Role: Design Director, Art Director, Design
Scotch, one of the most trusted names in home and office products, wanted to capitalize on DIY and crafting trends by repositioning 54 core skews into a new segment directly targeting millennial crafters.
The catch? Because of the way that scotch patents and releases new products, their online communications and packaging have little rhyme or reason when it comes to product descriptions, nomenclature and overall brand message. Example: Which glue is strongest? Super, Max, Ultra, Advanced Formula, Tacky, etc.? And which one dries fastest? Rapid-dry, Quick-dry, Speed-dry?
This project had my name written all over it. I love making sense of complex systems, and I'm a proud hoarder of craft supplies. After an extensive Scotch portfolio audit, store walk-throughs with client and customer, and competitive brand analysis, we streamlined product nomenclature and developed a consistent icon system for adhesive strengths and applicators.
My vision for the package design came from what I felt millennial crafters crave most: inspiration. The rise in popularity of "inspiration collecting" on sites like Pinterest, told me our demographic was constantly looking for new and interesting ways to use common products, so I designed a system featuring a unique craft image for each SKU. For an extra challenge, each craft had to be created using the product on whose PDP it wouldappear.
"Craft-a-palooza" begins. I researched projects, sourced materials, made a craft for each of the 52 SKUs, and directed the photoshoot. Scotch was so pleased with the outcome, they green-lighted us to develop an online brand experience campaign to accompany the launch of the new Scotch Create line.
The Campaign: My idea here was to choose 10-12 of the best images emerging from the photoshoot and turn them into Scotch branded step-by-step tutorials designed for Pinterest. Working backwards from a finished craft and showing progression in a limited number of steps, while maintaining the photography style I instated, was a special challenge, but we got it done and had a lot of fun in the process.