Procter & Gamble Brand Expression Studio, 2018 – 2024
Tide & Ariel Powder “Clean Dissolve” Icon Design
In 2020, Procter & Gamble developed a new formula for its powder detergents, and I was tasked with designing an icon to represent this technology.
The icon was created to communicate the innovation clearly across multiple languages and global markets, ensuring it could be easily understood regardless of region.
The design has stood the test of time and remains in use today.
Ariel Powder e-Content Tiles
As Design Lead for P&G North America Fabric Care eCommerce, I created these product tiles by leveraging our internal studio's packaging designs and thoughtfully repurposing assets from our stock photography library.
From initial creative brief to final launch, we aligned the team around a cohesive design direction and delivered the completed content in just two weeks, meeting an aggressive timeline without compromising quality.
Un-published Fabric Care e-Content Key Visual
In 2023, while AI-generated imagery was still in its early stages, I led a pilot initiative within our studio using a bespoke AI image-generation platform. I created a series of key visual concepts that demonstrated how the technology could accelerate creative exploration while maintaining the high standards expected of our brands.
At the time, this was a forward-thinking initiative that showcased our ability to rapidly ideate and prototype creative directions without compromising quality or brand equity. The project helped establish AI as a valuable tool within our creative process, balancing innovation with strategic brand stewardship.
Downy Club Package & Tray Design
Created in 2021, this packaging concept for Downy Infusions Dryer Sheets was designed to clearly communicate value for the club retail channel. I developed a creative direction that featured a large stack of dryer sheets paired with a bold numerical callout to emphasize the bonus quantity, while extending the package graphics across the tray to create a seamless, interlocking billboard effect.
The design successfully elevated shelf impact and reinforced the product's value proposition for club shoppers. This creative strategy proved highly effective across our portfolio and continues to serve as a foundational approach for club-channel packaging today.
Un-published Tide Simply Strategy Guidelines
In 2024, I was tasked with developing a proposal to bring the Tide Simply brand's design strategy into P&G's internal studio, with me serving as the design lead.
The vision I presented established a cohesive creative direction across the entire brand portfolio, encompassing packaging, eCommerce, and print communications. This mood board represents one component of a comprehensive strategic proposal prepared for P&G leadership, illustrating the intended visual language and creative principles for the brand.
I departed Procter & Gamble before a final decision on the proposal was made, but the work reflects my approach to building unified, scalable brand systems that extend consistently across multiple consumer touchpoints.
Cheer Detergent e-Content Tiles
In 2021, I partnered with Susan Walker, who had recently joined P&G North America Fabric Care as the eCommerce Director, on one of her first initiatives with the team. Together, we developed an eContent strategy for several underperforming brands at Target that were at risk of being delisted due to weak in-store sales and limited online engagement.
Working closely together, we created a suite of digital assets that honored the brand's established equity while reimagining its visual expression to better resonate with a younger audience. The refreshed content strategy brought new energy to the brand and strengthened its online presence.
The initiative helped demonstrate the brand's potential, and Target ultimately decided not to delist the product. The brand remains on Target shelves today, with our eContent strategy playing a key role in that outcome.
https://www.target.com/p/cheer-he-compatible-liquid-laundry-detergent-154-fl-oz/-/A-84114519
Tide refill design for Terracycle Loop
In 2022, I led my first major project within P&G's BE Studio: the development of a new package design for Tide Refills as part of the Loop reusable packaging system. Partnering with our internal design team and freelance creatives, I guided the exploration of concepts for the brand's reusable metal container and assembled the initial presentation for design leadership.
The project generated more than 40 design explorations in the first round, reflecting the studio's renewed energy and collaborative spirit. The concepts shown here include several that I created personally. Together, we refined the work to six final directions for leadership review, and the design featured on the right was ultimately selected as the winning concept.
This project established a creative process that balanced broad exploration with strategic refinement, while demonstrating my ability to lead multidisciplinary teams through complex design challenges.
Tide Zero design
Originally launched in 2020 by an external design agency, Tide Zero struggled to gain traction in both the U.S. and Canadian markets. The initial creative direction failed to resonate with leadership or consumers, prompting the brand to revisit the design strategy.
In 2023, the project was brought into P&G's internal studio, where I helped redefine the brand's visual direction for relaunch. My approach focused on strengthening brand recognition and improving shelf impact through a series of strategic design refinements: enlarging the Tide logo to reinforce brand equity, introducing a bold color swash to clearly differentiate scent variants, and reducing the prominence of the fragrance imagery by moving it to the right side of the label. This created a cleaner hierarchy and a stronger overall brand presence at shelf.
The redesigned packaging was enthusiastically adopted by the leadership team and remains in market today, demonstrating the lasting impact of a design strategy rooted in brand clarity and consumer recognition.
P&G NA FC “Clean Pack” Project
This project began in early 2021, at the height of the COVID-19 pandemic, when consumer purchasing rapidly shifted from physical stores to eCommerce. As in-store traffic declined, it became clear that our online product imagery had to do much more than simply represent the package—it had to become the primary selling tool.
To address this challenge, I helped lead the development of the Clean Pack initiative, a new design strategy that reimagined how P&G products appeared across eCommerce search results. We created a scalable process for deconstructing product packaging, rebuilding hero images with enhanced visual clarity, and integrating concise secondary claims that communicated key product benefits at a glance. The result was a cleaner, more compelling presentation optimized for the digital shelf.
The strategy fundamentally changed how our brands competed online. By improving product discoverability and consumer engagement, the program contributed to sustained year-over-year growth and helped P&G maintain category leadership, supporting more than $2 billion in online sales across the category in 2022 and 2023.
The success of the initiative quickly influenced the broader marketplace, with competitors adopting similar approaches to hero imagery and complementary eCommerce content strategies.
To date, Clean Pack remains the most impactful project of my career. It demonstrated the power of design as a business driver, shaped P&G's long-term eCommerce strategy, and played a significant role in my advancement into a design leadership position.
Tide For Baby design
This project holds special significance for me because it marked the first time at Procter & Gamble that I led the creation of a brand from the ground up, directing every aspect of its visual identity. It established the holistic design approach that has since become the foundation of my work.
Developed in 2021, the brand began with consumer research and product insights provided by our R&D team. From there, our internal studio built the brand ecosystem, creating the visual identity, eCommerce content, website, photography, and supporting marketing assets. We explored three distinct creative directions, each tailored to a specific consumer archetype, before selecting and refining the final expression based on extensive research and strategic validation.
Leading this project gave me the opportunity to shape a cohesive brand experience across every consumer touchpoint—from packaging to digital—and demonstrated the value of an integrated, insight-driven design process.
The success of the launch contributed to my promotion as Design Leader for our expanding internal studio the following year.
This work was made possible through close collaboration with design leaders Susan Walker and Kathryn Castle, whose partnership was instrumental throughout the project.
Other P&G NA FC BE Studio Projects
