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Mike PECK
Creative Director | BROOKS RUNNING
Mike Peck is a Branding, Packaging and Creative Strategy leader based in Seattle Washington.
Currently Mike leads a team of 40+ Designers, Writers, Producers and Project Managers that create so much of the amazing marketing materials for the best running shoes in the world (that’s a fact, not something you have to make up). It's an incredibly talented team, so really, he just adds a touch of vision and strategy to the mix, and let's them be the creative geniuses they are.
For nine years Mike worked as a design and creative leader at Starbucks, more than half of that time as a Creative Director. While in the studio there he managed a variety of design teams, from branding and packaging to merchandise design, illustration and even the fine art program.
While at Starbucks he led the brand's identity refresh and re-imagining of the company’s core packaging. Other accomplishments include the full redesign of Starbucks core coffee line, as well as the redesign of the higher end Starbucks Reserve Coffee line. For three years Mike led the full packaging design team and for six years he led the Creative Studio’s global ready-to-drink packaging team.
Prior to Starbucks he was the associate design director at Lowe NY, a full-service advertising agency. There he worked on brands like Milk, Bank of America, Verizon Wireless and the New York Times.
In 2013 Mike gave a keynote speech at the Dieline / How Design Conference. He has been a judge multiple times for the Dieline Packaging Awards as well as the Art Directors Club 83rd international show (at just age 27). His past design work has been recognized by the One Club and Cannes.
questionnaire
1. What was your very first job? My first design job was working on the VHS catalog for Columbia House. If you bought one VHS cassette you got 8 free! I was let-go after just a few weeks for being to slow on Quark Express. Typing this makes me feel really old.
2. Please describe, in your own words, what your job is and what work it entails.I am the Creative Director in the marketing team at Brooks Running. I lead an incredible team of around 50 writers, designers, project managers and producers. We make everything from videos about our professional athletes, to promotional campaigns for ugly sweater themed shoes to 53 foot inflatable Sasquatches for marathon events. We also spend a healthy amount of time debating whether a running hot dog needs to wear shorts, or is the bun clothing enough.
3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?I credit my enjoyment of design to Chuck Hitner. He was my painting professor in college who inspired me to pursue not just design, but fine art as well. Just before I graduated, he asked me where I was going after school. I said either LA or NY, to which he responded "you can starve anywhere, you might as well starve in New York" He had an amazing dry and dark humor.
4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?I work for the best running company on the planet, so naturally, I go for a run. Read a brief and take your thoughts for a run. Still the best way to clear your head, find focus, and let your brain try out all the possibilities.
5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?I would have to say it was the design system and packaging for Starbucks Reserve. It was a small team that we had, so we could work faster and push the boundaries more with the work. From materials to artful storytelling, it was easily the project I am most proud of.
6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)Photography, both sports / on-the-go as well as still life. More and more CG, and illustration from time to time.
