Gillette Labs
Reinventing Grooming for the Next Generation
Global Brand Launch
When Gillette set out to launch Gillette Labs, they weren’t just introducing a new razor—they were reimagining the future of grooming. I led the global rollout, guiding everything from the in-store experience to the packaging design
We knew this wasn’t about shaving—it was about elevating routine into ritual. Our strategy fused premium performance with sleek, disruptive branding, setting a new standard for the category.
Highlights:
Gillette Labs has since become a hero innovation within the brand’s $7.4B global portfolio—proof that even in legacy categories, disruption wins.
Global Brand Launch
When Gillette set out to launch Gillette Labs, they weren’t just introducing a new razor—they were reimagining the future of grooming. I led the global rollout, guiding everything from the in-store experience to the packaging design
We knew this wasn’t about shaving—it was about elevating routine into ritual. Our strategy fused premium performance with sleek, disruptive branding, setting a new standard for the category.
Highlights:
- Developed full visual and strategic system for in-store and digital platforms
- Unified all brand communications globally—launching in multiple markets simultaneously
- Supported by P&G’s Beauty and Personal Health segment, which drove significant sales growth in FY24
Gillette Labs has since become a hero innovation within the brand’s $7.4B global portfolio—proof that even in legacy categories, disruption wins.
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Fem & AI Department Reinvention: “For Her, For Life”
Client: Procter & Gamble – Fem & Adult Incontinence Team
The Ask:
Reimagine the feminine and adult incontinence aisle—traditionally clinical and stigmatized—into a space that feels warm, welcoming, and free of shame. The goal: reduce the discomfort women often feel when shopping these categories in-store.
The Approach:
We started with empathy. Through consumer interviews and on-the-ground research, we uncovered the emotional friction points that make this aisle a place women avoid. In response, we developed the “For Her, For Life” platform—a department-wide reinvention rooted in confidence, discretion, and care.
I led creative direction across every touchpoint, from layout strategy and product hierarchy to visual storytelling and copy. The design was clean, quiet, and informative—offering dignity, not apology. Messaging acknowledged real-life transitions (from puberty to postpartum to menopause), while signage served as a guide, not a sales pitch.
The Results:
The For Her, For Life platform shifted the retail conversation from stigma to support. It empowered shoppers to navigate the category with confidence, driving stronger engagement and shelf conversion. The Always boutique displays rolled out at Target led to a 5% lift in sales, validating the impact of design-led empathy at shelf. New displays for Always and Tampax are currently in development, expanding this reinvention across even more aisles and audiences.
The Ask:
Reimagine the feminine and adult incontinence aisle—traditionally clinical and stigmatized—into a space that feels warm, welcoming, and free of shame. The goal: reduce the discomfort women often feel when shopping these categories in-store.
The Approach:
We started with empathy. Through consumer interviews and on-the-ground research, we uncovered the emotional friction points that make this aisle a place women avoid. In response, we developed the “For Her, For Life” platform—a department-wide reinvention rooted in confidence, discretion, and care.
I led creative direction across every touchpoint, from layout strategy and product hierarchy to visual storytelling and copy. The design was clean, quiet, and informative—offering dignity, not apology. Messaging acknowledged real-life transitions (from puberty to postpartum to menopause), while signage served as a guide, not a sales pitch.
The Results:
The For Her, For Life platform shifted the retail conversation from stigma to support. It empowered shoppers to navigate the category with confidence, driving stronger engagement and shelf conversion. The Always boutique displays rolled out at Target led to a 5% lift in sales, validating the impact of design-led empathy at shelf. New displays for Always and Tampax are currently in development, expanding this reinvention across even more aisles and audiences.
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For Her, For Life App ExperienceTo complement the department reinvention in physical stores, I led the design of an intuitive, empowering companion app: For Her, For Life. Built as a seamless guide for shoppers before and during their store visit, the experience was rooted in personalized support, product education, and discretion.
Key Features:
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Coleman x Walmart: Reimagining the Great Outdoors In-Store
Client: Newell Brands — Coleman Team
Project: Walmart “Outdoor World” Department Reinvention
When Coleman set out to lead a pitch for a reinvented outdoor department at Walmart, they called on us to help bring the vision to life. I led the design and development of a bold new concept: Outdoor World—a fully immersive, REI-inspired space tailored to the Walmart shopper.
Our approach balanced rustic, adventure-ready aesthetics with clean, intuitive brand blocking—making it easier for customers to navigate and shop key outdoor categories. The design not only elevated Coleman’s presence but reshaped the entire department’s look and feel.
Results:
The Coleman team was thrilled with the concept and branding. The pitch is currently under review with Walmart, and the success of this initiative sparked a follow-up project for Home Depot—generating additional revenue and deepening the brand’s retail footprint.
Project: Walmart “Outdoor World” Department Reinvention
When Coleman set out to lead a pitch for a reinvented outdoor department at Walmart, they called on us to help bring the vision to life. I led the design and development of a bold new concept: Outdoor World—a fully immersive, REI-inspired space tailored to the Walmart shopper.
Our approach balanced rustic, adventure-ready aesthetics with clean, intuitive brand blocking—making it easier for customers to navigate and shop key outdoor categories. The design not only elevated Coleman’s presence but reshaped the entire department’s look and feel.
Results:
The Coleman team was thrilled with the concept and branding. The pitch is currently under review with Walmart, and the success of this initiative sparked a follow-up project for Home Depot—generating additional revenue and deepening the brand’s retail footprint.
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Venus x Walmart: Elevating the Female Grooming Aisle
Client: Procter & Gamble – Venus Brand Team
The Ask:
As Venus prepared to launch its new line of intimate grooming products, the team wanted more than shelf space—they wanted a retail reinvention. The goal was to reposition female grooming within Walmart’s aisles, making it feel more like beauty and less like personal care.
The Approach:
I led the design and creative development from concept to execution—starting with mood boards and sketches and culminating in a full-scale department transformation. We introduced soft curves, warm wood tones, and custom shelving that felt more like a boutique than a big-box store. Clear messaging and premium storytelling guided shoppers through the new line and showcased the full Venus portfolio in a fresh, empowering light.
The Results:
The final build was presented to Walmart leadership as a department reinvention—and the response was overwhelmingly positive. Elements of this concept can now be seen in select Walmart stores, setting a new standard for how female grooming can look, feel, and perform at retail.
The Ask:
As Venus prepared to launch its new line of intimate grooming products, the team wanted more than shelf space—they wanted a retail reinvention. The goal was to reposition female grooming within Walmart’s aisles, making it feel more like beauty and less like personal care.
The Approach:
I led the design and creative development from concept to execution—starting with mood boards and sketches and culminating in a full-scale department transformation. We introduced soft curves, warm wood tones, and custom shelving that felt more like a boutique than a big-box store. Clear messaging and premium storytelling guided shoppers through the new line and showcased the full Venus portfolio in a fresh, empowering light.
The Results:
The final build was presented to Walmart leadership as a department reinvention—and the response was overwhelmingly positive. Elements of this concept can now be seen in select Walmart stores, setting a new standard for how female grooming can look, feel, and perform at retail.
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Baby Department Reinvention: Designed for the Next Generation of Parents
Client: Procter & Gamble – Baby Care Team
Retailers: Walmart, Target, Meijer
The Ask:
Reimagine the baby care department across three major retailers—Walmart, Target, and Meijer—to better connect with today’s parents, particularly Gen Z shoppers entering the parenting stage.
The Approach:
Each department was thoughtfully tailored to its retail environment, but united under one strategic insight: modern parents want simplicity, trust, and guidance. We designed branding and communications that were intuitive, emotionally resonant, and rooted in product transparency.
Every design decision—from shelf communication to layout flow—was crafted to support confident, informed purchase decisions. We leaned into omnichannel innovation with digital endcaps, AR-guided basket building, and TikTok creator partnerships that extended the aisle beyond the store.
The Results:
By meeting Gen Z parents where they are—with empathy, clarity, and style—we transformed a typically utilitarian category into a supportive experience. These reinventions didn’t just modernize the department—they made parenting feel a little more manageable, no matter where or how shoppers chose to engage.
Retailers: Walmart, Target, Meijer
The Ask:
Reimagine the baby care department across three major retailers—Walmart, Target, and Meijer—to better connect with today’s parents, particularly Gen Z shoppers entering the parenting stage.
The Approach:
Each department was thoughtfully tailored to its retail environment, but united under one strategic insight: modern parents want simplicity, trust, and guidance. We designed branding and communications that were intuitive, emotionally resonant, and rooted in product transparency.
Every design decision—from shelf communication to layout flow—was crafted to support confident, informed purchase decisions. We leaned into omnichannel innovation with digital endcaps, AR-guided basket building, and TikTok creator partnerships that extended the aisle beyond the store.
The Results:
By meeting Gen Z parents where they are—with empathy, clarity, and style—we transformed a typically utilitarian category into a supportive experience. These reinventions didn’t just modernize the department—they made parenting feel a little more manageable, no matter where or how shoppers chose to engage.
Reimagining the Spirits Aisle: A Premium Retail Experience for Bacardi
Client: Bacardi (via Momentum Worldwide)
The Ask:
As part of a collaboration with sister agency Momentum Worldwide, Bacardi challenged our team to rethink the traditional liquor store environment—transforming it from a transactional space into an elevated brand experience.
The Approach:
We built the design around the idea of inspired discovery. Each spirit was paired with signature cocktail suggestions and digital links to deeper content—empowering shoppers to not only buy, but explore.
Rich photography, premium materials, and warm wood tones brought a sense of hospitality to the aisle. Modern headers and intuitive navigation helped shoppers find their way while reinforcing Bacardi’s premium positioning.
The Result:
The concept blended commerce and storytelling, raising the bar for what a spirits aisle can be. A space once defined by clutter became a destination where education, elegance, and experience meet.
The Ask:
As part of a collaboration with sister agency Momentum Worldwide, Bacardi challenged our team to rethink the traditional liquor store environment—transforming it from a transactional space into an elevated brand experience.
The Approach:
We built the design around the idea of inspired discovery. Each spirit was paired with signature cocktail suggestions and digital links to deeper content—empowering shoppers to not only buy, but explore.
Rich photography, premium materials, and warm wood tones brought a sense of hospitality to the aisle. Modern headers and intuitive navigation helped shoppers find their way while reinforcing Bacardi’s premium positioning.
The Result:
The concept blended commerce and storytelling, raising the bar for what a spirits aisle can be. A space once defined by clutter became a destination where education, elegance, and experience meet.
Brewing Moments That Matter: Starbucks Retail Aisle Reinvention
Client: Starbucks
Role: Creative Director
The Ask:
Starbucks challenged our team to translate the richness of their café experience into the retail aisle—bringing new flavors, product strengths, and brand storytelling to life in grocery and mass environments.
The Approach:
I led the design and development of two immersive concepts:
The Result:
These concepts brought café culture into the grocery aisle—merging premium product display with shopper psychology. The result was a more inviting, sensory, and brand-rich destination for coffee lovers.
Role: Creative Director
The Ask:
Starbucks challenged our team to translate the richness of their café experience into the retail aisle—bringing new flavors, product strengths, and brand storytelling to life in grocery and mass environments.
The Approach:
I led the design and development of two immersive concepts:
- Mood Meets Brew: A flavor-first experience that paired coffee strengths with emotional states—bold for focus, light for calm—helping shoppers find the right roast for the right moment.
- Elevating the Everyday: A lifestyle-driven concept celebrating the small rituals of daily life, from morning routines to afternoon pick-me-ups, all elevated by Starbucks.
The Result:
These concepts brought café culture into the grocery aisle—merging premium product display with shopper psychology. The result was a more inviting, sensory, and brand-rich destination for coffee lovers.
