BISSELL Floorcare
Role: Creative Direction
Including:
Integrated Campaigns
Product launches
Shopper Marketing
Point-of-Purchase
Materials
Packaging Design
Ingredient Branding
Feature Branding
+ Naming
E-commerce
Aisle Reinventions
Trade Show Booth
Industry: Home Appliances
BISSELL, Grand Rapids, Michigan
For four years I served as the Creative Director for the BISSELL Floorcare business. Much of our work involved launching new products, developing and implementing communication strategies for retailers, and conceptualizing innovative ways to reinvent the vacuum aisle to make it more shopper-centric. In addition, we also devised e-commerce strategies and campaigns, along with a Best-In-Class retailer toolkit, and an award-winning tradeshow booth. Shown here is a cross-section of the projects my team and I worked on.
Awards
Graphis | 2014 | Merit | Category: Exhibit | BISSELL Trade Booth
Graphis | 2014 | Merit | Category: Brochures | BISSELL Best-in-Class Toolkit
e-commerce
In addition to this in-store work, our team was presented with a significant opportunity to grow sales through targeted email marketing campaigns. Leveraging insights gleaned from consumer research, our team wrote compelling and engaging emails. Appealing graphics, developed out of brand elements delivered emails that were clean, modern, and fun. This award-winning email and e-commerce campaign increased sales by 85% versus the previous year. Yes, you read that right.
Packaging + New Product Launch
Packaging designs for the launch of a new carpet cleaning additive. This eye-catching system uses swirling liquids to connect the viewer with the challenge of stains, leading them directly to the solution. Color coding makes it easy to differentiate each variation on the shelf.
Packaging + New Product Launch
Packaging concepts for the launch of a new vacuum cleaner. Designed to stand out on the retail shelf through the use of geometric shapes and bold colors. The vacuum appears to be powerful and dynamic as it comes toward the shopper. We also made it easy for shoppers to locate and view product specs and information before purchase.
Vacuum Cleaner Filter Packaging + Ingredient Branding
In a partnership with Proctor & Gamble, BISSELL launched a new line of scented vacuum cleaner filters scented with Febreze. In this ingredient brand exercise, we had to establish a fair hierarchy and balance of brand elements. All while providing benefit-based language and filter type: allergy reducer, pet odor eliminator, and home refresher. Bright colors help them stand out on the shelf for easy shopping.
Aisle Reinvention — Lowe’s
In a partnership with Lowe's, BISSELL asked our team to re-conceptualize the vacuum aisle in a Big Box environment. We learned through shopper research that shopping for a vacuum cleaner in a home improvement environment was even less fun than shopping for a vacuum in general. The stores were often dusty, disorganized, and the product was frequently out of reach, making it nearly impossible for the shopper to compare features. In this self-directed sales environment, shoppers needed more of a DIY way to shop. We reimagined the aisle as a lower showroom, where shoppers could get a more hands-on experience before purchasing.
Housewares Show
Trade Show Booth Design
The annual Housewares is the only show Bissell attends, and they do well there each year, mainly in a B2B capacity. They needed an environment where the floor was the hero; products were displayed as conversation starters, along with plenty of places to sit, talk, and do business. The booth — a collaboration with Global Experience Specialists, Inc. — interrupts, and engages its audience in a busy trade show venue. The booth design has been a great success story.
Best-in-Class Retail Toolkit
This toolkit, designed for retailers, showcases the range of in-store materials available for use in store environments, for each product. It also offered "best-in-class" guidance for displaying and promoting Bissell products and in-store materials correctly.
Icons
A core component of our business involved enhancing shopper experiences, both in-store and online, we were fortunate to have detailed research to guide us in our strategic decision making. In this case, we explored a library of ready-to-use icons to help consumers quickly navigate the many features and step-up options available on each BISSELL floorcare model. These icons are in-use on the packaging, point-of-sale materials, marketing materials, and online.