As the in-house Creative Director on the project, I served as the key point of contact between Implus's Consumer Insights Agency; Mosaic and the in-house team. I had two key roles as the head of the project: 1) facilitate concept development with Mosaic and get internal buy-in and approvals 2) oversee the execution of the rebrand from a brand, packaging and in-store execution
I led a dedicated team of five as we successfully delivered redesigned packaging for over 250 skews in the insole and shoe care category within eight months. On the merchandising side, I provided creative direction that brought the brand to life in-store.
Resulted in an 8% sales increase while overall category declined by 14%.