WHAT IS THE MOST COMPELLING CREATIVE JOB YOU'VE WORKED ON?
In late 2018 I put forth a design proposal to optimize our existing SNICKERS® brand beacon displays. I enhanced the design by altering the hierarchy and providing emphasis on taste appeal and significantly larger branding. At the point of purchase, individually wrapped bars/packs for our brands are primarily impulse purchases. Looking to sway someone’s path to purchase in just a few seconds led me to evaluate the existing design hierarchy of the display architecture and optimize it to highlight the brand’s product cross-section accompanied by a more impactful use of the brand’s most distinctive asset: the parallelogram logo.
The positive reception by SNICKERS® led me to take a similar approach to its core packaging, providing a cohesive look and feel between pack and display. I was able to collaborate with our U.S. brand team, senior management, and our global design teams to align on design and strategy. For the first time in the brand’s 90-year history, we will feature our iconic product cross-section on our primary bar to drive taste appeal. This six-month design exploratory afforded me the opportunity to learn from significant minds in our business, harness strategic recommendations by key stakeholders, and ultimately provide the solution. Both the primary packs and displays will be launched in 2020 and will be based on my influence and design execution.