Concept Sketching & Storyboarding

Bringing Ideas to Life

As a Principal at Newell, I faced a unique challenge presented by the leadership team of the Baby business segment. We needed to develop concepts for primary display panels on packaging and in-store product display fixtures. With limited time and no available imagery or renderings of the products, we had to find a way to provide visual direction to external vendors responsible for photographing visuals for the primary display panels (PDP).

My Creative Director and Design Manager asked if we could solve the problem by using hand sketches and storyboards. They believed that combining specific details with these visuals would offer the necessary direction. Drawing upon my passion for illustration and comic books, I saw an opportunity to apply my artistic skills to create rough sketches and storyboards that would serve as a visual guide.

However, ensuring consistent quality across the team's sketches proved to be a challenge. Styles and capabilities varied, with some sketches being basic line drawings lacking depth and detail.

To address this, I took it upon myself to create initial sketches based on the listed products. My aim was to showcase areas of improvement by incorporating the right amount of detail while being mindful of time constraints. These sketches didn't need to be masterpieces; their purpose was to convey key elements inspired by my years of studying comic book panels. Depth was conveyed through the strategic use of gray tones and line weights to imply perspective. Movement was captured by showing the intended model's gaze and reaching gestures, directing the viewer's attention. Context was provided through the inclusion of settings, and the intended emotion was portrayed to ensure authenticity in the final photography.

Once this initial phase was complete and our team had the necessary materials to move forward, we embarked on phase two: teaching our team how to sketch using this style as a benchmark. We wanted everyone to understand that anyone can draw—it's a matter of muscle memory and practice. Encouraging constant repetition and providing tutorials, tips, and tricks fostered improvement and created a cohesive platform for better critique and collaboration moving forward.

Through concept sketching and storyboarding, we brought our ideas to life, bridging the gap between imagination and execution, and ensuring clear direction for our vendors. This collaborative process not only enhanced our visual communication but also empowered our team to develop their sketching skills and contribute to the creative process.

CREDITS

Creative Direction: Wynnona Francis
Role: Principal | Illustrator