FritoLay came to Tether with a new snack concept, the name “Imagine,” and a request for identity and packaging concepts to go to consumer testing in about two weeks. I directed and managed a team, from developing a quick barrage of initial creative concepts to delivering finished products to stores in test markets in about six months. Along the way I also directed Imagine’s site, social posts, PoP materials, photoshoots, brand guidelines and a fun tradeshow booth featuring a kid-friendly periscope.

CCO—Stanley Hainsworth, ExecCD—Steve Barrett, CD—Daniel R. Smit, Primary Designer: Peter Duong, Writer—Summer Karaskova 

Tether case study