CPG Brand Redesigns
In the roles of Senior Brand Designer and Brand Design Manager, I have led the redesigns of 5 brands from a ~$2.4 billion recreational company’s portfolio. These brands are retailed at stores such as Target, Wal-Mart, Costco and Leslie’s. Each of the five redesigns were intensive projects that overhauled a distinct consumer packaged goods brand starting with market research and brand development, to new styleguide design and complete packaging line overhaul. My involvement spans the ownership of 3 redesigns, art directing or contributing graphic design to others, and finalizing a redesign midstream with minimal project handoff.
The first stage of each redesign was to conduct market research, including a review of sales metrics, market maps, consumer trends, internal reports, and competitive analysis. For this stage I developed a system to analyze competitive brands’ retail packaging, allowing us to establish averages and benchmarks for our brands’ which we could compare working design drafts against.
The second stage was to develop multiple moodboards of tonally unique directions each brand could explore. This included leveraging the results of our research to guide the development of all moodboards, allowing me to speak to the data and trends behind each option when presenting them to senior leadership in long-form client reviews.
Once all stakeholders identify moodboard directions to proceed with, I would start creative development, including branding, logos, packaging, photography direction, typography and color exploration. In these redesigns I either executed, directed, or supported the development of these creative assets. This was a highly cross-functional process where I collaborated with marketing specialists, copywriters, a photography manager, product design team, and marketing leadership.
Multiple client reviews are conducted at key checkpoints during creative development, for which I led or directed asset development and the presentations themselves.
After the final direction is set with all stakeholders, including coalescing input and addressing concerns from international colleagues, I would either execute or lead the development of the final creative assets, including styleguides, consumer persona infographics, and branded templates for various media formats.
