Hoover’s Visual Brand Language Refresh strikes a balance between premium quality and modern tech appeal, while remaining grounded and relatable. While working at TTI Floor Care as a Creative Manager, I led the execution of this refresh on-carton, relying on strong sans-serif typography and coordinating with photography and CGI teams to deliver clean, detail-driven imagery. Red highlights and elevated product renders guide the eye, while subtle lifestyle cues—like the presence of a puppy—preserve the brand’s human touch. I was also responsible for working with other designers to ensure consistent application across the board in terms of packaging, points-of-purchase, variations in exclusive derivatives, and concepting any new elements that needed to be added, down the line.