Jarden / Newell Brands - Creative Direction Across a Household Portfolio

A multi-brand portfolio spanning kitchen, outdoor, home comfort and small appliances, each with its own retail buyer, planogram, product cadence and consumer promise. The work had to keep every brand distinct on the shelf while running through one shared creative operation - briefing, approvals, production and rollout - without letting quality or voice drift as volume scaled.

1. 01Set the creative direction across kitchen (Crock-Pot, Sunbeam), outdoor (Coleman), home comfort (Bionaire) and small appliances (Black & Decker) - one bench, many brand voices
2. 02Owned packaging systems, retail POS, product launches, sales decks and integrated campaigns from brief through concept, production and multi-market rollout
3. 03Partnered with Marketing, Sales, Product, executives, agencies and retailers to align on consumer insight and commercial objectives before design work started
4. 04Established review, standards and approval processes that kept consistency high as the portfolio grew and cadence tightened
5. 05Stayed hands-on in typography, layout, image-making, compositing and final artwork - direction plus craft, not just direction

• Consistent brand expression across five household categories on shelves throughout North America
• Faster, more predictable path from brief to retail-ready assets for annual product launches
• A creative operation that scaled with the portfolio - packaging, POS, sales, campaigns and executive materials running from a single centre of gravity
• Foundational multi-brand CPG playbook that still shapes how I run creative for large portfolios today