Cleaning Up at the Shelves
- Art Director: owned the aisle-display system through every round of revisions
- Designer: kept redesigning against a moving target without letting quality slip
- Problem-Solver: absorbed late-stage requirement changes without blowing the timeline
- Collaborator: worked directly with the broader team to keep displays sharp enough to compete with a recently rebranded rival
Bissell needed to win back attention at shelf after a competitor rebrand ate into their market share, and the brief kept shifting as new details came in. More than once, a design got close to final before something changed and the direction had to be reworked. Rather than treat each change as a setback, I kept the display system flexible enough to absorb new requirements quickly while still hitting a genuinely shelf-ready standard each time.
Bissell got a set of aisle displays that could actually compete with the rebranded competitor at shelf, built through a process that could take a late change without falling behind schedule.
Competitor rebrand directly countered at shelf
Redesign rounds absorbed after late requirement changes
Post-refresh shopper-engagement score, up from 3.4/5
Sprint from brief to shelf-ready design