Photo: Supergoop.com
Supergoop!
Supergoop is a widely popular sunscreen brand on a mission. They are passionate about sunscreen and believe strongly in prevention, as skin cancer is the most preventable cancer, yet affects 1 in 5 Americans.
After working with an agency to solidify their branding and social media content, they realized their packaging needed a refresh to keep up with their ever popular brand. We were tasked with creating a brand architecture for their product lineup in order to create cohesion, but also allows Supergoop to grow within the guardrails provided. Our updated architecture focused on elements of unification in order to create a product architecture that would allow for codification and easy user shopability and navigation. We defined core elements to communicate the Supergoop! brand in a unique and identifiable way. I oversaw the work as the project manager from overseeing and guiding the strategy to design to managing production testing overseas. The updated work will be released January 2020.
Mock up of the St.Regis experience
St.Regis
St. Regis and Aruliden embarked on a 2017 collaboration to develop a new Culture & Service Proposition for the brand.
Our journey captured the underlying principles of the St. Regis culture and service, which led to a new, inspiring and aspirational service promise to our guests. We revamped the Butler Service in line with this proposition’s more modern tonality, and created new experiences and gestures for our guests that demonstrate our service promise. Underpinning it all, we also developed some internal structures and cultural reinforcements as a first step in the journey to embed this new proposition across St. Regis globally. As the project manager, I oversaw the day to day work as well as aided with interviewing all stakeholders. I visited various locations to ensure our insights and solutions were implementable and practical for staff.
Kinship
Kinship is a new skincare brand for young people with a bold, optimistic and provocative spirit that aims to transform the category.
We designed Kinship for this generation and built on their values: A brand with purpose and products with guts. We celebrate diversity and advocate for better, cleaner products. We stand for bold self expression and constant reinvention. I worked as the project manager as well as junior strategist for Kinship. As the resident Gen Z expert, I designed a report that informed the direction of this work and enabled the design to truly speak to the generation.