Packaging

Packaging design plays a critical role in product success. It influences purchase decisions, reinforces brand confidence, and requires close coordination across legal, product engineering, packaging engineering, compliance, and marketing teams.

My packaging work has focused on delivering production-ready designs that support successful product launches. I have developed packaging systems, coordinated cross-functional teams, and ensured accuracy across formats, regions, and retail requirements while meeting aggressive launch schedules.

Role: Creative Director / Designer / Project Manager
Focus: Product packaging systems and launch execution
Scope: Delivered production-ready packaging supporting product launches across multiple product lines and retail channels
Environment: Consumer technology brands operating under tight launch schedules and complex production requirements

Western Digital | Global and Regional Execution

PARENT BRAND & PACKAGING:

I created an endorser brand identity system to increase parent brand visibility across the company’s packaging portfolio. I led the ideation process, presented the concept to senior management, and developed an adaptable design system that could be implemented across 20 packaging form factors and 16 product brands.

The solution occupied less than 3% of the existing package design, making adoption straightforward for brand and product marketing teams.

SANDISK REDESIGN PROPOSAL:

I developed and presented this packaging redesign based on consumer research that confirmed the importance of the red bar as the primary visual element of the SanDisk brand, with capacity and feature icons serving as supporting information.

Recognizing SanDisk’s strong presence in the photography community, the proposal reorganized package content to prioritize photography as the central visual focus. Images on the packaging would be sourced from broader marketing campaigns, creating visual continuity across advertising, retail, and product launches.

LAUNCHING PACKAGING IN MARKET:

I directed the in-house team responsible for delivering packaging for more than 20 product launches per year, guiding each project from initial concept through final production under tight launch timelines.

PlayStation

Consoles and accessories for Global and REGIONAL Execution

I directed the delivery of packaging and below-the-line support for approximately 20 peripherals and 20 console bundles per year, actively managing design agency workflows, internal PlayStation reviews and approvals, and production requirements for roughly 40 retail products annually. I also led packaging redesign efforts that increased available marketing communication space by 50%, improving product clarity and visibility at retail.