Reinventing a 50 year old brand by creating a process that navigates through politics and personalities in a highly charged corporate environment to revive a brand that has the ability to breakthrough when revamped.
Wrote the positioning statement for this brand and it’s rebirth!
Created and designed all shape language and color theory for the Lady Speed Stick brand. Led a team to create the digital brand book that is used as a Global tool for implementing throughout all touch points.
Led and managed the discussion to update and clean up the outdated logo for Lady Speed Stick.
This was the beginning of real change within the organization that started making the thinking and process a reality and a neccessary tool.
Created and innovated the process of developing a visual brief, Distilled the findings to inform design.
Define and differentiate design principles to create ownables.
Develop hard and soft points to establish design principles between pillars.
Lady Speed Stick is in a purple barrel. This stands out on shelf.while competitors are in bland white or light blue. The brand can own fragrance!
This design project is taking the brand to new levels. A darker purple, a matte finish and brilliant colors will begin to define the brand’s look, tone and feel.
These designs will be launching currently with some slight modifications.
This is the start of developing a true look tone and feel for the brand’s fragrance offerings.
One of the most exciting parts of social media is seeing your work in the consumers hands. Offering an opportunity of what that experience could look like became a foundation of how work shuld be evaluated.
Again, looking at the design through a consumers eyes is powerful. Does this fit the target? Will it work in her personal style?
Answer: Resounding yes!
Reinventing a 50 year old brand by creating a process that navigates through politics and personalities in a highly charged corporate environment to revive a brand that has the ability to breakthrough when revamped.
You will have to ask me. The navigation to influence throughout the organization was challenging and the 5 year vision I progressed is still in play.
Modernized and made a bold move from blue barrels to silver. Convincing partners and giving Design rationale that supports brand equity was a win win!
Moving market share as I write this!
Created and innovated the process of developing a visual brief, Distilled the findings to inform design.
Define and differentiate design principles to create ownables.
Develop hard and soft points to establish design principles between pillars.
How to embrace being truly green in an environment of “It’s not broken”? This brand has the right to own this! Relaunch of a beloved brand with a new story to tell.
Started with the approach of modernizing the logo but with great care to maintain and simply update.
The portfolio has 18 body washes and 6 bar soap variants.
We tested 8 different directions with full comp shelf sets.
A beloved brand in need of revitalization, I developed a rationale for both sustainability and marketing to create a wholistic tone of voice that brings more of a story to the brand.
Irish Spring has the opportunity to truly develop a point of view. Own Green. Make it relevant! The purpose of developing this campaign direction was to show Marketing the power of embracing sustainability for the brand and the relevance to the consumer.
The brand has 18 formulas and colors. There can be only one green transparent bottle to be truly sustainable. I translated and defined the Irish Spring green color that would rightly house the formulas, keep brand block at shelf and maintain variant differentiation.
I love finding ways to overcome every problem presented and proud to have managed and led this project!
12 years as VP, Creative Supervisor here are a few of my favorite things.
https://www.youtube.com/watch?v=3og7ZsorvZg&t=189s
A sampling of major brand campaigns…
We created a campaign that celebrated the different qualities of the Millstone Brand variants and utilized up and coming celebrities that embodied those qualities.
This campaign ran in Seattle in contingency with a city wide art convention.
A back to school ad that ran quite profusely for several months in most print publications where the purchasing parent would find this relevant.
One of the earlier ads that introduced the new Puffs designs to the market.
This campaign ran as a new offering from Kraft to make the point that convenience and appetizing can be a win win.
Led Optic White, Total and Gum Defense into their new platforms for packaging and communication, look tone and feel at every touchpoint.
Toothpaste and mouthwash for 3 varaiants
1500 SKUs for all of worldwide distribution
As VP Creative Supervisor we created many campaigns for Bayer, Thermacare and Metamucil
These are examples of design thinking. No brief, Never implemented, however inspired marketing to embrace fragrance for the UAP business as a differentiator in the marketplace. these are projects I created and led as examples of the opportunity spaces for the business. Visualizing these opportunities and eventually what went to market reflects this.
Developing a look, tone and feel for what this concept could be this process is more than a mood board it is a visual creative brief that steers the creative to a very tightly aligned space in which to work.
Never implemented this is a vision I have for the new Naturals in the Mens UAP market.
The modern man:
Modern men at their best have something unique to offer the world, no matter what the changing landscape may be.
It’s about harnessing their diversity and seeking out unique experiences in their elemental forms; reconnecting to the regimen their bodies have followed naturally for thousands of years – before the confines of modern pre-scripted formulas existed.
Modern men aren’t interested in aligning to preconceived notions of masculinity. " The idea of what it means to be a man has evolved.
This has become a fundamental human truth, influencing the way men live and impacting the products they buy.
Is this a temporary trend?
The concept of what it means to be a man has evolved over the course of decades.
Traditionally, men have grouped themselves according to a tribal mindset, often reflecting the look of charismatic celebrities. Each decade has redefined and reshaped the constructs of that tribal mindset in a search for greater individuality.
The advent of consumer technology and the internet has accelerated a globalization of culture and increasingly sophisticated uniqueness.
The Opportunity:
Modern men divide the current UAP category into two groups: manufactured products that work well enough, and natural products that fail. The category is developing a credibility problem.
Brands in other consumer categories have faced this same challenge and have innovated by looking for real and authentic ingredients and crafting new consumer experiences.
There is an opportunity for SPEED STICK to redefine the UAP category and leap frog the competition by developing a new premium sub-category of products, harnessing real ingredients with established tangible benefits.
In one word: AUTHENTIC
The modern man is a result of the shift from a tribal mindset to individual expression.
Bringing a new aesthetic to a brand that has been losing it’s identity and market place.
I was responsible for all Global licensing within Oral Care and Personal Care for many years prior to my most recent experience at Colgate Palmolive. I changed all of the kids toothpaste and toothbrush architecture around the globe resulting in a stronger shelf block and recognition plus navigation at shelf.
I was humbled and privileged to be able to lead and speak on the upcoming trends for the Youth market.
These were my findings and summary from a great convention that I was able to share insights and shed light on the upcoming generation.
For Colgate I developed many major events from Innovation Days with a rich roster of speaker participants to experience rooms.
Kids Forum
A rich and inspiring day celebrating and informing marketing on the impact and opportunities available to market to the Youth generation.
My role-Host, manage and develop speaker roster and design entire event.
Technology Innovation Day
Develop hearty roster of speakers, design event, created stations for our brands, bring vendors in to inform on latest technologies, and set up their stations as well as informative tech stations.
Urban Velocity for Innovation day
Utilizing a raw space while our building was renovating floors I led and hosted a major event that included AV rentals, furniture rentals, brought in artists to put their urban visuals on the walls, worked with facilities and Sodexho food vendor to manage the menu.
Growth Strategy Council meetings
This is top management meetings with leaders from around the globe, CEO, CMO, CCO, Regional Presidents as attendees.
Managed and developed 3 growth Strategy Council meetings includes floor design, menu , linens, wall decor and room experiences.
Room Experiences
Developed and designed experience rooms for many of our major brands.
These include liasons with AV vendors for lighting and audio, video set up and special promotion vendors to develop staging sites.
Examples of the strategic thinking and action that needs to be developed as a prior step to design.
GALLERY
This collection was an idea born out of the lack of innovation possible within a go to market brief for the Oral Care Category. I developed and led this initiative. It is a catalogue of proven techniques for print production possibilities that can now inform design, marketing, budget and real implementation.
Before: The European shelf is mainly vertical. The shelf was in chaos with the Colgate logo not being standardized. The consumer could not navigate between variants or price tiers.
After: The final cleaned up version of the EU shelf. Navigation and a strategy implemented on 8500 SKUs resulting in an upward market share of 4.3.
I engage in Trends macro and micro before starting any project to gain an in depth understanding of how the current climate looks and feels to gain a competitive edge for any project I work on. This example is work I did to inform Design and was completely self started.
I look at In category, out of category and all industries design led for inspiration to develop Design Thinking attributes that will help the creative process.
This early work has been the underpinnings for some recent work that has informed major logo revisions at Colgate.
I lead brands with an eye to the future. I think 5, 10 years out and what it means to truly build a brand through all touch points.
I led projects with a vision aligned with CP values. One project I was able to secure a Global Innovation Funding to achieve applying braille on Total packaging.
I secured a team and budget to develop and streamline our iconography that speaks to sustainability to create better communication and standardization of the CP values. I chose the low hanging fruit of family/child products across all categories to effect a system where our communication was aligned. These are a few examples of the work I led.
I wrote copy to exemplify and give options for “Mom Approved”, “Family Approved” even “Happy Baby Approved”
My Mantra
