Special Delivery

Creative Direction / Design Strategy / Design Leadership / Packaging / Product Aesthetics

Your baby was the most special delivery. Special Delivery is Huggies’ softest diaper with plant-based* materials, trusted protection and a 100% breathable outer cover.

The Challenge
Reimagine the Special Delivery portfolio with Disney Licensing. Co-create dynamic style guides using the 101 Dalmatians franchise.

The Briefing / Design Research
+ Brand History and Drawer Pull
+ Print and Pattern/Fashion Trend Scan and Translation
+ Consumer Research (Disney Character Selection)
+ 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
+ Graphic Design and Brand Story
+ Brief Reframing (after territory alignment)

RACI/Stakeholder Management
+ Executive Leadership, XF Teams, and Customers
+ Present Design Territories to Senior Leadership Teams for Early Alignment
+ Agency Direction and Management

Realization and Execution
+ Packaging and Product Aesthetic Development
+ Style Guide Creation and Training
+ Print Production Management

Proof of Process
 Leadership
Due to my leadership and mentorship, the project’s Design Managers navigated the excitement (high engagement form XF teams) of this project. I crafted the Design Strategy and contributed Creative Direction to the agency to activate the realization of the program. The Design Managers experienced “creative churn” during the development process. I mentored them through the process ad helped the team to create compelling visuals to facilitate decision-making using our design research and known consumer insights from Disney.