Retail Solutions
From platform launches to major game releases, all in-store merchandising and sales training materials flowed through my team. I drove the creative direction, ensured alignment with marketing and retailer-specific requirements, and coordinated production to meet demanding launch schedules.
PlayStation Exclusive Partnerships
I directed the design and rollout of the PlayStation Exclusive partnership program, working with cross-functional marketing teams and third-party publishers to create a consistent co-branding system across packaging, retail, and promotional channels. I developed the supporting guidelines and coordinated stakeholder approvals to ensure successful launch execution, increasing PlayStation’s brand visibility from approximately 10% to as high as 28% across retail and below-the-line communications.
Project: PlayStation Exclusive Partnership Design System
Role: Creative Director
Scope: Developed the design strategy, execution framework, and retail tools supporting third-party game launches across retail channels
Timeline: 12 weeks
PlayStation 4 Launch
I led the design strategy and execution for the worldwide retail launch of the PlayStation 4, developing the visual language and coordinating implementation across diverse retail environments. The work required adapting designs to multiple form factors, store layouts, and in-store executions for major retailers including Best Buy, GameStop, Target, and Walmart.
Retail programs ranged from full-store takeovers to smaller-scale materials such as point-of-sale signage and product education handouts, all delivered within a tightly coordinated launch schedule.
Project: PlayStation 4 Retail Launch
Role: Creative Director, Project Manager
Scope: Developed the retail design strategy, led tactical execution, and established the visual language for the PlayStation 4 launch across multiple retail channels and store environments
Timeline: 9 months
THE GAMES
Supporting major game launches required balancing the needs of the PlayStation brand, the individual game publishers, and the operational requirements of each retailer. Every retail partner maintained its own rules for store layouts, fixture sizes, materials, and installation timing, requiring disciplined coordination and adaptable design systems.
All point-of-sale executions were evaluated against practical production criteria — creativity, modularity, durability, engineering feasibility, timing, and cost. At any given time, my team managed approximately 20 concurrent programs across 10 major retail accounts, working in direct collaboration with the Channel Marketing team to ensure successful launch readiness at retail.
Project: Retailer-Specific In-Store and Game Launch POP
Role: Creative Director, Project Manager
Scope: Partnered with Channel Marketing, Sales, and retail teams to develop and deliver retailer-specific point-of-purchase materials supporting major game launches across national retail accounts
Timeline: 4 months
