I Art Directed the most recent Braun Healthcare packaging update managing the team of designers and supporting project managers. My role was to lead the team in updating the packaging to be align with global branding. The marketing brief outlined the importance of design, accuracy and technology. The update included creating a new icon library, feature graphics, packaging die-lines, packaging templates, products rendering, lifestyle photography and digital assets.
I Art Directed design resources to create digital motion graphics explaining the product features and aligning with the packaging content. These motion graphics are posted on amazon and other online retail platforms.
The back panel features translate beautifully to the online retail shelf. The copy is approved and the graphics complete the assets only need to be adapted slightly to fit the online format.
Working very closely with the cross functional team, I helped drive the improved unboxing and user experience for the Braun thermometer products. We tackled many aspects of the package to elevate the experience. We removed plastic, standardized box sizes globally and simplified the quick start guide. We also placed the Quickstart guide at the top of the package to improve the user experience.
Previous Designs
The Braun ear thermometer was the only product technology for the brand for many years. When we launched a forehead swipe and a no-touch thermometer the strategy was to created different package forms for each product to help the consumer differentiate one technology from the other. I worked with vendors in the US and AP to create package die lines that worked with the product form. I directed the design team in executing the brand look for each new product. New photography was required and I art directed the photo shoots to create in use photos.
New product design and technology
When we launched the forehead thermometer, we worked with marketing and a PR firm to create a promotional van wrap for consumer outreach. I directed the project from beginning to the end recruiting the whole design team to create concepts. The brainstorming and review process was very fun and successful.
Digital ads supporting launch laid out to work within the Braun guidelines.
