One of my first assignments at Jasc was to develop new packaging for their flagship product Paint Shop Pro, a PC-based paint and photo-editing software program. The corporate objective was to grab a larger share of the market, which was dominated by Adobe Photoshop. To that end, a clean, structured and recognizable package design was called for. This was to include a new branding for the corporations products (in the form of a black box logo in the upper left corner of all packaging and promotional materials) as well as illustrations which clearly explained many of the key features of the product, with particular emphasis on digital photography tools. Earlier versions of product packaging and identity relied upon the image of a young woman as a sort of sub-trademark and this was carried through in subsequent generations of products.
Art Direction: Andrew Dolan