The Concept Gardener: Packaging

After successfully helping brand Nature's Hand Granola (a small Minnesota-based Granola Company) for wider distribution and deeper market penetration, a client came to me with another pet project in consumer packaging. He wanted to develop a snack food product targeting a very specific niche segment: gamers.

The product would be called "Loot" and needed to appeal to the sensitivities of this highly desirable youth group. My art directors and I collaborated in developing 6 bag design concepts. The client took this concept to investors and was subsequently funded.

Promoting the concept required mocking up a variety of promotional elements, including a DVD-ROM card and mag-a-log.

WHY YOU ARE HERE

Chances are you're here to check out some samples of my work. How fortunate - samples of my work just happen to be all over this page!

The samples to your left offer a glimpse of the variety of different kinds of projects I've written and directed over the last dozen or so years.

You'll find a little bit of everything here because, well, that's my strength. Variety. I'm a utility writer singly focused on meeting your communications objectives. No writing assignment is too small, no integrated campaign or branding effort too big. I am here to help you communicate. It's really that simple.

THINK, PLAN, DO

In my experience, there are three types of people in the world: thinkers, planners, and doers.

In the advertising world, the thinkers are the creative types who come up with the big ideas. Planners are the detail-oriented people who figure out a way to get the job done. Doers are the talented folks in the trenches who turn out the end product.

Over the course of my career I have been all three.

I am an independent creative capable of producing a wide variety of concepts for any marketing initiative. I understand the production limitations and complexities of integrating across channels and have managed the development of all kinds of creative initiatives from PURL campaigns to persistency communications to multi-channel loyalty and rewards programs. Finally, working at several small boutique firms, I've always been where the rubber meets the road, executing and directing the execution of results-driven marketing communications.

these other things are not beside the point

PEOPLE RECOMMEND ME!
I come highly recommended and can furnish plenty of references upon request. See below for something nice someone wrote about me on LinkedIn.

I AM FLEXIBLE
I am quite easy to work with, able to work independently without much support or direction, but also function well as part of a team. I can correspond comfortably via email, over the phone, or in person as needed. Totally your call.

I AM EXPERIENCED
I am very comfortable directing the creative process as well, so if you need help coordinating the combination of words and pictures, I can help there, too. Need me to proof something? I can fill in as your extra set of eyes for the day. Want an opinion? I'm not afraid to tell you exactly what I think.

I AM A GREAT RESOURCE
Maybe you just need some new ideas. Maybe you're burned out. Maybe your other resource has hit a wall. Maybe you're digging the vibe in my concept garden. Whatever the reason, drop me a line and let's chat.

BOOKMARK ME!
I also recommend you bookmark this page. If excellence is your goal, why not get it in writing?

FORMER EMPLOYERS AND COLLEAGUES SPEAK OUT!

“From day one of working with Terry, he continues to be, by far, the best concept/copy person with whom I have had the pleasure of working. He posesses an incredible talent for generating concepts along with great heads and subs. Terry doesn't come back with only two or three ideas, he comes back with pages of ideas, which are all on point. Once a concept is selected, Terry takes it through complete execution. He's truly gifted, incredibly talented, and brings fun and excitement to even the most mundane client products and services. When someone can make continuing welding education sizzle, one quickly realized just what a special talent Terry is. In addition, he's a tremendous person and a great colleague with whom to work. After he left Latham, we continually sought Terry out to continue to develop concepts and copy for our clients.”

Greg Wallis , Former Employer

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“I've worked with Terry in both an agency setting and then later in a freelance capacity and he never failed to deliver, or impress. Anytime we needed a solid concept or creative direction, he always came armed with pages of campaignable ideas. He was also excellent at organizing information, so design teams had the direction they needed, and clients had the support documentation that explained the rationale behind our ideas. He's probably the most talented writer I've had the pleasure to brainstorm with, and a savvy marketing professional who really understands how to use words to connect with people. I highly recommend Terry's involvement on any level - as a creative writer, director, or just to bounce around some ideas.”

Kevin Crawford , Former Creative Director

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“I had the pleasure of working one-on-one with Terry for several years. It is a rare opportunity— professionally— to find someone who inspires and mentors the way Terry does. His easy, but focused demeanor allowed me to propel my work to another level. He is engaging, smart and approachable. He is an idea machine guaranteed to come to the table with a sharp perspective on how things work and he teaches those around him to strive for the best results. I have learned a lot from Terry. I feel like I have become a more polished professional, both in my design and in the integrity he has instilled in me. Our collaboration on various creative projects remain the most memorable of my career.”

Joe Koecher, Former Creative Team Member

The Concept Gardener

LOOT

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Terry V. Mertens

EXCELLENCE IN WRITING

WHY YOU ARE HERE

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Follow Me on Twitter: AYNtK

SAMPLE COLUMNS & OTHER PROSE

THINK, PLAN, DO

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these other things are not beside the point

FORMER EMPLOYERS AND COLLEAGUES SPEAK OUT!