NUK

Creative Director
Objective: Rebrand Gerber Essentials to First Essentials, by NUK. I led the Design team, creating the strategy and direction for the visual brand development. The challenge was to design packaging that would rest in the appropriate needs state of the NUK master brand, while having a unique identity. I oversaw a world class team in the development of logo creation, typography and color. (Creative team: Jonathan Bader, David Serdena, Claire Dossin)

Creative Director

Creative Director
When the NUK brand joined the Newell Brands portfolio there was a need to unify the brand on a global scale. The assignment was to migrate North American packaging design to the EMEA (Europe, the Middle East and Africa) graphic standards. Strategy: Although the EMEA standards were quite beautiful, they were recessive in terms of branding (logo size) and what the main feature and benefit the products offered. We thoughtfully adapted the EMEA standards and created graphics to stand out in the North American retail environment. The lesson for directing teams on projects such as these is creative restraint. Although we had the leeway to update the North American packaging, my direction to the team was clear and deliberate: stay close as possible to the already established NUK EMEA guidelines. This direction built trust with out cross-functional partners and led to reduced iteration churn. (Creative team: Jonathan Bader, David Serdena, Claire Dossin)

Creative Director

Creative Director