Design Manager and Art Director
Client: Reckitt Benckiser
Background: Known for it’s rodent kill products D-CON looked to extend it’s pest control brand equities and explore Ant and Roach insecticide category
Objective: In order to differentiate itself from popular competitive brands D-CON’s focus is on communicating it’s position of trust to the consumer, strongly emphasize efficacy and highlight it’s water base formula for safety.
Results: Led a senior team of designers through strategic creative phase. Explored and presented various design systems which successfully pushed the brand message, kept many of the consumer recognized brand equities but clearly differentiated this new insecticide product from the well established rodent pest control category.