Identifying the intersection of consumer behaviors and brand goals to create a line of facial cleansing products for the beloved Kleenex brand.
Product & Structure Development
Branding & Packaging
Change the conversation
U by Kotex was developed against a very narrow target, which allowed the team to redefine how they would talk to her, develop and design for her. As the Brand Creative Director on this project, building the teams confidence to launch the first bold, black box in the feminine aisle required unwavering confidence in the vision.
Campaign Idea & Delivery
UbyKotex - Reality Check
U by Kotex broke down the stigmas around menstruation felt by previous generations. We brought it right out into the open and owned it, proudly. This launch spot set the tone of the brand’s communication.
Kotex packaging during the launch of U by K. Simplified navigation.
The white Kotex brand packaging is now updated to join it's younger U by K portfolio. And that's how a brave bold launch breathes new life into a legacy brand.
Break the Silence
NO MORE unites and strengthens a diverse, global community to help end domestic violence, sexual assault and abuse. Dedicated to inspiring cultural change and advancing societal progress, NO MORE provides public awareness campaigns, marketing tools and communications resources for anti-violence organizations, large and small. Encouraging everyone – women and men, youth and adults, from all walks of life – to be part of the solution, NO MORE sparks national and international grassroots activism.
The logo for No More has been part of a global PSA program and has received over $2B in earned media.
Brand and Logo
NO MORE PSA CAMPAIGN "ANTHEM" :60
With a combined cast of over 40 individuals from all walks of life—entertainers, athletes, government officials and advocates—the NO MORE PSA Campaign offers a simple call to action: No More...
Listen: 60 (NO MORE's Official Super Bowl 49 Ad)
When it's hard to talk, it's up to us to listen.
Demonstrating the impact of design on society for the AIGA Centennial celebration exhibit in New York. This design dramatically illustrates the 1 in 6 who will survive domestic abuse or sexual violence in their lifetime. Breaking the silence by making the issue visible.
Reframe the product
How do you increase sales in the summer when you're not top of mind and not on the list? You move to the front of the store by showing the customer teams that you are part of their summer story and generate incremental sales.
So successful, this range went global and recognized with several industry awards. Diamond Pentaward, Gold Dieline, AIGA, I.D. and this year honored as one of the top packaging designs of the decade at the Pentaward exhibit in Paris.
Decadent Desserts for the Holiday
Building on the popularity of baking shows and home entertaining, we took this same approach to create a range that would take us from Thanksgiving to Valentine’s Day, again incremental to our everyday and holiday SKU's.
Revitalize a Brand
Updated the tired CPG packaging in exchange for a designer wardrobe, to bring renewed interest to the shelf, re-establish leadership and drive growth for a declining category. The new design architecture is more desirable and intuitive to shop. Bringing the package out of the drawer and into the living space to allow the product to be within arms reach when needed.
Global Brand Guidelines
brand architecture package restage
KLEENEX Kiss Of Life
Building off the positioning and brand identity expression, briefed and collaborated with JWT to present the Kleenex Kisses Campaign idea for approval and launch.
Innovate with Ovals
The OVAL structure took Kleenex(R) brand outside of the box, literally, to entice the next generation to see the brand as relevant and fitting into their life. Home decor and fashion trends used to guide the work, transformed facial tissue from an apologetic necessity you need to have to being a brand and accessory you want to have.
Color, Print & Pattern Trend Forecast
Kleenex TV Spot 'Style' - "Do My Thing" by Estelle feat. Janelle Monáe
Changing our approach to speak to Millennials during that critical life event adoption point, decorating their first place. Our product is indispensable, but only when it's in arms reach. On trend accessories have never been so accessible.
Fitting her lifestyle
Too often consumers compromise with substitutes when what they really wanted was a fresh, clean, hygienic facial tissue from a package that nobody else touched with their germy hands. A new structure solved some very old problems around bulky pocket packs that didn't reseal or keep tissues clean. The wallet pack protects tissues while reflecting her personal sense of style, encouraging her to choose this experience over a handful of coffee house napkins.
Create a pipeline of Innovation
By listening with our eyes, we discover the unarticulated behavioral truths that can guide product development. Here the "un-tub" for Cottonelle Fresh Wipes helped the brand move away from the baby wipe category cues, to create a sophisticated solution adults are not embarrassed to put in their bathrooms.
Product Innovation thru Structure
Video: Your Bum's Gym Buddies
You wouldn't wash your hair without water to get confidently clean. What about your bum?
Reposition a Brand
Breaking out of decades communicating category drivers of soft and strong to bring a differentiated emotional benefit to the shelf… confidently clean. Successfully reversed share and margin declines to drive growth in a developed market.
Translating those designs into hero package images for e-commerce to increase online purchases. Digital playbooks created as part of all brand identity guides.
Global Brand Guidelines
From Physical to Digital
Included in the Cambridge University presentation of winning e-comm images, resulting in 25% increase in sales.
Andrex® Sparkling Stars TV advert
The debut advert where talking clean isn't dirty. You can always count on kids to tell it like it is. So we filmed them, unscripted, talking about clean bottoms and how our products help you feel clean and confident.
Cottonelle Shimmering Mermaid Toilet Paper Commercial
Building on the success in the UK, the campaign idea was brought to the U.S.
Amazon DASH Button
Collaborate to Elevate
Respecting the roll with designer covers elevated the conversation from commodity to a brand with progressive design solutions for that extra roll of toilet paper while delivering on "clean".
Structural Package Innovation
Print and Pattern Trend
Live Skype Event
We brought Jonathan to our PR events via SKYPE where we co-presented and the audience bloggers could get their design questions answered.
Celebrating the colorful vibrancy of Romero Britto's work brought the happy energy we were looking for when launching the facial tissue canister collection in LAO.
The Kleenex(R) brand leveraged the celebrity of Isaac Mizrahi as we transitioned from collections of unrelated designs, to designer collections and establish the product as a fun way to refresh and accessorize any decor.
Making a statement in NY
Going big in Grand Central Station.
Remove the Stigma
Positioning message "1 in 3 like me" with program support to activate consumers with a community and practical solutions to removes stigma's once associated with light bladder weakness.
Poise: 1 in 3 Like Me Case Study
Do more with less
So often innovation involves an impulse to add more. In order to reduce the carbon footprint of our Scott bath tissue, our innovation was to remove the tube. The next step was to generate consumer confidence that giving up the tube was the right thing to do.
Design & Packaging
Scott® TV - Toss the Tube for Good :30
Lead the team in the brand creation of Corius, from positioning to naming and launch.