Campaign Strategy & Execution
LESCO®
Package & Brand Revitalization
Package & Brand Revitalization
I spearheaded a comprehensive packaging and brand refresh for LESCO, elevating shelf presence, improving product hierarchy, and establishing a scalable system adopted across hundreds of branch locations.
Winter Tool EOP
Golf EOP
Tool EOP |. Art Director
Window Cling |. Designer + Art Director
Turf EOP Flyer |. Designer + Art Director
Seed EOP Flyer |. Designer + Art Director
Digital Ad | Art Director
Digital Ad | Art Director
Digital Ad | Art Director
Digital Ad | Art Director
Digital Ad | Art Director
Digital Ad | Art Director
Strategic Expansion
Packaging Architecture Modernization
Redesigned the visual identity and structural system for bags, cans, bottles, and multi-component packaging, creating a cohesive, retail-ready brand language.
Cross-Functional Packaging Process Leadership
Established packaging guidelines and end-to-end workflows, collaborating with product, supplier, and internal teams to refine processes, specs, and production timelines.
Established packaging guidelines and end-to-end workflows, collaborating with product, supplier, and internal teams to refine processes, specs, and production timelines.
Scalable Brand Systems & Guidelines
Developed master templates and usable standards that ensured consistency and quality across all formats and categories.
Developed master templates and usable standards that ensured consistency and quality across all formats and categories.
Omni-Channel Brand Elevation
Used packaging as a springboard to rejuvenate LESCO®’s brand across digital, in-branch merchandising, and national marketing channels.
Used packaging as a springboard to rejuvenate LESCO®’s brand across digital, in-branch merchandising, and national marketing channels.
Revenue & Performance Impact
Legacy Brand Modernization
Transformed an aging product portfolio into a cohesive, contemporary packaging system that reestablished LESCO® as a competitive, professional-grade brand.
Transformed an aging product portfolio into a cohesive, contemporary packaging system that reestablished LESCO® as a competitive, professional-grade brand.
Enterprise Brand Alignment
Created consistency across bags, bottles, cans, and multi-format packaging, strengthening brand recognition across national branch locations.
Created consistency across bags, bottles, cans, and multi-format packaging, strengthening brand recognition across national branch locations.
Operational Packaging Efficiency
Streamlined packaging guidelines and production workflows, improving cross-functional coordination with suppliers and product teams while accelerating rollout timelines
Streamlined packaging guidelines and production workflows, improving cross-functional coordination with suppliers and product teams while accelerating rollout timelines
Omni-Channel Brand Lift
Leveraged the packaging refresh as a catalyst for broader brand promotion across digital, in-branch merchandising, and marketing channels.
Leveraged the packaging refresh as a catalyst for broader brand promotion across digital, in-branch merchandising, and marketing channels.
Related Projects
Shovel Label | Art Director
Rake Label | Art Director
Shovel Label | Art Director
Bulb Box | Art Director
Bulb Label | Art Director
Rake Label | Art Director
Smart Patch | Designer
Smart Seed | Designer
