MICHAEL CRUTCHFIELD
CREATIVE DIRECTOR /// DESIGNER /// ILLUSTRATOR
WORK
SUCH A 4-LETTER WORD UNLESS YOU LOVE WHAT YOU DO.
WORLD’S LARGEST PRINGLES™ DISPLAY
Utilizing a sense of retailtainment within a key market in California, the world’s largest Pringles™ display at Walmart was built. Creating a world of flavorful architecture with some of America’s most iconic buildings and structures, we created a unique destination that became a check-in spot on social media and gained such popularity the Walmart sold out of two weeks of inventory in three days.
WALMART™ AUTO CARE CENTER REDESIGN
Located in Lowell, Arkansas, this test store received an entire redesign from the inside out, with architecture and technology that has yet to be fully rolled out nationally.
Walmart’s Auto Care Center was redesigned to extend the visual language of the rest of the store by introducing color and helpful auto care tips to shoppers. The overall look and feel holds a more inviting, organized, and simplified direction. Deadline: One day.
Initial look of the store redesign located in Pleasant Grove Crossing, Lowell, AR. Focusing here on the grocery ceiling signage, I worked closely with NYC’s Saatchi & Saatchi to extend this look into the Auto Care Center.
Department entrance. As shoppers enter, they see an introduction of visual communication that sets it apart from the rest of the store.
The Battery Center was designed to be more clear and simplified, carrying through the overarching visual language with colors of distinction.
Checkout station was redesigned to be more ADP compliant with two checkout locations on either side and animated video monitors above.
Colors combine with helpful auto care tips for shoppers as they engage with the department.
Simple signage that carries the brand voice as you exit the store.
Team Hope
WALMART IN-STORE REDESIGN
Pamona, California
​
As thousands of children and youth flee the desperate and dangerous conditions of the Northern Triangle (Honduras, El Salvador & Guatemala) to seek a better life in the United States, Team Hope is there to give them safety, care, shelter and hope during their temporary stay. In conjunction with the Cherokee Nation and the US Government, Team Hope wanted to create an insightful brochure that could easily showcase their mission of safe, quick unifications of children with families and loved ones.
​
​
Plano, Texas
​
Total in-store layout redesign that incorporated a new visual language that included all signage 8' and above, complete with principle photography and store navigation.
This new experience included new lighting above produce and new structures for wine and spirits. Vertical navigation bars were strategically placed within each department, clearing up previously blocked sight lines from across the store.
FALL/HOLIDAY PACKAGING FOR BOUNTY™ PAPER TOWELS AND PUFFS™
Both regional and national packaging for the P&G brands. The initial designs were done for Puffs and sold as a 2-pack during the fall holiday season. The “curiosity killed the cat” concept also carried through to both Bounty™ Paper Towels and Bounty™ Quilted Napkins.
National packaging for Puffs™ that included both Basic and Ultra Soft & Strong. All designs carried through the perimeter of the package. A skating chipmunk, a bundled up, skiing penguin and a Prancer just for Puffs. :)
WINTER/HOLIDAY PACKAGING FOR PUFFS
VIDAL SASSOON™ PREMIUM BRAND: NATIONAL/INTERNATIONAL DISPLAYS
Working directly with P&G’s Design Team in Cincinnati, OH, I created this new look and feel for their revised packaging for their premium line. The larger displays would live in the more specialty shops (i.e. Dillard’s cosmetic department) while the more standard executions would be applicable to retailers like Walmart and Target. All designs were used as a guide for the national and international rollouts for all agencies of record and supporting agencies to use as a guide.
Wendy’s™ Packaging: National
My team and I were called in to secure the Wendy’s client with a 3-day turnaround and only two things to leverage: their newly revealed logo and the new, modern look of their physical store. Our solution was to bring in the simplicity of Frank Lloyd Wright-inspired architecture and hero Wendy herself, calling it “The Quality Recipe”. Allowing color and form to represent the brand with a fresh “boldness” and a brand language that was more simple and conversational, we were able to stand out from the competition and reflect the overall brand in a positive way. This work saved the client for the agency and continues to live nationwide in the Wendy’s locations today .
WALMART TO GO, Bentonville, AR
Working closely with Walmart, my team and I helped create their first effort into the convenience store channel. Logo design and internal brand language development were requested and we took it to the finish line within a busy weekend.
European Autospecialist
Building brand awareness for a local automotive shop, an award-winning ad campaign was created along with a billboard that was so successfully disruptive that it had to be taken down after three days due to the traffic accidents it was causing.
Febreze™ Limited Edition Spring Collection
Limited Edition Spring Collection
Combining the tactics of engaging, in-store execution with the reach of digital, this work successfully raised awareness of the Spring Scents campaign.
Febreze Limited Edition Spring Collection
Febreze Limited Edition Spring Collection
Febreze Pumpkin Bliss Native Ads
Within a minimum budget, a series of native ads were created to introduce the new Febreze scent of Pumpkin Bliss.
As the North American Design Director for the shopper marketing agency Saatchi & Saatchi X, my team and I were put in charge over Chapter 12 “Diamonds in the Mine” of Kevin Roberts’ book, Lovemarks: Expanded Edition. This chapter focused on what shopping is and what its experiences should and can be. If you’re not familiar with the book, here are a few of the spreads to view.
Jabba the Hutt
Star Wars Celebration 2019 Exclusive
Probably the most fun I've had designing a package in my whole career. Sadly, it was killed due to timing with the manufacturer. Ugh.
Elements of development
Pokemon Poke Ball Popcorn Popper
Add a little whimsy to your kitchen with this Pokemon Pokeball Popcorn Maker. It's as easy as catching a Magikarp! When all else fails...this Pokeball Popcorn Maker will catch 'em all - kernels, that is.
Wolverine's Corn on the Claws!
If Wolverine is your spirit animal, then Corn on the Claws is the cooking accessory you’ve been waiting a painful eternity to possess. It’s time to let your inner beast out at your next cookout. ‘Nuff said.
​
~ Highlighted on Comicbook.com
Home pages for thinkgeek.com, an online retailer for 20 years.
