SITUATION MSR’s stove packaging had become dated and no longer represented this product as the category leader it was.
CONTRIBUTION As the Creative Services Manager, I worked with the brand manager, graphic designer and packaging designer to envision and conceptualize an exciting new box form and visual design language that engaged consumers and addressed warehouse usability, retailer merchandising requirements, and budgetary considerations.
RESULTS Stove sales increased as consumers were better able to understand the performance differences within the MSR stove line and across the category.
SITUATION The Platypus Hoser had been significantly improved to compete with the incumbent champion, Camelbak. It was time to move away from the older quirky aboriginal art motif, and toward something that prominently communicated the product’s easy-to-use and clean features.
CONTRIBUTION As Creative Services Manager, I worked with the brand manager, graphic designer, packaging engineer, and operations manager to envision this clamshell approach that highlighted improved product features while keeping the product clean at retail. The messaging strategy was to focus on our new “taste freedom” story.
RESULTS Platypus re-secured its position as a leading contender in the hydration accessory market.
SITUATION SealLine was under extreme competitive pressure from Sea to Summit. Retailers were complaining that the product was too hard to put back in the package after being “explored” by customers.
CONTRIBUTION As Creative Services Manager, I worked with the brand manager, graphic designer, packaging engineer and operations manager to envision a package that was easy to open and close at retail, told a succinct feature and benefit story, and utilized dynamic photography that communicated the newly minted extreme-environment brand story.
RESULTS SealLine held its ground against Sea to Summit and assuaged retailers’ merchandising troubles.
SITUATION Lunatec is a small start-up company that is redefining the concept of a water bottle – from simply sipping, to pressurized spraying. Lunatec has a small collection of products that needed marketing support, including updated packaging.
CONTRIBUTION Serving as Graphic Designer, I updated their product packaging for debut at the summer Outdoor Retailer trade show.
RESULTS The show was a success and Lunatec continues to enjoy an increase in number of orders.
SITUATION BikeFit customers were having difficulty understanding the benefit of their clever Wedge product. BikeFit needed a new approach to their packaging design.
CONTRIBUTION Serving as Freelance Graphic Designer, I rethought their messaging hierarchy with a customer-first, easy-benefit focus. I also created a color palette that was very different than any similar product.
RESULTS The BikeFit Wedge enjoyed improved sell-in and sell-through.