Ticonderoga
Industry:
Consumer Goods / School & Office Supplies
Services:
Branding / Web Design (UX/UI) / eCommerce Design / Digital Marketing & Social Media Assets / Photo Art Direction
I collaborated with Ticonderoga to update their brand identity and online digital presence. The scope included designing a new brand website, an eCommerce Amazon storefront, social media and photo art direction.
Ticonderoga Website Redesign
The Ticonderoga flagship website was completely revamped with a modernized look and feel, high-impact imagery, and a refreshed color palette. Every header, visual component, and digital feature was concepted and art-directed to elevate the brand's online presence while streamlining the user experience.
Key Features & UX/UI Elements
"Pencil for Everyone" Interactive Hub: Designed an intuitive navigation tool that displays all product collections in a single view, enabling users to easily compare lines, select their favorite, and jump straight to product details.
Product Anatomy Marketing Concepts: Originated the campaign concepts and diagrams for both the "Anatomy of the World’s Best Pencil" and "My First Pencil," transforming core product features into engaging visual sales assets.
Sustainability & History Pages: Built out full-scale dedicated pages detailing the brand's commitment to eco-friendly manufacturing, responsible wood sourcing, and iconic historical heritage.
Amazon Storefront
The Ticonderoga Amazon storefront was refreshed with a new branded look and feel to better align with the brand’s updated packaging. The entire store was revamped with high-impact imagery and a modernized color palette, elevating the online shopping experience while keeping the iconic pencil front and center.
View the Ticonderoga Amazon store HERE.
Branding Refresh & Online Assets
Anatomy of the World’s Best Pencil
To give the classic Ticonderoga pencil a modern digital upgrade, I pitched the idea to map out its "anatomy"—treating an everyday classroom staple as if it were a living, breathing object. I designed the "Anatomy of the World’s Best Pencil" visual asset to call out key details against a blueprint grid. This original marketing concept turned a familiar product into a sharp, visual sales tool that quickly communicates quality and craftsmanship to prospective buyers.
Social Media
In support of the website and eCommerce redesigns, a flexible library of branded digital assets was created for social media, email marketing, and extended campaign touchpoints. Custom photography and visual concepts were created to highlight the product lineup, blending strategic design elements to establish a modernized visual style that feels distinctly Ticonderoga. By incorporating soft, rounded design motifs, the digital content directly mirrors the primary packaging graphics while maintaining a playful, trusted tone of voice across channels.
Product Photography Art Direction
I got up close and personal with the Ticonderoga product line to focus on every fine detail. I art directed macro photography of each product, highlighting the fine craftsmanship and visual assets that are distinctly Ticonderoga.
