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MY ROLE:
Strategic Brand Design
Creative Direction
Art Direction
Print Production Management
I was privileged to lead the team of designers responsible for the incredible Newman's Own brand trajectory. My former agency created the initial brand design and continued on, over the course of more than thirty-five years, as guardians of the equity. It was my pleasure, to lead the second wave of brand growth and to evolve the brand's popular, iconic designs, in ways that built upon the heritage without alienating an exceedingly loyal consumer. Together, my team and I not only evolved the base design, but we also created new brand extensions, as Newman's Own steadily extended into additional categories.
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