DEREK®

DEREK MASSEY /// GREATER CHICAGO AREA & BEYOND

WHAT I DO

For over two decades, I’ve led visual strategy at the intersection of high-craft design and commercial performance. As an agency founder and former PepsiCo design manager, I partner with global enterprise brands and scaling startups to turn visual identity into measurable market share. I specialize in complete end-to-end creative direction, seamlessly bridging physical packaging architecture, high-end commercial photo/video production, and scalable digital platforms powered by modern AI workflows.

CREATIVE DIRECTOR +
BRAND STRATEGIST

[ EXPLORE WORK ]

[ LETS TALK ]

PACKAGING

PHOTO/VIDEO

WEB

25 YEARS BUILDING ICONIC BRANDS.

CREATIVE LEADER BRIDGING BRAND STRATEGY **AND REAL-WORLD EXECUTION. I DESIGN,** SHOOT ORIGINAL STUDIO CONTENT AND LEVERAGE AI TO BOOST SPEED-TO-MARKET WITHOUT SACRIFICING CRAFT.

[ FEATURED CASE STUDIES ]

[ I THINK ]

THE POWER OF CREATIVITY CAN CUT THROUGH ALL OF THE NOISE.

BY MERGING STRATEGY, DESIGN, AND VISUAL STORYTELLING, I HELP BRANDS FIND THEIR EDGE AND DEVELOP A PERSPECTIVE THAT STICKS.

Derek Massey
Beyond the Red, 2026
Handmade wood print, custom frame, and red plexiglass

Beyond the Red began as a deeply tactile exploration, rooted in the physical process of crafting a handmade wood print and a custom asymmetric frame.

Once sealed beneath a red plexiglass overlay, the artwork's meaning immediately shifted, highlighting the tension between raw human production and the slick, detached barrier of a digital screen.

This narrative evolved yet again when it came time to document the work. By capturing the piece through macro photography, the close-up lens abstracted the organic textures and structural imperfections, transforming a tangible, crafted object into an entirely new digital landscape.

[ WHAT I DO ]

HOW I LEAD AND DELIVER

Building iconic brand systems requires more than high-level vision; it takes direct command of the production pipeline. I bridge the gap between VP-level strategy and factory-floor execution, leading cross-functional teams across packaging, commercial photo shoots, and digital channels. By pairing deep technical discipline with modern AI workflows, I eliminate creative friction, protect brand equity, and bring high-ROI visual ecosystems to market faster.

01 : PACKAGING GRAPHICS

02: PHOT0GRAPHY/VIDEO

03: WEB DESIGN

[ DIELINES TO SHELF ]

PACKAGING DESIGN

ELEVATING SHELF PRESENCE THROUGH OWNABLE IP, VISUAL STRATEGY AND PROVEN MARKET RESULTS.

Packaging is where brand strategy meets consumer decision-making, whether on a physical shelf or a digital storefront. Over two decades of creative direction, I have focused on turning standard packaging into distinct, category-defining assets engineered for both retail and e-commerce. By combining structural ideation with rock-solid brand standards, I forge ownable IP out of iconic brand elements using targeted art direction, bespoke photography, and original illustration. The result is a unified product architecture that elevates shelf presence and captivates shoppers across every channel.

The proof of this methodology lies in its real-world performance. In full-line portfolio redesigns for iconic brands like Ticonderoga and Prang, I re-engineered complete packaging systems to maximize visual impact across both retail aisles and online marketplaces. For Ticonderoga, this strategic overhaul elevated brand recognition from 8% to 14% and unlocked an $8M top-line sales increase in its first year post-launch.

PXL GRAPHICS

/// DIXON TICONDEROGA (Packaging & Brand Architecture)

Re-designed entire product line, sub-brand and identity system.
Scaled brand recognition from 8% to 14%.
Generated an increase in sales one year post-launch in combination with other product launches in the product line.