LEAD BRAND DESIGN STRATEGIST | DOVE HAIR GLOBAL
Responsible for leading the Brand Design and Strategy for Dove Hair Global, an incredible opportunity to work on the future roadmap of brand, product and future-proofing design capabilities. Responsibilities spanned from visionary creativity to mass-production technical execution (15+ billion units/year), with a typical project sequence involving:
1/ Brand and project seed ideas — pre-briefing, consumer and market research, visual and sensory brand design principles, opportunity and strategic scoping, ideation sketching, agency partnerships, and an all-encompassing "brief-the-brief" workshop to align stakeholders and define objective goals that maximize creative output within realistic scope.
2/ Concept creation and refinement — creative ideation, concept development, visualization, aesthetic prototyping, agency partnership strategies, visual and 3D assessment, finalized through a lead concept selection workshop.
3/ Final concept development — sensory brand design development and specifications, shelf impact analysis, design re-use, SKU development, end-of-life strategy, predictive analysis, technical prototypes, concept design lock workshop.
This work is a commercial piece in collaboration with Unilever's Brand and Marketing team, led with a strategic framework designed to support the transition from form-making to holistic brand design delivery. My approach is to empower business leaders to make informed, design-led decisions that work effectively both in the short-term brand execution and for the longer-term strategic roadmap. This work is supported via partnership with a number of award-winning graphic design agencies.
© Libby Brown 2011-2014 | Unilever Dove Hair Global.
