Dr. Scholls
Innovation • Brand Development
Creative Direction • E-Commerce • Rollout
I developed the original visual brand language for Dr. Scholl’s, translating innovations into confident, on‑shelf and online experiences from unboxing to e‑commerce and new product launches. As a strategic partner, I led creative strategy to ensure a fast, consistent rollout that inspired stakeholder confidence.
Objectives
Create a cohesive, flexible visual system to support product innovation and premium product launches.
Role & Challenges
Directed cross‑functional teams of designers, illustrators, retouchers, and regulatory production, owning art direction, asset orchestration, and final approvals for packaging, POS, and e-commerce. Maintained regulatory compliance while preserving visual consistency and speed to market.
Outcome
The cohesive brand language and disciplined rollout drove measurable sales growth and established a reliable framework for future product innovations.
Bringing excitement and to reaffirm consumers decision to purchase and encourage repeat business. Unboxing offers a unique messaging opportunity.
UNBOXING MOMENT
Introduction of a new line of spa‑grade care at home with Dr. Scholl’s new health & beauty foot treatments — formulated to soften, restore, and hydrate for beautifully smooth feet. Luxurious textures, calming botanicals, and clinically informed ingredients work together to melt away dryness and reveal comfort you can feel with every step. Elevate your routine: pamper, restore, and love your feet.
Grooming
Large‑scale rollout of a unified design system across Dr. Scholl’s insoles and foot‑treatment categories, translating a single creative direction into tailored packaging and e-commerce for dozens of SKUs. Directed final illustration composites, and production specs to ensure visual and messaging consistency across comfort, performance, and treatment lines, coordinated cross‑functional teams including designers, illustrators, retouchers, regulatory, and global production partners.