Led the creative direction for a deep-dive reimagining of the Rubbermaid core brand, exploring how to modernize and evolve its identity while staying rooted in its legacy of functionality and trust.

Directed the development of multiple forward-looking creative territories, including Maximum Minimalism, Real Life Contained, Positively Zenful, and Bold Endeavors, each designed to stretch the brand across distinct emotional and visual expressions. These concepts explored the balance between organization and lifestyle, elevating Rubbermaid from purely utilitarian to a more expressive, human-centered brand.

Guided teams in translating strategy into holistic design systems, spanning color, typography, photography, and messaging. Introduced more dynamic use of color, bold composition, and modern storytelling to bring energy, relatability, and clarity to the brand while reinforcing key product benefits.

Ensured each direction could scale across packaging, digital, and retail environments, while also flexing to support diverse product lines and innovation pipelines. Balanced simplicity with personality, enabling the brand to communicate both functional performance and emotional resonance.

Delivered a set of strategic creative frameworks that expanded the boundaries of the Rubbermaid brand and provided a foundation for future evolution across the portfolio.