Juul Labs

In 2017, my agency Fades to Nothing was contracted to design the next generation JUUL vapor product. We spent a year in the concept phase working closely with the founders, and amongst heavy agency competition. In 2018 we accepted in-house roles to bring JUUL2 to market. In addition, I took on a wider scope to audit the brand, centralize creative output, and shepard Juul Labs into maturity. I led the Global Creative Team from 2018-2023. Some highlights:

• Established appropriate corporate leveling, equal pay, and career paths for creative professionals at Juul Labs.

• Juul Labs corporate brand design. Set the stage for future legal, regulatory, and scientific communications at a parent company level.

• JUUL brand audit and redesign in partnership with Bibliothèque. Created a scalable design system and produced new product imagery targeted explicitly at adult smokers. The new JUUL brand design system was compliant across all regions and countries, and adopted by both the internal creative team and our agency partners.

• JUUL brand typeface design in partnership with Colophon Foundry. Mitigated potential trademark litigation in the tens of millions.

• JUUL PMTA submission to FDA.

• JUUL2 launch: product packaging, launch campaign, sustaining marketing collateral.

• Future brand campaign development for AMER and EMEA markets.

• Future product research and development across categories (hardware and software).

• National Youth Tobacco Survey reduction in youth use of JUUL products from ~20% in 2018 to 0% in 2022.