CREATIVE DIRECTOR
Leadership of the PURELL's internal design team of 10 Creatives. Tasked with transforming existing legacy Design Team into an In-House Agency Creative Team. Transitioned the team from a tactical, order-taking entity into a powerhouse Creative Team capable of strategic problem-solving through branded design solutions. Inspired the team to confidently present and sell in their own ideas. Established New Visual Identity System for PURELL to inform the design direction of Campaigns, Product Launches, Selling Tools, and ultimately PURELL's first robust Brand Guidelines. Created 2024 Campaign Launch for PURELL's first Dispensing System launch in 7 years.
AMAZON Content Re-Brand
Before
After
Background
Sales on Amazon and other Omni partner sites had slumped post-covid. 85% of PURELL's sales are within the B2B market but, not much attention had been given to how the brand connects with the general consumer.
Challenge
-
Drive sales volume and buy rate among hand sanitizer - consumers specifically
on Amazon - by deploying a creative strategy that enhances consumer experience.
Idea
Introduce a level of humanity and "touch" to one of the largest skincare brands in the world. Make the PURELL brand more approachable - while not losing their "category leader" status among general consumers.
Results
-
3X Sales within 2 weeks of launching re-brand on Amazon
-
Highest sales for the back-to-school timeframe since beginning of pandemic
Enhanced Content + Photoshoot
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Package/Label Design 28oz Disinfectant Spray
Package/Label Design Foaming Soap
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
National Campaign 2023 - "The Difference is Clear"
Market Agnostic - Awareness Banners: Phase 1
Market Specific - Retargetting Banners & Social: Phase 2
///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Sales Enablement Tools - RE-CONCEPT & REDESIGN
Redesign (and branding) of all selling tools from confusing, complex word documents to focused, clear and functional tools - serving the demanding needs of PURELL's salesforce.
OLD - Market Sell Sheet
OLD - Product Sell Sheet
NEW - Market Sell Sheet
NEW - Product Sell Sheet
