Project 7

MY ROLE:
Brand Strategy

Creative Direction

Web Design

Digital/Social Design

Merchandising Design

I led a team of strategists and designers charged with charting the path forward for the "up and coming" Project 7 brand. Originally launching with its gum platform, Project 7 defied category flavor standards with its bold dessert and beverage inspired flavors (birthday cake, lemonade, wedding cake, etc.). Project 7 prided itself on its social consciousness, and struggled with issues of messaging hierarchy. After an extensive brand and category audit, we advised the brand to leverage its primary display panels to better communicate its revolutionary flavors by moving all secondary "mission-based" messaging to secondary panels.

FOCUSING ON THE CONSUMER &
WHAT DRIVES THEIR PATH TO PURCHASE...

BUILDING THE BRAND, ONE FLAVOR AT A TIME,
ONE CONSUMER AT A TIME, & ONE SMILE AT A TIME

MEETING THE CONSUMER WHERE THEY ARE, ONLINE

AND WHERE THEY ARE, IN STORES

AND THEN GIVING THEM DELICIOUS CONFECTIONS

THEY NEVER KNEW THEY WANTED...

After completing the initial brand audit and creating a two year comprehensive marketing plan, we partnered with Project 7 and Starbucks to launch a series of new, innovative products within the Starbucks incubator stores. These revolutionary treats included: Alcoholic Beverage Flavored Gum, Clusters, Build A Flavor Combo packs, & Gummies!