Specialties & Additives

Creative Direction, Branding, & Content Strategy

As the creative lead behind FN-INK’s Specialties & Additives, I directed a team of designers, writers, and content creators to develop a bold, cohesive, and industry-defining brand experience. From the creative direction to impactful packaging design and an industry-leading go-to-market (GTM) strategy, every element was crafted to make an impact.

  • A jar of FN-INK™ Gold Metallic screen printing ink with a black and gold label, opened with a white spatula sticking out. The ink has a shimmering gold tone.
  • A jar of FN-INK™ Puff Additive for screen printing with a white and red label, opened with a white spatula inside. The additive appears off-white in color.
  • A jar of FN-INK™ Pearl screen printing ink with a blue and white label, opened with a white spatula inside. The ink has a pearlescent finish.
  • A jar of FN-INK™ Stretch Additive for screen printing with a green and white label, opened with a white spatula inside. The additive appears light in color.
  • A jar of FN-INK™ Silver Metallic screen printing ink with a black and silver label, opened with a white spatula inside. The ink has a shiny silver tone.
  • A jar of FN-INK™ Barrier Black screen printing ink with a black, red, and yellow label, opened with a white spatula inside. The ink appears deep black.
  • A jar of FN-INK™ Curable Reducer for screen printing with a green and white label, opened with a white spatula inside. The additive appears light in color.

Branding That Demands Attention.

FN-INK Specialties & Additives were designed to bring artwork to life. Screen printers needed more than just color; they needed inks that could stretch, puff, shimmer, and shine to match the creativity of their designs. The branding had to reflect this, showcasing exactly how these inks would look and perform on a finished garment.

To achieve this, I led the creation of bold, print-focused product logos and packaging that merged digital precision with physical screen-printing techniques. Every label was crafted with a tactile, real-world aesthetic, mimicking the way the ink would appear in action. The result was packaging that didn’t just sit on a shelf, but spoke directly to printers, inspiring them to push creative boundaries.

CREATIVE DIRECTION

Show, Don’t Tell:

With FN-INK Specialties, the creative direction wasn’t about explaining what each ink could do; it was about showing it in full, tactile use. Every label and logo was designed to look and feel like the final print, using a mix of digital design and real-world screen print techniques to replicate effects like puff, shimmer, stretch, and texture.

We didn’t design labels; we crafted art to jump off the shelf like it had just come off a press. Every detail was made to stop a printer mid-scroll or mid-shop and say, “That’s exactly what I need.”

The visual language leaned hard into FN-INK’s DNA of rebellious, raw, colorful, and fiercely independent. FN-INK Specialties are conversation starters, designed to live as loud online as they did on the shop shelf.

Industry Leading Strategy

Creating Demand by Design

Launching FN-INK’s Specialty Ink line was about more than putting products on shelves; it was about building momentum, sparking curiosity, and positioning FN-INK as the go-to brand for innovation and affordability in screen printing. I led the development of a bold, multi-channel go-to-market campaign that blended high-impact video content, real-world demonstrations, and visual storytelling to showcase each ink’s creative potential. We transformed product launches into cultural moments through engaging social media content and collaborations with influential printers, while targeted email and digital marketing efforts delivered education-driven messaging that converted interest into loyal, long-term customers.

A social presence that feels like a movement, not just a brand.