FROG
BRANDING PACKAGING PRODUCT NAME DEVELOPMENT COLLATERAL ADVERTISING CAMPAIGNS POINT-OF-PURCHASE TRADE SHOW DISPLAY VIDEO
BRANDING EXPLORATION
FROG, maker of hot tub and pool sanitizers, is part of King Technology’s growing portfolio.
One of the main objectives of the packaging redesign was to evolve the FROG brand toward a more mature look. In the end, legacy won out. The classic FROG logo was refreshed and the color palette refined. Even so, the exploratory journey remains a valuable chapter in the brand’s evolution.
Spring 2021, FROG celebrates 25 year anniversary. This campaign highlights the people — employees, representatives, dealers and consumers — that made the success of FROG products possible. To create awareness and generate inclusiveness, FROG25 proposed and created. Tapped Picture Mosaics to build the mosaic.
All strategy and creative were designed by yours truly. However, elements were handed off to client’s in-house team.
FROG25.COM MOSAIC
MOSAIC CLOSE-UP
PRINT AD
2019/2020/2021 B2B FOR FROG @ease
CYA (cyanuric acid) Campaign
PRINT AD + TEE-SHIRT + TRADE SHOW DISPLAY
When Fun Meets Strategy
Every so often, you get that rare chance to pitch an idea — fingers and toes crossed — hoping it’s the one. This time, we got lucky.
CYA. Not the acronym you’re thinking of, but the real troublemaker: Cyanuric Acid. This toxic element wreaks havoc in hot tubs, leaving water cloudy, itchy, and in a frustrating cycle of drain–refill–repeat. While complaints mounted, no one addressed the true culprit. Why? Because most hot tub sanitizer manufacturers had no solution.
Fortunately, FROG did — with @ease.
This B2B campaign was part tutorial, part salesmanship, spanning print, video, and trade show displays. The challenge? Tackling an uncomfortable industry truth without alienating partners. The answer: a splash of humor. With it, the campaign broke the silence — and made waves.
The @ease product name was developed by yours truly in 2014.
CYA Creative partners: Scott Jorgensen for the word-love and Harry Pulver for the wondrous illustration of our Ele-tubby.
FROG HOT TUB SANITIZERS REDESIGN HIGHLIGHTS
FROG @ease I FROG Serene I FROG Maintain I FROG Jumpstart
PRODUCT NAME DEVELOPMENT BRANDING PACKAGING ICONOGRAPHY PHOTO ART-DIRECTION B2B AD CAMPAIGNS
“Cuc has been a trusted extension of our Marketing team since 2014 and has been instrumental in our success! She has a keen ability to dial into the strategic questions at hand and works to simplify the complicated noise we often face. Cuc delivered compelling designs and impeccable execution for our spa rebranding efforts. Her insights into market trends and what works in art design are spot on. Cuc will always do what we ask but before hand she will make us think and stretch our horizons beyond the norm or our comfort zone. While others create art, Cuc creates an experience that’s thoughtful and has great impact.”
— Jackie & Lynn