Brand Strategy
Designing for the Shelf: Editorial, Packaging, and Product Design at Simplicity
Hundreds of SKUs. Recurring seasonal cycles. A brand that needed to show up consistently across every format and every shelf. Simplicity Creative Group is one of the most recognized names in consumer sewing patterns, with a catalog spanning hundreds of SKUs, a retail distribution footprint that demands print precision, and a consumer audience ranging from first-time sewers to longtime hobbyists. Every season means a new collection. Every collection means new editorial spreads, new packaging, and new products to shepherd from concept to shelf. Working within the art department, I was embedded in the full creative lifecycle: seasonal design production, packaging QA, new product ideation, and a brand identity project that went from blank page to photoshoot.
Seasonal editorial design, retail packaging, and brand identity work for one of the most recognized names in consumer sewing patterns.
Designing Multi-Channel Evergreen Content
One small creative team. A full marketing funnel to feed. No room to rebuild assets every month. Blue Bite needed to educate a market that was still learning what connected products were, while simultaneously driving demand generation, nurturing inbound leads, and establishing thought leadership in NFC, smart packaging, and digital product passports. The team was small. The content calendar was not. The only way to make that volume sustainable was to design a system, not just assets. I led the creative infrastructure build while partnering closely with the marketing team on strategy, voice, and channel execution.
A multi-format content system that turned Blue Bite's technical expertise into educational, evergreen assets deployable across every stage of the B2B buyer journey.