Understanding people.
Changing the experience.
Turning shopper insight into clearer brand stories, more intuitive retail experiences, and stronger reasons to choose.
At FutureBrand, I led creative teams working at the intersection of brand strategy and shopper behavior. The work started with what people needed, what stood in their way, and how a brand could make the choice feel clearer.
These selected projects show how that thinking translated across category reinvention, grooming launches, and the everyday coffee aisle.
From a difficult aisle
to a supportive experience.
Feminine care and adult incontinence are deeply personal categories, yet the shopping experience often felt clinical and uncomfortable. Consumer interviews and in-store research helped us understand the emotional barriers, then rethink the aisle around confidence, discretion, and care.
Make the category easier to navigate.
I led creative direction across the experience, connecting layout strategy and product hierarchy to visual storytelling, language, and signage. The goal was to help shoppers find what they needed without adding to the discomfort.
Design around real life.
The platform acknowledged changing needs from puberty and postpartum through menopause. A quieter, more supportive design gave the category a different role: guidance and reassurance alongside product choice.
Support that continues
after the shopping trip.
The app concept connected product discovery, a guided Fit Finder, and an aisle locator. It extended the platform beyond shelf communication, helping shoppers identify what suited their needs and find it in store.
Explore the app prototypeThe separate Always Boutique execution at Target delivered a 5% sales lift. This result relates to that execution, rather than the full department and app concepts shown here.
One category.
Different reasons to choose.
Across Gillette Labs and Venus, the opportunity was to make a new grooming proposition meaningful to shoppers. The two brands called for different expressions, connected by a clear relationship between the product story and the retail experience.
Make performance
feel worth choosing.
I led the global launch rollout, building a consistent communication system across markets and touchpoints. Product benefits became a clear visual story, connecting the innovation to what it meant for the shaving experience.
Bring beauty
into the grooming aisle.
For Venus’s intimate grooming launch, I led design and creative development from concept through the retail vision. Warm materials, softer forms, and clear communication repositioned the experience within Walmart’s aisles.
Bring café culture
into the coffee aisle.
The challenge was to translate the richness of the Starbucks café experience into grocery and mass retail. I led the design and development of two concepts that connected the brand to the way people choose coffee and the moments they make with it.
Mood Meets Brew.
A flavor-first approach connected coffee strengths to the moment, helping shoppers find the right roast for how they wanted to feel.
Elevating the Everyday.
A lifestyle-led direction celebrated small daily rituals, using warm materials, storytelling, and a coffee dispenser station to bring a taste of the café into the aisle.