ULTIMA Tree
The ULTIMA Tree was an extensive project born from direct customer feedback. By analyzing consumer surveys, we identified a clear demand for a tree that prioritized adjustability and intuitive assembly. I helped to lead this concept through the entire lifecycle, moving from initial ideation to final production by leveraging my multi-disciplinary expertise in graphic design, product photography, and video editing.
Step 1
Design the ULTIMATE Tree
The General Foam Plastics marketing team set out to engineer a tree that addressed the three primary pain points identified in our consumer surveys: ease of assembly, adjustable height, and compact storage. We translated these needs into functional design features, including umbrella-style folding branches, secure screw-in sections, and custom protective wraps for long-term storage.
Step 2
Design a Logo
Anticipating future brand expansion, we established ULTIMA as the core identity, using a stylized tree icon to specify this inaugural product. My goal for the wordmark was a clean, sans-serif aesthetic with sharp features; Futura provided the perfect geometric foundation. I integrated the tree graphic directly into the 'A' to create a cohesive silhouette, finishing the brand with a palette of classic holiday green, a warm golden star, and a sophisticated silver-gray for the typography.
Step 3
Take Product Photos
To support marketing and packaging requirements, I led the creative direction for the ULTIMA Tree lifestyle photography. Based on trending holiday aesthetics, our team curated three distinct themes: Rustic Seaside, Classic Red & Gold, and Modern Teal & Blue. Operating with a lean $300 budget, I maximized resources by utilizing local environments and hand-wrapped props to stage the scenes. I captured a comprehensive suite of high-resolution imagery that became the visual foundation for our packaging, social media, and digital marketing collateral.
Step 4
Social Media Marketing
With the marketing collateral finalized, we shifted focus to consumer engagement and lead generation. I collaborated with the marketing team to execute a multi-channel strategy that included targeted social media graphics, influencer outreach via holiday bloggers, and a creative sweepstakes video campaign. For the sweepstakes, I spearheaded the production of a stop-motion series featuring GFP’s iconic blowmolds in a narrative about 'Mrs. Claus’s New ULTIMA Tree.' I managed the entire creative pipeline—from scriptwriting and storyboarding to principal photography, voiceover recording, and final video editing.
Step 5
In-store Marketing
To complement the in-store floor models, I designed Free-Standing Display Units (FSDUs) to communicate the ULTIMA Tree's unique value propositions. Positioned alongside the product, these units served as interactive touchpoints where customers could engage with the brand. The design featured 360-degree high-fidelity imagery and an integrated pull-down tab system, providing a tactile way for shoppers to discover deeper technical details and assembly features.
Step 6
Sell on QVC
The comprehensive development and marketing efforts culminated in a strategic partnership with QVC. The ULTIMA Tree earned a featured segment on their national broadcast channel and was integrated into their e-commerce platform. Following this high-profile debut, General Foam Plastics (GFP) officially recognized the ULTIMA Tree launch as a commercial success.
