Establishing good/better/best in a crowded market with ZAGG

Packaging Refresh (2024)

My Role:
Brand Strategist
Content & Copywriter
Creative Director

Deliverables:

  • Strategic Definition (positioning, whitespace, marketing strategy, target audience)

  • Brand Expression (character, voice & tone, messaging strategy)

  • Visual Expression (vision boards, logo, colors, typography, imagery)

  • Consumer Packaged Goods (information hierarchy, messaging, CPG design)

  • Concept Validation (survey writing, consumer testing)

Highlights:

  • Managed the team to help modernize brand visuals to keep up with tech trends.

  • Improved e-commerce conversion rates through better user experience on Amazon.

  • Reinforced the importance of balancing innovation with clear, consistent branding, by refining packaging hierarchy and making product levels clear and concise.

ZAGG was expanding its portfolio of mobile accessories and needed a packaging refresh that could evolve with its product innovations. I worked on refining messaging, designing new packaging, and ensuring a seamless digital shopping experience.
What I learned, creating an omnichannel experience matters, even when you are selling screen protectors.