Role
Graphic Design
Motion Design
Illustrations
Video Editing
Project Management
Tools
- Illustrator
- Photoshop
- InDesign
- Figma
- After Effects
Collaboration
- Marketing Team
- Sales Team
- Logistics Team
- Agronomists
- Design Team
Time Frame
March 2019 – Nov 2021
About Grotek
Grotek, a Hydrofarm brand with more than 20 years of experience in the horticulture industry, is known for producing high-quality fertilizers and growing solutions. As competition increased and the market evolved, the brand invested in refreshing its marketing presence across both print and digital channels. My role was to help bring that vision to life by creating engaging marketing assets, educational content, trade show materials, social media campaigns, and product-focused creative that strengthened the brand and connected with growers across multiple markets.
Designing and Coordinating Booths Production
Trade shows played a key role in generating leads and increasing brand awareness for Grotek. Working closely with the Marketing Manager, I helped develop booth concepts and layouts in SketchUp to evaluate space requirements, optimize visitor flow, and estimate production costs before fabrication. I was responsible for designing large-format booth graphics and signage, coordinating with print vendors, and collaborating with the Logistics team to ensure all materials were produced and delivered on schedule. The goal was to create an engaging, on-brand experience that attracted attendees and strengthened Grotek's presence at industry events.
Creative Prints to Attract More Visitors
In busy trade show environments, printed materials needed to stand out while clearly communicating the brand's message. Using my illustration skills, I created this custom black-and-white poster to visually showcase Grotek's products, processes, and growing philosophy. The piece served as both a conversation starter and a memorable brand asset within a highly competitive setting.
Supporting Sales Professionals
Sales professionals rely on technical sheets to pitch products. That’s why I worked closely with agronomists and the Sales Manager to produce engaging technical sheets that rely on data and science. Learning and understanding the science behind each formula was important for generating insightful illustrations for each product.
Boosting Digital Experiences by Introducing Animated Videos
To support product launches, promotions, and brand awareness initiatives, I created motion graphics and promotional videos for Grotek’s website and social media channels. Depending on the project’s scope, I either led the creative process independently or collaborated closely with the marketing team to develop concepts and messaging.
My responsibilities included storyboarding, illustration, animation, editing, and final production, transforming complex product information into engaging visual content that was accessible to both new and existing customers.
Keeping Consumers Engaged on Social Media
I collaborated on Instagram content for Grotek as part of a five-person design team, helping grow the brand's following from approximately 3,000 to 27,000 over 2.5 years. Working from product briefs provided by the marketing team, I developed creative concepts and visual campaigns to showcase a wide range of products across social media. This involved exploring different ways to communicate product benefits through engaging graphics, illustrations, and promotional content while maintaining brand consistency across channels.
Pre-trade show marketing to keep consumers engaged
Recommendation from Direct Manager
Ahmed is an exceptional team member. He is always willing to problem solve, work with anyone on the team with enthusiasm and never turn down a challenge. He was someone I could count on to be reliable, patient and professional and always brought interesting ideas to the table. He consistently impressed me with his abilities in Illustration, Animation and UX design.
Marketing Manager | Grotek