Over the past 25 years, I’ve been brought into organizations as a designer or creative director to tackle specific challenges. Whether it’s launching a new product, refreshing an old one, or finding clarity in brand positioning, I’ve seen firsthand how an outside perspective can spark incredible results.
Seeing Your Brand Through Fresh Eyes
When you’re deeply immersed in your own business, it’s natural to lose perspective. Sometimes, it takes an outsider to see what’s hidden in plain sight. I’ve worked with teams who were so close to their brand that they couldn’t see opportunities or inconsistencies. A fresh set of eyes brings clarity, revealing not just what’s working but what could be better.
Creating Tools That Keep Working Long After the Project Ends
One of the most rewarding parts of my work is building something that lasts. For example, I often develop what I call a “design kit of parts” for my clients. This includes brand positioning, messaging frameworks, and design systems that teams can use long after my involvement. It’s about setting organizations up for success with tools they can implement and adapt throughout the year.
Collaboration Without Ego
What makes this work truly effective is collaboration. No one knows their business better than the people inside it, and I make that clear from the start. My role isn’t to dictate but to enhance—to bring expertise and fresh ideas while respecting the deep knowledge of the team. It’s this balance that leads to breakthroughs.
A Real-World Example: Great Northern Instore
One project that stands out is my collaboration with Great Northern Instore. They’re experts in designing and manufacturing innovative point-of-sale displays for retail clients. I was brought in to develop messaging and 2D design elements, and they took those ideas to create stunning 3D displays. It was a true partnership—my work laid the foundation, and their expertise brought it to life in ways I couldn’t have imagined on my own. The synergy between us made the end product stronger and more impactful. (Scroll down for examples.)
Why an Outside Perspective Matters
Bringing in an external designer or creative director isn’t about fixing something broken—it’s about seeing what’s possible. It’s recognizing when your team could use additional expertise or a fresh viewpoint to elevate your brand. And it’s about finding someone who can work with your team, not over them, to create something meaningful and lasting.
These partnerships have taught me that great things happen when you blend fresh thinking with deep institutional knowledge. Sometimes, all it takes is a new perspective to help your brand shine in a way you never thought possible.
C L I E N T :
Great Northern Instore
P R O J E C T O V E R V I E W :
Develop design layouts and creative elements for John Frieda’s “THE SALON SUITE,” a promotion targeting all hair types while preserving the brand’s premium aesthetic and identity.
S C O P E :
Create fresh, visually cohesive layouts that align with John Frieda’s modern sophistication and effortless luxury.
Incorporate messaging and imagery that appeal to a diverse range of hair types, highlighting advanced hair care solutions.
T O N E & S T Y L E :
Elevated, inclusive, and on-brand with John Frieda’s heritage, yet adaptable to broader audiences.
John Frieda 2-D Messaging and Design Explorations:
Ready to elevate your brand and create lasting synergy? Bring in an outside designer or creative director and see how fresh perspectives can transform your final products—and your business.
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