CREATING A NEW PRODUCT IDENTITY FROM THE GROUND UP
I led the product branding, positioning and packaging development for Dynamop, a new dust mop introduced by Atlas Graham to differentiate it from an existing product within the company's portfolio. The project involved taking a new product from concept and naming through brand development, packaging, sales enablement and international production, creating a market-ready identity that clearly communicated how Dynamop differed from the existing product range.
THE OPPORTUNITY
Atlas Graham already offered a dust mop, but the introduction of a new product created a challenge around product differentiation. Customers needed to understand why Dynamop was different and what value the new product offered. Rather than relying solely on the existing Atlas Graham brand, I developed a distinct product identity that could establish its own position within the product portfolio while remaining connected to the parent brand.
PRODUCT NAMING & BRAND DEVELOPMENT
I developed the name Dynamop and created the accompanying product identity. The objective was to establish a name and visual identity that was:
• Distinctive
• Easy to remember
• Relevant to the product
• Visually recognizable
• Compatible with the wider Atlas Graham brand
• Easy to remember
• Relevant to the product
• Visually recognizable
• Compatible with the wider Atlas Graham brand
The new identity provided the foundation for the packaging and supporting sales materials.
PACKAGING STRATEGY
I developed the complete packaging and label system around the new Dynamop identity. The packaging needed to communicate the product's key features while clearly differentiating it from Atlas Graham's existing mop offering. Because the product was intended for North American markets, the packaging incorporated English, French and Spanish content. This required careful consideration of information hierarchy and available packaging space while maintaining a clear and commercially effective presentation.
INTERNATIONAL PRODUCTION
The packaging was ultimately printed in Germany, requiring coordination with an international production vendor. I managed the creative and production process to ensure the final artwork met the requirements of the printer while maintaining consistency with the approved design. This added another layer of project management to the creative process, requiring coordination across design, production, language requirements and international suppliers.
VISUALIZING THE PRODUCT
Before production, I created 3D packaging mock-ups using SketchUp to visualize how the final packaging would look and function. This allowed the team to assess the design in a realistic context before committing to production and provided a useful visual tool for communicating the final concept to stakeholders.
SALES ENABLEMENT
The launch was supported by a suite of sales materials, including sell sheets that communicated the product's features and value proposition. These materials gave the sales team a practical tool for introducing Dynamop to existing customers and explaining why the new product represented a different offering within the Atlas Graham portfolio. This connected the product branding and packaging directly to the B2B sales process.
MY ROLE
PRODUCT MARKETING
Developed the positioning and presentation of a new product within an existing portfolio.
Developed the positioning and presentation of a new product within an existing portfolio.
PRODUCT DIFFERENTIATION
Created a distinct identity to separate Dynamop from an existing product.
Created a distinct identity to separate Dynamop from an existing product.
BRAND DEVELOPMENT
Created the product name, logo and visual identity.
Created the product name, logo and visual identity.
PACKAGING STRATEGY
Developed the complete packaging and label system.
Developed the complete packaging and label system.
CONTENT DEVELOPMENT
Created and organized multilingual product information.
Created and organized multilingual product information.
SALES ENABLEMENT
Developed sell sheets to support customer and sales conversations.
Developed sell sheets to support customer and sales conversations.
INTERNATIONAL PRODUCTION
Coordinated packaging production with an overseas print supplier.
Coordinated packaging production with an overseas print supplier.
CREATIVE DIRECTION
Led the visual development from concept through production.
Led the visual development from concept through production.
PROJECT MANAGEMENT
Managed the creative, production and supplier requirements.
Managed the creative, production and supplier requirements.
THE OUTCOME
The project created a complete market-ready identity for Dynamop, giving Atlas Graham a differentiated product that could be clearly positioned against its existing mop offering. The combination of a new product name, distinct visual identity, multilingual packaging and supporting sales materials provided the business with the tools required to introduce the product to existing customers and North American markets.
The project demonstrates my ability to take a product from initial concept through branding, packaging, sales enablement and international production.
(Click on images to view in a larger window)
