The overall objective of the Elevation Collection was to bring a new shape and label to life as a unique offering for the Yankee Candle master brand, taking into consideration:

• Differentiation from core label

• Global compatibility

• Stand out at shelf

• Premium appearance

The desired output from this project was to design holiday specific collections for the first half 2018 Yankee Candle assortment.

Specific Collections Included:

• Mother’s Day

• Easter

• Coastal

Each program yielded >$1M in revenue and achieved 40% blended gross margin. 

Our goal was to return Paul Mitchell to its prominent position of a premium brand with double-digit annual growth.

Over a period of 3 months, we conducted an exhaustive research program to identify and overcome the critical challenges faced by both distributor and independent salons in regards to the Paul Mitchell brand.

We tailored the Signature Card Program to aid in updating the face of Paul Mitchell while delivering double-digit growth to our distributors and independent salons.

It’s not about the bottom line during Black Friday; it’s about catching the customers attention. Our Naughty and Nice concepts were created to engage on an emotional level during the frantic holiday season. They’re comical features, and bright colors helped to draw our customers in for a smooth purchase that was guaranteed to delight.

The Waterman and Parker brand Holiday gifting program consists of Chinese New Year, Occassion Celebration and Holiday sleeve designs. Each custom sleeve design is incorporated at retail to elevate the everyday giftbox.  

Led a group of 15 designers to concept, illustrate and deliver five kits to engage the adult colorist. The products featured – Prismacolor, Sharpie Markers and PaperMate Flair Pens that included unique book themes along with unique assortments that complimented custom color collections.

Our business goal was to generate $6.8M in iRev and gain incremental off-shelf placement with adult coloring books.

The Mr. Sketch crayon line was developed to help break into the coloring category by providing a more comprehensive offering of children's activities. The Mr. Sketch portfolio has always consisted of markers which limit the age range of kids that can use the product. By offering crayons and colored pencils, we introduced more options to our consumer while continuing to leverage our unique equity of scent.

This project entailed:

• Developing a new crayon design that was in a different form than the standard wax cylindrical crayon

• Adding scent to the crayon design

• Developing a new colored pencil that was in a different form than the standard wooden barrel

• Adding scent to the colored pencil design

• Developing artwork that popped on the shelf and brought out the fun in coloring

We began the rebrand of PaperMate InkJoy in 2016 after consumer research indicated that “enjoyment” was the top unmet need within the affiliative side of our product need scope. By emotionally anchoring the InkJoy brand deeper in the mind of the consumer, we elevated the perceived quality and increased brand perception.

We focused our designs and communication with key brand drivers:

• Enjoyable to use

• Innovative

• Modern

• Stylish

• Playful

• Bold

The PaperMate InkJoy redesign included:

• Breakthrough packaging design and structure

• Industrial design

• Barrel stamp graphics

• Color standards for Paper Mate InkJoy

Led a group of 6 designers to concept and design for three-holiday platforms during a three-day design sprint. The critical touch points per platform were windows, catalog, direct mail and website.

The outcome of our three-day design sprint included:

• 72 Google Jam Images

• 84 Rapid Viz Ideas

• 75 Concepts Distilled Down to 3 Campaigns

The 3 campaigns included:

• Season Of

• Oh What Fun

• Share the…

Each campaign was designed to make the statement that Yankee Candle is fresher, newer and now worthy of a significant reconsideration for holiday shopping.