Creative Direction at McMaster-Carr
Setting visual and editorial direction across product, brand, and internal tooling—translating a century-old industrial identity into a coherent contemporary system.
Direction
Establishing tone, typography, and a shared visual language that could hold across catalog, marketing, and interface surfaces.
System
Art direction for photography, motion, and layout, plus the guardrails that let cross-functional teams produce on-brand work independently.
Draft copy & placeholder imagery — pending final details from J. G. Singhal.