

Burt’s Bees Holiday Packaging
2022-24

Senior Designer: Paul Badalamenti

Objective: Develop a creative thematic for Holiday that that embodies the brand purpose by connecting the shopper to the beauty of nature. Find inspiration from nature while being something the shopper is proud to gift to friends, family, and colleges. Nature’s vibrancy should shine through in a creative, fun, youthful, and joyful way.

2024 Burt’s Bee’s Advent Calendar
2024 Burt’s Bees National Holiday Packaging
2019 Joy From Nature Conceptual Design

Connected Solutions Flagship Store - San Bruno, CA
Store Experience Concept and Signage Design
Client: Sears | Connected Solutions

Creative Direction: Aimee Babcock
Art Director: Paul Badalamenti
Design Manager: Beth Vitale

Project required fluid communication with multiple marketing channels, and the design process included coordinated efforts from Integrated Retail Interior Design, Fixture Design, Construction, Space Planning, Print Procurement, Digital Signage and Motion Graphics, and UX and IT teams, working together collaboratively. These efforts resulted in the first-of-its-kind flagship shop for Sears that will influence the format for the roll-out of this IoT shop concept.

ADDITIONAL EXAMPLES:
Connected Solutions
Store of the future
Automotive Refresh

Learn more here:
"SEARS UNVEILS CONNECTED SOLUTIONS"

Valassis Digital / MaxPoint
Worked directly with Sales and Marketing teams to create multiple independent touchpoints to interact with customers and expand the company’s innovative technologies.

Digital Campaigns included:
Email blast
Landing Page
Microsite
Downloadable eBooks
Interactive Presentations
Digital Signage

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2017

Hidden Valley X Burt’s Bees
2024

Creative Direction: Paul Badalamenti
Senior Designer: Margie Drechsel
Photography Direction: Julian Perpignano

Objective:

Photography: Tony Pearce
Woodcut Illustration: Margie Drechsel

BRIEF
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CHALLENGE:
Design Cup-A-Joe's next tee shirt!

Requirements: No more than two colors are allowed. Please keep it family friendly. All Artwork must be original. Submit your design by Sept. 1st and our awesome baristas will pick 3 finalists and you, the community, will choose your favorite design on Sept. 8th! Winning design wins $100 gift certificate and their winning design on the new Cup-A-Joe shirt!

RESULT:
BDCo.’s hand-drawn illustration chosen as the winning t-shirt design. HERE

IDEA:
A Cup-A-Joe traveler cup is hugged by the Occoneechee Mountains and the Carolina oak trees. To complete the composition, the Eno river takes you on a journey as it wraps the cup and exits as an airplane into the Hillsborough sunset. 

MEDIA:
notepad and pencil
Micron pens

Burt’s Bees
2020

Creative Direction: Carl Mazer
Senior Designer: Paul Badalamenti
Graphic Designer: Dorota Moniuszko
Photography Direction: Julian Perpignano

Objective:
Launch baseline portfolio of Men’s Facial Care products from brand synonymous with “natural” personal care to provide a unique alternative to current Men’s Care brands that the consumer is looking for.

Positioning:
A line of gentle, natural personal care products that protect the long-term health of your skin because they are formulated with effective natural ingredients like Aloe and Hemp Seed Oil, known to moisturize skin and leave it feeling healthy so you can look your best.

Photography: Tony Pearce

Burt’s Bees
2020

Creative Direction: Carl Mazer
Senior Designer: Paul Badalamenti
Graphic Designer: Dorota Moniuszko
Graphic Designer: Mariko Harashima
Photography Direction: Julian Perpignano

Objective:
Launch of a CBD platform that focuses on on-trend ingredient and natural souring story.

Positioning:
CBD products are expanding into several different categories, with consumers associating CBD with pain, anxiety/stress, and inflammation relief. Clinical studies show promising results for CBD’s unique benefit to treating acne by controlling oil and reducing inflammation. As a result, reducing acne is the top face care benefit consumers associate with CBD.

Photography: Tony Pearce

Vogue International, LLC.
Brand, Packaging, and Print Campaign
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Concept to creation, the launch of a new hair care brand with worldwide success. Responsible for branding, packaging, print, and Shopper Marketing and Web.

ADDITIONAL EXAMPLES:
Organix
Special Effects Stylers

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2008

MaxPoint Diced charity cookoff hosted by Richard Blais, Bentonville, AR.

Event Experience, Branding and Signage Design
Client: MaxPoint, Marketing, and Events

Event Planing and Development: Liz Brown, Caroline Watts
Art Direction and Development: Paul Badalamenti
 
Art Direction and Style Guide Development for a new Marketing activation affecting all visual touchpoints from the ground, up. Worked closely with the Events team to develop a digital and print campaign including, email blast, landing page, event signage and social. Style Guide design was also applied to digital signage at the entrances, food and drink locations, and center stage.

ADDITIONAL EVENT EXAMPLES:
DICED
SHOPPER MARKETING

Photography by: Photography by Beth Hall Photography

2013

MuscleMeds is a leading muscle building supplement manufacturer based out of New Jersey.

In the fall of 2013, MuscleMeds held a design competition. The lucky winner won $500 in supplements and was placed in a top publication. I was that lucky winner.

It's not often that two separate, personal interests collide. But my passion for bodybuilding and design finally came together. I met Kai, Mr. Olympia runner-up, in person and he signed my winning ad. A fantastic experience that all started with an idea.

”Thoughts become things.”
-Kai Greene

Nicki Minaj Exclusive Brand Launch
Store Experience Concept and Signage Design

Clients: Kmart, Shop Your Way® Brands,
NY and Star Branding - www.starbranding.com

Creative Direction: Aimee Babcock
Art Director: Paul Badalamenti

Project included the Integrated Retail Interior Design Team, Fixture Designers, Construction, Print Procurement, Photo Studios, Celebrity Representation and  Shop Your Way® Brands Apparel Designers, and resulted in the delivery of a dynamic customer experience for the exclusive launch of the Nicki Minaj brand apparel for Kmart.

Shop experiences included Augmented Reality triggers on all signage, in-store digital and social engagement mechanisms, video, and Italian-inspired, multi-departmental visual merchandising, created and managed style guide creation for internal channels and nationwide campaigns. The SYW celbrity brands are projected to deliver combined sales of over $200 million annually.

Burt’s Bees Face & Body Bar Soaps

Bar Soaps will offer her a premium experience by delighting the shopper with on-trend benefits, like moisturization, and natural ingredients from a trustworthy brand. Due to the driving growth of natural bar soaps, Wal-Mart asked Burt’s to develop natural bar soaps in five varieties.

Detoxifying Charcoal & Honey Bar Soap
Sensitive Oatmeal & Cotton Bar Soap
Burt's Bees Energizing Coffee & Cacao Bar Soap
Nourishing Honey & Shea Bar Soap
Renewing Avocado & Green Tea Bar Soap

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2018

Burt’s Bees
2019

Creative Direction: Carl Mazer
Senior Designer: Paul Badalamenti
Photography Direction: Julian Perpignano

Objective: Refresh the existing body lotion portfolio to align closer to the Brand Architecture refresh. Allow for the consumer to easily differentiate between the two categories, body and face care.

Positioning: Hand & Body Lotion is $2B category that focuses on basic moisturization for healthy skin. Consumers prioritize lotions that are fast-absorbing, non-greasy, and provide long-lasting moisture, and have a pleasant scent. Target consumers are looking for “healthy-skin” options, with trends around Sensitive skin solutions.

Photography: Tony Pearce
Woodcut Illustration: Kent Barton

Burt’s Bees
2024, 2022, 2018

Creative Direction: Carl Mazer
Senior Designer: Paul Badalamenti
Senior Designer: Margie Drechsel
Photography Direction: Julian Perpignano

Objective:

Photography: Tony Pearce

Brand, Packaging, and Print Campaign
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Concept to creation, the launch of a new hair care brand exclusive to Walgreens and Target. Responsible for branding, packaging, print, and Shopper Marketing and Web.

ADDITIONAL EXAMPLES:
VitaminShampoo

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2008

Food Bank of NC, and Burt’s Bees
A day of service, team building, and learning
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Brief
The annual Culture Day event serves as an immersion into the Burt’s Bees Culture for new hires and a recommitment to Culture for current employees.  Each year the event has a different theme that addresses current needs of the business and the surrounding community.

Event Goals
Understanding of food insecurity issue in our community and ways they can help.
Understanding of the magnitude of our country’s food waste issue and ways they can help.
Have a sense of strong team and pride in working for Burt’s Bees

Deliverables
Develop a theme branding, copy, logo, event signage and digital campaign.

Burt’s Bees Intense Hydration Face Care
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2018

Burt’s Bees
2018

Creative Direction: Carl Mazer
Senior Designer: Paul Badalamenti
Photography Direction: Julian Perpignano

Objective:

Photography: Tony Pearce
Woodcut Illustration: Kent Barton

Burt’s Bees Spring Lip Balms
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2018

Identity Design
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2017