When it comes to POP displays and retail packaging, eye-catching graphics and brilliant designs make all the difference. Often, it’s the difference between someone picking up your product and placing it in their shopping cart or passing it by without a second glance. That is why our Graphic Designers are such an important part of what we do here at Landaal Packaging.
Our Senior Graphic Designer, Brandy Krapohl, has been the driving creative force for Landaal for the past several years. Her thoughtful designs and attention to detail echo the values of our organization and really come through in her work and her everyday life.
- Brandy, tell us a little bit about yourself and how you ended up at Landaal Packaging. What were you doing before you landed here?
I’ve been working in marketing and graphic design for the past 20 years. Previously, I worked for the American Cancer Society Great lakes Division (Indiana and Michigan) as a graphic designer. It was a very fulfilling job, but I couldn’t swing the hour-long commute every day. My husband’s co-worker gave me the tip that Landaal was looking for a graphic designer. That was over five years ago and the rest is history.
- How much has the graphic portion of the business grown since then?
I would say the POP display and graphic portion has grown a lot. When I started we only had one printer (the Arizona 360) and now we have three! Since then we have hired another full time Graphic Designer and a contract Graphic Designer to keep up with the work.
- What is unique about being a Graphic Designer for a packaging company?
Originally, my background was in publishing, so it was a great learning curve for me. It’s fun working on a display from scratch and then seeing our final work presented in-store.
- What approach do you take when you’re given a new design project?
If a client provides me assets, I may start by asking for their artwork guidelines, what their demographic is, and where the displays going are to be placed. If I get to create from scratch, I will try to sit down with the client and ask them standard questions, like color, wording, and what ideas they have. Then I will try to render a few rough concepts. Hopefully, the client picks one and we work forward from there.
- Are you generally given pretty strict guidelines or do you have a lot of creative freedom?
A majority of the time the client will provide their own artwork. Occasionally I’m able to come up with my own concepts and work with a designer when creating the display. I’m hoping that as the POP division grows, there will be even more creative opportunities.
- What are some of the challenges you’ve had to overcome in your role?
The restriction of certain printers, print presses and substrates can be challenging. It’s a learning process always. I try to ask a lot of questions with client and designers.
- Fill in the blank: Working at Landaal is ____.
Challenging and fun. Time restraints can sometimes be stressful but when you see the final product it is very rewarding. I also enjoy the people I work with which makes my job fun!
- What are some of your interests and hobbies outside of the office?
I love to spend time with my family. My kids, Desmond and Morrison, are my world. I love to travel and go to festivals and concerts. I’m a huge Pearl Jam fan and probably one of the only U of M fans in the company. J