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K.FRASER

Senior Art Director


K FRASER          Senior Art Director  
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THE CONTAINER STORE : WELCOME TO THE ORGANIZATION

Brand Refresh // Brand Campaign // Social Engagement

We reorganized the most organized organization on the last most organized day of the century – with a new brand refresh, inclusive campaign and a TikTok challenge kicked off by Drew Barrymore – by asking the world to #ShowUsYourDrawers.

FEATURES & RECOGNITION


You Can’t Stop it, you can Only Hope to Contain it
The Container Store’s new logo – Why the brand is updating
The Container Store Gives Organizing the Studio 54 Treatment

PR Daily’s Campaign of the Year 2022
PR Firm of the Year
Strategy of the Year Best Use of TikTok








LOGO REDESIGN AND BRAND REFRESH

To make the brand feel a bit more inviting and more adaptive to mobile and web, we updated the logo for the first time in 40 years and created a new friendly icon to go alongside it.





BRAND CAMPAIGN AND SOCIAL CHALLENGE

To change our perfectionist persona, We created a campaign to launch on 2/22/22 - The last most organized day of the century, welcoming everyone to organization. Then we took to TikTok with a challenge that acknowledged the first step to joining The Organization was admitting we all have organizing to do, tapping self-proclaimed hot mess Drew Barrymore and the perfectionist personas of Marie Kondo & The Home Edit. 






ART DIRECTORKymberli Fraser
DESIGNER: Daniel Quay
COPYWRITERS: Matt Klugman, Andrew Singleton, Jacob Neuenswander
CREATIVE DIRECTORS: Kellyn Blount & Greg Hunter

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Work           About           Contact           Resume