NEOSTRATA® pioneered anti-aging science with the discovery of alpha hydroxy acids by the founders in 1974. This foundation of innovation set the brand in motion for patenting technologies such as polyhydroxy acids for sensitive skin and NeoGlucosamine® for hyperpigmentation.
Within the dermacosmetic category, we saw a tremendous opportunity to create an expression and experience that respects the brand’s rich history and high-performance formulations but adds a new dimension that does a more effective job of enriching the brand with a personality that differentiates.
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Lead, Melinda Brechbuehler
Photographer, Christopher Baker
Stylist, Lisa Lee
Branding, Logo Design, Global Templates & Design Intents, Brand Guidelines, Custom Pattern, Photography Art Direction
Johnson & Johnson®
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Manager, Cassandra Cogbill
Design Lead, Melinda Brechbuehler
Industrial Designer, Sharon Myoung
Designer, Alyssa Lagattuta
Johnson & Johnson®
Many consumers misunderstand Carefree Pantyliners for a light menstruation solution vs a daily freshness routine.
The objective for the Carefree brand is to increase the daily routine of wearing a pantyliner for everyday freshness and confidence amongst all women.
Thus, the global franchise team came to us with a need for an on-the-go pantyliner. In collaboration with R&D and industrial design, we developed an entirely new round wrapper. Beyond the primary and secondary packaging design, we created graphics for various consumer touch points to build a story around the launch with the iconic circular design and to help the consumer understand this was a new and fresh pantyliner format that is easy to take in your purse, share with friends, and keep amongst your daily routine toiletries.
Nth Degree is a conceptual project from the team of skin experts behind Neutrogena. I supported this team with two other designers, our design director, and creative director.
Problem: Neutrogena has been competing for relevance in the beauty space amongst competitors sold in beauty channels such as Sephora and Ulta.
Solution: Inspired by the millennial mindset that you simply can have it all, we created a next generation skincare brand that breaks skin paradoxes; like wanting clear skin that’s also intensely glowing or treating blemishes while also nourishing your skin at the same time.
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Lead, Melinda Brechbuehler
Design Lead, Lex Evan
Senior Designer, Nick Smith
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Manager, Shelby Spears and Nancy Smith
Design Lead, Melinda Brechbuehler
Liner Renderings, Alex Poupard
Johnson & Johnson®
The objective for the Carefree brand is to increase the daily routine of wearing a pantyliner for everyday freshness and confidence amongst all women. Often consumers misunderstand Carefree Pantyliners for a light menstruation solution vs a daily freshness routine.
Packaging Redesign, Global Templates & Design Intents, Brand Guidelines
Global Redesigns 2016
Creative Director, Tim O’toole
Design Director, Jennifer Dahl
Design Manager, Shelby Spears
Senior Designer, Melinda Brechbuehler
Pad Renderings, Alex Poupard
Johnson & Johnson®
Global packaging redesign, secondary polybags, primary pouches, illustration and pattern creation, design specifications and guidelines
Introducing tampons to the women in India
Introduced Stayfree tampons to women in India while educating many women in rural areas what tampons are. Since Stayfree has been a long trusted pad brand in India, the strategy was to introduce tampons to convert pad users to tampon users instead of introducing o.b. as a new brand offering.
Our team dove into the consumer journey through video interviews with Indian women in rural neighborhoods that gave us access to their living and bathroom spaces. We immediately understood the need for clarity of the benefits of tampons on the packaging as well as instructions for a positive user experience for many of their first experiences inserting a tampon.
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Design Manager: Nancy Smith
Senior Designer, Melinda Brechbuehler
Johnson & Johnson®
The Information for Use (IFU) pamphlet was specially designed for consumers in rural India with easy instructional text, large diagrams with simplified anatomical illustrations, and tips in a friendly voice to promote dialogue to a topic that is still very taboo in India. Period.
We launched the biggest tampon innovation in 10 years— the new Dynamic Fit™ technology derived from a special combination from a new and enhanced technology to create a 3D expansion to adapt to your body once in place.
For the packaging, we modernized and revolutionized o.b. from a functional commoditized brand to a lifestyle brand in the women’s health category. We reinvented the floral imagery that is typical in the women’s health aisle and created an unexpected color palette in the tampon aisle to establish a new era in women’s health packaging. The new brand perception is that this is for all women and in support of women to do more on their periods. “ob do” was the campaign that launched with the redesigned packaging.
Creative Director, Tim O’toole
Design Director, Jennifer Dahl
Design Manager, Nancy Smith
Senior Designer, Melinda Brechbuehler
Tampon Renderings, Alex Poupard
Johnson & Johnson®
The o.b. Limited Edition pack emphasizes the energy, boldness, ‘doer spirit’ which o.b. has in its brand DNA. We further shifted the brand perception from the classic global design to a hip, summer inspired design to recruit young female entrants to the menstruation category.
I worked closely with the illustrators to build a toolkit of assets around the idea of a summer road trip amongst friends. I then worked closely with a team of designers to bring the overall story to life on packaging.
2017, Festival Girls. Illustrations by Darling Clementine
2016, Summer Protection. Illustrations by Jimmi Crayon
Creative Director, Paul Owen
Design Director, Jennifer Dahl
Solutions Lead, Shelby Spears
Design Lead, Melinda Brechbuehler
Johnson & Johnson®
Designed the graphics on the BAND-AID water block bandage carton. There was a purchase intent problem with the previous packaging because the water droplets were not disruptive and noticeable on pack. Consumers did not understand the higher price point for this product vs regular fabric bandages. The solution of a pool of water printed on the package and mimicking the “smile” architecture of the brand was hugely successful in market.
Creative Director, Tim O’Toole
Design Director, Neil Sadler
Senior Designer, Melinda Brechbuehler
Retail Designers, Steven Hecht & Colin Martin
Global Templates & Design Intents, Photography Art Direction, Photo Editing
Johnson & Johnson®
I worked for the Ecommerce website Rue La La, 2012-2013
MFA Boston University 2012
