Michael Stiff
Design + Art Direction + Strategy
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SC Johnson Vecco Launch

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SC Johnson Vecco Launch

A revolutionary new craft paint and stencil system for rugs available in craft stores for the very first time. Vecco is unique in that its Colorant dries to a powder—allowing the user to vacuum up any design imperfections. After applying the Lock spray the color fuses with the rug. The design and rug remain pliable.

I led a team to design and develop packaging, demo materials and retail display for a single market pilot. Oversaw all aspects: conception, design, prototyping, vendor selection, fulfillment and budgets.

 
 
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POP TESTING

Multiple rounds of shopper testing to determine user understanding of value proposition and purchase behavior.

 
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