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Inspired to find a better way, determined to do so without compromise.
For over 30 years, Baby Jogger has designed with purpose – reimagining how products move through life with you. From the first jogging stroller to the invention of the in-seat fold, Baby Jogger has allowed parents to continue life’s activities, uncompromised.
In Store Displays
Packaging
Point of Purchase (POP)
Design Strategy
Creative Direction (Photography + Design)
Global Brand Development
Art Direction
Design Management
Ideation Facilitation
Visual Design Language Development
Visual Brand Standards Development
Visual Brand Transformation
Creative Direction / Packaging / Product Aesthetics / Design Strategy / Design Leadership / Design Ideation Facilitation
The Challenge
The existing Baby Jogger packaging needed a significant and dynamic refresh to improve shopability and competitive differentiation while highlighting Baby Jogger’s most innovative qualities.
The team was tasked with ideating, designing, and executing new packaging graphics that fit within the Dynamic need state.
Constraints
+ The project should have cost-neutral options
+ Sustainability and Ux: Explore packaging structures for “open concept” (so you can touch the product and have less waste.)
The Briefing / Design Research
+ Brand History and Drawer Pull
+ Trend Scan and Translation
+ Qual/Quant Consumer Research
+ Competitive Landscape Analysis
+ Retailer/Customer Feedback
+ Mentor Brand Inspiration
Strategic Development (Ideation and Prototyping)
+ Innovation/Lean Startup Ideation
+ Bring out the best in those we work with to solve complex HCD problems grounded in business and category strategies
+ Brand Identity Application
+ Shape/Form Language
+ Graphic Design and Brand Story
+ Brief Reframing (after territory alignment)
RACI/Stakeholder Management
+ Executive Leadership, XF Teams, and Customers
+ Presented Packaging Territories to Senior Leadership Teams for Early Alignment
Realization and Execution
+ Packaging Development
+ Style Guide Creation and Training
+ Print Production Management
Proof of Process
Leadership
Because I designed and facilitated the innovation process, we unlocked critical efficiencies and outcomes:
+ Agility / Sprint duration was 1.5 days
+ Context Gold / We immersed in different shopping environments and built empathy for the consumer
+ Consumer Research / We translated insights into actionable outcomes. The original packaging architecture lacked visuals of the product/what was inside that packaging. We unlocked that insight and applied learnings to the final designs.
Baby Jogger city mini™ accessory suite
Creative Director / Ideation Facilitator
Product Refresh
Creative Director / Ideation Facilitator
Lifestyle Photography
Creative Director
Baby Jogger city mini® GT 2018 10th Anniversary Special Edition Stroller
Lifestyle Photography
Creative Director
Baby Jogger city mini® GT 2018 10th Anniversary Special Edition Stroller