2018
Gillette
Project
Branding & E-commerce
Services
Branding, Research, Digital Srt Direction, Glaobal Product Launch
Role
Sr. Digital Art Director
Branding, E-commerce & Global Product Luanch | Mens Grooming
Ecommerce - Amazone & Tmall
Branding
CPG
E-commerce
Product Launch
Overview
How do you show the cutting-edge engineering of an everyday ecommerce object? Give it the power of a jet engine coupled with a panther’s grace. That’s how we took Gillette Fusion ProShield, a leader in men's grooming, global. We deconstructed the Fusion ProShield razors and then packaged them into toolkits, artfully playing off the idea of assembly to show men the arsenal of shaving tools at their disposal. The result? A masculine ecommerce campaign that was also sexy as hell for a global audience.
Going Global—and Mobile
Branding
To set a global standard for eCommerce success, we created a set of best-in-class tool examples and design guidelines, ensuring every region could easily apply them with consistency and impact. We designed every asset with a mobile-first mindset—where bold visuals, sharp typography, and fast-loading experiences helped drive higher eNOS (eCommerce Net Sales) even on the smallest screens. Finally, we elevated Gillette’s global brand presence by fusing functionality with aspiration—bringing the product’s engineering to life in a way that was iconic, masculine, and unmistakably Gillette. The result? A razor campaign as sharp as the product itself—and a unified global system that could flex across markets without losing its edge.
Seeing is Believing
Key Visual & Claims
We built the blueprint for eCommerce, mCommerce, and Subscription success—clear, actionable fundamentals built for real-world selling across every screen. We raised the creative bar, delivering iconic, on-strategy assets that made every product story sharper, faster, and impossible to ignore. And we gave CBD teams a sell story that hits harder—helping them transform casual clicks into loyal customers, wherever and however people shop.
Coordinated, Consistent Creative
eCommerce Launch
We mapped a strategic framework with Amazon and TMall wireframes, then brought it to life through product page comps for desktop and mobile. We expanded across key assets, locking in a premium, consistent brand presence. A global visual identity toolkit captured best-in-class design standards—making sure the 436 razor didn't just show up, it stood out.
Results
Sales Uptick in 4 Steps
A phased digital strategy laid the foundation for a successful global launch—seamlessly activating 436 across multiple selling platforms with precision, consistency and speed.
Phase 1
Branding & Claim Comms
We created a bold, cohesive identity that made 436 stand out across every global touchpoint.
Phase 2
E-comm visual idenity & design guidelines
We built a playbook with clear design standards to drive high-conversion storytelling.
Phase 3
Package it up
We organized and packaged assets for easy deployment across markets.
Phase 4
Deploy, train & assess
We launched with ready-to-deploy assets and trained vendors to uphold best practices through targeted support and assessments.
// redesign // New homepage
Conclusion
Through a phased, precision-driven strategy, we didn’t just launch a razor—we built a scalable foundation for global success. With bold branding, seamless execution, and consistent activation across every platform, Gillete stands out—and sells strong—on the world stage.
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