CBX, NEW YORK NY
As Senior Designer at the New York CBX office Tim leads all aspects of the creative process, from offering strategic insight and conceptual development to brand identity and packaging design for clients such as Clorox, J.M. Smucker, PepsiCo, Keurig Dr. Pepper and Procter & Gamble. Tim’s passion is in corporate identity design, “taking a big idea and expressing it in its simplest visual form.” His work has included modernizing the Clorox identity and packaging, helping to strategically align its portfolio for a global audience; and designing Doritos Flamin’ Hot packaging, which has become the platform look for Flamin’ Hot SKUs across the Frito Lay portfolio since its launch at Super Bowl LIII. Most recently, Tim was an integral part of the bold reimagining of the J.M. Smucker Co. corporate identity.
Prior to joining CBX, Tim was a designer at Group 4 Design in Avon CT working on clients such as Church & Dwight, Panasonic, and Eli Lilly and Company. He has worked with graduate students at NYU Stern Branding + Innovation Consulting Lab, has been featured in Brandweek, Adweek and American Corporate Identity 23, and has won multiple awards including GDUSA, Creativity International, and Transform Awards. Tim has always had a passion for art and design, beginning at a young age when he received an Erector set, using the pieces to create letterforms rather than building structures, to taking senior level design classes as a high school freshman. He graduated from Hartford Art School at the University of Hartford with a BFA in visual communication design, and he lives in Manhattan with his wife and Yorkie.
As a practical matter, has the pandemic changed your workplace and your workflow? Do you expect to return to pre-pandemic ways of working or will any changes become the ‘new normal’?
I miss the energy and culture at CBX. Between the people and the work — it was truly inspiring to walk around and see what others are creating and how they are thinking. But with the events of 2020, the freedom to work anywhere has been a new source of inspiration for me. This “new normal” has also created a balance that allows me to spend more quality time with friends and family (safely of course).
What do you expect 2021 to hold for graphic designers and the design business? Have the challenges of 2020 changed the way you think about your job and career or the role of design and designers?
This year, collaboration is key! Remote working has changed the way we collaborate with people outside our walls. Whether it’s teaming up with folks in our Minneapolis studio, or brainstorming with clients on the other side of the country, our ability to have an instant connection with people is here to stay in 2021 and beyond. The challenges we faced in 2020 have made our connections with people, places and brands extremely limited, meaning our role as visual communicators has never been more important. Whether it’s a social movement, or a box of cereal, it is our job to make sure the message is communicated more clearly and concisely than ever before.
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