Visual Brand Language
I executed a multimillion-dollar global category re-alignment program with ACCO Brands factory in Portugal. I managed all R&D activities, including design and engineering, to innovate and introduce new products according to the new visual brand guidelines that I’ve established. My efforts resulted in a million-dollar increase in category GP. Apart from this, I also architected a global packaging brand language for a product category. By simplifying feature communications, templates, and the visual brand presence of products, the shopping experience of consumers has improved. This resulted in increased market share and multimillion-dollar category lift by 2018.
Fusion Laminator Range
Fusion combines what you want and what you need in lamination. From the ground up, I created an all-new lamination line for Swingline™ GBC®. We streamlined our products and the lamination process, incorporating cutting-edge technology into a sleek design. Delivering unmatched speed and simplicity, Fusion makes lamination faster and easier than ever before.
Winner 2012 Good Design Award
User Interface Design
Exceeds expectations through brand experience. A plaftorm of laminators designed to deliver lamination results that are flawless, smooth and super quick. Designed for ease of use with standardized iconography, simple touch buttons, a new, innovative automatic laminating system, and automatic jam detection.
Tom Shortt, President Global Products, ACCO Brands
“It takes a lot of work to make the complex simple. You helped bring a vision to life and I am very grateful for that! You just seemed to instantly get it.”
Global Brand System
The purpose of the Visual Brand Language is to provide consumers and customers with the most effective way to recognize and remember the brand, easily navigate multiple product offerings across low/medium/high price tiers, differentiate the brand from its competitors, build equity, and positively associate the values and personality of the brand with the packaging experience.
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![Fusion laminator packaging]()
1. Prioritize communication of key performance elements
Packaging devotes prominent space on primary shelf-facing panels to emphasize feature + benefit information deemed critical to driving consumer purchase decisions.
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![Back of Fusion laminator packaging]()
2. Enable packaging to stand alone
Designed to be the primary messenger in communicating brand and product benefits to consumers.
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![Tiered product packaging]()
3. Reinforce product architecture
The packaging system communicates and reinforces product architecture by communicating the tiered trade-up strategy through differentiated packaging.
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![Fusion lamination supplies packaging]()
4. Relate machines to supplies
The packaging system relates equipment to supplies, not only through branding, but also as a way of adding value and clarity to the process of purchasing renewable supplies
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![shopper grid on packaging]()
5. Trade-up shopper grid
Used on packaging, in catalogs, web communication, and at point of purchase to provide a clear statement of offerings.
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![Fusion product manual]()
6. Out-of-box experience
Branded manual with simple quickstep illustrations to demonstrate use, enhancing the consumer brand experience.
Extending the Global Visual Brand Language to other Categories
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Category Re-Alignment
Innovate and introduce new products according to the new visual brand guidelines I’ve established, with the ACCO Brands factory in Portugal.
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Equipment & Supply Packaging
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
