Lock Labs

Overview

As the Lead Graphic Designer at Lock Labs, I played a pivotal role in shaping the company's visual identity, branding, and marketing strategies for its cutting-edge locksmithing tools. Unlike other market leaders in the space, Lock Labs tried diversifying by leaning heavier on common media tropes and identities that their typical consumer base would latch on to. For example, the AutoProPAD is a nostalgia grab to the vaporwave, retro-futurist, and cyberpunk genres of the 80s and 90s while The Black Widow Key Cutting Machine had motifs of old monster movies, and classic American film.

Product Launch Success: AutoProPAD G3 & G3 Evolution

Designed the flagship launch visuals for the AutoProPAD G3 Core and Evolution, positioning them not only as must-have-tools in the industry but as cost leaders as-feature rich as its competitors. I drew on a rainy and dark futuristic cityscape like the Bladerunner series, AI generating the visuals and mix-and-matching what I liked via ComfyUI and Adobe Photoshop. In addition to this, I created a suite of online advertising images for the launch (hero banners, skyscraper banners, square ads, you name it). Below is as-featured on a locksmithing website:

Going further, I designed the packaging, physical print materials, flyers, tradeshow collateral, shot the product photography, wrote product copy + descriptions, and made the logo for the product. Anything and everything to go out to the market had my hands and eyes on it. I believe that's what led to its successful product launch and it being lauded as a cheap, but capable tool in the hands of locksmiths internationally.

Brand Identity: The Black Widow

Took The Black Widow Key Cutting Machine from a generic black widow spider to have iconography and visual finesse calling back to vintage Americana - apple pie, black and white film, giant monster movies in the theatre. With this brand overhaul came a new suite of logos, badges to go on the machines, and marketing material pivoting to this new aesthetic. The intention stemmed from not only trying to differentiate ourselves in a market saturated with "macho-men esque" "badass" names like "The Maverick," and "The Bull," with something a little more rich in visual storytelling.

The logo, the machine badges, and the UI of the app went though several iterations before coming to an acceptable state. The result was a striking product that established itself boldly and recognizably against its competitors with something to say. That The Black Widow has a storied past as a "Made in the USA" product, from an American team of developers who harken back and take design inspirations from the past into the present and beyond.

The Black Widow eventually went on to become the best selling product at Lock Labs, shipping products to distributors all over the country.

Results

• Strengthened Lock Labs' diverse product identities, making their products instantly recognizable against its competitors.

• Enhanced customer engagement through compelling digital and print marketing.

• I played a pivotal role in several success product launches, supporting sales, and intercommunicating with several different disciplines to see the launch(es) into fruition.

Overall, my formative experiences at Lock Labs shaped my ability to build high-impact visual campaigns, structure out the necessary marketing deliverables to support a successful campaign, and drive results home. This was one of my key successes, being able to help brands sell a story and experience, capture audiences attention with bold designs, and achieve growth.