As part of Atlas Graham’s strategic move into the retail hardware market, I led the art direction, concept development, and packaging design for a line of push brooms tailored to both professional and consumer use. This project encompassed the full brand identity development and content creation for two product tiers: pre-assembled professional brooms and clipped brooms at a more accessible price point.
Each broom sleeve was developed with a unique die-line and visual styling to differentiate between product types and their intended uses, ranging from smooth to heavy-duty surfaces. Imagery and concise messaging were used to guide customer decision-making in-store to simplify product selection based on workshop or garden needs. The sleeves were printed and designed for high visibility on crowded retail shelves, emphasising usability and performance.
In addition to the design execution, I managed media buying for placement in distributor and retailer marketing materials, while overseeing the full budget and coordination with packaging suppliers. The success of this project was measured through retail sales performance and purchase order volumes, which provided direct insights into the impact of our design strategy on customer behaviour and product uptake.
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