SanDisk
At Western Digital, I led creative execution for the SanDisk brand across multiple product lines, supporting global launches, retail programs, and ongoing marketing initiatives. My role focused on building consistent brand systems and delivering high-quality creative at scale. Key outcomes included improving packaging team efficiency by 33% and delivering cohesive brand systems across six product lines and 95 SKUs.
Role: Creative Director / Senior Manager
Focus: Brand systems, packaging, product launches, and retail and digital execution
Scope: Led cross-functional teams and external partners to deliver cohesive brand systems across multiple product lines
Environment: Global consumer technology brand with high-volume product launches and tight timelines.
Branding
After two agencies developed the initial concepts for the SanDisk brand refresh, my role was to translate those ideas into a detailed, actionable system the organization could use. Working with my team, I developed multiple design directions, aligned stakeholders across functions, and delivered a complete, fully functional brand identity system.
Project: SanDisk Brand Identity Guidelines and Templates
Role: Creative Director
Scope: Developed a new design language for the SanDisk brand and product lines, resulting in seven integrated systems across digital, print, and packaging
Timelines: 10 months
Print Advertising
Project: Product Launch Print Advertising
Role: Creative Director
Scope: Developed product-specific print assets to support global and regional product launches
Formats: 8x10 and A4 formats
Digital Advertising
Project: Product Launch Digital Advertising — Web Banners and Email Campaigns
Role: Creative Director
Scope: Developed product-specific digital assets to support global and regional product launches
Formats: 160x600, 300x250, 728x90, 550x2340
Amazon Advertising
Project: Amazon Basic (Global) and Amazon Premium (North America and Europe)
Role: Creative Director
Scope: Developed product-specific digital assets designed to educate customers and clearly communicate product features within Amazon’s structured content environment
Platform: Designs conformed to Amazon’s A+ Content Management Tool requirements
Amazon’s A+ Premium examples used for North America and European needs
Amazon’s A+ Basic examples used for global needs
Packaging: Execution
Project: Consumer Product Packaging — Global and Retail-Specific Executions
Role: Creative Director
Scope: Led the design and production of blister and carton packaging for global and retail-specific programs
Timeline: Typical planning and design cycles ranged from 3–8 weeks
Packaging: Redesign Initiative
Project: Packaging Redesign Initiative
Role: Creative Director
Scope: Developed a comprehensive packaging redesign to improve brand consistency, simplify production, and enhance product visibility at retail
Timeline: Concept development and system design completed over a 4-week period
Before making a final recommendation, I tested the design system across multiple product lines, form factors, and campaign photography to ensure consistency and flexibility. The final evaluation focused on how the brand performed on the retail shelf and within a competitive environment.
Note: Due to a change in leadership, the redesign was not formally adopted.
Photography
Project: Lifestyle and Product Photography
Role: Creative Director
Scope: Directed lifestyle and product photography to support marketing campaigns, product launches, and brand communications
Timeline: Typical planning and execution cycles ranged from 3–6 weeks
