In 2021 the Riccar brand of high-end vacuums shifted its marketing strategy from tech focused to luxury & lifestyle focused, and a new style guide was needed. I updated the style guide to reflect this new approach, with brighter photo standards, updated graphic elements, new fonts, and a new guide to product cosmetics.

Part of the style guide project involved updating of the brand's product catalog, which lists all of the vacuums in Riccar's line. This project involved yearly updates and the development of a new layout, iconography, updated photography, and tie-ins with new campaigns.

This video was produced with two messages in mind: celebrate the release of a limited edition vacuum for the 20th anniversary of their signature technology, and to show how Riccar has made a commitment to American manufacturing and job creation. For this video we went on location to the factory and interviewed actual line workers who build the vacuums to give a human face to the message. I was the director, camera operator, and editor.

I was the sole designer for the launch campaign for the Spirit line of vacuums. I designed the logo and product cosmetics, along with the red and white motif which reflects the design of the vacuum. I also designed various marketing collateral including flyers, posters, spec sheets, digital ads, and the product manual.

During the Riccar rebrand, I developed a new guide for designing logos and cosmetics. Prior to this the logos and names were typically not designed with the rest of the product line in mind. I used this opportunity to create a sleek, high-end visual language where the logos include motifs that represent the product.