Stiff competition cannot match the creativity found at Western. The American Advertising Federation holds a student ADDY Awards competition every year. The ADDY Awards Competition is a national awards program that is designed for college students. Student works are judged locally and can move up through regional and national judging. Jeremy Todd, a Missouri Western Senior Graphic Design Major, recently received a Student Silver ADDY during the 2013 Kansas City American Advertising Federation’s Addy Awards Ceremony. Winning an Addy Award is considered to be the highest honor in advertising, and the Kansas City area is one of the most competitive. The judges of the competition are professionals in the field of advertising, so Todd’s submission was evaluated by professionals that are where he wants to be.
Todd is a product of the Missouri Western graphic design department and is a hard working student. Todd really cares about the work that he puts out. He is very meticulous when he works. “[Todd] has a very good work ethic, talented designer, but very modest about how good he is,” fellow graphic design major Shelby Hughes said.
“He is quite exceptional, creative and prompt. [Todd] really pays attention to the audience. Todd is very in tune with client needs,” professor Teresa Harris said. “He is accomplished in a lot of different disciplines. He’s very good in illustration, great in graphics, but he also is very proficient in photography and print-making.”
Many of the disciplines that Todd is proficient in were needed to create the advertising packaging project that won Todd the Silver Addy.
The project that Todd submitted for the Addy Awards was a packaging project, packaging what the consumers see on the shelf. Todd’s objective was to create the most creative and captivating packaging for the brand “Duffle Tea.”
Todd’s Addy-winning design was a multi-piece branding and packaging, named “Duffle Tea,” which included logo creation, a business and identity system, packaging items and printed collateral. As described in Todd’s press release, the packaging for the brand has the concept of travel by packing all the items needed in a single compact duffle bag. There are tins of loose-leaf tea and the duffle bag comes with a creative tea bag and instructions for packing.
“I put a lot of work into it. I’m not exactly sure how much time it took. It was all hand sewed and screen-printed. The little container I used had fabric on it and I had to screen-print onto that so it took quite a bit of time,” Todd said about what went into his award-winning packaging.