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Rubbermaid Commercial Products (RCP) is a manufacturer of commercial and institutional products. Since its founding in 1968, RCP has manufactured products in the categories of food services, sanitary maintenance, waste handling, material transport, away-from-home washroom and safety products.
Packaging
Brochures
Collateral
Trade Show DIsplays
Design Strategy
Creative Direction
Art Direction
Design Management
Design Strategy
Ideation Facilitation
Visual Design Language Development
Catalog
Creative Director / Graphic Designer / Ideation Facilitator / Design Strategy
Objective
Low awareness that Rubbermaid Commercial Products (RCP) offered decorative refuse containers. Choosers perceived RCP as just a maker of durable plastic utilitarian containers that had an excessive lead time to produce and ship. We had to re-introduce the program to create excitement about RCP so architects would consider this brand for their projects; the products look great, can be customized for unique spaces, and lead time was slashed due to a robust online ordering system and a state-of-the-art production facility.
Visual Design Language Development
Creative Director / Art Director / Graphic Designer / Ideation Facilitator
The new collateral enhanced the RCP Brand – and inspired choosers to select a product tailored to their unique needs. The sales tools equipped my internal and external selling partners to carry out the brand and product message.
Trade Show Displays
Creative Director
Partnered with Trade Marketing partners and Rogers Display Company to direct the overall visual identity for trade shows. I provided design research and inspirational mood boards to drive concepts and deliver a world-class experience for trade show customers and designers.
I did not render the prototypes
Visual Design Language Development
Creative Director / Graphic Designer / Ideation Facilitator / Design Strategy
Objective
RCP was presented with an opportunity from Lowe’s to increase shelf space at their stores; design consumer-facing packaging that will be exclusive to Lowe’s stores; Position RCP as the expert and leader in commercial cleaning and refuse products.
The result was a bold design – using dynamic typography with updated graphics and simplified communication. The yellow is arresting and stands out in the retail environment.
I worked with domain partners and facilitated ideation/design thinking sessions to problem solve. With design research and competitive marketplace analysis, we were able to conceptualize and deliver world-class creativity. As part of the global rollout of the new visual brand, I worked with global partners on graphic standards.
Worth noting: Newell Brands leadership determined the creative to be so innovative and disruptive, the business updated the rights to Lowe’s to a six-month contract (instead of total exclusive rights), rolling out globally after.
Visual Design Language Development
Creative Director / Ideation Facilitator
Objective
Bolster RCP’s claims to be the expert in waste stream solutions and management on a global level. I led the team in the creation of a versatile system that is dynamic and simple. The program’s versatility allows for use on any RCP container in a variety of configurations.
I did not render the visual prototypes