Karrie Nitsche

Creative Director / Art Director / To create communications that truly reflect the personality of the brand

Bay Area, CA and beyond!

I focus on keeping the brand's identity fresh, strong and alive.

Jelly Belly sales catalog

  • Sales catalog — covers
    Sales catalog — covers
  • Photo Direction—photographer Jonothan Woodward
    Photo Direction—photographer Jonothan Woodward
  • These images were shot in 2015 for Jelly Belly. Their photo library was dated and needed quality images to reflect their quality product. Photo Direction—Me. Photographer Jonothan Woodward
    These images were shot in 2015 for Jelly Belly. Their photo library was dated and needed quality images to reflect their quality product. Photo Direction—Me. Photographer Jonothan Woodward
  • Sample of my photo direction abilities. I've been fortunate in having the opportunity to work with the best shooters in the industry. They are not all displayed on my site, but through the years I've gained so much from each and every one of them. With that comes a life long friendship and connection. Grateful!— Carin Krasner photographer
    Sample of my photo direction abilities. I've been fortunate in having the opportunity to work with the best shooters in the industry. They are not all displayed on my site, but through the years I've gained so much from each and every one of them. With that comes a life long friendship and connection. Grateful!— Carin Krasner photographer
  • Photo Direction— Me. Carin Krasner photographer
    Photo Direction— Me. Carin Krasner photographer
  • Photo Direction—photographer Jonothan Woodward
    Photo Direction—photographer Jonothan Woodward
  • Photo Direction—photographer Jonothan Woodward
    Photo Direction—photographer Jonothan Woodward

Jelly Belly packaging

  • Photo Direction—photographer Jonothan Woodward
    Photo Direction—photographer Jonothan Woodward
  • Gift bag redesign for chocolate covered jelly beans.
    Gift bag redesign for chocolate covered jelly beans.
  • Gift bag redesign for chocolate covered jelly beans.
    Gift bag redesign for chocolate covered jelly beans.

M8trix Casino

  •  Matrix casino, concept 1. Pitch work for Englebrect Advertising. Referencing their competition and the type of advertising they were doing, we thought a strong graphic and statement, type of advertising would lend itself to Out of Home, print and interactive. One of two campaigns pitched.
    Matrix casino, concept 1. Pitch work for Englebrect Advertising. Referencing their competition and the type of advertising they were doing, we thought a strong graphic and statement, type of advertising would lend itself to Out of Home, print and interactive. One of two campaigns pitched.
  • I was the writer on both of these campaigns with help from Greg Englebrect
    I was the writer on both of these campaigns with help from Greg Englebrect
  • Campaign pitch — 2. This concept is based on giving Matrix a real personality. It's demographic is primarily 25-35 year old males. The architecture there is interesting as well as the interior surfaces and textures. I included elements from the inside as well as the exterior architecture with indications that this is a fun and kinda "sexy" place to hang out.
    Campaign pitch — 2. This concept is based on giving Matrix a real personality. It's demographic is primarily 25-35 year old males. The architecture there is interesting as well as the interior surfaces and textures. I included elements from the inside as well as the exterior architecture with indications that this is a fun and kinda "sexy" place to hang out.
  • website campaign 2
    website campaign 2
  • website campaign 2
    website campaign 2
  • Streaming video inside casino
    Streaming video inside casino

EmblemHealth

  • Microsite.
    Microsite.
  • EmblemHealth brand launch NYC — EmblemHealth provides care for people who work for the City. Firemen, Police and various City workers. What sets Emblem apart is its promise to connect with the individuals they take care of. They truly are more than an insurance company and deliver on the tagline "What care feels like". We wanted to get that across in a big way — especially since that is not the normal experience with health care. We had a huge presence upon launch in NYC. Wild postings, building wraps and banners, a microsite that provided insite to the employees that work there and set them apart. The voice was heard and the brand was born and recognized.
    EmblemHealth brand launch NYC — EmblemHealth provides care for people who work for the City. Firemen, Police and various City workers. What sets Emblem apart is its promise to connect with the individuals they take care of. They truly are more than an insurance company and deliver on the tagline "What care feels like". We wanted to get that across in a big way — especially since that is not the normal experience with health care. We had a huge presence upon launch in NYC. Wild postings, building wraps and banners, a microsite that provided insite to the employees that work there and set them apart. The voice was heard and the brand was born and recognized.
  • Out of Home NYC
    Out of Home NYC
  • As ACD at Mullen, myself and writer Rodney Raftery launched the EmblemHealth brand to NYC.
    As ACD at Mullen, myself and writer Rodney Raftery launched the EmblemHealth brand to NYC.
  • Online banners.
    Online banners.
  • iPad ad, it plays video from microsite.
    iPad ad, it plays video from microsite.
  • Print campaign
    Print campaign
  • Brand Guidelines for EmblemHealth
    Brand Guidelines for EmblemHealth
  • This is EmblemHealth, in a nutshell.
    This is EmblemHealth, in a nutshell.

San Diego State University Alumni magazine and website

Aria Hotel

  • I was happy to work with David Stolberg on this campaign. We had worked together at Riney for years on the Steve Wynn hotel work. This was pitch work done for our past Marketing Director John Scheduler. A lot of fun to work with them again. Freelance.
    I was happy to work with David Stolberg on this campaign. We had worked together at Riney for years on the Steve Wynn hotel work. This was pitch work done for our past Marketing Director John Scheduler. A lot of fun to work with them again. Freelance.

San Diego Natural History Museum

  • The San Diego Natural History Museum was going through a major renovation. In order to fund the effors we (Stoorza Advertising) were to create a folio that housed the renovation plans and goals. The peice was conceived by Craig Fuller (CD) and I, as the Art Director, made it come to reality. Working with illustrators, photographers and the librarians at the facility to make it happen. The museum housed thousands of steel-lined engravings that were so old, they were out of copyright. We were able to incorporate them as appropriate. Stunning. The piece won several ADDY's and including a Gold. It was also highlighted in CA magazine.
    The San Diego Natural History Museum was going through a major renovation. In order to fund the effors we (Stoorza Advertising) were to create a folio that housed the renovation plans and goals. The peice was conceived by Craig Fuller (CD) and I, as the Art Director, made it come to reality. Working with illustrators, photographers and the librarians at the facility to make it happen. The museum housed thousands of steel-lined engravings that were so old, they were out of copyright. We were able to incorporate them as appropriate. Stunning. The piece won several ADDY's and including a Gold. It was also highlighted in CA magazine.
  • The San Diego Natural History Museum was going through a major renovation. In order to fund the effors we (Stoorza Advertising) were to create a folio that housed the renovation plans and goals. The peice was conceived by Craig Fuller (CD) and I, as the Art Director, made it come to reality. Working with illustrators, photographers and the librarians at the facility to make it happen. The museum housed thousands of steel-lined engravings that were so old, they were out of copyright. We were able to incorporate them as appropriate. Stunning. The piece won several ADDY's and including a Gold. It was also highlighted in CA magazine.
    The San Diego Natural History Museum was going through a major renovation. In order to fund the effors we (Stoorza Advertising) were to create a folio that housed the renovation plans and goals. The peice was conceived by Craig Fuller (CD) and I, as the Art Director, made it come to reality. Working with illustrators, photographers and the librarians at the facility to make it happen. The museum housed thousands of steel-lined engravings that were so old, they were out of copyright. We were able to incorporate them as appropriate. Stunning. The piece won several ADDY's and including a Gold. It was also highlighted in CA magazine.
  • The San Diego Natural History Museum was going through a major renovation. In order to fund the effors we (Stoorza Advertising) were to create a folio that housed the renovation plans and goals. The peice was conceived by Craig Fuller (CD) and I, as the Art Director, made it come to reality. Working with illustrators, photographers and the librarians at the facility to make it happen. The museum housed thousands of steel-lined engravings that were so old, they were out of copyright. We were able to incorporate them as appropriate. Stunning. The piece won several ADDY's and including a Gold. It was also highlighted in CA magazine.
    The San Diego Natural History Museum was going through a major renovation. In order to fund the effors we (Stoorza Advertising) were to create a folio that housed the renovation plans and goals. The peice was conceived by Craig Fuller (CD) and I, as the Art Director, made it come to reality. Working with illustrators, photographers and the librarians at the facility to make it happen. The museum housed thousands of steel-lined engravings that were so old, they were out of copyright. We were able to incorporate them as appropriate. Stunning. The piece won several ADDY's and including a Gold. It was also highlighted in CA magazine.

Paintings

Me

  • When I'm not working— I have always loved the outdoors. I run and hike as much as possible. Always in areas where I can take in natural beauty. It keeps me balanced and quite happy! These shots are from numerous hikes in the hills of Vacaville, CA.
    When I'm not working— I have always loved the outdoors. I run and hike as much as possible. Always in areas where I can take in natural beauty. It keeps me balanced and quite happy! These shots are from numerous hikes in the hills of Vacaville, CA.

The Villas at the Grand Del Mar

  • This work was a lot of fun to work on. It was done for Greenhouse in San Diego. Writer - Tori Magliano  The Villas are in a resort community in Del Mar, CA. These mansions were marketed as sort of a time share. For a few weeks a year you could live here and enjoy some incredible amenities, views and of course — residence.
    This work was a lot of fun to work on. It was done for Greenhouse in San Diego. Writer - Tori Magliano The Villas are in a resort community in Del Mar, CA. These mansions were marketed as sort of a time share. For a few weeks a year you could live here and enjoy some incredible amenities, views and of course — residence.

Estrella

  • Branding image for Estrella. Photographer: RJ Muna. We were lucky to have some beautiful cloud formations during this shoot. RJ captured the serenity and quiet beauty of the Sonora Desert.
    Branding image for Estrella. Photographer: RJ Muna. We were lucky to have some beautiful cloud formations during this shoot. RJ captured the serenity and quiet beauty of the Sonora Desert.
  • Branding image for Estrella. Photographer: RJ Muna.
    Branding image for Estrella. Photographer: RJ Muna.
  • Estrella is a 200+ acre project out in the Sonora desert. We targeted folks that value the beauty of living in beautiful open space combined with all the amenities of living in the city. Tori Magliano was the writer. RJ Muna, photographer. Together, incredible imagery with the most intriguing words created a very successful campaign. Estrella became the destination and competed very strongly against surrounding properties.
    Estrella is a 200+ acre project out in the Sonora desert. We targeted folks that value the beauty of living in beautiful open space combined with all the amenities of living in the city. Tori Magliano was the writer. RJ Muna, photographer. Together, incredible imagery with the most intriguing words created a very successful campaign. Estrella became the destination and competed very strongly against surrounding properties.

America West Airlines

  • America West shoot. Photographer: RJ Muna. Only 120 degrees on the tarmac when we shot the planes. A challenging and fun shoot.
    America West shoot. Photographer: RJ Muna. Only 120 degrees on the tarmac when we shot the planes. A challenging and fun shoot.
  • America West shoot. Photographer: RJ Muna.
    America West shoot. Photographer: RJ Muna.
  • America West shoot. Photographer: RJ Muna.
    America West shoot. Photographer: RJ Muna.
  • America West shoot. Photographer: RJ Muna.
    America West shoot. Photographer: RJ Muna.
  • America West Airlines brand campaign was a lot of fun to work on. Following being awarded the work,I was assigned the ACD on the work.  I worked with Toria Emery as the writer. America West was struggling at the time and had a really bad image as a corporation. Their planes were notoriously late and their employees were unhappy. Striking was common. We approached their new branding with the agreement that they would improve employee conditions. With that agreement we could create a brand campaign that focused on the employees and how their contribution makes a difference. Building moral and improving the exterior image of the company. They full filled and we delivered. Their new positioning was born "Every flight counts".
    America West Airlines brand campaign was a lot of fun to work on. Following being awarded the work,I was assigned the ACD on the work. I worked with Toria Emery as the writer. America West was struggling at the time and had a really bad image as a corporation. Their planes were notoriously late and their employees were unhappy. Striking was common. We approached their new branding with the agreement that they would improve employee conditions. With that agreement we could create a brand campaign that focused on the employees and how their contribution makes a difference. Building moral and improving the exterior image of the company. They full filled and we delivered. Their new positioning was born "Every flight counts".

Bellagio Hotel

  • I was lucky enough to be the ACD on the launch of Bellagio. David Stolberg was CD and my writing partner was Joe Bultman. Since the hotel wasn't built yet we combined the essence of living in Italy with the sense of luxury the hotel would bring. At the time it was hard to believe they would pull it off, the real experience Steve Wynn had dreamt — but we all know he delivered, and then some.
    I was lucky enough to be the ACD on the launch of Bellagio. David Stolberg was CD and my writing partner was Joe Bultman. Since the hotel wasn't built yet we combined the essence of living in Italy with the sense of luxury the hotel would bring. At the time it was hard to believe they would pull it off, the real experience Steve Wynn had dreamt — but we all know he delivered, and then some.
  • Bellagio Spa Brochure cover - we wanted to communicate the serenity of living on Lake Como, which is the vision Steve had, with the luxury of being pampered.
    Bellagio Spa Brochure cover - we wanted to communicate the serenity of living on Lake Como, which is the vision Steve had, with the luxury of being pampered.
  • Spa brochure with inserts
    Spa brochure with inserts

Saturn

  • I worked on Saturn as an ACD for several years. I was teamed with Joe Bultman - writer/ACD. I don't have a lot of the work that was generated over rthe years, but the following examples give you a hint. My responsibilities included: National annual autoshow booth design and  graphics, National outdoor, video, In-store graphics, web banners, and auto show brochures. Every piece of communication was spoken and artfully directed to feel the genuinely honest personality of our brand.  I learned a lot about branding  while at Riney. Hal still worked there then and it was an honor to be surrounded by the best in this industry. All have had a huge influence on advertising and storytelling. And all contributed greatly in teaching me the importance of maintaining a brands character through every piece of communication.
    I worked on Saturn as an ACD for several years. I was teamed with Joe Bultman - writer/ACD. I don't have a lot of the work that was generated over rthe years, but the following examples give you a hint. My responsibilities included: National annual autoshow booth design and graphics, National outdoor, video, In-store graphics, web banners, and auto show brochures. Every piece of communication was spoken and artfully directed to feel the genuinely honest personality of our brand. I learned a lot about branding while at Riney. Hal still worked there then and it was an honor to be surrounded by the best in this industry. All have had a huge influence on advertising and storytelling. And all contributed greatly in teaching me the importance of maintaining a brands character through every piece of communication.
  • In dealership graphics
    In dealership graphics
  • In dealership graphics
    In dealership graphics

Montecito

  • Montecito is a community that lives within the  Estrella ranch. Like the branding of Estrella we're selling the attributes of living there.  The ranch is 25 miles east of Pheonix AZ. The commute is a bad one. We needed to appeal to people who feel the worth of enduring that commute to live in a place that is steeped in nature and subtle beauty. "Habitat Forming" came to me early on a Saturday morning. It seemed perfect to meld the humans and their new neighbors— woodpecker, lizard, jack rabbit etc.
    Montecito is a community that lives within the Estrella ranch. Like the branding of Estrella we're selling the attributes of living there. The ranch is 25 miles east of Pheonix AZ. The commute is a bad one. We needed to appeal to people who feel the worth of enduring that commute to live in a place that is steeped in nature and subtle beauty. "Habitat Forming" came to me early on a Saturday morning. It seemed perfect to meld the humans and their new neighbors— woodpecker, lizard, jack rabbit etc.

Skyy Vodka

  • I was ACD on SKYY, America West, Saturn  and The Wynn hotels. The hotels included Mirage, Treasure Island and Bellagio. I was put on those brands following launching Sprint mobile. I spent 2 years primarily on Sprint, which was a huge launch. I don't have much of that work any longer but because of my success on it I was rewarded by being promoted to VP and more opportunities to work on additional brands. Inclusive of SKYY. This image is of the Case packaging for Skyy. It tied in with some POP work that went into Costco and BevMo. I was fortunate to work under the greats— Jerry Andaline and Paul Mimiaga. A true honor and privilege.  Great mentors to me at an incredible time in my career. Arnold Beck, photographer.
    I was ACD on SKYY, America West, Saturn and The Wynn hotels. The hotels included Mirage, Treasure Island and Bellagio. I was put on those brands following launching Sprint mobile. I spent 2 years primarily on Sprint, which was a huge launch. I don't have much of that work any longer but because of my success on it I was rewarded by being promoted to VP and more opportunities to work on additional brands. Inclusive of SKYY. This image is of the Case packaging for Skyy. It tied in with some POP work that went into Costco and BevMo. I was fortunate to work under the greats— Jerry Andaline and Paul Mimiaga. A true honor and privilege. Great mentors to me at an incredible time in my career. Arnold Beck, photographer.