Challange: The packaging re-stage of Light & Fit was a monumental task, as that project was still in various stages of design and production we moved into the next phase–building the brand world. At the very initial stage of this process, the brand team received additional end-of-year funds that could take it to another level. However, if we wanted those funds, we had to move fast. With only 8 weeks to put together everything–from a plan, to a list of partners to work with, to getting the work actualized, so we rolled up our sleeves.

My role: convince my Creative Director that we could do it (it was right before the holidays), as well as put together the roadmap, find the right partners and talent, and create every single aspect of the pre-pro, down to sketching every shot. With the trust of the Light & Fit brand team we were able to create a brand world that was cutting edge, empowered and bold.

Results: While personally, one of the most fulfilling and memorable projects I have worked on to this date. The project exceeded everyones expectations, the brand book inspired the cross-functional teams to activate against it. The brand assets were and continue to be fully leveraged across digital, e-comm, shelf and social. Breathing new life into a 35 year old brand as well as stabilizing sales at shelf.